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Designing celebrity-endorsed behavioral interventions in conservation. | LitMetric

AI Article Synopsis

  • The use of celebrity endorsements in environmental conservation initiatives has grown, but there is limited guidance on effectively implementing these strategies.
  • A new guide has been created to assist in decision-making for celebrity-endorsed interventions, emphasizing research on behavior, celebrity selection, communication channels, and evaluation processes.
  • The guide was applied to a case study aiming to reduce wild meat consumption in Ho Chi Minh City, showing that evidence-based decision-making improved understanding of the complexities and costs involved in using celebrity endorsements.

Article Abstract

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.

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Source
http://dx.doi.org/10.1111/cobi.14273DOI Listing

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