FRAMING FOR EFFECTIVENESS

Identifying Motivating Strategies for Communicating

Biodiversity Messages

Researchers:

Graduate Student: Barbara Lucas

Primary Advisor: Dr. Paul Mohai School of Natural Resources and Environment

Secondary Advisor: Dr. Scott Paris School of Education, Department of Psychology

Overview

Background

Research questions

Methods

Benefits

What motivates people to do something for the environment, in terms of who receives

the benefits?

Categories of concern:

Self/family Local region (Great Lakes) Nation Global biosphere The wild animals Future generations

The University of Michigan Exhibit Museum of Natural History

Partners annually with Washtenaw County Libraries to present:

“Family Reading and Science Programs”

Theme of Winter 2004: Wildlife Biodiversity

Some of client’s goals:

Target their audience

Encourage behavior that promotes biodiversity

Constraints of programs:

Participants are both children and adults Short duration Single exposure

Constraints complement message-framing interest

Previous research in Environmental Education

Knowledge alone doesn’t result in

environmentally responsible behavior

Environmental education that goes beyond the “increase-knowledge-to-change-behavior” model attempts to:

Influence numerous variables over time

Change attitudes/skills of learner

But most environmental messages are

“sound bites.”

How do you reach people and move them?

Use a story format

Match their cognitive map

Use a positive vs. negative approach

Emphasize local vs. faraway issues

The Biodiversity Project

Mission: Assess public opinion Explore public education and communication

strategies

Surveys of 1500 adults nationwide (1996 and 2002) assessed knowledge and attitudes.

Research questions:

What categories of concern are most motivating?

What presentation formats are most motivating?

Do demographic factors influence the choices?

Age Parenthood Parent/child pairs

METHODS

Goal #1: Identify motivating message frames per self-report

SURVEY children and adults

1. Multiple measures of categories of concern Self/family Local region (Great Lakes) Nation Global biosphere The wild animals Future generations

Visual representation of categories of concern:

YOU AND YOUR FAMILY Depend on it!

OUR STATE Depends on it!

Other logos Future generations

The wild animals

Nature around the world

Survey design continued…

2. Measure of most motivating presentation formats

Negative vs. positive presentation of facts Story (case-study/success story) vs. generic information

3. Basics of biodiversity knowledge4. Demographic information, date

Phase I Analysis

Correlations between preferred choices and demographic data

METHODS

Goal #2: Measure motivating frames per behavior

FLIERS directing readers to websites containing ERB opportunities

Fliers will use the three top-rated frames— same facts, different presentations

Distribute an equal number of each

Each flier will have its own website address and password, to track hits

“Action-Steps for Biodiversity” website

Local volunteer opportunities Organizations to send money to Relevant legislation Lifestyle changes that reduce resource

consumption/environmental degradation “Green” consumer choices Tips for attracting/supporting backyard

wildlife

Phase II analysis

Which fliers (i.e. which message frames) are associated with the most website hits?

Use of website/fliers to measure strength of frames:

CONS

Results cannot be generalized

Causal relationship cannot be inferred

Longitudinal follow-up required to ensure completion of the ERB

PROS

Engaging in the behavior not limited by preference/non- preference for the activity

A hit on the website is a first step in engaging in an ERB

Benefits of study

For the Exhibit Museum:

Data analysis and recommendations Will help in program design

Compilation of “Action-Steps” info. Hardcopies can be distributed to visitors Electronic version can be incorporated into Museum

website

Results will add to the body of knowledge on:

Framing of environmental messages Categories of concern Presentation approaches

Children’s attitudes

Relationship between attitudes of children and their parents

Using behavior vs. self-reported intent-to-act as a measure

TIMELINE

Phase I Mar

Apr

Ma

Jun

Jul

Aug

Sep

Oct

Review of literature Application for IRB approval Development of survey Administration of survey Phase I data analysis

Phase II

Mar

Apr

Ma

Jun

Jul

Aug

Sep

Oct

Development of fliers Compilation of "Action-Steps" Development of website Distribution of fliers Monitoring of hits/data analysis

Budget—$700

Duplicating costs 120 surveys 600 fliers Final document

Binding final document

Books, reports, and other published resources

Possible funding sources

Rackham Discretionary Funds Arts of Citizenship Grant Foundation for the Future

Significance

The future of biodiversity depends upon:

Connecting with the audience Youth Action