The Effects of Message Framing on Response to Environmental Communications

Explores how the framing of environmental communication influences attitudes & environmentally responsible behaviors, eg, recycling. In an experiment involving 112 undergraduates at a large western university, communications were framed in terms of the definition of the problem (gains & losses), the target (current & future generations), & recommended activities ("taking less," as in conservation, or "doing more," as in recycling). The communication that discussed losses to the current generation gave rise to the most positive responses to the communication & the highest levels of intent to participate in environmentally responsible behaviors. Activity framing did not exert any influence on attitudes or behavioral intentions. 2 Tables. Adapted from the source document.