The effect of images on community engagement with sustainable stormwater management: The role of integral disgust and sadness. (October 2018)

• Record Type: Journal Article
• Authors: Schultz, Tracy; Fielding, Kelly; Newton, Fiona; Louis, Winnifred
• Is Part Of: Journal of environmental psychology. Volume 59(2018)
• Page Start: 26
• Page End: 35
• Publication Date: 2018-10
• Subjects: Images -- Message processing -- Dual-processing models -- Environmental communication -- Appraisal-tendency framework -- Integral emotions; Environmental psychology -- Periodicals; Environment -- Periodicals; Psychology -- Periodicals; 155.905
• DOI: 10.1016/j.jenvp.2018.08.003
• Languages: English
• ISSNs: 0272-4944

Abstract

Abstract: Drawing on the Appraisal-Tendency Framework of emotion we tested a conditional pathway model across two experiments with community members ( N = 235 and N = 388) using pro-environmental messages that included images eliciting either disgust or sadness. We tested the effects of images on message engagement (i.e., attitudes, knowledge, and behavioural-intention) via depth of processing and whether strength of environmental identity moderated these effects. As predicted, for people with lower levels of environmental identity, the disgust image conditions led to lower overall engagement with the message content indirectly via lower depth of processing, compared to a no image control condition (Study 1 and Study 2) or a sad image (Study 2). Contrary to what was predicted, the effect of the sad image condition did not increase depth of processing relative to the control condition (Study 2). The key finding suggests that disgusting images should be avoided in pro-environmental communication. Highlights: The effect of integral, emotional imagery on message processing in pro-environmental contexts is under-explored. We tested the effect of images that elicit either disgust or sadness on depth of processing and overall message engagement. The effect of the images on depth of processing was moderated by environmental identity. Disgusting images negatively influence engagement via depth of processing for people with low environmental identities. Neither disgusting nor sad imagery influence message processing for people with stronger environmental identities.