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Title: Small is big: Interactive Trumps passive information in breaking information barriers and impacting behavioral antecedents

Abstract

The wealth of information available on seemingly every topic creates a considerable challenge both for information providers trying to rise above the noise and discerning individuals trying to find relevant, trustworthy information. We approach this information problem by investigating how passive versus interactive information interventions can impact the antecedents of behavior change using the context of solar energy adoption, where persistent information gaps are known to reduce market potential. We use two experiments to investigate the impact of both passive and interactive approaches to information delivery on the antecedents (attitudes, subjective norms, and perceived behavioral control in the Theory of Planned Behavior) of intentions and behavior, as well as their effect on intentions and behavior directly. The passive information randomized control trial delivered via Amazon Mechanical Turk tests the effectiveness of delivering the same content in a single message versus multiple shorter messages. The interactive information delivery uses an online (mobile and PC) trivia-style gamification platform. Both experiments use the same content and are carried out over a two-week time period. Lastly, our findings suggest that interactive, gamified information has greater impact than passive information, and that shorter multiple messages of passive information are more effective than a single passivemore » message.« less

Authors:
 [1];  [2];  [1];  [3]
  1. Univ. of Texas, Austin, TX (United States)
  2. Sandia National Lab. (SNL-NM), Albuquerque, NM (United States)
  3. TNO (The Netherlands)
Publication Date:
Research Org.:
Sandia National Lab. (SNL-NM), Albuquerque, NM (United States)
Sponsoring Org.:
USDOE Office of Energy Efficiency and Renewable Energy (EERE), Solar Energy Technologies Office (EE-4S)
OSTI Identifier:
1339587
Alternate Identifier(s):
OSTI ID: 1343884
Report Number(s):
SAND-2017-0138J
Journal ID: ISSN 1932-6203; 650227
Grant/Contract Number:  
AC04-94AL85000; 26153; EE0006129
Resource Type:
Journal Article: Published Article
Journal Name:
PLoS ONE
Additional Journal Information:
Journal Volume: 12; Journal Issue: 1; Journal ID: ISSN 1932-6203
Publisher:
Public Library of Science
Country of Publication:
United States
Language:
English
Subject:
96 KNOWLEDGE MANAGEMENT AND PRESERVATION; 60 APPLIED LIFE SCIENCES; alternative behavior; behavior; games; survey; experimental design; decision making; demography; educational attainment

Citation Formats

Beck, Ariane L., Lakkaraju, Kiran, Rai, Varun, and van Wouwe, Jacobus P. Small is big: Interactive Trumps passive information in breaking information barriers and impacting behavioral antecedents. United States: N. p., 2017. Web. doi:10.1371/journal.pone.0169326.
Beck, Ariane L., Lakkaraju, Kiran, Rai, Varun, & van Wouwe, Jacobus P. Small is big: Interactive Trumps passive information in breaking information barriers and impacting behavioral antecedents. United States. doi:10.1371/journal.pone.0169326.
Beck, Ariane L., Lakkaraju, Kiran, Rai, Varun, and van Wouwe, Jacobus P. Wed . "Small is big: Interactive Trumps passive information in breaking information barriers and impacting behavioral antecedents". United States. doi:10.1371/journal.pone.0169326.
@article{osti_1339587,
title = {Small is big: Interactive Trumps passive information in breaking information barriers and impacting behavioral antecedents},
author = {Beck, Ariane L. and Lakkaraju, Kiran and Rai, Varun and van Wouwe, Jacobus P.},
abstractNote = {The wealth of information available on seemingly every topic creates a considerable challenge both for information providers trying to rise above the noise and discerning individuals trying to find relevant, trustworthy information. We approach this information problem by investigating how passive versus interactive information interventions can impact the antecedents of behavior change using the context of solar energy adoption, where persistent information gaps are known to reduce market potential. We use two experiments to investigate the impact of both passive and interactive approaches to information delivery on the antecedents (attitudes, subjective norms, and perceived behavioral control in the Theory of Planned Behavior) of intentions and behavior, as well as their effect on intentions and behavior directly. The passive information randomized control trial delivered via Amazon Mechanical Turk tests the effectiveness of delivering the same content in a single message versus multiple shorter messages. The interactive information delivery uses an online (mobile and PC) trivia-style gamification platform. Both experiments use the same content and are carried out over a two-week time period. Lastly, our findings suggest that interactive, gamified information has greater impact than passive information, and that shorter multiple messages of passive information are more effective than a single passive message.},
doi = {10.1371/journal.pone.0169326},
journal = {PLoS ONE},
number = 1,
volume = 12,
place = {United States},
year = {Wed Jan 18 00:00:00 EST 2017},
month = {Wed Jan 18 00:00:00 EST 2017}
}

Journal Article:
Free Publicly Available Full Text
Publisher's Version of Record at 10.1371/journal.pone.0169326

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