Env=> recycling + other conservation behaviours

Question 1

Key research=> Lord

Motivating replying behaviour

Answer 1

Aim= investigate effectiveness of 2 message approaches (positively + negatively framed appeals)
-3 different source strategies (advertisings appeals, publicly generated news inseam + personal influence appeals)

Sample=> 140 households (20 per condition)

• 140 households in the north east US
• Quota sampling to make sure they were representative or the area
• Slight bias towards upmarket neighbourhoods

Stage 1=> discreet observations of the total number of items put out for recycling
Stage 2=> leaflet (stimulus message) placed at front door 
1. Advertisement= positive message 
2. Advertisement= negative 
3. News article= positive 
4. News articles= negative 
5. Personal influence= positive 
6. Personal influence= negative 
7. No message=> control group 

Positive= benefits of saving env 
Negative= consequences to planet 

Stage 3=> observation of recycling was repeated
Stage 4=> questionnaire to households to get data about BELIEFS about the messages and ATTITUDES towards recycling

Results=

• The experimental conditions showed a significant increase in recycling compared to the control condition
• Advertisements created the best beliefs in recycling POSITIVE
• Personal influence messages changed the most behaviour NEGATIVE

Question 2

The Yale model of persuasion

Answer 2

1. The soruce= message will seem more believable if source is credible
2. The message= if audience is well educated=> 2 sided argument is more effective (less educated 1 sided is better)
3. The recipient=> if audience is already committed to existing position + extremely resistant to change= smaller attitude changes should be attempted (if audience doesn’t have strong views then greater attitude change)
4. The situation=> message more effective in informal situations than formal ones

Question 3

Behaviorism

Answer 3

Operant conditioning=> Chaney

• Reinforcement= encouraging a behaviour
• Punishment= discouraging a behaviour
• Positive= adding a stimulus
• Negative= taking away a stimulus

Social learning theory=> Bandura
-Learning from observation + imitation of role models

Question 4

Luyben + Bailey=> proximity

Answer 4

4 mobile home parks

• Increasing number of newspaper recycling facilities available=> makes it easier for people to recycle
• 52% increase in recycling of newspapers

Question 5

Cialdini=> social norms

Answer 5

Hotel=> encourage guests to re-use towels
Assigned cards with 1 of 5 messages
1. Help the hotel save energy
2. Help save the env
3. Partner with us to help save the env
4. Help save resources for future generations
5. Join your fellow citizens in helping to save the env

• Most successful= last message=> social norm=> what most people did 41% reused
• Less successful= benefit to hotel= 20% reused