PSYA02H3 Chapter 13.3: Module 13.3
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PSYA02H3 Full Course Notes
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Document Summary
Four most common approaches taken to attempt to change public"s behaviour on large scale are technological, legal, economic and raising awareness. Although persuasion is typi- cally not as powerful through the peripheral route, it is nevertheless often a superior route through which to reach people, in part because it"s so much easier. People more likely to process information through central route when they are highly motivated and have the knowledge or expertise (opportunity) to understand the information. Crafting effective communications involves a subtle consideration of nuances such as rewording that can make a message more personally engaging. Unfortunately for climate change communicators, they have struggled in making climate change personal. Climate change communications have traditionally fared poorly on all the factors of psychological distance mentioned above. As a result, people often experience climate change as psychologically distant, rather than personally relevant. Construal-level theory: describes how information affects us differently depending on our psychological distance from the information.
