Applying the construal-level theory, this study compares two different recycling campaigns to analyze the effects of the interaction between social distance and message orientation on citizens’ (policy-takers) responses to public information campaign messages. The results of an experimental study show that messages focused on high-level (why-laden) features were more persuasive when the messages were framed in terms of socially distant entities (the planet/Earth), while messages focused on low-level (how-laden) features were more effective when asking participants to make judgments about their proximal entities (their country/local community). Policy implications for designing public information campaigns as a policy tool are discussed.
|Journal||Journal of Comparative Policy Analysis: Research and Practice|
|Publication status||Accepted/In press - 2020 Jan 1|
All Science Journal Classification (ASJC) codes
- Sociology and Political Science
- Public Administration