Ricchiuti, Alessia (2025) Talking Trees: Can anthropomorphising trees promote urban tree advocacy by increasing our cognitive understanding of their functions and our emotional connection to them? Master thesis, Psychology.
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Abstract
Anthropomorphism, the attribution of human-like characteristics to non-human entities, has been explored as a communication strategy to enhance environmental engagement. This study examined the effects of anthropomorphism on urban tree advocacy intentions and behaviour, considering both cognitive understanding and emotional connection as potential mediators. Using an experimental design, participants (N = 242) were randomly assigned to one of three conditions: a control group, a moderate anthropomorphism condition, or a strong anthropomorphism condition. Data was collected via an online survey and analysed using descriptive statistics, reliability analyses, MANOVA, logistic regression. The analyses revealed that both the moderate and strong experimental manipulation of anthropomorphism (ANT) had no significant effect on emotional or cognitive responses, nor on tree advocacy intention or behavior. Consequently, no support was found that anthropomorphised messages (compared to a neutral message) can promote tree advocacy behaviour. Due to the lack of a main effect, the planned mediation analyses were not conducted. However, the effects of cognitive and emotional effects on tree advocacy behaviour and intentions were significant. These findings contribute to the body of literature exploring the effects of anthropomorphism within environmental communication, with implications for conservation campaigns and public engagement strategies.
| Item Type: | Thesis (Master) |
|---|---|
| Supervisor name: | Bouman, T. |
| Degree programme: | Psychology |
| Differentiation route: | Environmental Psychology (EP) [Master Psychology] |
| Date Deposited: | 25 Jun 2025 12:08 |
| Last Modified: | 25 Jun 2025 12:08 |
| URI: | http://gmwpublic.studenttheses.ub.rug.nl/id/eprint/5108 |
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