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Designing environmental campaigns by using agent-based simulations: Strategies for changing environmental attitudes


Mosler, Hans-Joachim; Martens, T (2008). Designing environmental campaigns by using agent-based simulations: Strategies for changing environmental attitudes. Journal of Environmental Management, 88(4):805-816.

Abstract

Agent-based computer simulation was used to create artificial communities in which each individual was constructed according to the principles of the elaboration likelihood model of Petty and Cacioppo [1986. The elaboration likelihood model of persuasion. In: Berkowitz, L. (Ed.), Advances in Experimental Social Psychology. Academic Press, New York, NY, pp. 123–205]. Campaigning strategies and community characteristics were varied systematically to understand and test their impact on attitudes towards environmental protection. The results show that strong arguments influence a green (environmentally concerned) population with many contacts most effectively, while peripheral cues have the greatest impact on a non-green population with fewer contacts. Overall, deeper information scrutiny increases the impact of strong arguments but is especially important for convincing green populations. Campaigns involving person-to-person communication are superior to mass-media campaigns because they can be adapted to recipients’ characteristics.

Agent-based computer simulation was used to create artificial communities in which each individual was constructed according to the principles of the elaboration likelihood model of Petty and Cacioppo [1986. The elaboration likelihood model of persuasion. In: Berkowitz, L. (Ed.), Advances in Experimental Social Psychology. Academic Press, New York, NY, pp. 123–205]. Campaigning strategies and community characteristics were varied systematically to understand and test their impact on attitudes towards environmental protection. The results show that strong arguments influence a green (environmentally concerned) population with many contacts most effectively, while peripheral cues have the greatest impact on a non-green population with fewer contacts. Overall, deeper information scrutiny increases the impact of strong arguments but is especially important for convincing green populations. Campaigns involving person-to-person communication are superior to mass-media campaigns because they can be adapted to recipients’ characteristics.

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16 citations in Web of Science®
20 citations in Scopus®
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Additional indexing

Item Type:Journal Article, refereed, original work
Communities & Collections:06 Faculty of Arts > Institute of Psychology
Dewey Decimal Classification:150 Psychology
Language:English
Date:September 2008
Deposited On:12 Jan 2009 14:21
Last Modified:05 Apr 2016 12:46
Publisher:Elsevier
ISSN:0301-4797
Publisher DOI:10.1016/j.jenvman.2007.04.013
PubMed ID:17548145
Permanent URL: http://doi.org/10.5167/uzh-9230

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