The smallest user campaign to decrease energy consumption in two Mid-South neighborhoods: A field experiment

This report describes a partnership and campaign to build awareness and support for energy conservation in a Mid-South community. The partners included a state university, the local power company, and two neighborhoods in the local community. This partnership led to a field experiment that built community esprit along with increased knowledge of and attitudes toward energy conservation. It did not result in lower electricity and gas consumption. This attempt to influence citizen behavior featured extremely powerful pre-and post-test measures of unit electric and gas consumption.     

A Longitudinal Test of the Selective Exposure Hypothesis

Field research which supports the conclusion that mass mediacampaigns are ineffective has generally been difficult to interpretbecause of methodological limitations. Despite these limitations,the argument that individuals will expose themselves only toinformation which is consistent with their current attitudesis generally offered as an explanation for the negative results.The research reported here uses data from a public health massmedia campaign to test this selective exposure hypothesis. Usingthe variables of media campaign exposure, health knowledge,and health attitudes, the results indicate support for the effectivenessof the media campaign and little support for the selective exposurehypothesis.     

“Consent is Good,Joyous, Sexy”: A banner campaign to market consent to college students

ABSTRACT

Objective: This study assessed the recall of, reaction to, and understanding of a brief campus banner campaign promoting consent in sexual relationships, and determined whether campaign exposure was associated with subsequent engagement in activities related to sexual assault education, awareness, and prevention. Participants: A stratified random sample of 1,200 undergraduates was recruited during fall of 2010; 628 (52.3%) participated. Methods: To account for history and maturation, an experimental research design was employed with an online survey. Results: Direct and indirect campaign exposure was associated with increased action. Students expressed primarily positive reactions to and appeared to understand the consent message. The campaign appealed to and was associated with increased activity among a wide range of students with one exception: a negative effect was observed for business students. Conclusions: Colorful banners with pithy, upbeat messages hold promise for engaging undergraduates in conversations and proactive activities related to sexual assault prevention.     

The Future of Financing for Long-Term Care: The Own Your Future Campaign

The purpose of this study was to examine the outreach effort and impact of a joint federal-state campaign, Own Your Future, promoting awareness and planning for long-term care (LTC) in the state of Washington. The study applied survey methodology to evaluate the extent of campaign dissemination, evidence of its impact on LTC planning behaviors, and barriers to purchasing private LTC insurance. A total of 3,198 survey responses from a randomly selected community sample and a Washington State employee sample (ages 51 to 71) were analyzed. Results indicated that the impact of the campaign was limited, both with respect to awareness of the campaign itself and to initiation of LTC planning behaviors. Quantitative data revealed a high prevalence of health-related problems (e.g., obesity, diabetes), inadequate knowledge of basic LTC-related information (e.g., cost, payers), and negative attitudes toward purchasing LTC insurance among respondents. Qualitative analyses suggested that respondents perceived significant problems related to affordability and accountability within the current LTC insurance industry. These possible barriers to the purchase of LTC insurance suggest targets to be addressed by policy makers seeking to find ways to offset the public costs of LTC.     

The future of financing for long-term care: the Own Your Future campaign

The purpose of this study was to examine the outreach effort and impact of a joint federal-state campaign, Own Your Future, promoting awareness and planning for long-term care (LTC) in the state of Washington. The study applied survey methodology to evaluate the extent of campaign dissemination, evidence of its impact on LTC planning behaviors, and barriers to purchasing private LTC insurance. A total of 3,198 survey responses from a randomly selected community sample and a Washington State employee sample (ages 51 to 71) were analyzed. Results indicated that the impact of the campaign was limited, both with respect to awareness of the campaign itself and to initiation of LTC planning behaviors. Quantitative data revealed a high prevalence of health-related problems (e.g., obesity, diabetes), inadequate knowledge of basic LTC-related information (e.g., cost, payers), and negative attitudes toward purchasing LTC insurance among respondents. Qualitative analyses suggested that respondents perceived significant problems related to affordability and accountability within the current LTC insurance industry. These possible barriers to the purchase of LTC insurance suggest targets to be addressed by policy makers seeking to find ways to offset the public costs of LTC.     

