DOI: 10.1016/j.enpol.2020.111714
论文题名: Tailored communication increases the perceived benefits of solar energy
作者: Endrejat P.C. ; Güntner A.V. ; Ehrenholz S. ; Kauffeld S.
刊名: Energy Policy
ISSN: 03014215
出版年: 2020
卷: 144 语种: 英语
中文关键词: Consumer acceptance
; Motivation
; Photovoltaic
; Regulatory focus theory
; Renewable energy
; Solar energy
英文关键词: Investments
; Regression analysis
; Individual characteristics
; Perceived benefits
; Regulatory focus
; Solar energy
; energy use
; investment
; solar power
; technology adoption
; Germany
英文摘要: To invest in solar energy, users must be convinced about the benefits this technology offers. Thus, we need a better understanding how these advantages can be communicated and how a message's effectiveness depends on individual characteristics. Relying on the regulatory focus theory (RFT), we suggest that the effectiveness of a message is contingent on users' personal regulatory focus. According to RFT, two systems guide information processing: a promotion focus (being eager to attain gains) and a prevention focus (being vigilant to avoid losses). Utilizing data from 369 people surveyed in four mid-sized cities in Germany, we measured their chronic focus and exposed them to one of four conditions: promotion framing, prevention framing, both framings combined, or no framing. An ANOVA revealed no framing differences between groups regarding perceived benefits of solar energy. However, a moderated regression analysis showed that promoters perceived more advantages if the message highlighted the gains achieved by using solar energy, whereas preventers were more convinced if the message highlighted how solar energy helps to avoid losses. As perceived benefits were related to actual investment, we suggest that advantages associated with solar energy should be conveyed in a manner that fits users' regulatory focus. © 2020 Elsevier Ltd Citation statistics:
资源类型: 期刊论文
标识符: http://119.78.100.158/handle/2HF3EXSE/167143
Appears in Collections: 气候变化与战略
There are no files associated with this item.
作者单位: Universität Hamburg, Department of Industrial and Organizational Psychology, Von-Melle-Park 5, Hamburg, 20146, Germany; Technische Universität Braunschweig, Department of Industrial/Organizational and Social Psychology, Spielmannstraße 19, Braunschweig, 38106, Germany; 4A-SIDE GmbH, Spielmannstraße 19, Braunschweig, 38106, Germany
Recommended Citation:
Endrejat P.C.,Güntner A.V.,Ehrenholz S.,et al. Tailored communication increases the perceived benefits of solar energy[J]. Energy Policy,2020-01-01,144