New Ways to Promote Proenvironmental Behavior: The Application of Persuasion Theory to the Development Of Effective Proenvironmental Public Service Announcements

Autor:	Robert B. Cialdini, Renée J. Bator
Rok vydání:	2000
Předmět:	Persuasion Social psychology (sociology) business.industry media_common.quotation_subject General Social Sciences Target audience Public relations Test (assessment) Style (sociolinguistics) Presentation Public service business Psychology media_common
Zdroj:	Journal of Social Issues. 56:527-541
ISSN:	1540-4560 0022-4537
Popis:	The goal of this article is to provide specific guidelines to help create effective proenvironmental public service announcements (PSAs). Campaigndesigners are encouraged to initially identify and investigate the optimal target audience and then draft and test reactions by samples of that audience using pilot messages. Designers are also advised to consider research on attitude persistence, memory, and social norms and apply this research to the message content and presentation style. The article concludes with an application of research from social psychology to a series of overallguidelines for effective PSAs. If environmental campaign developers follow these specifications, the chance of PSA success should be enhanced.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::590edda1895c3262b26506117057d457 https://doi.org/10.1111/0022-4537.00182 Zobrazit plný text záznamu Plný text ve formátu PDF