Abstract
The current study replicated prior research by creating anticipated pride appeals and embedding the appeals into standard descriptive norms messages to explicate the mixed findings in prior research. In an online experiment, adults in the U.S. (N = 277) were recruited via an online panel. Participants viewed two-similar messages including either descriptive norm information only or both anticipated pride appeals and descriptive norm information. Results indicated that exposure to emotional descriptive norm messages influenced intentions via eliciting the desired emotional response to the messages, which is consistent with findings in prior research.
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Data in the current paper would be available upon reasonable request.
Notes
Framing recycling as a socially desirable behavior resulted from the author’s personal conversation with Isabella Cunningham (I. Cunningham, perosnal communication, 2019, May 22).
Results from an analysis of one-sample t-test indicated that the mean of perceived behavioral privacy of recycling significantly differed from the scale’s mid-point, M = 5.27, SD = 1.65, t(164) = 9.94 p < .001. Participants perceived recycling as a public, observable, and conspicuous behavior.
The dynamic or trending norms seem to be used in a prior study although it was not coined as either norm (Rimal et al., 2005).
Isabella Cunningham, as a dissertation supervisor, provided the author with the idea for the main experiment, regarding the control condition and repeated exposure, after discussions with the author.
Prior literature argued that women tend to be more concerned about environmental issues than men (Davidson & Freudenburg, 1996). In addition, the author found the significant subgroup variations in participants’ behavioral intention to recycle between female and male receivers in a prior study (Koh, 2013).
Results would be discussed upon reasonable request.
Isabella Cunningham, as a dissertation supervisor, provided the author with the source of descriptive norm information after discussions with the author to make it believable and trustworthy.
Nine items consisting of adjectives were derived from prior literature on anticipated pride and pride (Onwezen et al., 2013; Tracy & Robins, 2007b). An additional analysis was conducted with two items after removing other items that may sound awkward when applying to the focal behavior in the current study, recycling, (i.e., “anticipated to be/feel accomplished, confident, fulfilled, productive, successful, and worthwhile) and may overlap with another emotion (i.e. satisfied). Overall results were identical for the indirect effect of the messages exposure on intention to recycle (B = 0.18, 95% CIs[0.001, 0.44]) as well as for intention to talk (B = 0.25, 95% CIs[0.004, 0.55]) via anticipated pride.
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Koh, H. Toward the science of message design approach [emotional appeals version]: The combined effects of anticipated pride appeals and descriptive norm information embedded in messages on behavioral intentions. Motiv Emot 46, 702–718 (2022). https://doi.org/10.1007/s11031-022-09956-z
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DOI: https://doi.org/10.1007/s11031-022-09956-z