Risiglione, Diantha (2023) Resolving the Dairy Paradox: Driving Change through Visual Communication. Master thesis, Psychology.
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Abstract
To make our diets more sustainable it is necessary to reduce our consumption of animal products. This study aimed to investigate the potential of visual communication in increasing intentions of individuals to lower their dairy consumption. We explored this question by comparing reactions to three messages about welfare concerns for dairy calves, prepared in either [text-only], [text + images], or [text + video] modality. While the text message mainly educates, the visual conditions are expected to induce stronger feelings of disgust, which is linked to stronger intentions to change behaviour. A sample of 284 participants took part in a questionnaire study, in which the modality of the message was experimentally manipulated. Our analyses showed that the [text + video] modality was most effective in increasing intentions to reduce dairy consumption, demonstrating an effect of the modality on reduction intention. Based on a follow-up questionnaire, a strong positive correlation was found between reduction intention and actual reduction in dairy consumption. The study’s findings have implications for the development of interventions aimed at reducing dairy consumption, suggesting that video material should be included in these interventions. This addition can elicit stronger emotions, which can lead to higher intentions to reduce dairy consumption. Ultimately, this can result in behavioural change and make these campaigns more effective in reaching their goal.
| Item Type: | Thesis (Master) |
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| Supervisor name: | Blerck, T. van |
| Degree programme: | Psychology |
| Differentiation route: | Environmental Psychology (EP) [Master Psychology] |
| Date Deposited: | 31 Jul 2023 09:18 |
| Last Modified: | 31 Jul 2023 09:18 |
| URI: | http://gmwpublic.studenttheses.ub.rug.nl/id/eprint/2677 |
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