107

IPCC

100 1

( , 2007)

NHK 2007 9 26 2008 2008 1 4

NHK 2008 2 8

1992 Severn Cullis-Suzuki

12

Cullis-Suzuki, 2003; YouTube

http://www. youtube.com/watch?v=C2g473J WAEg

http://www. sloth.gr.jp/ relation/kaiin/severn_riospeach.html

(sustainability)

, 2007;

, 2007; , 2007

Vol. 2

108

Hardin

(1962)

(a)

(b)

(c)

109

(d)

(e)

6

(a)

1997 http://www.env.go.jp/earth/ondanka/mechanism/kpeng

_j.pdf

1990 2008

2012

6% 2008 4 7.7%

13.7%

21.4%, 2005 http://www.

env.go.jp/earth/cop/co2_emission.pdf

Al Gore

2007 2 IPCC 1

4 2

1990 2 3

5 3

2020

Vol. 2

110

2050 2000

2007 5 5 12

2013

(b)

2015

(GDP) 2030 3%

6% 1 1 1

http://www.team-6.jp/about/team6/index.

html 1 6

1

http://www.jccca.org/daisakusen

(c)

(d)

(a) (c)

(d) (f)

http://www.

carbonoffset.jp

(e)

18

http://www.env.go.jp/policy/kihon_keikaku/lifestyle/h1907_01/1.pdf

111

(f)

117 343

517 2007 12 30

NGO

6

(Ajzen, 1991)

(Cialdini, 2001)

(Theory of Planned Behavior: TPB Ajzen, 1991)

(behavioral intention)

1

(attitude)

Katz & Stotland (1959)

, 1994

(subjective norms)

Vol. 2

112

3 (perceived behavioral control)

Amitage & Conner (2001) 185

39%

27%

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(b)

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(a)

1 3 (b)

(c)

(d)

Amitage & Conner (2001)

Kaiser, Wölfing,

& Fuhrer (1999)

2,560

10

Vol. 2

114

7

11

30 4

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75%

Kaiser et al. (1999)

TIEPh

, 2007

(2007)

(2006)

178 123

4

4

2

7 24

2 11

115

(1994)

(1997)

2

(1997), p . 269, Figure 2

Vol. 2

116

1

(persuasion)

, 2006

Sugarman(1998)

(argument)

IPCC

O’Keefe & Figge (1999)

117

(2008)

(Cacioppo & Petty, 1982; , 1991)

, 2002

Cho & Witte (2004) Perloff (2003)

Petty & Cacioppo (1986)

Elaboration Likelihood Model: ELM

3

東洋大学「エコ・フィロソフィ」研究 Vol. 2

118

手がかりとしては、送り手の専門性、好意性、説得メッセージに挙げられている論拠数な

どが相当する。例えば、専門家のいうことだから正しいに違いないとか、専門家ではない

から正しくないだろうとか、論拠がたくさん列挙されているから正しいに違いないという

ように、いわばヒューリスティクス（経験に基づいて形成された、簡便な判断基準）に基

づいた判断を下すということである（ cf. Chaiken, 1980）。周辺的手がかりに基づいて判断

を下した場合は、中心ルートの場合に比べて態度と実際に行動との関連性が弱いことが明

らかにされている。

受け手に説得メッセージを提示する際には、しっかりその内容を理解し、賛同してもら

うことが必要である。そう考えると、上記のように説得メッセージを構成するだけでなく、

さらに、説得テーマに対する受け手の自我関与度を高め、受け手が説得メッセージを精査

図 3 Petty & Cacioppo (1986)の精査可能性モデル

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Kenny, 1994 , 1994

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(c) (social proof)

Vol. 2

120

(d) (likability)

(e) (authority)

(f) (scarcity)

Brehm & Brehm (1981)

6

2

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2

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1

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2

(Bem 1972)

Cialdini, 2001

Burger (1999)

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(c) 1

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Yes

Yes

No

Cialdini, Cacioppo, Bassett, & Miller (1978)

7

7

53%

Vol. 2

122

24%

Joule & Beauvois(2002)

(a)

(b) (c)

(d)

(e)

Gregory, Cialdini, & Carpenter (1982)

19.5%

47.4%

123

Pratkanis & Aronson, 1998

,

2003, 2005

(a)

(b)

(c)

(d)

(e)

(f)

(g)

(2006)

(Brehm & Brehm, 1981)

(informational

Vol. 2

124

social influence) Deutsch & Gerard, 1955

(Snyder & Fromkin, 1977)

Cialdini (2003, 2007)

(consensus) (descriptive

social norm) (Cialdini, Demaine, Sagarin, Barrett, Rhoads, & Winter, 2006;

Schultz, Nolan, Cialdini, Goldstein, & Griskevicius, 2007)

Milinski, Semmann, Krambeck, & Marotzke (2006)

6 12

0, 1, 2 3

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Cialdini (2007)

1

3

125

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