Foot-in-the-door and action identification. Binding communication applied to environmental conservation

Abstract : Introduction Growing concern for the environment gives rise to the development of projects aimed at changing attitudes and/or behaviors of individuals in a more ecological way. While the traditional levers of change (information/persuasion) have clear limitations (Perloff, 2003), the promising results of Binding Communication (Joule et al., 2004) present a relevant alternative. Objective Our research, based on the Binding Communication paradigm, aimed to encourage participation in a project to reduce energy consumption and CO2 emission. The underlying theoretical aim was to identify the impact of action identification (Vallacher and Wegner, 1985) on individual behavior. A variable that commitment theorists (Girandola, 2003, Joule and Beauvois, 1998, Joule et al., 2004) consider as decisive in the paradigm effect although it has not yet been empirically studied. Method One hundred and twenty-three households in Brittany, France received a letter inviting them to participate in the presented project. According to three experimental conditions, some households had already received a phone call in order to answer a questionnaire about the environment (8–10 days earlier), wording in reference to two distinct identification levels. Results Statistical analyses showed a positive effect of procedure on intention to participate when the wording of the initial questionnaire referred to a high and adequate level of identification. Conclusion Discussed in the context of commitment (Joule and Beauvois, 1998, Joule and Beauvois, 2002, Kiesler, 1971), self-perception (Bem, 1972) and action identification (Vallacher and Wegner, 1985); the results provide the first empirical validation of the effect of action identification on Binding Communication.
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Submitted on : Wednesday, December 19, 2018 - 4:30:42 PM
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  • HAL Id : hal-01961023, version 1

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Sébastien Meineri, Nicolas Guéguen. Foot-in-the-door and action identification. Binding communication applied to environmental conservation. European Review of Applied Psychology / Revue Européenne de Psychologie Appliquée, Elsevier, 2014, 64 (1), pp.3-11. ⟨hal-01961023⟩

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