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The effects of gain- and loss-framed...

Keltner, Susan Kathleen.

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The effects of gain- and loss-framed messages when paired with a social-norm on motivating an energy conscious behavior change in altruistic settings.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	The effects of gain- and loss-framed messages when paired with a social-norm on motivating an energy conscious behavior change in altruistic settings./
作者:	Keltner, Susan Kathleen.
面頁冊數:	129 p.
附註:	Source: Dissertation Abstracts International, Volume: 77-07(E), Section: B.
Contained By:	Dissertation Abstracts International77-07B(E).
標題:	Environmental science. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10032386
ISBN:	9781339535456

The effects of gain- and loss-framed messages when paired with a social-norm on motivating an energy conscious behavior change in altruistic settings.
Keltner, Susan Kathleen.

The effects of gain- and loss-framed messages when paired with a social-norm on motivating an energy conscious behavior change in altruistic settings. - 129 p.

Source: Dissertation Abstracts International, Volume: 77-07(E), Section: B.

Thesis (Ph.D.)--George Mason University, 2015.

As a result of slow outcomes from global climate change negotiations, it is increasingly apparent that a multifaceted policy approach to climate change mitigation may be necessary. Encouraging energy efficient behavior at the individual level is one such approach, and would require a public messaging campaign. Two frequently used forms of messages are loss-framed and gain-framed. For example, a gain-framed message related to climate change might feature a thriving polar bear and encourage mitigation action to protect such a majestic creature. However, most climate change appeals use loss-framed messaging, which might include an image of a drowning polar and text shaming readers for their carbon footprint. There has been very little prior work which assesses the effects of message framing in environmental appeals, with most studies focusing on health related communications. This disparity is important since individuals generally do not personalize environmental risks in the same way as health-related risks. This study tested the effects of message framing when paired with social-norms in 30 residence halls on the George Mason University campus for a six-week period. Social norm appeals remind audiences of the extent to which a behavior is enacted by others they know or admire. Specifically, individual residence halls received one of the following treatment conditions: gain-framed, loss-framed, gain-framed with a positive social-norm or loss-framed with a negative social-norm. Building plug load and electricity use was monitored for change, and pre- and post-test surveys were collected from 175 students to estimate self-reported energy use. While energy use did decrease across many of the halls during the study period, those changes were not significantly associated with any specific treatment condition. One of the targeted behaviors in the messaging campaign, turning the TV off when not in the room, did improve for those students who received a loss-framed message when paired with a negative social-norm. This suggests that the use of a negative social-norm message featuring a descriptive and injunctive norm may be an effective technique to change some energy use behaviors. Interestingly, the use of the positive social-norm was associated with a possible boomerang effect for this same targeted behavior.

ISBN: 9781339535456Subjects--Topical Terms:

677245
Environmental science.

The effects of gain- and loss-framed messages when paired with a social-norm on motivating an energy conscious behavior change in altruistic settings.
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