HPS204 Human Social Behaviour: Fear Appeals VS Hope Appeals

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HPS204 Human Social Behaviour

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Many social psychologists are interested in targeting individuals' attitudes and behaviours to have more positive consequences. Thinking back to your classes and readings on persuasion and social influence, one technique that social psychologists investigate is persuasive messages, especially how different types of persuasive messages can be used to encourage individuals to change their attitudes and behaviours for different issues. Which type of messaging is the most effective depends on the social context, and thus, studies are designed by social psychologist to determine which types of persuasive messaging are most effective for which social contexts and issues.

One specific issue that social psychologists have increasingly investigated are individuals' attitudes and behaviours towards the environment, and how these relate to consequences for the environment. Using theories, concepts, and research on persuasion and social influence, several studies have attempted to determine which persuasive messages ‘nudge’ or encourage individuals to hold more positive attitudes towards the environment and/or engage in numerous types of pro-environmental behaviours (Stern, 2012). While this prior research has often examined the effectiveness of persuasive messages that simply outline what behaviours to engage in (known as information provision strategies), research demonstrates that these types of messages may not have as strong of an impact on individuals' environmental behaviours when compared to persuasive messages that employ emotional appeals (Nabi et al., 2018). Two types of emotional appeals that have received growing research interest to try to persuade individuals to engage in more pro-environmental behaviours are fear (Meijinders et al. 2001) and hope (Ojala, 2012) appeals.

You are required to present an argument that a study should be conducted to answer this research question. This argument must build a rationale for one aim and one hypothesis (nothing more, nothing less) which are related to this research question. Your argument must be evidence-based and supported by relevant previous research.

Choose One Of The Following Comparisons

(A) Fear appeals VS (B) hope appeals (are fear or hope appeals more effective for increasing pro-environmental behaviour?)

(A) Hope appeals VS (B) a control (are hope appeals more effective for increasing pro-environmental behaviour than a control?)

(A) Fear appeals VS (B) a control (are fear appeals more effective for increasing pro-environmental behaviour than a control?)

(A) Fear appeals and hope appeals VS (B) a control (are emotional appeals of hope and fear more effective for promoting pro-environmental behaviour than a control?)

Then, you will develop a rationale that explains WHY (based on previous research) you have hypothesised that one type of appeal (or as we referred to it above condition) will be more effective than the other.

HPS204 Human Social Behaviour

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