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 Caroline Wilson
Research Student
Queens Building 1.05
tel +44 (0)116 207 8710
fax +44 (0)116 257 7977
email cwilson@dmu.ac.uk |
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Caroline’s PhD research involves evaluating a variety of communication activities attempting to change environmentally significant behaviour, including those with the characteristics of ‘top down’ and ‘bottom up’ communication approaches.This has involved collaboration with Warwickshire County Council and Action 21, a Warwickshire based social enterprise whose aim is to help people take practical steps to change their behaviours. The study uses theories of how people process information (Elaboration Likelihood Model) and move from attitude to behaviour (Theory of Planned Behaviour) as its framework.
Communication is used as a key tool in attempts to change personal environmentally significant behaviours. This study will contribute towards the call for the building of a synthetic theory to explain the linkages between the many variables which affect people's responses when asked to change behaviour. It will also provide professional communicators with evidence of how theory can be used to give a better understanding to questions about when and how communication is effective. Answers to such questions assist in improving the formulation of communication programmes and the likelihood of effectiveness.
Caroline was awarded an EU bursary in 2009 to participate in an e-learning and onsite sustainability evaluation course funded by Marie Curie Actions, a project to aid the training and development of Europe's scientists. This involved developing links with researchers from nations from around the world who are also interested in evaluating sustainability projects.
See also: Designing Communication that Changes Behaviour
(220KB PDF)
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| Selected Publications |
| Wilson C, Irvine KN and Mill G, Using theory-based evaluation to assess communications approaches, Counting on Energy Programs: It’s Why
Evaluation Matters, Int Energy Program Evaluation Conf, June, Paris, France, (2010), Available from |
| Wilson C, Irvine KN and Mill G, The when and how of communicating climate change, IAPNM 2009, 8th Int Congress of the Int Assoc on Public and Nonprofit Marketing, June, (2009), ISBN: 978-84-692-317, Available from |
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