Content area
Abstract
Why and when do individuals take political actions? Why do some, but not all, citizens make sacrifices for the sake of the public good? Outside of work on participation, political scientists have paid little attention to these questions. I seek to fill this gap by exploring the factors that drive political behaviors. I focus specifically on an important class of behaviors: actions regarding the consumption of energy. I begin by developing a theory that brings together the potentially interactive effects of individual and environmental factors that shape individuals’ decisions to take action. I test predictions generated by my theory in three empirical chapters: a media content analysis, laboratory experiment, and survey experiment. The content analysis allows me to assess frames in a communication toward energy consumption, which I examine later in terms of effects. I use the theory and experiments to evaluate the impact of competing forces on attitudes toward energy conservation, willingness to pay for energy saving devices, and actual behavior (e.g., a purchasing decision and financial contribution). My results suggest a primacy of norms, which is fascinating because the impact of norms is under-studied relative to research evaluating the impact of political communications.
