Motivating Recycling Behavior: A Quasiexperimental Investigation of Message and Source Strategies

Lord, K. R. (1994). Motivating recycling behavior: A quasiexperimental investigation of message and source strategies. Special Issue: Psychology, marketing, and recycling. Psychology and Marketing, 11, 4, 341-358.

Using a quasiexperimental design, direct behavioral observations and attitudinal and other survey data were drawn from 140 households to test hypotheses related to the efficacy of different message appeal (fear, satisfaction) and source (advertising, publicity, personal) strategies. Although positive appeals yielded most favorable levels of beliefs and attitude toward recycling, the greatest increase in recycling behavior came in response to a negatively framed message conveyed by a personal acquaintance.

Find this article online

Welcome, Guest

Not a member yet? Sign up in 30 seconds and add powerful tools that will help you engage in the CBSM community through additional features.