Developing Effective Brochures for Increasing Knowledge of Environmental Problems: The Case of the Gypsy Moth

Abstract

Although knowledge of environmental problems has been identified as an important predictor of environmentally responsible behavior, few studies have empirically evaluated educational information for promoting such knowledge. This study evaluated the effectiveness of educational brochures in increasing participants' knowledge about the environmental problem of gypsy moth infestations and associated action strategies. The results suggest that brochures that rated high in communication effectiveness were most useful in increasing knowledge. These brochures used headings and textual connections liberally, explicitly described appropriate behavior, and contained concrete words. However, there were some tradeoffs with respect to brochure effectiveness. A brochure with color photographs, color-coded headings, and several other visual features was more effective than predicted despite its less than carefully written text. A highly personalized booklet brochure with a different title and cartoon-like drawings was less effective for increasing knowledge.