Signs, prompts, and symbols are a common means to change behavior in our society. Understanding the psychological mechanisms by which signage influences behavior is a critical first step to achieve the desired outcome. In the current research, we propose a theoretical model of sign-to-behavior process. The model suggests that when one encounters a sign, it is encoded to construct an action representation (comprehension process), which is then acted on unless its enactment is inhibited (decision process). We test the implications of the model in two studies. In support of our hypothesis, for unfamiliar signs, clarity of purpose predicts perceived effectiveness of a sign; however, for familiar signs, clarity of purpose does not matter. Insights gained from the studies will help to design effective signs. Practical implications of the model are discussed, and future research directions are outlined.

This paper presents a theoretical argument that low carbon strivings -personal goals to reduce carbon footprint in the household -can predict a wide range of diverse behaviours to reduce greenhouse gas emissions, and reports four studies to validate Low Carbon Readiness Index (LCRI), a short, three-item measure of low carbon strivings. It is a simple and easy-to-use indicator of the general public's readiness to transition to a fully low carbon lifestyle. LCRI is associated with validated measures predicting environmentally significant reported behaviour (Study 1), multiple low carbon behavioural clusters (Study 2 & 3), and predicts reduction in actual energy use, arguably an aggregate measure of actual low carbon behaviours (Study 4).LCRI can be used to develop low carbon policies and monitor their implementation.

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