How do different framing techniques (e.g., gain vs. loss framing) influence people's attitudes and intentions towards pro-environmental behaviors?
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Different framing techniques, such as gain and loss framing, play a crucial role in influencing people's attitudes and intentions towards pro-environmental behaviors. Research indicates that gain-framed messages tend to receive more attention and elicit more positive attitudes compared to loss-framed messages . Additionally, gain-framed advertisements are generally more effective in political advertising, while loss frames can be more effective among conservatives than liberals . Furthermore, the use of gain-framed information in HPV immunization messages has been shown to lead to more message elaboration and positive attitudes towards vaccination, indicating a positive bias towards health-promoting information . These findings highlight the significance of framing techniques in shaping individuals' responses towards pro-environmental behaviors and emphasize the need for strategic communication in environmental risk messaging .
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| Loss framing, based on prospect theory, increases voluntary carbon offsetting likelihood. Attitude-behavior gap exists; positive attitudes not essential for offsetting behavior. Intention-behavior disparity noted. | |
07 Apr 2023 | Not addressed in the paper. |
| Gain vs. loss framing in strategic environmental risk communication affects publics' risk perception, responsibility attribution, and sustainable behavioral intentions towards pro-environmental actions, as shown in the study. | |
| Not addressed in the paper. |
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