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Publication
Persuasão em alterações climáticas: contributos do ELM e da TPB
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| 2.48 MB | Adobe PDF |
Advisor(s)
Abstract(s)
As alterações climáticas são um enorme desafio e a mitigação dos seus efeitos nocivos exige a alteração do comportamento humano. No presente estudo, pretendemos compreender os efeitos de uma mensagem persuasiva sobre as alterações climáticas e os determinantes do comportamento pró-ambiental, beneficiando dos contributos do Modelo da Probabilidade de Elaboração (ELM), da Teoria do Comportamento Planeado (TPB) e do envolvimento dos participantes com o tema (SASSY).
Este estudo experimental contou com 195 participantes, 123 dos quais do género feminino (63.1%), com idades entre os 18 e os 76 anos (M = 38.34, DP = 16.58). Para avaliar o envolvimento com o tema, aplicámos o SASSY (Chryst et al., 2018), que permite segmentar os participantes de acordo com as suas perceções face às alterações climáticas. Para testar o efeito da mensagem, adaptámos uma mensagem persuasiva, manipulada para ser composta por argumentos fortes ou fracos e sugerir elevado ou baixo consenso relativamente à adoção de comportamentos pró-ambientais. Aplicámos medidas de controlo para garantir a eficácia das manipulações e a equivalência das mensagens. Medimos o Controlo Comportamental Percebido (PBC) e, como variáveis dependentes, Atitudes, Intenção Comportamental e Comportamento Pró-ambiental.
Os resultados demonstraram que as Atitudes e o PBC são preditores da Intenção Comportamental. Corroboraram também a relevância do SASSY, que foi preditor de Atitudes e da Intenção. O efeito persuasivo da mensagem foi apenas parcialmente confirmado. Os resultados refletem ainda a dificuldade de prever Comportamento, que só foi possível ao considerar simultaneamente todas as variáveis.
Assim, o estudo realça a relevância de considerar o segmento dos participantes nas intervenções, a necessidade de investigar formas de intervir nos preditores de comportamento e a importância integrar diferentes abordagens e variáveis promissoras.
Climate change is an immense challenge, and mitigating its harmful effects requires change in human behavior. In this study, we aim to understand the effects of a persuasive message about climate change and the determinants of pro-environmental behavior, drawing on contributions from the Elaboration Likelihood Model (ELM), the Theory of Planned Behavior (TPB), and participants' engagement with the topic (SASSY). This experimental study involved 195 participants, 123 of whom were female (63.1%), aged between 18 and 76 (M = 38.34, SD = 16.58). To assess engagement with the topic, we applied the SASSY (Chryst et al., 2018) which allows participants to be segmented according to their perceptions of climate change. To test the effect of the message, we adapted a persuasive message, manipulated to be composed of strong or weak arguments and to suggest high or low consensus regarding the adoption of pro-environmental behaviors. We applied control measures to ensure the effectiveness of the manipulations and the equivalence of the messages. We measured Perceived Behavioral Control (PBC) and, as dependent variables, Attitudes, Behavioral Intention, and Pro-environmental Behavior. The results showed that Attitudes and PBC are predictors of Behavioral Intention. They also support the relevance of SASSY, which was a predictor of Attitudes and Intention. The persuasive effect of the message was only partially confirmed. The results also reflect the difficulty of predicting Behavior, which was only possible when considering all variables simultaneously. Thus, the study highlights the relevance of considering the segment of participants in interventions, the need to investigate ways to intervene in predictors of behavior, and the importance of integrating different approaches and promising variables.
Climate change is an immense challenge, and mitigating its harmful effects requires change in human behavior. In this study, we aim to understand the effects of a persuasive message about climate change and the determinants of pro-environmental behavior, drawing on contributions from the Elaboration Likelihood Model (ELM), the Theory of Planned Behavior (TPB), and participants' engagement with the topic (SASSY). This experimental study involved 195 participants, 123 of whom were female (63.1%), aged between 18 and 76 (M = 38.34, SD = 16.58). To assess engagement with the topic, we applied the SASSY (Chryst et al., 2018) which allows participants to be segmented according to their perceptions of climate change. To test the effect of the message, we adapted a persuasive message, manipulated to be composed of strong or weak arguments and to suggest high or low consensus regarding the adoption of pro-environmental behaviors. We applied control measures to ensure the effectiveness of the manipulations and the equivalence of the messages. We measured Perceived Behavioral Control (PBC) and, as dependent variables, Attitudes, Behavioral Intention, and Pro-environmental Behavior. The results showed that Attitudes and PBC are predictors of Behavioral Intention. They also support the relevance of SASSY, which was a predictor of Attitudes and Intention. The persuasive effect of the message was only partially confirmed. The results also reflect the difficulty of predicting Behavior, which was only possible when considering all variables simultaneously. Thus, the study highlights the relevance of considering the segment of participants in interventions, the need to investigate ways to intervene in predictors of behavior, and the importance of integrating different approaches and promising variables.
Description
Dissertação de Mestrado apresentada no ISPA – Instituto Universitário para obtenção de grau de Mestre na especialidade de Psicologia Social e das Organizações
Keywords
Alterações Climáticas Persuasão Modelo de Probabilidade de Elaboração Teoria do Comportamento Planeado Segmentação Climate Change Persuasion Elaboration Likelihood Model Theory of Planned Behavior Segmentation