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

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
 [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:
Report Number(s):
Journal ID: ISSN 1932-6203; 650227
Grant/Contract Number:
AC04-94AL85000; 26153; EE0006129
Published Article
Journal Name:
Additional Journal Information:
Journal Volume: 12; Journal Issue: 1; Journal ID: ISSN 1932-6203
Public Library of Science
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)
Country of Publication:
United States
96 KNOWLEDGE MANAGEMENT AND PRESERVATION; 60 APPLIED LIFE SCIENCES; alternative behavior; behavior; games; survey; experimental design; decision making; demography; educational attainment
OSTI Identifier:
Alternate Identifier(s):
OSTI ID: 1343884