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Using primes to fight environmental crimes: a field experiment into people's recycling behaviour

Assink, A. (2019) Using primes to fight environmental crimes: a field experiment into people's recycling behaviour.

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Abstract:The awareness about climate change is raising and consumers are looking for more sustainable ways of living. A possible solution to a part of the problem of climate change might be related to recycling and reusing disposable products. However, recycling is not yet done on a large scale. In order to raise recycling rates, consumers should be stimulated to show the desired behaviour. To encourage a specific behaviour, emphasizing the expected behaviour or social norm, can be an effective strategy. Another strategy is to use subtle cues, called primes, in the environment of the consumer. Primes subconsciously trigger associations in the mind. An example of this is using images of eyes, which can positively affect the probability that someone shows prosocial behaviour because of increased perceived social presence. This research aims to explore whether specific primes, using an image of eyes and a claim that emphasized a social norm, have an effect on the recycling behaviour of people.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies, 70 social sciences in general, 77 psychology
Programme:Communication Studies BSc (56615)
Link to this item:http://purl.utwente.nl/essays/79139
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