FACTORS INFLUENCING THE EFFECTIVENESS OF NORMATIVE MESSAGE FRAMING ON CHANGING RECYCLING ATTITUDES AT OUTDOOR MUSIC FESTIVALS
Authors: White, J. and Moital, M.
Pages: 163-173
DOI: 10.4324/9781003269311-19
Abstract:This chapter examines the effectiveness of normative message framing on changing recycling attitudes within the context of outdoor music festivals. Normative message framing is a type of persuasive messaging strategy that utilises social norms to influence a person’s attitudes and behaviours. The study examined the effectiveness of descriptive and injunctive framing across two levels of media richness. Rich media provides a high level of interaction and multi-cue support, whereas lean media is less interactive and supports fewer cues. Using a sample of 201 (mostly) UK-based festival attendees, the study examined how respondents’ recycling attitudes at outdoor music festivals are affected by four types of messaging: Descriptive Lean, Descriptive Rich, Injunctive Lean and Injunctive Rich. In addition, subjective norm (SN) and general recycling attitudes are examined as influences on the effectiveness of the normative messages. Findings indicate that descriptive and injunctive normative messages have shown to affect attitudes equally, apart from happiness where Injunctive Lean messages were related to decreased happiness with recycling. Furthermore, psychological factors in the form of SN and general recycling attitudes play a crucial role in the effectiveness of messages, in particular when it comes to Descriptive Lean messaging.
Source: Scopus