ABSTRACT

The effectiveness of behavioral change message strategies invoking the self-assessment (i.e. focusing on evaluating current behaviors) and the self-improvement (i.e. focusing on improving future behaviors) motives on pro-environmental information selection and subsequent pro-environmental beliefs, attitudes, and behavioral intentions were examined. The Selective Exposure and Self- and Affect Management (SESAM) model and the self-affirmation theory offered predictions for audiences with varying levels of environmental domain importance and perceived self-discrepancy. An online experiment was conducted, and the results showed that consistent with expectations, self-assessment message strategy was more effective for audiences with low perceived self-discrepancy, and self-improvement message strategy was more effective for audiences high on this individual characteristic. This interaction was most pronounced for audiences with high domain importance. Implications of the findings on theory and practice were discussed.

摘要

行为改变信息策略调用自我评估（即专注于评估当前行为）和自我改进（即专注于改善未来行为）动机对环保信息选择和随后的环保信念、态度和态度的有效性行为意图进行了检查。选择性暴露和自我和影响管理 (SESAM) 模型和自我肯定理论为具有不同环境领域重要性和感知自我差异水平的受众提供预测。进行了在线实验，结果表明，与预期一致，自我评估信息策略对感知自我差异较低的受众更有效，自我提升的信息策略对于高度重视这一个人特征的受众更有效。对于具有高领域重要性的受众，这种互动最为明显。讨论了研究结果对理论和实践的影响。