Goal Framing Research Articles

Pro-Environmental Consumer Behavior: A Critical Review of Literature

The damage to the environment caused by commercial activities and consumption behaviours has become a reason for concern in recent times. Sustainable consumption and drivers behind it was the main objective of the study. The study is a critical review of literature on pro-environmental behaviours with focus on theory, behavioural drivers and inhibitors. The review covered conceptual and empirical papers selected from peer reviewed articles with high citation index. Behaviour change theories including theory of reasoned action, theory of planned behaviour, norm activation theory and goal framing theory were reviewed. In light of theory, attitude, behavioural intention and perceived consequences are the major variables that cause pro-environmental behaviour. Nevertheless, norm activation theory fails to explain behaviour where people are in denial of responsibility for the consequences of their consumption. The study established that pro-environmental behaviour is caused by both intrinsic and extrinsic factors. Intrinsic factors include environmental awareness and knowledge, attitude, consumer age, education, and concern for the environment. Extrinsic factors including income, social network and culture bridge the gap between attitude and pro-environmental behaviour. Perceived high price and lack of trust for green products were the major barriers to sustainable consumption behaviours. The study concludes that interaction between consumer attitude and favourable contextual factors lead to pro-environmental behaviours.

The effects of hedonic, gain, and normative motives on sustainable consumption: Multiple mediating evidence from China

AbstractThis study used goal‐framing theory to test the impacts of hedonic, gain, and normative goals on green consumer behavior (GCB). Moreover, we explored the potential multiple mediation effects of perceived risk and lifestyle between goal frames and GCB. The participants were 2,340 Jiangsu residents in China. Structure equation modeling was used to examine the hypothesized association between the variables. The results revealed that hedonic and normative goals had significant impacts on GCB, whereas gain goal had no significant influence on GCB. Perceived risk had a significant negative effect on GCB. Lifestyle had a significant positive impact on GCB. In addition, perceived risk and lifestyle mediated the relationship between hedonic goal and GCB and normative goal and GCB, respectively. The current research helps gain a better understanding of the relationship and multiple mediating mechanisms between hedonic goal, gain goal, normative goal, perceived risk, lifestyle, and GCB in the field of sustainable development. Implications and recommendations for future research are discussed.

The Effects of Goal Framing on Energy Drink Consumption: The Moderating Role of Temporal Framing.

With the rapid expansion of the energy drink market, concerns associated with its adverse effects have been raised. This research examines how goal framing moderated by temporal framing affects attitude, subjective norm, and perceived behavioral control related to energy drink consumption. A 2 (goal framing: gain vs. loss) × 2 (temporal framing: present-oriented vs. future-oriented) randomised experiment was employed. The sample consisted of 195 college students who consume energy drinks. Results showed that a future-oriented message was more effective than a present-oriented one when used in gain framing in increasing perceived behavioral control, as predicted. A future-oriented message was also more effective in increasing perceived negative subjective norms, but only when used in loss framing; this was theopposite of the predicted result. The findings extend previous research on goal framing by (1) identifying an important moderator-temporal framing-in processing health promotion messages about energy drink consumption and (2) examining such moderated effects on different psychological factors. The findings of this study are expected to inform the development of more effective message strategies in health domains.

One for all? – The impact of different types of energy feedback and goal setting on individuals’ motivation to conserve electricity

We investigate how different types of energy feedback, combined with goal setting, impact on consumers' motivation to conserve electricity. Using an online survey, we test the influence of energy feedback in physical units (kWh), monetary values (EUR) and environmental values (avoided CO2 emissions). We asked participants to set themselves either a high, low or no energy conservation goal. In addition, we assess the respondents’ value types - hedonic, egoistic, altruistic and biospheric – to test predictions derived from goal framing theory. In general, individuals scoring high on biospheric values were more motivated to conserve electricity and their motivation did not increase in response to setting an energy conservation goal. Individuals with egoistic values seem less willing to reduce their electricity consumption, unless in the monetary feedback or high goal conditions. A high conservation goal was only found to be effective in combination with monetary feedback: it increased the motivation to save electricity by 6.7 percentage points in comparison to the low goal condition and 6.6 percentage points in comparison to the control condition.

