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Please use this identifier to cite or link to this item: http://hdl.handle.net/1903/12786

Title: Evaluating the relative effectiveness of utilitarian and existence value appeals for promoting ecocentric concern and pro-environmental behavior
Authors: Zimmerling, Amy
Advisors: Aldoory, Linda
Department/Program: Communication
Type: Thesis
Sponsors: Digital Repository at the University of Maryland
University of Maryland (College Park, Md.)
Subjects: Communication
Environmental studies
Psychology
Keywords: anthropocentrism
ecocentrism
egoism
public service announcements
value framing
value orientation
Issue Date: 2012
Abstract: Pro-environmental behavior has been linked in many studies to attachment to the natural world, often conceptualized as ecocentrism. The current study sought to explore whether environmental PSAs employing an existence value--as opposed to a utilitarian (usually cost-based)--frame might contribute to a more ecocentric mindset. Secondary goals of the study were to determine whether existence value frames might positively influence intention toward conducting pro-environmental behaviors, as well as whether those who are more egoistically oriented might be more receptive to utilitarian messages. The experimental approach presented participants with a randomly selected pro-environmental PSA representing either an existence value or utilitarian frame. Results from the main study indicate that a utilitarian frame can have a negative impact on both ecocentrism and pro-environmental behavioral intention, and that high-egoism participants were not more persuaded by utilitarian approaches.
URI: http://hdl.handle.net/1903/12786
Appears in Collections:UMD Theses and Dissertations
Communication Theses and Dissertations

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