Alina Simona Tecău, Cătălin Maican, Eliza Ciobanu, Camelia Șchiopu, Silvia Sumedrea, Ioana Bianca Chițu, Radu Lixăndroiu, Gabriel Brătucu
The study examines the emotional and physiological effects of message framing in sustainability communication. Specifically, it explores how different image-message combinations shape consumer engagement by measuring physiological arousal (activation), and emotional resonance (impact) across various product categories. By using Galvanic Skin Response data combined with a hierarchical cluster analysis, the research provides insights into how individuals process sustainability information at both emotional and cognitive levels. The results reveal diverse and nuanced reactions shaped by the interaction of message framing, topic, and gender. The identification of seven distinct response patterns contributes to emerging consumer typologies in sustainability communication, offering practical value for organizations seeking to tailor messaging, enhance audience engagement, and encourage sustainable behavior.