Abstract: Many people are reluctant to behave in environmentally friendly ways. One possible explanation might be that the motivation to behave in environmentally friendly ways is undermined by the way scientific progress is overstated in the popular media. Four experiments show that portraying science as rapidly progressing—and thus enabling society to control problems related to the natural environment and human health in the not-too-distant future—is detrimental to environmentally friendly behaviour because such a frame affirms perceptions of an orderly (vs chaotic) world. This in turn negatively affects the likelihood of engaging in environmentally friendly behaviour. Simultaneously, communication that questions (vs affirms) scientific progress leads to lower perceptions of order and consequential increases in environmentally friendly behaviour. These findings show that when the aim is to promote environmentally friendly attitudes and behaviour, it helps to not overstate scientific progress.
The program Persuasive Communication addresses those communication processes that are intended to achieve specific persuasive goals, as is the case in, for instance, marketing communication, health education, and public information campaigns. The research is aimed at understanding the dynamics that shape uses and effects of mediated persuasive communication. Read more >>
Tag cloudMarketing communication Intercultural communication Entertainment Education Branding Social media Interpersonal communication WOM Advertising Context effects Online advertising Sustainability Product placement Disclosures Food advertising In game advertising Environmental cues Publicity Tailoring Health communication Customer Media Cross-media CommunicAging Media multitasking eWOM Implicit measures Health literacy E-health