DOI: 10.1002/wcc.234
Scopus记录号: 2-s2.0-84882250736
论文题名: Targeting and tailoring climate change communications
作者: Bostrom A ; , Böhm G ; , O'Connor R ; E
刊名: Wiley Interdisciplinary Reviews: Climate Change
ISSN: 17577780
出版年: 2013
卷: 4, 期: 5 起始页码: 447
结束页码: 455
语种: 英语
英文关键词: Commerce
; Health
; Health risks
; Marketing
; Environmental communication
; Environmental risks
; Fundamental principles
; Meta analysis
; Risk communication
; Self efficacy
; Social marketings
; Systematic literature review
; Climate change
; climate change
; communication
; environmental risk
; health risk
; meta-analysis
; segmentation
英文摘要: Social marketing studies suggest that targeting segments of the population, by assessing and addressing their values and motives for actions in the design of communications, can improve the effectiveness of health and environmental communications efforts. Guidance for climate change communication now routinely proposes targeting specific audience segments as a fundamental principle, despite ambiguity regarding what specific behaviors to target and a lack of empirical evidence for specific strategies. Audience segmentation strategies proposed to date for climate change communications resemble those used in other social marketing efforts, but can be proprietary or opaque, with little data on the effects of implementing them. Insufficient evidence exists to systematically demonstrate the effectiveness of targeting or tailoring climate change communications per se, other than by reference to related research on health and environmental risk communications. Meta-analyses with systematic literature reviews, however, demonstrate that health risk communications can be more effective at changing attitudes and behaviors if they are tailored to the individual recipients' beliefs about their self-efficacy. The advent of technology-enabled microtargeting is rapidly expanding the opportunities for tailoring and targeting climate change communications and for adding to what we know from using them to make them effective. © 2013 John Wiley & Sons, Ltd. Citation statistics:
资源类型: 期刊论文
标识符: http://119.78.100.158/handle/2HF3EXSE/76381
Appears in Collections: 影响、适应和脆弱性 气候变化与战略
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作者单位: Daniel J. Evans School of Public Affairs, University of Washington, Seattle, WA, United States; Faculty of Psychology, University of Bergen, Bergen, Norway; Decision, Risk and Management Science Program, Division of Social and Economic Sciences, National Science Foundation, Arlington, VA, United States
Recommended Citation:
Bostrom A,, Böhm G,, O'Connor R,et al. Targeting and tailoring climate change communications[J]. Wiley Interdisciplinary Reviews: Climate Change,2013-01-01,4(5)