Gonzales, Aronson, and Costanzo (1988) trained home energy auditors to describe uninsulated attics as "naked," and to point out that small cracks lose as much heat as a hole the size of a football in the living room wall.Compared to homeowners exposed to the typical appeal, those exposed to the new appeals were more likely to follow the auditors' recommendations.Why? The new appeals

Question

Gonzales, Aronson, and Costanzo (1988) trained home energy auditors to describe uninsulated attics as "naked," and to point out that small cracks lose as much heat as a hole the size of a football in the living room wall.Compared to homeowners exposed to the typical appeal, those exposed to the new appeals were more likely to follow the auditors' recommendations.Why? The new appeals

Quizplus · Accepted Answer

The new appeals used vivid and attention-grabbing language to describe the problem of energy loss (e.g. "naked" attics) and provided concrete examples (e.g. comparing small cracks to a football-sized hole). This made the issue more noticeable and salient to homeowners, which likely increased their willingness to follow the auditors' recommendations.

Gonzales, Aronson, and Costanzo (1988) Trained Home Energy Auditors to Describe