Accusation and confession discrepancies in bullying: Dual-perspective networks and individual-level attributes

Previous research on bullying implicitly assumes that individuals agree on who bullies whom and whom is bullied by who. We analyse dual-perspective networks from 96 school-classes in Germany, where adolescents were asked both whom they bully (confession network) and who bullies them (accusation network). Drawing from goal framing theory we explicitly examine discrepancies in the subjective perception of bullying, demonstrating that the majority of accusations have no corresponding confessions, and vice versa. There are more confessions than accusations overall. Furthermore, we investigate how individual-level attributes are associated with these discrepancies. Our study indicates that analyses of bullying relationships, as well as social networks in general, should account for relational discrepancies resulting from individuals’ subjective perceptions of social behaviour.

How do motives and knowledge relate to intention to perform environmental behavior? Assessing the mediating role of constraints

This study explored how motives and knowledge are associated with intention to adopt environmental behavior through the mediating role of constraints. Additionally, it assessed structural models of associations among barriers to environmental behavior, motives, and environmental knowledge. Two broad types of barriers were assessed (psychological and structural barriers) to shed light on the limiting factors of environmental behavior. Drawing on the Goal Framing Theory, we investigated three incentive types that motivate individuals to participate in pro-ecological activities, namely gain, hedonic and normative motives. A questionnaire survey method was used to obtain a representative sample of Greek citizens (n = 1551). We applied Confirmatory Factor Analysis (CFA) to assess the reliability and validity of the study constructs and Structural Equation Modeling (SEM) to test the research hypotheses and reveal the interrelationships among the variables. The main findings indicated that barriers mediate the impact of environmental knowledge and motivation on intention. Normative and hedonic motives had a significant negative impact on all types of barriers, while gain goals significantly but negatively influenced constraints. The possible contribution of the research findings to the literature or the design of policy interventions that consider knowledge, constraints and motives to environmental behavior, and future research directions are discussed.

Fit or not? Bringing regulatory fit into the frame on health food preferences

Purpose The purpose of this paper is to facilitate the use of public communication in the development of healthy food plans for consumers. This research aims to investigate whether the influence of “fit” to individuals’ goal pursuit strategies on the effectiveness of advertisement frames can intensify persuasion to consume healthy (virtue) foods or restrain the consumption of unhealthy (vice) foods in health promotion. Design/methodology/approach Two experiments were conducted to investigate how goal-framed messages for different food types affect consumer decision making by moderating regulatory focus. Findings The results demonstrate that the compatibility between the mere exposure to virtue (vice) food in a negative (positive) frame drives the effectiveness of a given goal framing. However, when additional regulatory focus is added, the fit in the vice/promotion and virtue/prevention condition causes the effect of framing to disappear. Moreover, the unfit in the virtue/promotion and vice/prevention condition suppresses the virtue (vice) preference in the positive (negative) frame. Research limitations/implications These findings suggest that under different valence framing, advertising messages provide different amounts of persuasion in virtue/vice conditions and the moderation effect of regulatory fit on framing to influence virtue/vice food preference. Practical implications Public policy executives and marketers can increase the likelihood that consumers will make healthy food choices by fitting goals to strengthen persuasion. The unfitted goal orientation between food and regulatory focus enhances the framing effect leading to food preference changes. Originality/value The framing effect disappears when additional regulatory fit the food type, but is enhanced when additional regulatory focus does not fit the food type. By bringing fit into the frame and the virtue/vice food type, this research extends the notion of regulatory fit into three pairs of given goal orientations on the persuasiveness of message framing to health-related communication. It provides a substantial explanation underlying persuasion to promote a greater understanding of virtue/vice food preferences.

