Little is known on how to encourage effortful (rather than effortless) conservation behaviors, and prior research investigated only single (rather than multiple) message appeals in terms of their persuasive power in promoting pro-environmental intentions. The current study uses a framework from evolutionary psychology to propose and test a blend of message appeals that is most likely to drive green behaviors perceived as effortful. An experiment with a 2 (yes versus no anthropomorphic cue) × 2 (negative versus positive message frame) between-subjects design was run, and effort was included as a measured factor. The findings reveal that negatively framed messages are most effective in prompting effortful (but not effortless) pro-environmental intentions only when they are coupled with anthropomorphic cues (no differences between loss and gain messages were found when no anthropomorphism was used). These effects were replicated across two types of behaviors: water conservation and waste reduction.

中文翻译：

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“只有当你向我展示地球是一个处于危险之中的人时，我才会开始节约自然资源”：信息框架和拟人化对被视为有效的亲环境行为的影响

关于如何鼓励努力（而不是毫不费力）的保护行为知之甚少，先前的研究仅调查了单个（而不是多个）信息吸引力在促进环保意图方面的说服力。当前的研究使用进化心理学的框架来提出和测试最有可能推动被认为是努力的绿色行为的信息诉求的混合。运行了一个 2（是与没有拟人提示）×2（消极与积极信息框架）之间的主题设计的实验，并将努力作为衡量因素。研究结果表明，只有当它们与拟人化线索相结合时，负面框架信息才能最有效地促进努力（但不是毫不费力）的环保意图（当没有使用拟人化时，没有发现损失和获得信息之间的差异）。这些影响在两种类型的行为中得到复制：节约用水和减少浪费。