JAUE2024-074: Persuasive Expressions in Posters of Energy-Saving Behavior Guidance Considering Psychological Reactance

Abstract

Various persuasive expressions based on behavioral science are used in posters used to induce energy-saving behavior. On the other hand, it is necessary to pay attention to psychological reactance when persuading behavior. In this study, we extracted persuasive expressions used in previous studies. Then, posters containing one of each of these persuasive expressions were created, and the repulsion to the posters and the effect of inducing energy conservation were surveyed by questionnaire. The results revealed that persuasive expressions based on moral awareness were more likely to evoke psychological reactance than those based on personalization, responsibility, perceived importance, present bias, and gain emphasis, and that the evoked psychological reactance reduced the motivation to act. In addition, persuasive expressions based on loss emphasis were more likely to evoke psychological reactance than those based on importance perception, present bias, and gain emphasis, and the psychological reactance evoked was found to reduce the motivation to act. Finally, an energy-saving behavior guidance poster using persuasive expressions that has been shown to be effective is proposed.