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

New Ways to Promote Proenvironmental Behavior: The Application of Persuasion Theory to the... 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Social Issues Wiley

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

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Publisher
Wiley
Copyright
2000 The Societyfor the Psychological Study of Social Issues
ISSN
0022-4537
eISSN
1540-4560
D.O.I.
10.1111/0022-4537.00182
Publisher site
See Article on Publisher Site

Abstract

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.

Journal

Journal of Social IssuesWiley

Published: Jan 1, 2000

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