Self-report evidence suggests that consumers prefer green products (i.e., pro-environmental) to standard products, but this is not reflected in purchase behaviors. To understand this disconnect, we exposed participants in a magnetic resonance imaging (MRI) scanner to green and standard ads. After viewing each ad, participants rated liking and perceived sustainability. Ratings were more favorable for green ads than for control ads, but the functional MRI data suggested an opposite pattern-participants showed greater activation in regions associated with personal value and reward (ventromedial prefrontal cortex and ventral striatum) in response to control ads relative to green ads. In addition, participants showed greater activity in these regions to the extent that they reported liking control ads, but there was no such trend for green ads. In line with a neuroeconomic account, we suggest that activity in these regions may be indexing a value signal computed during message exposure that may influence downstream purchase decisions, in contrast to self-reported evaluations that may reflect social desirability concerns absent at the point of purchase.
Keywords: Persuasion; advertising; fMRI; green marketing.