环境广告:图像对亲环境态度和亲环境行为的影响/环境广告:图像对亲环境态度和亲环境行为的影响

IF 0.7 Q4 ENVIRONMENTAL STUDIES
A. Soutter, S. Boag
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引用次数: 11

摘要

保护心理学是一个新兴的领域,很少有研究考察广告图像对环境态度和行为的作用。本研究旨在通过研究不同类型的图像如何影响亲环境的态度和行为来扩大这一领域的知识。来自麦考瑞大学的心理学本科生(N = 124)被分配到三个小册子组中的一个。这些宣传册组包括一个硬拷贝的宣传册,其中有正面的、负面的或没有图片,参与者在研究开始时阅读。然后,研究人员使用新生态范式评估了参与者的环保态度,并通过一个假设的场景评估了参与者的行为,在这个场景中,受访者被要求在三个慈善选择中选择100美元的比例,或者保留这笔钱。研究发现,积极形象增加了亲环境的态度,超过了对照组(中性)和消极形象。相比之下,意象并不影响亲环境行为。这些发现表明,积极的形象最有可能引起亲环境态度的积极变化。然而,这些发现表明,广告中的形象并不影响亲环境行为。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Environmental advertising: the effect of imagery on pro-environmental attitudes and pro-environmental behaviour / Publicidad medioambiental: el efecto de las imágenes sobre las actitudes proambientales y el comportamiento proambiental
Abstract Conservation psychology is an emerging field, with few studies examining the role of advertising imagery on environmental attitudes and behaviours. This study aimed to expand the knowledge in this field, by examining how different types of imagery affect pro-environmental attitudes and behaviours. Undergraduate psychology students from Macquarie University (N = 124) were assigned to one of three brochure groups. These brochure groups consisted of a hard copy brochure which contained either positive, negative or no images which participants read at the start of the study. Participants’ pro-environmental attitudes were then assessed using the New Ecological Paradigm, and behaviour through a hypothetical scenario in which respondents were asked to proportion $100 across three charity options or retain the money. It was found that positive imagery increased pro-environmental attitudes, over and above both the control (neutral) and negative images. In contrast, imagery did not affect pro-environmental behaviours. These findings suggest that positive images are most likely to elicit positive change in pro-environmental attitudes. However, these findings suggest that imagery in advertising does not impact pro-environmental behaviours.
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来源期刊
CiteScore
2.40
自引率
9.10%
发文量
13
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