lord
- Created by: Soancosoanco
- Created on: 24-02-20 17:17
View mindmap
- Lord
- Aims
- To find methods to encourage recycling on a large scale
- Advocacy = positive advocacy messages would increase behaviour
- Framing = eg. explaining the benefits lead to positive attitudes and favourable behaviour
- Message source/frame = They hypothesised that the source of the message affects attitudes eg. negative framing is better in a news story, which affects behaviour
- Method
- Quasi field experiment with 6 groups (3x2 design)
- Sources of information: news/advert/ personal letter)
- Information framing group: positively/ negatively
- Control group didn't get any message about recycling
- 140 households in Buffalo, USA where kerbside recycling was available. Ps' were 19-65 (mean = 35). 57% were female. They were quota-sampled to ensure diversity
- Procedure
- On collection day, a standardised form found how many items houses recycled and how many categories were collected eg. glass
- The next day, researchers left an advocacy message in either 3 formats. There was no face-to-face contact
- After 1 week, the assistant assessed the rubbish in the same way
- After the second collection day, ps' were given a question-naire on recycling attitudes (1= definitely false, 7= definitely true) on a semantic differential scale. The questions were anonymously returned
- Results
- Framing = Getting a positively framed message believed advocacy messages significantly more. They led to significantly more positive recycling attitudes (especially from adverts)
- Message source/frame = The source made no significant difference. Negative attitudes were best in news stories. Personal advocacy messages were best when positive. The biggest behaviour change came from negative personal letters
- Advocacy = Ps' who were encouraged to recycle had a significantly more positive attitude than the control group. They recycled significantly more (increase of +3.7, controls were -0.2), and a significant number of categories
- Conclusions
- Ps' preferred positive messages about benefits of recycling, but this didn't always change their behaviour
- Negative messages in letters/adverts were particularly effective
- Positive messages led to attitude change, but negative messages led to behavioural change
- No single way of promoting recycling, but a combination of multiple may be the most effective
- Aims
Comments
No comments have yet been made