Abstract
Three studies provided initial laboratory tests of the effectiveness of a novel form of community-based environmental messaging intended to be deployed on public digital signs. In all studies, adult participants watched a slideshow of “Community Voices,” a display that combines community images and quotes to celebrate and empower pro-environmental and pro-community thought and action. In addition to assessing the general efficacy of the approach, a central goal was to assess the impact of alternative messengers by comparing identical text associated with either adult or child messengers (Studies 1, 2, and 3). We also assessed the impact of alternative framing of the message itself by comparing: injunctive vs non-injunctive wording (Study 1), political vs non-political content (Study 1), and future vs. present-oriented framing (Study 2). Studies 1 and 2 were conducted on a national sample. In addition, to assess the impact of local vs. non-local messengers, Study 3 compared the response of a non-local sample to a local population in which subjects had personal connections with the people and places featured in the message content. Exposure to Community Voices messages resulted in significant increases in social norm perception, concern about environmental issues, commitment to action, and optimism, suggesting that this approach to messaging is potentially valuable for stimulating cultural change. However, messages attributed to child messengers were generally not more effective, and in some cases were less effective than the same message attributed to adults. We also found no significant difference in the impact of the alternative message frames studied.
Highlights
Climate change and other environmental threats require an “all hands on deck” approach; a resilient and sustainable response requires large scale and concurrent shifts in culture, politics, economics, and technology in a short time span
A total of 866 participants were recruited from the U.S via Mechanical Turk (Mturk) and received $1.00 in exchange for their participation
These studies suggest that Community Voices” (CV) does, have desired psychological impacts
Summary
A total of 866 participants were recruited from the U.S via Mechanical Turk (Mturk) and received $1.00 in exchange for their participation. The purpose of the study (as well as Studies 2 and 3) was described : “We are interested in getting feedback on one component of a display that will appear on public display screens in many communities.”. The overall sample was 57% male and 75% white, with an average age of 35 years. The sample was 44% self-identified Democrats, 14% Republicans, and 42% Independents or other. 86% of the sample reported having completed at least some college The sample was 44% self-identified Democrats, 14% Republicans, and 42% Independents or other. 86% of the sample reported having completed at least some college
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