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Abstract

A field experiment investigated the effects of a two-step informational strategy to reduce littering in a cinema. Step 1 consisted of ambiguous information and aimed at inducing high cognitive motivation for a central processing of the subsequent information. Step 2 resolved the ambiguity and presented the antilittering information. In the experimental condition, the two-step antilittering information was given before the movie show, whereas in the control condition, no manipulation was included. Twenty-one shows with 4,329 visitors were analyzed. The informational strategy of the experimental condition (11 shows) resulted in a significant reduction (28.3%) in the weight of litter per person as compared to the control condition (10 shows). Thus, contrary to a previous conclusion of Horsley, ambiguous signs can be effectively used to reduce littering. Considering previous research, it is argued that the fit between communication strategy, the internal norms of the recipients, and the resulting motivation of the recipients is crucial for the design of an effective anti- littering campaign.

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A Two-Step Informational Strategy for Reducing Littering Behavior in a Cinema

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