For their contribution Misleading consumers with green advertising? An affect-reason-involvement account of greenwashing effects in environmental advertising, published in 2018 in the Journal of Advertising, Desirée Schmuck, Jörg Matthes, and Brigitte Naderer won the 2026 Arnold Barban Most Impactful Article Award from the American Academy of Advertising.
The award honors the most impactful article published across the Academy's three journals (Journal of Advertising, Journal of Current Issues and Research in Advertising, and Journal of Interactive Advertising) within a three-year window, recognizing work that has substantially influenced theory development, empirical inquiry, and scholarly discourse over time.