Using Visual Impact Metaphors to Stimulate Environmentally Friendly Behavior: The Roles of Response Efficacy and Evaluative Persuasion Knowledge
Using Visual Impact Metaphors to Stimulate Environmentally Friendly Behavior: The Roles of Response Efficacy and Evaluative Persuasion Knowledge
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DOI：
10.1080/17524032.2018.1544160
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发表时间：
2019-11-17
影响因子：
2.7
通讯作者：
Wonneberger, Anke
中科院分区：
文献类型：
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作者：
Meijers, Marijn H. C.;Remmelswaal, Paola;Wonneberger, Anke
虽然人们往往意识到采取环境友好型生活方式的重要性，但他们可能不愿意这样做，因为他们认为他们的行动不会产生影响（即反应效率低）。此外，他们可能会对鼓励他们采取环保生活方式的环境信息产生抵触情绪（例如消极态度）。因此，我们实验性地测试了是否有可能通过使用视觉冲击隐喻来刺激人们采取环保的生活方式（即回收更多的衣服），这些隐喻传达了旧衣服值得获得新生命的信息。研究结果表明，一个信息的形式，视觉冲击隐喻（与没有视觉冲击隐喻）的结果更积极的态度回收和更强的回收意图。这种影响是由两个不同的潜在机制介导的：反应效能和更积极的态度，说服尝试（即积极的评价说服知识）。
Although people often are aware of the importance of adopting environmentally friendly lifestyles, they might be reluctant to do so as they believe that their actions do not make a difference (i.e. low response efficacy). Furthermore, they might experience reactance (e.g. negative attitudes) towards environmental messages that encourage them to adopt an environmentally friendly lifestyle. Therefore we experimentally tested whether it is possible to stimulate people to adopt an environmentally friendly lifestyle (i.e. recycle more clothing) by using visual impact metaphors that convey the message that old clothes deserve a new life. The findings show that a message in the form of a visual impact metaphor (vs. no visual impact metaphor) results in more positive attitudes towards recycling and stronger recycling intentions. This effect was mediated by two different underlying mechanisms: Response efficacy and more positive attitudes towards the persuasive attempt (i.e. positive evaluative persuasion knowledge).