Too far to change? Wie psychologische Distanz und Framing unser Umweltverhalten formen
Lob, A., Illes, S., Kasper, J., Kaulhausen, F., Scholten, F.
Several studies have shown that psychological distance and framing (win versus loss) have a big impact on how important or relevant a certain information concerning climate change is to recipients. Studies imply that you could change the preparedness to act or even actual behavior in environmentally significant fields by reducing psychological distance. Yet, few studies directly manipulated psychological distance in order to alter ecological behavior. This study, manipulating distance and framing, shows that psychological distance changes the ecological friendly behavior – but not in the assumed way. Higher psychological distance in combination with loss-framing of the information had the greatest impact on the ecological friendly behavior of participants due to higher activation (loss-framing), combined with lower reactance (higher distance). Obviously, the work at hand has great potential to change the way lawmakers, politicians, NGOs and companies could frame their messages, laws and guidelines towards preparing people to act and behave ecologically friendly(er).
Ecological Behavior, Framing, Psychological Distance