Public opinion about AIDS before and after the 1988 U.S. government public information campaign

In October, 1987, the Centers for Disease Control mounted a massive public information campaign to alert the public to the dangers of AIDS and to provide information about its transmission and prevention. Using data from two Gallup surveys, one just before the campaign began and the other several months after its conclusion, we examine changes in public information and misinformation about transmission, in concern about AIDS as an epidemic, and in reported behavior to avoid exposure to AIDS. We conclude that although some changes in knowledge did take place, these were essentially a continuation of trends beginning before the public information campaign and continuing well after its conclusion. For these and other reasons, we argue that the effects of the campaign on public information were minimal. However, between 1987 and 1988 there was a small but statistically significant increase in reported condom use, an increase paralleled by increased condom sales between 1986 and 1988. In addition, there was a substantial increase in the number of people expressing concern about AIDS as an epidemic for the population at large. The campaign may well have contributed to both of these changes.     

Caring is not enough: the importance of Internet skills for online privacy protection

This article explains Internet users’ self-help activities in protecting their privacy online using structural equation modeling. Based on a representative survey of Swiss Internet users, it reveals past experiences with privacy breaches as a strong predictor of current protective behavior. Further, in line with the ‘privacy paradox’ argument, caring about privacy (privacy attitudes) alone does not necessarily result in substantial self-protection. Most strikingly, however, general Internet skills are key in explaining users’ privacy behavior. These skills enable users to reduce risks of privacy loss while obtaining the benefits from online activities that increasingly depend on the revelation of personal data. Consequently, Internet skills are an essential starting point for public policies regarding users’ self-help in privacy protection.     

Employees as information influencers of organization’s CSR practices: The impacts of employee words on public perceptions of CSR

This study investigates the impact of employees’ words about their organization’s corporate social responsibility (CSR) activities on external publics’ attitudes and behaviors toward the organization. Specifically, it examines how the valence (positive vs. negative) of employees’ words regarding a CSR campaign interacts with the type of channel (face-to-face vs. social media) of employees’ communication behaviors, and how these factors affect external publics’ perceived authenticity of the organization’s CSR, corporate attitudes, and purchasing intentions, respectively. An online experiment among 221 general consumers in the United States was conducted. The results demonstrated that negative messages regarding CSR distributed by employees in face-to-face communication decreased publics’ favorable attitudes and behavioral intentions to a greater extent than that distributed via social media (i.e., Facebook). However, the effect of communication channel became insignificant when positive messages regarding CSR were shared by employees. The results further showed that perceived authenticity mediated the effects of channel and message valence on publics’ attitudes and behavioral intentions. Theoretical and practical implications for CSR practices and employee communication are discussed.     

THE SHORT-TERM EFFECT OF ELECTION POLLS ON FOREIGN EXCHANGE RATES: THE 1988 CANCDIAN FEDERAL ELECTION

Polls do not simply measure public opinion; they also providevital information that the public can use to form opinions andto make decisions. Using multiple regression analysis, the authorsfound that published polls had a powerful impact on the valueof the Canadian dollar during the 1988 Canadian federal election.This appears to have been due to the unprecedented importanceof economic issues in the federal campaign, the distinctivepositions taken by the major political parties with respectto the U.S.-Canadian Free Trade Agreement, and to the proliferationof "horse-race" polls in the media. These results have implicationsfor understanding the behavior of other elite groups, such asfinancial contributors and volunteer campaign workers, who mayalso use published horse-race polls to handicap election outcomes.     

Remainers are nostalgic too: An exploration of attitudes towards the past and Brexit preferences

Nostalgia had a prominent place in the Brexit Referendum campaign, epitomized by Nigel Farage carrying around with him an old-fashioned blue British passport on the campaign trail. In this paper, we seek to examine British attitudes towards the past through a new survey instrument administered online in July and August 2018 (N = 3,000). We empirically establish two dimensions of nostalgia that are differentially associated with political preferences. We conclude that it is the substance of the nostalgia that matters, not the looking towards the past per se.     

The unique effects of environmental strategies in health promotion campaigns: a review

Various strategies are used as tools in health promotion campaigns to increase health-related outcomes among target populations. Evaluations of these campaigns examine effects on changing people's knowledge, attitudes, and/or behaviors. Most evaluations examine the combined impact of multiple strategies. Less is known about the unique effects of particular strategies. To address this gap, we used highly systematic methods to identify and review scientifically rigorous evaluations of 18 campaigns that examined the unique effects of three sets of intervention strategies (entertainment education, law enforcement, and mass media) on changes in knowledge, attitudes, and practice with regard to various health behaviors. Results showed differences in evaluation processes based on the type of strategy used to promote campaign messages. For instance, evaluations of mass-media based campaigns were more likely to examine changes in knowledge, relative to evaluations of campaigns that used law enforcement strategies. In addition, campaign effects varied by particular strategies. Mass media-based campaigns were more likely to affect knowledge, relative to behaviors. Law enforcement and entertainment education-based campaigns showed positive effects on behaviors. The implications for planning and evaluating health promotion campaigns are described.     

