Buying Local: The Cognitive Effects of Environmental Messaging

Open Access
Dames, Valerie Jean
Area of Honors:
Advertising/Public Relations
Bachelor of Arts
Document Type:
Thesis Supervisors:
  • Lee Ahern, Thesis Supervisor
  • Colleen Connolly Ahern, Thesis Supervisor
  • Susan Mary Strohm, Honors Advisor
  • Environmental Communication
  • Framing
There is currently a lot of environmental messaging being presented through advertisements and public service announcements, but there is no clear indication about what type of message is the most effective. This study examines 2 different framing techniques, gain/loss and episodic/thematic and their effect on the reception and persuasiveness of an environmental message. An experiment was conducted to answer these questions and results indicated that both a loss frame message as well as an episodic frame message caused the recipients to report a higher level of perceived behavioral control. These findings suggest that more research needs to be done in the area of environmental messaging to explore these relationships further.