Affiliation:
1. University of Georgia, Athens, GA, USA
2. The Ohio State University, Columbus, OH, USA
Abstract
In virtual environments (VEs), users experience visceral simulations that feel like the real world. Virtual experiences are proposed as a novel operationalization of gain and loss framed environmental messages. A 2 (gain vs. loss frame) × 2 (high vs. low interactivity) × 3 (pretest, posttest, delayed posttest) experiment was conducted. Immediately following exposure, virtual experiences promoted environmental behavior by reducing paper consumption by 25% compared to a control group. In addition, the gain framed experience of growing a virtual tree promoted behavioral intentions more effectively than the loss framed experience of cutting down a tree. Response efficacy mediated the relationship between framing and environmental behavioral intentions. One week after exposure, response efficacy heightened as a result of the gain frame. Participants in the high interactivity conditions also reported higher levels of environmental behavior than those in the low interactivity conditions one week following exposure.
Subject
Linguistics and Language,Language and Linguistics,Communication
Cited by
82 articles.
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