Setting a Good Example? The Effect of Leader and Peer Behavior on Corruption among Indonesian Senior Civil Servants

Abstract Standard anticorruption interventions consist of intensified monitoring and sanctioning. Rooted in principal‐agent theory, these interventions are based on the assumption that corrupt acts follow a rational cost‐benefit calculation by gain‐seeking individuals. Given their mixed results, however, these interventions require closer scrutiny. Building on goal‐framing theory, the authors argue that rule compliance requires a salient normative goal frame, since monitoring can never be perfect. Being inherently brittle, it needs constant reinforcement through external cues operating alongside formal monitoring and sanctioning. Leaders and peers setting a good example can provide such cues. In line with this hypothesis, analysis of multilevel repeated measures data from a vignette study of 580 Indonesian senior civil servants shows that the perceived likelihood of a hypothetical civil servant accepting a bribe is lowest when monitoring and sanctioning are strong and when leaders and peers are known to have refused bribes in the past.

Silence Is Golden. Six Reasons Inhibiting the Spread of Third-Party Gossip.

Most of the current literature on gossip describes gossipmongers as incessantly sharing evaluative and valuable information about an absent third party in teams, groups, communities, and organizations. However, potential gossipers can similarly decide not to share what they know, depending on the content, the context, or their relationship with the other actors in the gossip triad. We argue that understanding the reasons why people do not gossip may provide useful insights into individual motives, group dynamics, and collective behaviors. This theoretical contribution first critically surveys the existing gossip literature with the aim of highlighting the conditions under which people might refrain from sharing third party information. We then propose to apply Goal Framing theory as a way to bridge a theory of the micro-foundations of human behavior with an analytical model of the gossip triad that disentangles the various ways through which senders, receivers, and objects of gossip may be interrelated. From a goal framing perspective, most research on gossip illustrates the mechanisms in which the hedonic gratification derived from gossiping is reinforced by gain or normative goals. However, a normative or a gain goal frame can prevent the gossip monger from spreading the information, and we argue that depending on different configurations of frames and relations between actors the perceived costs of sending gossip may be far higher than much of the previous literature suggests.

Two sides of the same coin? An investigation of the effects of frames on tax compliance and charitable giving

Despite tax compliance being mandatory and charitable giving being voluntary, both can be seen as two sides of the same coin. Paying taxes and making monetary donations are two complementary ways to financially provide for the common good. Using goal-framing theory, an experimental study with a mixed-factorial design (N = 435) was conducted to test the effects of different frames on the intention to pay taxes and make charitable donations. Our results showed that for real taxpayers (i.e., for employees, self-employed, and entrepreneurs, but not for students) using a gain goal frame as a support to the normative goal frame was only effective in increasing intended tax compliance, whereas a supporting hedonic goal frame was only effective in increasing donation intention. In addition, it was found that gain and hedonic goal frames worked differently according to the prevailing motivation behind tax compliance and charitable giving. When the intrinsic motivation was already high, frames were ineffective (in the tax context) or even counter-productive (in the charitable giving context). In the presence of extrinsic motivations, instead, frames are especially effective.

Teachers' framing of argumentation goals: Working together to develop individual versus communal understanding

AbstractFor students to meaningfully engage in science practices, substantive changes need to occur to deeply entrenched instructional approaches, particularly those related to classroom discourse. Because teachers are critical in establishing how students are permitted to interact in the classroom, it is imperative to examine their role in fostering learning environments in which students carry out science practices. This study explores how teachers describe, or frame, expectations for classroom discussions pertaining to the science practice of argumentation. Specifically, we use the theoretical lens of a participation framework to examine how teachers emphasize particular actions and goals for their students' argumentation. Multiple‐case study methodology was used to explore the relationship between two middle school teachers' framing for argumentation, and their students' engagement in an argumentation discussion. Findings revealed that, through talk moves and physical actions, both teachers emphasized the importance of students driving the argumentation and interacting with peers, resulting in students engaging in various types of dialogic interactions. However, variation in the two teachers' language highlighted different purposes for students to do so. One teacher explained that through these interactions, students could learn from peers, which could result in each individual student revising their original argument. The other teacher articulated that by working with peers and sharing ideas, classroom members would develop a communal understanding. These distinct goals aligned with different patterns in students' argumentation discussion, particularly in relation to students building on each other's ideas, which occurred more frequently in the classroom focused on communal understanding. The findings suggest the need to continue supporting teachers in developing and using rich instructional strategies to help students with dialogic interactions related to argumentation. This work also sheds light on the importance of how teachers frame the goals for student engagement in this science practice.

