ABSTRACT

This study compares information campaign messages that appeal to personal responsibility versus those that do not, in attempts to promote efforts to reduce the threat of global warming. In two scenarios, self-efficacy moderates the effects of responsibility appeals on behavioral intentions through perceived consumer effectiveness and self-accountability, but with different patterns, such that the appeals might empower people or else trigger their reactance. In the first scenario (Studies 1 and 3), people are induced to believe that the messages are credible, and responsibility appeals empower participants; behaviors associated with high self-efficacy, but not low self-efficacy, increase the effects of responsibility appeals relative to non-responsibility appeals. In a second scenario, without cues signaling strong credibility, such as when identifiable sources are not present (Study 2) or are not highly credible (Study 3), responsibility appeals trigger reactance; behaviors associated with low/high self-efficacy decrease/increase the effects of responsibility appeals.

摘要

这项研究比较了呼吁个人责任的信息运动信息与不要求个人责任的信息运动信息，以试图促进减少全球变暖威胁的努力。在两种情况下，自我效能通过感知到的消费者有效性和自我问责制减轻了责任感诉求对行为意图的影响，但是具有不同的模式，从而使诉求可以增强人们的权能或引发他们的反抗。在第一种情况下（研究1和3），人们被诱使相信消息是可信的，责任感使参与者有能力。高自我效能感相关的行为，而不是低自我效能感，相对于非责任诉求而言，增加了责任诉求的效果。在第二种情况下，如果没有暗示高可信度的线索，例如，当不存在可识别的来源（研究2）或可信度不高（研究3）时，责任诉求会引发反感；与低/高自我效能感相关的行为会降低/增加责任感的影响。