Evaluating the relative effectiveness of utilitarian and existence value appeals for promoting ecocentric concern and pro-environmental behavior

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dc.contributor.advisorAldoory, Lindaen_US
dc.contributor.authorZimmerling, Amyen_US
dc.contributor.departmentCommunicationen_US
dc.contributor.publisherDigital Repository at the University of Marylanden_US
dc.contributor.publisherUniversity of Maryland (College Park, Md.)en_US
dc.date.accessioned2012-07-10T05:33:53Z
dc.date.available2012-07-10T05:33:53Z
dc.date.issued2012en_US
dc.description.abstractPro-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.en_US
dc.identifier.urihttp://hdl.handle.net/1903/12786
dc.subject.pqcontrolledCommunicationen_US
dc.subject.pqcontrolledEnvironmental studiesen_US
dc.subject.pqcontrolledPsychologyen_US
dc.subject.pquncontrolledanthropocentrismen_US
dc.subject.pquncontrolledecocentrismen_US
dc.subject.pquncontrolledegoismen_US
dc.subject.pquncontrolledpublic service announcementsen_US
dc.subject.pquncontrolledvalue framingen_US
dc.subject.pquncontrolledvalue orientationen_US
dc.titleEvaluating the relative effectiveness of utilitarian and existence value appeals for promoting ecocentric concern and pro-environmental behavioren_US
dc.typeThesisen_US

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