Visualizing recycling: Promoting recycling through mental simulation

Abstract

Mental simulation is a potentially effective intervention method for pursuing goals and enhancing task performance. Little is known, however, about the application of this method for enhancing pro-environmental behavior. We examined whether asking individuals to mentally simulate themselves recycling impacted their intention to recycle and how the imagery perspective (i.e., actor's vs. observer's perspective) and thought focus (i.e., process vs. outcome focus) can enhance the potential effectiveness of mental simulation. Across three studies, we found support for the efficacy of recycling simulation in enhancing individuals’ recycling behavior and intentions to recycle. This effect partly comes from warm-glow feelings about recycling. Furthermore, when individuals focus on the outcomes of recycling, adopting an observer's perspective leads to greater pro-recycling intentions. In contrast, when individuals focus on the processes of recycling, adopting an actor's perspective enhances pro-recycling intentions. The mechanisms that underlie the interaction effect, along with theoretical and practical implications, are examined and discussed.