The effect of message framing on environmental behavior

Ford, David K., author
Bruyere, Brett L., advisor
Champ, Joseph G., committee member
Thompson, Jessica Leigh, committee member
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More and more, traditional research methodologies face limitations of increased non-response rates and lack of participation by a diversity of survey respondents. The influence of normative messages has also been examined, but prior studies indicate the need for further investigation regarding the impact visual stimuli has on environmental behavioral intentions. In this exploratory study I examine the influence of message framing on environmental behaviors within an exploratory study using social media as a method to collect data. Based on the results from 69 participants comparing two on-line videos, results show that messages with economics frames yielded no differences about participants' likelihood to engage in environmental behaviors compared to messages with a frame based on social norms. Results also indicate the importance of specificity within messages, further isolating variables within visual experiments. This particular method reached a homogenous group of respondents with similar values about nature and the environment. It is also concluded that popular on-line social media sites such as Facebook have limited ability to draw a random sample of survey participants.
2010 Fall.
Includes bibliographical references.
Rights Access
Social surveys -- Response rate
Social media
Internet research
Human behavior
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