Effects of different types of framing in advertising messages on human decision behaviour

This paper seeks to investigate the occurrence of a framing effect in advertising messages when confronted with different types of frames. A quantitative study, conducted by the authors showed that positively and negatively framed advertising messages were created for the attribute framing type and the goal framing type. Furthermore, there exist significant differences in human choice behaviour due to the framing of the message in the attribute frame and in the goal frame. Participants in the positive framing condition of the attribute framing experiment reached higher scores to all three measured dimensions than those assigned to the negatively framed advertising message. Also in the goal framing experiment, subjects were found to prefer the positively framed advertising message. These results suggest that a framing effect is occurring in the attribute framing type and in the goal framing type due to the different framing of the advertising message.

Effects of different types of framing in advertising messages on human decision behaviour

This paper seeks to investigate the occurrence of a framing effect in advertising messages when confronted with different types of frames. A quantitative study, conducted by the authors showed that positively and negatively framed advertising messages were created for the attribute framing type and the goal framing type. Furthermore, there exist significant differences in human choice behaviour due to the framing of the message in the attribute frame and in the goal frame. Participants in the positive framing condition of the attribute framing experiment reached higher scores to all three measured dimensions than those assigned to the negatively framed advertising message. Also in the goal framing experiment, subjects were found to prefer the positively framed advertising message. These results suggest that a framing effect is occurring in the attribute framing type and in the goal framing type due to the different framing of the advertising message.

The Effects of Goal Framing on Supports for the Public Policy Aimed at Seismic Retrofitting of Water Supply Facilities

The Effects of Goal Framing on Supports for the Public Policy Aimed at Seismic Retrofitting of Water Supply Facilities

One for All? – The Impact of Different Types of Energy Feedback and Goal Setting on Individuals’ Motivation to Conserve Energy

We investigate how different types of energy feedback, combined with goal setting, impact on consumers’ motivation to conserve energy. Using an online survey, we test the influence of energy feedback in physical units (kWh), monetary values (EUR) and environmental values (avoided CO2 emissions) on consumers’ motivation to save energy. We asked participants to set themselves either a high, low or no energy conservation goal. In addition, we assess the respondents’ value types - hedonic, egoistic, altruistic and biospheric - to test predictions derived from goal framing theory. In general, individuals scoring high on biospheric values were more motivated to conserve energy and their motivation did not increase in response to setting an energy conservation goal. Individuals with egoistic values seem less willing to reduce their energy consumption, unless in the monetary feedback or high goal conditions. A high conservation goal was only found to be effective in combination with monetary feedback.

Headteacher change leadership competency: a study in Malaysian primary schools

ABSTRACTThe main aim of the study was to examine whether headteachers in Malaysian primary schools were equipped with the relevant competencies to execute school change, in the light of increasing demands for educational excellence and ensuing school reforms. A comparison was made between the National School (NS) and National-Type Chinese School (NTCS). Data were analysed based on 1776 responses from headteachers, senior assistants and teachers. The finding showed that headteachers of NS and NTCS were found competent in change leadership competency (CLC). They were found competent in Goal Framing, Capacity Building and Institutionalizing but less competent in Defusing Resistance and Conflict. Comparatively, headteachers of NS were found more competent than headteachers of NTCS in every domain of CLC and the differences were significant. Three important observations were found in the current study: (i) the incidence of headteachers being exposed to professional development programmes accounts for a significant variation in participant competence; (ii) professional development programmes must be specifically targeted to the distinct needs of the leaders if it is to be effective; and (iii) any examination of change resistance and conflict must start with the human factor as the most potent leverage for sustainable change resides within the human system.

