Lord

• What was the aim (Lord)?

  To investigate the effects of external messages through different mediums (either positively or negatively framed) on recycling attitudes and behaviours
• What was the sample(Lord)?

  140 households in the north-east of the USA split into 7 groups of 20

  Quote sampling was used to ensure the households represented full diversity
• What was the method(Lord)?


  Field experiment, independent measures design

  7 groups of 20:

  • Advertisement (positive or negative)
  • Newspaper (positive or negative)
  • personal letter (positive or negative)
  • No message for control group

  The positively framed messages focused on environmental benefits

  The negatively framed messages focused on the risks of failing to recycle
• What was the procedure(Lord)?

  The student assistants first observed and recorded the contents of ech household's recycling bin and the total number of items

  The following day they left a a positive or negative newspaper, advertisement or personal letter at their doorstep

  The students then observed the contents of the bins again the following week

  The day after that the students delivered a questionnaire to an adult in each household assessing their attitudes towards recycling
• What were the results(Lord)?

  Positive messages lead to an increase in positive attitudes of recycling

  BUT those in the negative personal message condition showed the greatest change in behaviour

  Those who received a message in general had a more positive attitude than those who did not
• What was the conclusion(Lord)?

  While positive messages change attitudes, negative messages from someone we know is most effective in changing our behaviour