Emotional responses to plastic waste: Matching image and message framing in encouraging consumers to reduce plastic consumption. Issue 1 (February 2020)

• Record Type: Journal Article
• Authors: Septianto, Felix; Lee, Michael S.W.
• Is Part Of: Australasian marketing journal. Volume 28:Issue 1(2020)
• Page Start: 18
• Page End: 29
• Publication Date: 2020-02
• Subjects: Plastic waste -- Sadness -- Disgust -- Construal level; Marketing -- Australasia -- Periodicals; Marketing -- Periodicals; 658.8480905
• DOI: 10.1016/j.ausmj.2019.09.002
• Languages: English
• ISSNs: 1441-3582

Abstract

Highlights: Combining congruent images and messages can encourage people to reduce their plastic consumption. Emotive images of plastic waste, which elicit disgust, is persuasive when matched with a 'why' message. Emotive images of marine victims, which elicit sadness, is persuasive when matched with a 'how' message. Abstract: This research investigates the role of emotion and message framing in stemming plastic consumption. Across three experimental studies examining consumer intentions, participation, and product choice, this research demonstrates that an image depicting plastic waste (vs. victims of plastic waste) elicits disgust (vs. sadness). Building on construal level theory, we show that an image of plastic waste is more effective in encouraging consumers to reduce their plastic consumption when combined with a "why" message (e.g., reasons to reduce plastic consumption). In contrast, an image portraying victims of plastic waste is more effective when presented with a "how" message (e.g., steps to reduce plastic consumption). The findings of this research highlight the importance of understanding discrete emotional responses to advertising images, especially in the context of reducing plastic consumption, and thus will benefit social marketers and policy makers. Chinese Abstract: 该研究调查了情感和信息框架在抑制塑料消费中的作用. 本文通过三个实验研究来检验消费者的意愿, 参与程度和产品选择. 这项研究表明, 一幅描绘塑料垃圾 (与塑料垃圾的受害者相比) 的图片会引起被实验者的厌恶情绪 (与塑料垃圾的受害者相比). 根据解释水平理论, 我们发现, 当与"为什么"信息 (例如, 减少塑料消费的原因) 相结合时, 塑料垃圾的图像在鼓励消费者减少塑料消费方面更有效. 相比之下, 描绘塑料垃圾受害者的图像在呈现"如何"信息 (例如减少塑料消费的步骤) 时更有效. 这项研究的发现强调了理解对广告图像的离散情感反应的重要性, 尤其是在减少塑料消费的背景下, 这将有利于社会营销者和决策者.