AbstractCommunicating reforestation efforts is a challenge for foresters. There are many types of advice to offer, and it is unclear which type of advice is better suited to promote tree-planting behaviors. This study explored the effectiveness of three different types of advice (narrative, informational, and efficacy) for different groups of landowners. We recruited landowners (N = 317) from the Driftless Area of Wisconsin and segmented them into two groups based on their self-reported stage of behavior. They were randomly assigned to view one type of advice message in the form of an online video. Landowners in the early stage of tree-planting behaviors had higher intentions to take the advice with a narrative message. Those in the later stage of behavior were more influenced by informational and efficacy advice messages. We also found that with narrative messages, identification with the narrator was important for increasing intention to use advice.

中文翻译：

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促进对土地所有者的重新造林：通过讲故事中的信息，功效，叙事和认同提供建议的作用

摘要沟通植树造林对林业工作者是一个挑战。提供了多种类型的建议，目前尚不清楚哪种类型的建议更适合于促进植树行为。这项研究探讨了三种不同类型的建议（叙事，信息和功效）对于不同类型的土地所有者的有效性。我们招募了土地所有者（N= 317）来自威斯康星州的无漂移地区，并根据其自我报告的行为阶段将其分为两组。他们被随机分配以在线视频的形式查看一种建议消息。植树行为早期的土地所有者有较高的意愿要以叙事性信息来接受建议。行为后期的人更受信息和功效建议消息的影响。我们还发现，对于叙事信息，与叙述者的识别对于增加使用建议的意图很重要。