Novel approach to delivering pro-environmental messages significantly shifts norms and motivation, but children are not more effective spokespeople than adults.

Three studies provided initial laboratory tests of the effectiveness of a novel form of community-based environmental messaging intended to be deployed on public digital signs. In all studies, adult participants watched a slideshow of "Community Voices," a display that combines community i...

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Autores principales:	Cynthia McPherson Frantz, John Petersen, Kathryn Lucaites
Formato:	article
Lenguaje:	EN
Publicado:	Public Library of Science (PLoS) 2021
Materias:	Medicine R Science Q
Acceso en línea:	https://doaj.org/article/6db53cfe2adc4dbc9e0c92936cd1df3e
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spelling	oai:doaj.org-article:6db53cfe2adc4dbc9e0c92936cd1df3e2021-12-02T20:04:41ZNovel approach to delivering pro-environmental messages significantly shifts norms and motivation, but children are not more effective spokespeople than adults.1932-620310.1371/journal.pone.0255457https://doaj.org/article/6db53cfe2adc4dbc9e0c92936cd1df3e2021-01-01T00:00:00Zhttps://doi.org/10.1371/journal.pone.0255457https://doaj.org/toc/1932-6203Three studies provided initial laboratory tests of the effectiveness of a novel form of community-based environmental messaging intended to be deployed on public digital signs. In all studies, adult participants watched a slideshow of "Community Voices," a display that combines community images and quotes to celebrate and empower pro-environmental and pro-community thought and action. In addition to assessing the general efficacy of the approach, a central goal was to assess the impact of alternative messengers by comparing identical text associated with either adult or child messengers (Studies 1, 2, and 3). We also assessed the impact of alternative framing of the message itself by comparing: injunctive vs non-injunctive wording (Study 1), political vs non-political content (Study 1), and future vs. present-oriented framing (Study 2). Studies 1 and 2 were conducted on a national sample. In addition, to assess the impact of local vs. non-local messengers, Study 3 compared the response of a non-local sample to a local population in which subjects had personal connections with the people and places featured in the message content. Exposure to Community Voices messages resulted in significant increases in social norm perception, concern about environmental issues, commitment to action, and optimism, suggesting that this approach to messaging is potentially valuable for stimulating cultural change. However, messages attributed to child messengers were generally not more effective, and in some cases were less effective than the same message attributed to adults. We also found no significant difference in the impact of the alternative message frames studied.Cynthia McPherson FrantzJohn PetersenKathryn LucaitesPublic Library of Science (PLoS)articleMedicineRScienceQENPLoS ONE, Vol 16, Iss 9, p e0255457 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	Medicine R Science Q
spellingShingle	Medicine R Science Q Cynthia McPherson Frantz John Petersen Kathryn Lucaites Novel approach to delivering pro-environmental messages significantly shifts norms and motivation, but children are not more effective spokespeople than adults.
description	Three studies provided initial laboratory tests of the effectiveness of a novel form of community-based environmental messaging intended to be deployed on public digital signs. In all studies, adult participants watched a slideshow of "Community Voices," a display that combines community images and quotes to celebrate and empower pro-environmental and pro-community thought and action. In addition to assessing the general efficacy of the approach, a central goal was to assess the impact of alternative messengers by comparing identical text associated with either adult or child messengers (Studies 1, 2, and 3). We also assessed the impact of alternative framing of the message itself by comparing: injunctive vs non-injunctive wording (Study 1), political vs non-political content (Study 1), and future vs. present-oriented framing (Study 2). Studies 1 and 2 were conducted on a national sample. In addition, to assess the impact of local vs. non-local messengers, Study 3 compared the response of a non-local sample to a local population in which subjects had personal connections with the people and places featured in the message content. Exposure to Community Voices messages resulted in significant increases in social norm perception, concern about environmental issues, commitment to action, and optimism, suggesting that this approach to messaging is potentially valuable for stimulating cultural change. However, messages attributed to child messengers were generally not more effective, and in some cases were less effective than the same message attributed to adults. We also found no significant difference in the impact of the alternative message frames studied.
format	article
author	Cynthia McPherson Frantz John Petersen Kathryn Lucaites
author_facet	Cynthia McPherson Frantz John Petersen Kathryn Lucaites
author_sort	Cynthia McPherson Frantz
title	Novel approach to delivering pro-environmental messages significantly shifts norms and motivation, but children are not more effective spokespeople than adults.
title_short	Novel approach to delivering pro-environmental messages significantly shifts norms and motivation, but children are not more effective spokespeople than adults.
title_full	Novel approach to delivering pro-environmental messages significantly shifts norms and motivation, but children are not more effective spokespeople than adults.
title_fullStr	Novel approach to delivering pro-environmental messages significantly shifts norms and motivation, but children are not more effective spokespeople than adults.
title_full_unstemmed	Novel approach to delivering pro-environmental messages significantly shifts norms and motivation, but children are not more effective spokespeople than adults.
title_sort	novel approach to delivering pro-environmental messages significantly shifts norms and motivation, but children are not more effective spokespeople than adults.
publisher	Public Library of Science (PLoS)
publishDate	2021
url	https://doaj.org/article/6db53cfe2adc4dbc9e0c92936cd1df3e
work_keys_str_mv	AT cynthiamcphersonfrantz novelapproachtodeliveringproenvironmentalmessagessignificantlyshiftsnormsandmotivationbutchildrenarenotmoreeffectivespokespeoplethanadults AT johnpetersen novelapproachtodeliveringproenvironmentalmessagessignificantlyshiftsnormsandmotivationbutchildrenarenotmoreeffectivespokespeoplethanadults AT kathrynlucaites novelapproachtodeliveringproenvironmentalmessagessignificantlyshiftsnormsandmotivationbutchildrenarenotmoreeffectivespokespeoplethanadults
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Novel approach to delivering pro-environmental messages significantly shifts norms and motivation, but children are not more effective spokespeople than adults.

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