Towards Equality Through Legal Reform

SUMMARY

The focus of this article is the author's experience as one of the organizers of a recent campaign for tongzhi rights in Hong Kong. Tongzhi in general refers to lesbians, gays, bisexuals and trangendered people, and in some cases, their supporters as well. After ten years of public education and political advocacy, the tolerance level of the general public towards homosexuality has increased. However, despite this improved atmosphere, the situation remains far from ideal. Citing the recent legal advocacy campaign as an example, this paper illustrates how the proactive approach of tongzhi activists has resulted in significant progress in the battle for equality. These efforts began with Hong Kong's first tongzhi-led campaign supporting pro-tongzhi candidates to win seats in the Legislative Council, which subsequently contributed to the formation of a Subcommittee within the new Legislative Council with a specific mandate to review the situation of discrimination against sexual minorities.     

AN EXPERIMENTAL STUDY OF ALTERNATIVE CAMPAIGN FINANCE SYSTEMS: TRANSPARENCY,DONATIONS, AND POLICY CHOICES

We experimentally study the transparency effect of alternative campaign finance systems on donations, election outcomes, policy choices, and welfare. Three alternatives are considered: one where donors' preferences and donations are unobserved by the candidate and public; one where they are observed by the candidate but not the public; and one where they are observed by all. We label them full anonymity (FA), partial anonymity (PA), and no anonymity (NA), respectively. We find that in NA and PA candidates consistently respond to donations by choosing policies favoring the donors. FA, in contrast, is the most successful in limiting the influence of donations on policy choices. Donors benefit greatly from the possibility of donations whereas social welfare may be harmed in some treatments. To our knowledge, this article is the first to investigate the effect of different campaign finance systems distinguished by their transparency level. (JEL D72)     

A two-path model of the impact of LGBTQ+ diversity CSR levels on public response

Since conflicting opinions and expectations of stakeholders about LGBTQ+ diversity coexist, companies contemplate how far to draw the line of CSR involvement in relation to LGBTQ+ diversity. This study examines how different levels of LGBTQ+ diversity CSR (i.e., proactive, passive, refusal) affect public responses. The proposed model investigates how public perceptions of corporate support for LGBTQ+ diversity (PCSL), influenced by CSR level, affects two dimensions of corporate associations differently (corporate ability and CSR association), and consequently CSR responses (supportive communication intent, purchase intent, and corporate evaluation in this study). The role of perceived value-driven motivation as a mediator was also examined. An online experiment was conducted with two Fortune 500 companies (Dell and Kellogg's). Overall, the results suggest that proactive CSR leads to higher PCS-L and better CSR outcomes among the general public than a passive or refusal approach. PCS-L, directly and indirectly, affects individuals’ CSR associations, which are mediated by value-driven motives. In turn, CSR associations positively influence publics’ supportive communication intent, purchase intent and corporate evaluations. As for CA associations, we found that they had a rather complicated relationship with PCS-L. Specifically, PCS-L had a direct negative effect on CA associations (Dell) or no effect (Kellogg), indicating possible backlash effects. However, higher PSC-L resulted in more favorable perceived motives of the CSR program, driven by the company's moral grounds and corporate values, consequently resulting in greater CA associations (positive indirect impact). Thus, perceived value-driven motives can offset potential backlash effects related to CA associations and corresponding CSR outcomes.     

"Flex Your Power:" Energy Crises and the Shifting Rhetoric of the Grid

In response to widespread power outages, rolling blackouts, and ubiquitous energy debates, this essay considers our relation to energy and the grid that produces it. First, we investigate California's multimedia Flex Your Power campaign, which defines consumers as nodes of the grid to emphasize their responsibility to maintain a stable energy supply. Second, we examine state and national responses to the 2003 blackout in the Northeastern United States, attending to three strategies through which grid administrators sought to impose order, enact hierarchy, and deindividuate power. We propose that the grid invokes personalization at the "local" level and abstraction at the national level. These contradictory (but overlapping) narratives show a complex, nuanced set of relations between human society and mechanized processes of power distribution.     

