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Individual differences in values determine the relative persuasiveness of biospheric, economic and combined appeals

机译:价值观的个体差异决定了生物主义,经济和合并吸引力的相对说服力

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摘要

Many environmental campaigns highlight both the environmental and financial benefits of behaviour change, in the hope of motivating a broad audience. But are such mixed appeals more persuasive than separate appeals? We argue that messages tailored to match recipient's prioritised values are more persuasive than combined appeals. We conducted a questionnaire study to assess the persuasiveness of economic, environmental, and mixed appeals (N = 210). As expected, individual differences in values moderated the persuasive power of the different appeals. Importantly, we found that appeals that matched the recipients' values were more persuasive than the combined appeal. Interestingly, personal norms also acted as a moderator. These findings suggest that environmental campaigns aimed to induce behavioural change can benefit from tailoring persuasive messages to idiosyncratic characteristics of their target group, rather than employing a one-size-fits-all message.
机译:许多环境运动突出了行为变革的环境和经济利益,希望激励广泛的受众。但是比单独的吸引力更有说服力的混合吸引力?我们争辩说,以匹配收件人的优先价值的消息比组合的吸引力更具说服力。我们进行了调查问卷研究,以评估经济,环境和混合吸引力的说服力(n = 210)。正如预期的那样,价值观的个体差异适度地调节了不同吸引力的有说服力的力量。重要的是,我们发现匹配收件人的价值观的上诉比合并的上诉更有说服力。有趣的是,个人规范也担任主持人。这些调查结果表明,旨在诱导行为变革的环境运动可以从定制有说服力的信息中受益于其目标群体的特殊特征,而不是使用单尺寸适合所有信息。

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