Political message matching and green behaviors: Strengths and boundary conditions for promoting high-impact behavioral change

Abstract

Matching messages to characteristics of individuals is a frequently used technique in persuasion research. However, these interventions rarely target high-impact, difficult sustainability behaviors. In four studies, we present participants with persuasive messages consistent (or inconsistent) with their political beliefs; these messages advocate for a variety of pro-environmental attitudes and behaviors (e.g., voting, diet). Generally, we find that messages consistent with an individual's political orientation elicit more pro-environmental attitudes and behavioral intentions, but these matching effects are limited only to the attitudinal and behavioral domains specifically mentioned in the message (i.e. there is no spillover into other attitudinal or behavioral domains). Practical implications and future directions are discussed.