Social movements and public relations in the early twentieth century: How one group used public relations to curtail venereal disease rates

ABSTRACT

A case study of the American Social Hygiene Association (ASHA) campaign to craft a national vision for social health showed that the group used public relations-like strategies to, as one of their officials said, “crystallize public opinion” years before Edward Bernays wrote a book of the same title. Although these efforts might not have been labeled public relations at the time, this study introduces some precedents of contemporary public relations. In this study, social activism offered a more robust approach to addressing an issue than using media relations alone could do. ASHA members used communication strategies such as segmenting audiences, utilizing events to reach appropriate audiences, using visual media, and creating house organs to arouse public sentiment, influence attitudes, and promote desired behavior.

This case study expands public relations history theory by examining why ASHA members practiced public relations as they did. In this case, ASHA used persuasive communication to pierce the veil of silence around venereal disease to craft a national vision for social hygiene and legitimize the group as the major voice on this topic. Lessons from this case can illustrate how public relations can be conducted more effectively, especially in relation to social movements.     

Utopia and Reality — A Comparative Analysis of Communal Settlements in America and Israel

Abstract

This research evaluates the effects of the first 1976 televised presidential debate upon voters' political attitudes. Citizens' issue awareness, campaign interest, and candidate evaluation were monitored by interviews before and after the first presidential debate in September 1976. Analysis of the survey data revealed that the debate did not significantly affect the competitive advantage of either candidate, but the debate did have the effect of increasing voters' interest and knowledge of the political campaign and decreasing the voters' confidence in both political candidates.     

A study of the consumption of Chinese online fortune telling services

This study examines consumer behavior in the online fortune telling market. Both quantitative and qualitative data were collected and analyzed through a content analysis of websites, in-depth interviews with website owners, and online consumer surveys. Focus group discussions were conducted to uncover a general profile of and the motives for users who visited fortune telling websites in Taiwan, Hong Kong, and mainland China. In addition, a survey of 6,088 members of major fortune telling websites was conducted in order to identify a dynamic psychological model to explain online fortune telling behavior and attitudes. Three types of explanatory variables were used as predictors – demographics, psychological orientations, and motivations. Results from the analyses indicate that the majority of users were attracted to the fortune telling websites by free trial services. Personal relationship fortunes were the most popular service item consumed by both male and female users. Some consistent patterns regarding the effects of the predictor variables on online fortune telling behavior and attitudes were reported and discussed. The three types of predictors in question all contributed to different online fortune telling behavior and attitudes. Results and implications are reported and discussed.     

Are Psychology University Student Gamblers Representative of Non-university Students and General Gamblers? A Comparative Analysis

Students recruited from psychology undergraduate university populations are commonly used in psychology research, including gambling studies. However, the extent to which the use of this subpopulation produces findings that can be extrapolated to other groups is questionable. The present study was designed to compare results from university-recruited psychology student gamblers to those obtained from a sample of gamblers recruited from the general population that also included students. An online survey measuring gambling behavior and Internet gambling, attitudes and knowledge about gambling and problem gambling severity was posted on websites accessed by gamblers. Participants were recruited from two sources, a psychology undergraduate university population (n = 461) and online websites (n = 4,801). Results showed university-recruited students differed significantly from both adults and students recruited from the general population in respect to demographic variables and gambling behavior. Psychology undergraduate students were younger, more likely to be female, and had lower incomes. When relevant demographic variables were controlled, psychology undergraduate students were found to gamble less frequently, at different times, and to be at lower-risk for gambling-related problems, but had more irrational beliefs and more negative attitudes towards gambling than gamblers recruited from the general population. Results suggest that caution should be used in extrapolating findings from research using university-recruited psychology student gamblers to wide community populations due to differences related to gambling thoughts, attitudes and behaviors.     

Challenging sexual violence against girls: A social awareness approach

Most strategies to prevent child sexual abuse rely on therapeutic work with abusers or direct work with children training them to recognize and resist molestation. However, many authors, activists and professionals in this field assert the need to challenge broader social attitudes towards sexuality and violence. In 1992 an attempt at such an intervention was employed by Edinburgh District Council in their “Zero Tolerance Campaign”. This was a public awareness campaign which aimed to increase people's understanding of the extent and nature of violence against women and girls and to emphasize that such crimes should not be tolerated. Through challenging misconceptions, encouraging public discussion and focusing on strategies to prevent such crimes, the campaign organizers hoped to transform the social climate which is conducive to the abuse of women at any age. This article explores public response to the Zero Tolerance Campaign and, in particular, focuses on reactions to the two advertisements which addressed the sexual abuse of girls.