Video: The Effectiveness of Message Framing to Influence Behaviour

From Stanford Graduate School of Business, co-sponsored by the Center for Social Innovation.
Changing the world involves changing human behaviours.  But what is the most effective ways of framing messages to influence change?  Kate White presented at “The Science of Getting People to Do Good” research briefing at the Stanford Graduate School of Business, co-sponsored by the Center for Social Innovation.

Most observers agree that human consumption is on a crash course with the environment. Although recycling programs have been implemented in many cities around the world, people often do not participate as often as they could. This research examines the effectiveness of messages that highlight the negative consequences of not recycling (loss frames) versus those that emphasize the positive consequences of recycling (gain frames) in influencing people’s behaviour.

Click here to view video – approx 40 mins

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