The Impact of Economic And National Identity Loss Messages, And The Moderating Effect of Political Orientation, On Climate Change Policy Support

As climate change continues to be politically divisive, developing communications that align with right-leaning beliefs may increase bipartisan support for climate policy. In two experimental studies (Study 1, Australia, N = 558; Study 2, United States, N = 859), we tested whether an economic loss or national identity loss message would elicit greater support for mitigation and adaptation policies when compared to one another and to a control message. We also tested whether the direct effects of these message types were conditional on political orientation (specifically, identifying as politically right-leaning). In both studies, preliminary analyses indicated that the message manipulations were effective and that there was a high level of support for both types of climate policy. When compared to left-wing adherents, those who were politically right-leaning were less likely to support mitigation and adaptation policies in either sample. Australian (Study 1) identification – although not American identity (Study 2) – also uniquely predicted adaptation support (but not mitigation support). Yet, there were no significant message frame or interaction effects in the Australian (Study 1) or U.S. sample (Study 2). This suggests that neither an economic loss nor national identity loss message frame may be effective in overcoming the political polarization of climate change in Australia or the United States. Nevertheless, national identity could still play a useful role in Australian climate communications given its positive relationship to adaptation policy support, and therefore warrants further investigation.

Message Frame-Tailoring in Digital Health Communication: Intervention Redesign and Usability Testing (Preprint)

BACKGROUND Message frame-tailoring based on the need for autonomy is a promising strategy to improve the effectiveness of digital health communication interventions. An example of a digital health communication intervention is PAS, an online content-tailored smoking cessation program. PAS was effective in improving cessation success, but its effect sizes were small and disappeared after six months. OBJECTIVE We aim to improve the effectiveness of PAS further by incorporating message frame-tailoring, providing smokers with autonomy-supportive or controlling message frames – depending on their individual need for autonomy. METHODS Various methods were used to redesign the PAS program to include message frame-tailoring with optimal usability: usability testing, think-aloud methodology, heuristic evaluations, and an online experiment. RESULTS The most autonomy-supportive and controlling message frames were identified, the cut-off point for the need for autonomy to distinguish between people with a high and low need for autonomy was determined, and the usability was optimized. CONCLUSIONS This resulted in a redesigned digital health communication intervention that included message frame-tailoring and had optimal usability. A detailed description of the redesigning process of the PAS program is provided.

Testing Social Media Water Conservation Messages that Convey Extension Evaluation Results

In this study, we tested frames Extension professionals could use to promote residential water conservation through social media. We randomly assigned Florida residents to view one of six visual messages with water conservation facts or stories and then measured willingness to engage with education programs and conservation behaviors. There were clear differences in message frame performance, but better performance was highly dependent on outcome metrics used. Therefore, we were unable to identify a preferred frame. These findings need to be further examined in an authentic social media environment to inform best practices in social media message framing for Extension professionals.

Narrative Persuasion: Moderating effects of character identification on relationship between message format and intention to screen for cervical cancer among women in agricultural sector in Kiambu County, Kenya.

There is evidence that use of narrative messages is effective in the context of health behavior change. There is however no explanation as to what aspect of narrative leads to high level of persuasion. We evaluated the moderating effects of character identification on the three elements of narrative message (narrative message frame, narrative rationality and narrator’s perspective) in regard to the uptake of cervical cancer screening among women in the agricultural sector in Kiambu county, Kenya. A randomised experimental design was used. Narrative Message frame (gain frame vs. loss frame), narrative perspective (first vs third person), and narrative rationality, were manipulated. The messages were presented via a brief narrative video on cervical cancer and cervical screening. A uniform pretest questionnaire on cervical cancer and cervical cancer screening (T1) was completed by respondents before watching a narrative video. After watching a narrative video on cervical cancer screening, participants responded to the post test questionnaire (T2). Data from 378 (100 per cent) respondents for the pretest and 344 (91 per cent) for posttest was analysed and included in the study findings for the baseline and posttest respectively. Multiple hierarchical regression analysis was used. The study found that the majority of respondents were aged above 41 years of age at 32 per cent majority 249 (65.9 per cent) of the respondents were married, and majority 210 (55 per cent) of the respondents had 1 to 3 children followed by 4 to 5 at 91 (24 per cent). After running multiple hierarchical regression analysis, the study found that identification with story character moderated for all the independent variables. The study concluded that while using narrative messages to promote health behaviour, use of story characters which the target audience can identify with, may help in increasing adoption of advocated health behaviour.

The Moderating Role of Emotion: The Combinatory Effects of Positive Emotion and News Framing Techniques on Climate Change Attitudes

Based on mood management theory and the broaden-and-build theory, this study examines whether an individual’s emotional state influences the persuasive efficacy of climate change news framing techniques. To test our hypothesis, we conducted a 2 (Message Framing: thematic vs. episodic) × 2 (Emotion: positive vs. control) between-subjects factorial design experiment. Results indicate that episodically framed messages significantly decrease news believability and risk perception for people in a positive emotional state. News believability and risk perception positively mediated the effects of emotion and message frame on policy support and behavioral intention.

Improving the Effectiveness of Anti-Piracy Educational Deterrence Efforts: The Role of Message Frame, Issue Involvement, Risk Perception, and Message Evidence on Perceived Message Effectiveness

The objective of this study is to explore methods to improve the effectiveness of anti-piracy educational deterrence efforts. We studied the effects of message framing (positive vs. negative), issue involvement (high vs. low), risk perception (high vs. low), and message evidence (anecdotal vs. statistical) on the perceived effectiveness of an anti-piracy campaign message. Our experimental results suggest that message frame alone does not have an impact on perceived message effectiveness. However, the effect of message framing is moderated by issue involvement, risk perception, and message evidence. Specifically, a positively framed message is more effective for individuals with low issue involvement, high perceived piracy risk, and who are exposed to anecdotal evidence. In contrast, a negatively framed message is more effective for individuals with high involvement, low risk, and who are exposed to statistical evidence.