Message Factors: The Secrets to Promoting the WEF Nexus
摘要
Previous research on the persuasiveness of message sidedness, conclusiveness, and gain- or loss-framing generates mixed findings. In this chapter, the National College Student Science Literacy Survey (NCSSLS) data show minimal differences in subjective and objective knowledge of the water-energy-food (WEF) nexus between one-sided and two-sided message versions. Controlling for confounders, two-sided persuasion lowers the audience’s WEF-nexus attitudes and environmental behavioral intentions. Both versions may lower WEF-nexus behavioral intentions, probably due to audience psychological reactance. Both conclusive and inconclusive versions increase subjective and objective knowledge of the WEF nexus compared with the control group, but the inconclusive versions increase subjective knowledge to a higher degree, and the conclusive versions increase objective knowledge more evidently. Confounders under control, both versions lower WEF behavioral intentions and the environmental behavioral intentions, compared with the control condition, but the conclusive versions lower less. The gain-frame is more effective in increasing subjective and objective knowledge than the loss-frame. Controlling for confounders, the loss-frame seemingly generates more WEF-nexus attitudes and behavioral intentions and even environmental behavioral intentions. For the first time, interactions among these three message factors are explored in the context of the WEF nexus.