En kvantitativ undersökning om centrala och perifera budskap i miljökampanjer
(2022) PSYK11 20212Department of Psychology
- Abstract (Swedish)
- Denna studie utgår från två miljökampanjer som skapats med grund i Cacioppo & Pettys (1984) “Elaboration likelihood model”, som kortfattat menar på att vi kan processa ett meddelande på antingen ett s.k perifert- eller centralt plan. Utifrån detta har vi skapat två kampanjbilder med fokus på miljöproblem, där den ena innehåller perifera- och den andra centrala budskap. Dessa användes för att undersöka om det finns en korrelation mellan faktorerna attityd, motivation och övertalning, med intresse för miljö som moderator för detta förhållande. Experimentet genomfördes med en enkät, där varje konstrukt testades för respektive kampanjbild. Våra konstrukt utgår dessutom från Katz (1960) “Functional theory of attitudes” och McGuires (2013)... (More)
- Denna studie utgår från två miljökampanjer som skapats med grund i Cacioppo & Pettys (1984) “Elaboration likelihood model”, som kortfattat menar på att vi kan processa ett meddelande på antingen ett s.k perifert- eller centralt plan. Utifrån detta har vi skapat två kampanjbilder med fokus på miljöproblem, där den ena innehåller perifera- och den andra centrala budskap. Dessa användes för att undersöka om det finns en korrelation mellan faktorerna attityd, motivation och övertalning, med intresse för miljö som moderator för detta förhållande. Experimentet genomfördes med en enkät, där varje konstrukt testades för respektive kampanjbild. Våra konstrukt utgår dessutom från Katz (1960) “Functional theory of attitudes” och McGuires (2013) “Communication - Persuasion matrix”.
48 individer deltog i experimentet och populationen togs från ett icke-sannolikhetsurval.
Medelvärderna från vår insamlade data för respektive konstrukt och kampanjbild användes senare för att utföra en korrelationsanalys. Konstruktens medelvärden mättes sedan mot vår moderator, som var medelvärdet för miljöintresse hos experimentdeltagarna. Det framkom inga signifikanta resultat från korrelationsanalysen.
Resultaten visade däremot i ett paired samples student’s t-test att det fanns en signifikant skillnad för attityd konstruktet, där majoriteten visade en preferens för den perifera kampanjen. Utöver detta fanns det inga signifikanta skillnader mellan kampanjerna på de övriga konstrukten inom t-testet.
Sammanfattningsvis behövs vidare forskning göras på detta ämne för att få mer konkreta resultat och för att utforska vilken typ av marknadsföring som bör riktas mot olika målgrupper. (Less) - Abstract
- This study stems from two environmental campaigns which have been created with Cacioppo & Pettys (1984) “Elaboration likelihood model” as a foundation, which in summary says that we can process a message through a peripheral- or central mindset. Using this as a starting point, we created two campaigns that focus on environmental issues, one contains peripheral- and the other central cues. In order to investigate whether there is a correlation between the factors attitude, motivation and persuasion, we used the subjects interest in the environment as a moderator to test this relationship. The experiment was conducted through an web-based survey, where each construct was tested for each campaign photo. Our constructs are also based on Katz... (More)
- This study stems from two environmental campaigns which have been created with Cacioppo & Pettys (1984) “Elaboration likelihood model” as a foundation, which in summary says that we can process a message through a peripheral- or central mindset. Using this as a starting point, we created two campaigns that focus on environmental issues, one contains peripheral- and the other central cues. In order to investigate whether there is a correlation between the factors attitude, motivation and persuasion, we used the subjects interest in the environment as a moderator to test this relationship. The experiment was conducted through an web-based survey, where each construct was tested for each campaign photo. Our constructs are also based on Katz (1960) “Functional theory of attitudes” and McGuires (2013) “Communication - Persuasion matrix”. 48 individuals participated in the experiment and the population was drawn from a
non-probability selection. The mean-values that we collected from each construct and campaign were later used to conduct a correlation analysis. The means-values for the constructs were then measured against our moderator, which was the mean for the environmental interest of our participants. There were no significant results in the correlation analysis. The results that were concluded from a paired sample student’s t-test showed that there was a significant difference between the peripheral- and central in terms of the attitude towards the campaign. The majority of the participants showed a preference for the peripheral campaign. Apart from the attitude factor, there were no significant results regarding the other remaining factors. In conclusion there needs to be more research regarding these subjects to get more conclusive results, and to determine which kind of marketing should be aimed towards different target groups. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9073853
- author
- Ansgariusson, Märta LU and Moreau, Astrid LU
- supervisor
- organization
- course
- PSYK11 20212
- year
- 2022
- type
- M2 - Bachelor Degree
- subject
- keywords
- Elaboration likelihood model, Functional theory of attitude, Communication - Persuasion matrix, Miljökampanjer, Perifera och Centrala budskap
- language
- Swedish
- id
- 9073853
- date added to LUP
- 2022-01-27 14:46:21
- date last changed
- 2022-01-27 14:46:21
@misc{9073853,
abstract = {{This study stems from two environmental campaigns which have been created with Cacioppo & Pettys (1984) “Elaboration likelihood model” as a foundation, which in summary says that we can process a message through a peripheral- or central mindset. Using this as a starting point, we created two campaigns that focus on environmental issues, one contains peripheral- and the other central cues. In order to investigate whether there is a correlation between the factors attitude, motivation and persuasion, we used the subjects interest in the environment as a moderator to test this relationship. The experiment was conducted through an web-based survey, where each construct was tested for each campaign photo. Our constructs are also based on Katz (1960) “Functional theory of attitudes” and McGuires (2013) “Communication - Persuasion matrix”. 48 individuals participated in the experiment and the population was drawn from a
non-probability selection. The mean-values that we collected from each construct and campaign were later used to conduct a correlation analysis. The means-values for the constructs were then measured against our moderator, which was the mean for the environmental interest of our participants. There were no significant results in the correlation analysis. The results that were concluded from a paired sample student’s t-test showed that there was a significant difference between the peripheral- and central in terms of the attitude towards the campaign. The majority of the participants showed a preference for the peripheral campaign. Apart from the attitude factor, there were no significant results regarding the other remaining factors. In conclusion there needs to be more research regarding these subjects to get more conclusive results, and to determine which kind of marketing should be aimed towards different target groups.}},
author = {{Ansgariusson, Märta and Moreau, Astrid}},
language = {{swe}},
note = {{Student Paper}},
title = {{En kvantitativ undersökning om centrala och perifera budskap i miljökampanjer}},
year = {{2022}},
}