Clinical Validation and Cognitive Elaboration: Signs That Encourage Sustained Recycling

Abstract

Three field experiments coupled the clinical psychology concept of validation with Elaboration Likelihood Model-Heuristic-Systematic Model theorizing to increase the influence of persuasive messages on aluminum can recycling. Signs that validated students' complaints that aluminum can recycling was inconvenient, but persuaded them to recycle anyhow (validate-persuade) were expected to reduce reactance, increase scrutiny and cognitive elaboration, and result in longer term behavior change. Across these 3 experiments, signs influenced recycling relative to baseline; a persuasive message was more influential than convenience; and clinical validation received support as a way to increase message scrutiny, cognitive elaboration, and sustained behavior change.Implementing recycling programs can provide financial benefits to the setting while simultaneously reducing the volume of waste and contributing to a recycling ethic. However, in public settings with many visitors or much turnover, it may be difficult to convince people that recycling should be done and difficult to teach them how and where to recycle. This series of experiments suggests that using effectively placed and developed signs can increase participation in recycling programs. Experiment 1 used combinations of environmental convenience and persuasive messages to increase recycling. Experiment 2 began to explore the possibility of using signs to increase cognitive elaboration, thereby potentially increasing attitude strength and chances of internalized recycling. Experiment 3 aimed to connect newly elaborated cognitions with sustained recycling, that is, recycling after signs had been removed. The atmosphere at the research site has been favorable toward recycling, but recycling rates have been low. Thus, we construe our project as having two goals: effecting modest levels of persuasion that convince people to begin recycling, and increasing the connection between attitudes and behavior. The research has less to say about creating new attitudes or persuading those who strongly oppose recycling.The messages were developed using models of persuasion that have produced robust findings in laboratory and applied research. An implication of the models is that signs can have short-or long-term impacts on behavior.

Environmental Sustainability and Behavioral Science

“…After the effect sizes for all treatments were computed, seven values were found to be outside of the range of +2.50 standard deviation units or greater than a raw value of 2.88 (Bachman & Katzev, 1982; Iyer & Kashyap, 2007; Jacobs, Bailey, & Crews, 1984; Van Houten, Nau, & Marini, 1980; Van Houten, Nau, & Merrigan, 1981; Werner, Byerly, White, & Kieffer, 2004; Werner, Stoll, Birch, & White, 2002). If the data were normally distributed, only two or three values should have been greater than this value.…”

Landfill or Recycle? Pro‐Environmental Receptacle Labeling Increases Recycling Contamination

“…In public settings, such as airports, parks, and schools, text-based receptacle labeling is commonly used to distinguish garbage receptacles (e.g., "Trash") from recycling receptacles (e.g., "Recycle"). Pro-environmental labeling has gained popularity as a way to increase recycling behavior (e.g., Werner et al, 2002); however, it may inadvertently increase overinclusive recycling by nudging people to recycle unrecyclable items. More specifically, pro-environmental labeling could nudge people toward (overinclusive) recycling by amplifying their anticipated emotions from trashing and recycling.…”

“…This increase may be attributable to many factors, including recycling program availability, public awareness campaigns, and point-of-disposal signage (e.g., White, MacDonnell, & Dahl, 2011). Indeed, early research on receptacle signage found positive effects on recycling behavior (Austin, Hatfield, Grindle, & Bailey, 1993;Brothers, Krantz, & McClannahan, 1994;Ludwig, Gray, & Rowell, 1998;Werner, Stoll, Birch, & White, 2002). A more recent trend in the United States is labeling garbage receptacles with the term "Landfill," ostensibly to increase recycling by making the consequences of garbage more salient.…”

Computer-Synthesized Speech and Perceptions of the Social Influence of Disabled Users

“…On the social end, research has focused on the communicator's level of credibility (Cook & Flay, 1978), trustworthiness, and attractiveness (Chaiken, 1979) as well as issues regarding the content of the message. Factors relating to the latter have included whether the message is one sided or two sided (Werner, Stoll, Birch, & White, 2002), whether it employs a central-route or peripheral-route persuasion (Petty & Cacioppo, 1986), and whether it is designed to appeal to affective states such as fear and pleasure (Dabbs & Janis, 1965;Janis & Feshbach, 1953).…”