The persuasiveness of gain vs. loss framed messages on farmers’ perceptions and decisions to climate change: A case study in coastal communities of Vietnam
Ongoing climate change results in a large increase in damaging climatic events that affect people’s health, environment, biodiversity, and food security. One of the most vulnerable sectors to climate change is agriculture because farming relies heavily on planning for weather and seasons according t...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Elsevier
2022-01-01
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| Series: | Climate Risk Management |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S221209632200016X |
| _version_ | 1818987549930029056 |
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| author | Chinh Cong Ngo P. Marijn Poortvliet Laurens Klerkx |
| author_facet | Chinh Cong Ngo P. Marijn Poortvliet Laurens Klerkx |
| author_sort | Chinh Cong Ngo |
| collection | DOAJ |
| description | Ongoing climate change results in a large increase in damaging climatic events that affect people’s health, environment, biodiversity, and food security. One of the most vulnerable sectors to climate change is agriculture because farming relies heavily on planning for weather and seasons according to experience of past years, and therefore changes in seasons and unusual weather patterns lead to loss of crops or livestock. Responding to climate change impacts requires both mitigation and adaptation, in which communication plays an important role to raise awareness, change behaviours and gain policy support. Gain vs. loss message framing has been extensively studied in persuasive communication. Despite successful examples in risk communication, the effect of gain vs. loss message framing method in communicating climate change, a psychologically distant risk, is still not well understood. This study combines message persuasiveness with psychological distance to develop messages to encourage farmers on climate adaptation. We applied a 2 × 2 factorial design (gain/loss and abstract/concrete framed messages) and conducted the research in a coastal farming community (N = 368). Findings confirm that gain-framed messages are more effective in raising risk perceptions and efficacy, with stronger impact on behavioural intentions toward climate change, compared to loss-framed messages. Above all, farmers were more willing to take adaptation measures when exposed to gain- in combination with concrete-framed messages vs. loss- and abstract-framed. Implications for climate change communication research and practice are discussed. |
| first_indexed | 2024-12-20T19:08:28Z |
| format | Article |
| id | doaj.art-81d048c268424854b86779613854d4b1 |
| institution | Directory Open Access Journal |
| issn | 2212-0963 |
| language | English |
| last_indexed | 2024-12-20T19:08:28Z |
| publishDate | 2022-01-01 |
| publisher | Elsevier |
| record_format | Article |
| series | Climate Risk Management |
| spelling | doaj.art-81d048c268424854b86779613854d4b12022-12-21T19:29:14ZengElsevierClimate Risk Management2212-09632022-01-0135100409The persuasiveness of gain vs. loss framed messages on farmers’ perceptions and decisions to climate change: A case study in coastal communities of VietnamChinh Cong Ngo0P. Marijn Poortvliet1Laurens Klerkx2Asian Management and Development Institute, Research Centre on Disaster Risk Reduction and Climate Change, AMDI, Trinh Van Bo Street Xuan Phuong Ward, Nam Tu Liem District, Hanoi 10000, Viet Nam; Strategic Communication Group, Wageningen University, the NetherlandsStrategic Communication Group, Wageningen University, the Netherlands; Corresponding author.Knowledge, Technology and Innovation Group, Wageningen University, the NetherlandsOngoing climate change results in a large increase in damaging climatic events that affect people’s health, environment, biodiversity, and food security. One of the most vulnerable sectors to climate change is agriculture because farming relies heavily on planning for weather and seasons according to experience of past years, and therefore changes in seasons and unusual weather patterns lead to loss of crops or livestock. Responding to climate change impacts requires both mitigation and adaptation, in which communication plays an important role to raise awareness, change behaviours and gain policy support. Gain vs. loss message framing has been extensively studied in persuasive communication. Despite successful examples in risk communication, the effect of gain vs. loss message framing method in communicating climate change, a psychologically distant risk, is still not well understood. This study combines message persuasiveness with psychological distance to develop messages to encourage farmers on climate adaptation. We applied a 2 × 2 factorial design (gain/loss and abstract/concrete framed messages) and conducted the research in a coastal farming community (N = 368). Findings confirm that gain-framed messages are more effective in raising risk perceptions and efficacy, with stronger impact on behavioural intentions toward climate change, compared to loss-framed messages. Above all, farmers were more willing to take adaptation measures when exposed to gain- in combination with concrete-framed messages vs. loss- and abstract-framed. Implications for climate change communication research and practice are discussed.http://www.sciencedirect.com/science/article/pii/S221209632200016XClimate changeGain vs. loss framingConstrual levelFarmersAdaptation |
| spellingShingle | Chinh Cong Ngo P. Marijn Poortvliet Laurens Klerkx The persuasiveness of gain vs. loss framed messages on farmers’ perceptions and decisions to climate change: A case study in coastal communities of Vietnam Climate Risk Management Climate change Gain vs. loss framing Construal level Farmers Adaptation |
| title | The persuasiveness of gain vs. loss framed messages on farmers’ perceptions and decisions to climate change: A case study in coastal communities of Vietnam |
| title_full | The persuasiveness of gain vs. loss framed messages on farmers’ perceptions and decisions to climate change: A case study in coastal communities of Vietnam |
| title_fullStr | The persuasiveness of gain vs. loss framed messages on farmers’ perceptions and decisions to climate change: A case study in coastal communities of Vietnam |
| title_full_unstemmed | The persuasiveness of gain vs. loss framed messages on farmers’ perceptions and decisions to climate change: A case study in coastal communities of Vietnam |
| title_short | The persuasiveness of gain vs. loss framed messages on farmers’ perceptions and decisions to climate change: A case study in coastal communities of Vietnam |
| title_sort | persuasiveness of gain vs loss framed messages on farmers perceptions and decisions to climate change a case study in coastal communities of vietnam |
| topic | Climate change Gain vs. loss framing Construal level Farmers Adaptation |
| url | http://www.sciencedirect.com/science/article/pii/S221209632200016X |
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