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Exploring the Role of Messenger Effects and Feedback Frames in Promoting Uptake of Energy-Efficient Technologies

Becki Hafner, David Elmes, Daniel Read

Current Psychology, Volume: 38, Issue: 6, Pages: 1601 - 1612

Swansea University Author: Becki Hafner

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DOI (Published version): 10.1007/s12144-017-9717-2

Abstract

The persuasive potential for varying messenger types and feedback frames to increase pro-environmental choice was explored in a 2 (feedback frame: financial vs. environmental) × 5 (messenger type: neighbour, government, industry, utilities vs. control) factorial design experiment. Using the context...

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Published in: Current Psychology
ISSN: 1046-1310 1936-4733
Published: Springer Science and Business Media LLC 2019
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URI: https://cronfa.swan.ac.uk/Record/cronfa66436
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spelling v2 66436 2024-05-15 Exploring the Role of Messenger Effects and Feedback Frames in Promoting Uptake of Energy-Efficient Technologies a21042aec21e3f06d929a6a3a55f3cc0 Becki Hafner Becki Hafner true false 2024-05-15 PSYS The persuasive potential for varying messenger types and feedback frames to increase pro-environmental choice was explored in a 2 (feedback frame: financial vs. environmental) × 5 (messenger type: neighbour, government, industry, utilities vs. control) factorial design experiment. Using the context of home heating choice, 493 non-student participants were given information on either the financial or environmental benefits of selecting an energy-efficient heat pump versus a standard boiler, as described by one of four messenger types (versus a no-messenger control). Likelihood of selecting the ‘green’ technology was assessed, as well as any carry-over effects on real-life behavioural intentions. Additionally, we assessed the messenger attributes that appeared to be most important in this context, in terms of whether sources that were perceived to be trustworthy, knowledgeable, or a combination of both dimensions, would hold greater sway over preference formation. Overall, no evidence was found for any impact of messenger type on either preference formation or behavioural intentions. However, message content (i.e. how information on the benefits of pro-environmental choice was framed), was found to have substantial impact on behaviour; with the financial versus environmental decision frame being significantly more likely to encourage uptake of the energy-efficient versus standard technology. We suggest that the level of processing required for the kinds of large-scale purchase decisions we consider here may explain the lack of any messenger effect on choice behaviour. Implications for the development of behaviour change interventions designed to promote consideration of energy-efficient technologies in this context are discussed. Journal Article Current Psychology 38 6 1601 1612 Springer Science and Business Media LLC 1046-1310 1936-4733 Messenger effects; Persuasion; Pro-environmental choice; Decision-making; Feedback frames; Behaviour change; Energy-efficient technologies 1 12 2019 2019-12-01 10.1007/s12144-017-9717-2 COLLEGE NANME Psychology School COLLEGE CODE PSYS Swansea University 2024-06-20T12:54:53.0981772 2024-05-15T09:26:09.4701810 Faculty of Medicine, Health and Life Sciences School of Psychology Becki Hafner 1 David Elmes 2 Daniel Read 3 66436__30698__e7d490c9c72d4c21af7d807711acded9.pdf 66436.VoR.pdf 2024-06-20T12:39:38.9900948 Output 485691 application/pdf Version of Record true This article is distributed under the terms of the Creative Commons Attribution 4.0 International License. true eng http://creativecommons.org/licenses/by/4.0/
title Exploring the Role of Messenger Effects and Feedback Frames in Promoting Uptake of Energy-Efficient Technologies
spellingShingle Exploring the Role of Messenger Effects and Feedback Frames in Promoting Uptake of Energy-Efficient Technologies
Becki Hafner
title_short Exploring the Role of Messenger Effects and Feedback Frames in Promoting Uptake of Energy-Efficient Technologies
title_full Exploring the Role of Messenger Effects and Feedback Frames in Promoting Uptake of Energy-Efficient Technologies
title_fullStr Exploring the Role of Messenger Effects and Feedback Frames in Promoting Uptake of Energy-Efficient Technologies
title_full_unstemmed Exploring the Role of Messenger Effects and Feedback Frames in Promoting Uptake of Energy-Efficient Technologies
title_sort Exploring the Role of Messenger Effects and Feedback Frames in Promoting Uptake of Energy-Efficient Technologies
author_id_str_mv a21042aec21e3f06d929a6a3a55f3cc0
author_id_fullname_str_mv a21042aec21e3f06d929a6a3a55f3cc0_***_Becki Hafner
author Becki Hafner
author2 Becki Hafner
David Elmes
Daniel Read
format Journal article
container_title Current Psychology
container_volume 38
container_issue 6
container_start_page 1601
publishDate 2019
institution Swansea University
issn 1046-1310
1936-4733
doi_str_mv 10.1007/s12144-017-9717-2
publisher Springer Science and Business Media LLC
college_str Faculty of Medicine, Health and Life Sciences
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hierarchy_top_id facultyofmedicinehealthandlifesciences
hierarchy_top_title Faculty of Medicine, Health and Life Sciences
hierarchy_parent_id facultyofmedicinehealthandlifesciences
hierarchy_parent_title Faculty of Medicine, Health and Life Sciences
department_str School of Psychology{{{_:::_}}}Faculty of Medicine, Health and Life Sciences{{{_:::_}}}School of Psychology
document_store_str 1
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description The persuasive potential for varying messenger types and feedback frames to increase pro-environmental choice was explored in a 2 (feedback frame: financial vs. environmental) × 5 (messenger type: neighbour, government, industry, utilities vs. control) factorial design experiment. Using the context of home heating choice, 493 non-student participants were given information on either the financial or environmental benefits of selecting an energy-efficient heat pump versus a standard boiler, as described by one of four messenger types (versus a no-messenger control). Likelihood of selecting the ‘green’ technology was assessed, as well as any carry-over effects on real-life behavioural intentions. Additionally, we assessed the messenger attributes that appeared to be most important in this context, in terms of whether sources that were perceived to be trustworthy, knowledgeable, or a combination of both dimensions, would hold greater sway over preference formation. Overall, no evidence was found for any impact of messenger type on either preference formation or behavioural intentions. However, message content (i.e. how information on the benefits of pro-environmental choice was framed), was found to have substantial impact on behaviour; with the financial versus environmental decision frame being significantly more likely to encourage uptake of the energy-efficient versus standard technology. We suggest that the level of processing required for the kinds of large-scale purchase decisions we consider here may explain the lack of any messenger effect on choice behaviour. Implications for the development of behaviour change interventions designed to promote consideration of energy-efficient technologies in this context are discussed.
published_date 2019-12-01T12:54:53Z
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