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Autor*innen: Mosler, Hans-Joachim; Martens, Thomas
Titel: Designing environmental campaigns using agent-based simulations. Strategies for changing environmental attitudes
In: Journal of Environmental Management, 88 (2008) 4, S. 805-816
Dokumenttyp: 3a. Beiträge in begutachteten Zeitschriften; Aufsatz (keine besondere Kategorie)
Sprache: Englisch
Schlagwörter: Umwelt; Umweltschutz; Einstellungsänderung; Strategie; Computersimulation
Abstract (english): Agent-based computer simulation was used to create artificial communities in which each individual was constructed according to the principles of the elaboration likelihood model of Petty and Cacioppo [ 1986. The elaboration likelihood model of persuasion. In: Berkowitz, L. ( Ed.), Advances in Experimental Social Psychology. Academic Press, New York, NY, pp. 123-205]. Campaigning strategies and community characteristics were varied systematically to understand and test their impact on attitudes towards environmental protection. The results show that strong arguments influence a green (environmentally concerned) population with many contacts most effectively, while peripheral cues have the greatest impact on a non-green population with fewer contacts. Overall, deeper information scrutiny increases the impact of strong arguments but is especially important for convincing green populations. Campaigns involving person- to-person communication are superior to mass-media campaigns because they can be adapted to recipients' characteristics. (DIPF/Autor)
DIPF-Abteilung: Bildungsqualität und Evaluation