Wurf, J.J. van der (2023) Do values matter? Increasing the relevancy of persuasive information on saving energy. Master thesis, Psychology.
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Master thesis J. J. van der Wurf (S3201333) final version.pdf Download (353kB) | Preview |
Abstract
Due to the climate and energy crisis, there is an urgent need to reduce our energy consumption. Domestic energy consumption takes up a large part of the European energy consumption and can be reduced by up to 70% solely with behavioral change (IPCC, 2022). To motivate people to engage in these energy saving behaviors, informational campaigns are often used, but often ineffective. Energy saving behaviors lead to both environmental and financial benefits, which align with biospheric values and egoistic values respectively. Earlier research indicates that the persuasive of informational campaigns seems to depend on how much the message aligns with the receiving individual’s values (i.e. environmental benefits and biospheric values), where the persuasive power increases as the value is more strongly endorsed. We tested our hypotheses that biospheric values and egoistic values are related to the intention to engage in ESB, that biospheric messages had more persuasive power compared to egoistic and control messages and that persuasive messages were more effective when they aligned with the receiving individual’s values. Results from 473 customers from Vattenfall found support the relationship between biospheric values and the intentions to engage in energy saving behaviors. However, the other hypotheses were not supported by the data. The study was conducted during a time where saving energy was salient in the media, which likely contributed to the low persuasive power of the message conditions. Future research is necessary to asses the effectiveness of value aligned messages concerning information that is less salient in the media. Keywords: Value aligned messages, biospheric values, egoistic values, energy saving behaviors, financial appeal, environmental appeal.
| Item Type: | Thesis (Master) |
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| Supervisor name: | Bouman, T. |
| Degree programme: | Psychology |
| Differentiation route: | Environmental Psychology (EP) [Master Psychology] |
| Date Deposited: | 27 Mar 2023 07:37 |
| Last Modified: | 27 Mar 2023 07:37 |
| URI: | http://gmwpublic.studenttheses.ub.rug.nl/id/eprint/1851 |
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