Effects of goal framing and conformity pressure on risky behavior intention

The present study examined effects of goal framing and conformity pressure on risky behavior intention. Risk and responsibility perception were also examined as covariant variables. In Study 1 that used a sailing scenario, risky behavior intention measured as continuous variable was higher in conformity pressure condition than no pressure condition. However, there was no difference in risky behavior intention between gain framing condition and loss framing condition. The effect of conformity pressure remained after control over covariant variables. Study 2, where behavior intention was measured as dichotomous variable, which was the only difference between Study 1 and Study 2, replicated the findings of Study 1. Study 3 that used a construction site scenario, was conducted to supplement former studies and yielded the same findings with former studies. Taken together, we found that conformity pressure can raise risky behavior intention in everyday situation such as ferry sailing and construction work.

Intrinsic versus extrinsic goals: The role of self-construal in understanding consumer response to goal framing in social marketing

According to Self-Determination Theory, goal framing can be categorized as intrinsic or extrinsic. Intrinsic goal framing emphasizes the attainment of intrinsic goals (e.g., autonomy, growth, and health), whereas extrinsic goal framing articulates the attainment of extrinsic goals (e.g., wealth, image, and fame). Although prior research has demonstrated that intrinsic (vs. extrinsic) goal framing leads to more desirable goal-related outcomes, three experiments in the context of persuasion reveal a boundary condition of this established relationship. Specifically, this work demonstrates that the established positive effect of intrinsic (vs. extrinsic) goal framing is evident only when consumers' independent self-construal is accessible. In addition, findings show that both autonomous motivation and message persuasiveness mediate these effects. This work offers a theoretical contribution to the motivation and consumer behavior literature streams by demonstrating the moderating role of consumers' accessible self-construal on goal framing. This work also offers practical implications for advertising and message strategy.

Examining the Goals of the Regional Climate Outlook Forums: What Role for User Engagement?

Abstract Over the last 20 years, Regional Climate Outlook Forums (RCOFs) have brought together scientific experts and stakeholders to produce regional-scale climate information products for society. This article examines the goals and practices of RCOFs, with a focus on user engagement, in order to draw out practical lessons for future implementation of RCOFs. Analysis of literature and documents (n = 72), interviews with key informants (n = 25), and participant observation were used in this research. Results show that approaches to user engagement in the RCOFs vary significantly from region to region and have been shaped by differences in the priority placed on user engagement relative to the other goals of the RCOFs, the role of RCOFs in the broader climate services delivery chain, the landscapes of potential users and institutions, and views about what the role of users can and should be. Findings indicate that approaches to user engagement necessarily reflect the regional context. This research suggests that more reflexivity about the current framing of RCOF goals is needed, including how users can and should be involved within RCOFs and how the benefits and value of RCOFs are conceptualized, assessed, and communicated in the future.

Indigenous Methods and Pedagogy: Revisiting Ethics in Community Service-Learning

This paper looks at the development of a teaching module intended to enhance students’ understanding of ethics in a community service-learning (CSL) class. This module, created to meet academic (western) learning outcomes for CSL, is based upon Indigenous pedagogy and methods, and offers a non-western framing of specific community service goals, particularly reciprocity and transformative dissonance. The paper proposes that moving toward Indigenous or other ways of knowing offers students and instructors an entry point into decolonizing practices and into alternate ways of experiencing service, transformative learning, and power dynamics. The paper also includes a discussion of the theory behind the teaching module and focuses on the intertwining of ethical research protocols (from Tri-Council policy, OCAP® principles, and elsewhere), service-learning goals, and Indigenous methods within the context of settler colonial practices and policies. Alongside other traditional service-learning outcomes, the primary goal of the module is to encourage students to become critical thinkers reflecting on the mechanics of power and social inequity as they experience social justice founded upon the ideals of relationship building.