University of Twente Student Theses

Energizing homeowners through message framing : An experimental research on the effects of message framing on homeowners' pro-environmental behavior in the context of the energy transition

Nab, M.J. (2019) Energizing homeowners through message framing : An experimental research on the effects of message framing on homeowners' pro-environmental behavior in the context of the energy transition.

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Abstract:	Aim - Behavioral scientists in the field of climate change communication increasingly recognize that in order to engage the public in a sustainable energy transition, a ‘one size fits all’ approach will most definitely fail. There is a call for better understanding of how the information provided should be presented in order to be effective. This research aims to gain insights into the effects of framing a persuasive message that attempts to convince homeowners to disconnect their houses from the gas grid. The framing types that are of interest in the current study are outcome framing (gain vs. loss) and point-of-reference framing (self vs. environment), since they have proven to be effective in various contexts, both directly and interactively. Another aim of this research is to examine whether these framing effects are moderated by an individual’s regulatory focus, since literature shows that the effectiveness of outcome framing depends upon this psychological concept. Method - An online, scenario-based experiment was conducted among 170 Dutch homeowners, using a 2 x 2 between-group design. Subjects had to read a communal newsletter advocating that they should disconnect their houses from the gas grid, in which both the outcome (gain vs. loss) and the point of reference (self vs. environment) were manipulated. An online survey was conducted to measure all relevant variables, including regulatory focus and message effectiveness. Regulatory focus was measured through the Regulatory Focus Questionnaire (Higgins et al., 2001). Message effectiveness consisted of one measure of attitude towards the behavior, and four different behavioral intentions that covered two different behaviors (investment in insulation and investment in energy) across two different time frames (short-term and long-term). Results - The results of this research indicate that, as expected, the effect of outcome framing on message effectiveness depends on the point of reference employed in a message, as well as on a recipient’s regulatory focus. No direct effects have been found for either outcome framing or point of reference. With respect to the interaction between outcome framing and point of reference, results show that homeowners’ short-term intention to invest in an alternative heating system is higher if the message is presented in a loss frame with a reference to the self, compared to presenting the message in a loss frame with a reference to the environment. With respect to the interaction between outcome framing and regulatory focus, short-term intention to invest in insulation is higher if the message is presented in a gain frame to homeowners with a promotion focus, compared to homeowners with a prevention focus. Results show that the reversed is also true: short-term intention to invest in insulation is higher if the message is presented in a loss frame to homeowners with a prevention focus, compared to homeowners with a promotion focus. Conclusion - It can be concluded that outcome framing effects exist by the virtue of other factors present or absent in a persuasive appeal. This research proves that in the specific context in which the experiment took place, neither the outcome framing, nor the point-of-reference framing on itself affect message effectiveness directly. In order to optimize message effectiveness, persuasive appeals aimed at stimulating homeowners to disconnect their houses from the gas grid, should be presented in a loss frame with a reference to the self. Furthermore, it can be concluded that the effectiveness of outcome framing also depends on a recipient’s regulatory focus. In order to optimize message effectiveness in this regard, the persuasive appeal should contain an outcome frame that fits a recipient’s regulatory focus. Finally, it can be concluded that the effect of point of reference on the effectiveness of the persuasive appeal, does not depend upon the recipient’s regulatory focus. Keywords - message framing; outcome framing effects; point of reference; regulatory focus; pro-environmental communication
Item Type:	Essay (Master)
Faculty:	BMS: Behavioural, Management and Social Sciences
Subject:	70 social sciences in general
Programme:	Communication Studies MSc (60713)
Link to this item:	https://purl.utwente.nl/essays/79329
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