Designing celebrity‐endorsed behavioral interventions in conservation
The use of celebrity endorsement in environmental conservation interventions aiming to influence human behavior has increased in recent decades. Although good practice in designing, implementing, and evaluating behavioral interventions is outlined in recent publications, guidance on developing conse...
| Main Authors: | , , , , , |
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| 格式: | Journal article |
| 语言: | English |
| 出版: |
Wiley
2024
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| _version_ | 1826313555379486720 |
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| author | Olmedo, A Veríssimo, D Challender, DWS Dao, HTT Rubino, EC Milner‐Gulland, EJ |
| author_facet | Olmedo, A Veríssimo, D Challender, DWS Dao, HTT Rubino, EC Milner‐Gulland, EJ |
| author_sort | Olmedo, A |
| collection | OXFORD |
| description | The use of celebrity endorsement in environmental conservation interventions aiming to influence human behavior has increased in recent decades. Although good practice in designing, implementing, and evaluating behavioral interventions is outlined in recent publications, guidance on developing conservation interventions with celebrity endorsement remains limited. To fill this gap, we devised a guide for decision‐making relating to celebrity‐endorsed behavioral interventions based on the behavioral, project design, and celebrity endorsement literatures. The guide advises conducting research to understand the behavior system in question; defining endorser selection models and celebrities based on the research; developing an endorsement strategy with the appropriate communication channels; testing the celebrity, channels, and strategy with the target audience and making adjustments as needed; and, finally, evaluating the intervention after implementation. We applied this strategy to a case study, the aim of which was to design a celebrity‐endorsed intervention to reduce consumption of wild meat in Ho Chi Minh City, Vietnam. Following our guide, we found that employing evidence‐based decision‐making substantially enhanced our ability to understand the complexity and potential cost associated with using celebrity endorsements in behavioral interventions. |
| first_indexed | 2024-09-25T04:16:49Z |
| format | Journal article |
| id | oxford-uuid:43680972-9ec3-4256-9c83-62a060d4eac1 |
| institution | University of Oxford |
| language | English |
| last_indexed | 2024-09-25T04:16:49Z |
| publishDate | 2024 |
| publisher | Wiley |
| record_format | dspace |
| spelling | oxford-uuid:43680972-9ec3-4256-9c83-62a060d4eac12024-07-20T16:23:19ZDesigning celebrity‐endorsed behavioral interventions in conservationJournal articlehttp://purl.org/coar/resource_type/c_dcae04bcuuid:43680972-9ec3-4256-9c83-62a060d4eac1EnglishJisc Publications RouterWiley2024Olmedo, AVeríssimo, DChallender, DWSDao, HTTRubino, ECMilner‐Gulland, EJThe use of celebrity endorsement in environmental conservation interventions aiming to influence human behavior has increased in recent decades. Although good practice in designing, implementing, and evaluating behavioral interventions is outlined in recent publications, guidance on developing conservation interventions with celebrity endorsement remains limited. To fill this gap, we devised a guide for decision‐making relating to celebrity‐endorsed behavioral interventions based on the behavioral, project design, and celebrity endorsement literatures. The guide advises conducting research to understand the behavior system in question; defining endorser selection models and celebrities based on the research; developing an endorsement strategy with the appropriate communication channels; testing the celebrity, channels, and strategy with the target audience and making adjustments as needed; and, finally, evaluating the intervention after implementation. We applied this strategy to a case study, the aim of which was to design a celebrity‐endorsed intervention to reduce consumption of wild meat in Ho Chi Minh City, Vietnam. Following our guide, we found that employing evidence‐based decision‐making substantially enhanced our ability to understand the complexity and potential cost associated with using celebrity endorsements in behavioral interventions. |
| spellingShingle | Olmedo, A Veríssimo, D Challender, DWS Dao, HTT Rubino, EC Milner‐Gulland, EJ Designing celebrity‐endorsed behavioral interventions in conservation |
| title | Designing celebrity‐endorsed behavioral interventions in conservation |
| title_full | Designing celebrity‐endorsed behavioral interventions in conservation |
| title_fullStr | Designing celebrity‐endorsed behavioral interventions in conservation |
| title_full_unstemmed | Designing celebrity‐endorsed behavioral interventions in conservation |
| title_short | Designing celebrity‐endorsed behavioral interventions in conservation |
| title_sort | designing celebrity endorsed behavioral interventions in conservation |
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