The Effects of Descriptive Imagery and Appeals on Emotions and Intentions Related to Pro-Environmental Behavior

Abstract

The aim of the present study is to assess whether reinforcing imagery affects the emotional valence and effectiveness of pro-environmental public service announcements (PSAs). Two experiments that utilized PSAs constructed from a combination of text-based appeal and an image were carried out. The first experiment used the following appeals; (1) highlighting injunction, (2) highlighting injunction together with a negative descriptive norm, and (3) highlighting injunction together with a positive descriptive norm. These appeals were written on a photograph that either depicted nature scenery or the same scenery with digitally added litter. The results of the first experiment demonstrated that a congruent combination of text appeals highlighting injunction together with a positive descriptive norm and positive descriptive imagery elicits the most positive emotions when compared to other appeal and image combinations. The second experiment demonstrated that appeals with positive descriptive norms and an injunctive message coupled with a congruent descriptive image affect behavioral intention more than appeals with an injunctive only message coupled with a congruent descriptive image, thus demonstrating the additive effect of descriptive imagery and appeals presented together.

Using Norm-Based PSAs to Foster Green Behavior in a University: Some Preliminary Results from Lithuania

“…The appeal at the top of the stimulus reads ìMost people choose the stairs. Care for nature ñ choose the stairs yourself!î The wording of the appeal was based on previous research that highlighted the usefulness of normative appeals (Pokus, 2017;Pokus et al, 2018), while the visual aspect of the PSA was chosen to illustrate the desired behavior and have a congruent image-appeal combination, which was found to be more effective than just one or the other (Pokus et al, 2019).…”

“…Since it is quite hard to provide clearly understandable descriptive imagery of waste sorting behavior, we adapted a stimulus from a previous study by simplifying it (Pokus, 2017). The stimulus was intended to both highlight the desired behavior (the cartoon bin is throwing trash in itself) and to elicit positive emotions (Pokus et al, 2018(Pokus et al, , 2019. The text reads ìIncreasingly more people are sorting waste.…”

“…Three field studies utilizing norm-based persuasive communication, constructed based on previous research (Bator & Cialdini, 2000;Cialdini, 2003;Pokus, 2017;Pokus et al, 2018Pokus et al, , 2019, were conducted. The studies were designed to be as natural and non-intrusive as possible and all of the universityís community could participate in them.…”

“…Static visual reminders of desired behaviors can be an effective way of encouraging and directing behavior and can blend into the various environments of public spaces. Such PSAs have the potential to be long lasting, robust and cheap means of encouraging behavior, on the condition that they are done well and effectively (Pokus, PilkauskaitÎ ValickienÎ, & Kuzinas, 2018, 2019.…”

“…It must be noted, however, that norm-based communication and PSAs might not work as universally and as straightforwardly as previously thought. There is evidence that individuals with differing personality patterns are differently persuaded by normative PSAs (Pokus, 2017), and that the visual aspect of persuasive communication has the potential for added value in its effectiveness (Pokus et al, 2019). Building on this research, we sought to introduce norm-based and visually congruent (Pokus et al, 2019) (meaning that the image and the appeal present the same normative message) persuasive PSAs in a university context and to conduct preliminary assessments of their effectiveness in persuading the community to engage in pro-environmental activities.…”