Permanent URL to this publication: http://dx.doi.org/10.5167/uzh-9230
Mosler, H J; Martens, T (2008). Designing environmental campaigns by using agent-based simulations: Strategies for changing environmental attitudes. Journal of Environmental Management, 88(4):805-816.
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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.
|Item Type:||Journal Article, refereed, original work|
|Communities & Collections:||06 Faculty of Arts > Institute of Psychology|
|Deposited On:||12 Jan 2009 15:21|
|Last Modified:||23 Nov 2012 16:28|
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