Journal of Marketing Article Postprint © 2011, American Marketing Association All rights reserved. Cannot be reprinted without the express permission of the American Marketing Association. Go Green! Should Environmental Messages Be So Assertive? ANN KRONROD* AMIR GRINSTEIN** LUC WATHIEU*** * Postdoctoral Fellow, Marketing Group, Sloan School of Management, MIT Address: 100 Main Street, Cambridge, MA 02139 Tel. 617-715-4840 E-mail: kronrod@mit.edu ** Assistant Professor of Marketing, Guilford Glazer School of Business and Management, Ben-Gurion University of the Negev, Beer-Sheva, 84105, Israel Tel. 972-8-646-1221 E-mail: gramir@bgu.ac.il *** Associate Professor of Marketing, McDonough School of Business, Georgetown University, Hariri Building, Washington, DC 20057 Tel. 202-687-2783 E-mail: lw324@georgetown.edu The authors acknowledge constructive comments received from Maria Aladjem, David Katz, Debora Thompson, Aviv Shoham, as well as seminar participants at Sloan School of Management, Aston Business School, VU University Amsterdam, Tel-Aviv University and Haifa University. They are also grateful to Editor Kohli and three anonymous reviewers for their helpful comments. The research project was supported by a Grant from the Israel Foundations Trustees (2011-2013).