Os, Karin van (2022) Getting Close: Exploring the Moderating Role of Point of Reference Framing on Loss- Versus Gain Framing in the Promotion of Intended Pro-environmental Behavior. Master thesis, Psychology.
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Karin van Os S4456947 Master Thesis (1).pdf Restricted to Repository staff only Download (529kB) |
Abstract
Sustainable change is urgently needed to mitigate environmental issues. Although its urgency is widely acknowledged, research shows that actual engagement in pro-environmental behavior amongst the general public is limited. As message framing seems to be an effective communication method in the promotion of behavioral change, the present study examined two different framing techniques. Specifically, the effectiveness of framing messages in terms of losses and gains (i.e., loss versus gain framing), as well as describing consequences for different targets (i.e., point of reference framing) in the promotion of intended pro-environmental behavior was examined. Moreover, the current study explored the possible mediating role of worry and hope within these framing effects. To examine these research questions, two studies were conducted. Participants were randomly assigned to one of four experimental message conditions as part of a 2 (loss versus gain) x 2 (self/others versus environment) design (Study 1) and to one of six experimental message conditions as part of a 2 (loss versus gain) x 3 (self versus others versus environment) design. The results revealed that in both studies the experimental manipulation did not significantly influence intended pro-environmental behavior, nor did it significantly influence levels of worry and hope. Study 1 did find that worry was significantly and positively related to intended pro-environmental behavior, whereas hope did not. Study 2 found that both worry and hope were significantly and positively related to intended pro-environmental behavior. Based on the studies’ findings, theoretical implications and limitations are discussed. Keywords: loss versus gain framing, point of reference framing, worry, hope, pro-environmental behavior
| Item Type: | Thesis (Master) |
|---|---|
| Supervisor name: | Bouman, T. |
| Degree programme: | Psychology |
| Differentiation route: | Environmental Psychology (EP) [Master Psychology] |
| Date Deposited: | 02 Jan 2023 08:29 |
| Last Modified: | 02 Jan 2023 08:29 |
| URI: | http://gmwpublic.studenttheses.ub.rug.nl/id/eprint/1510 |
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