Seeing wildlife in our Nation's parks is often a highlight of many visitors' trips, but close range human - wildlife interactions can have negative consequences for both wildlife and people. The purpose of this study was to evaluate the effectiveness of two interventions (fear and moral appeals) designed to reduce the feeding of deer by visitors in Shenandoah National Park by measuring changes in visitor attitudes and behavior. The study was conducted from July - September 1999 in a campground and picnic area, by placing the interventions (a small sign) on all picnic tables. Visitor attitudes and beliefs about the different components of the fear and moral appeal interventions were assessed by conducting surveys of campers under each experimental condition (control, moral appeal, and fear appeal). The impact of the interventions on behavior was tested in the picnic area by observing the responses of visitors to deer that frequently begged for food. Under current Park intervention conditions, visitors generally believe that feeding deer is not healthy for the deer. They have considerably less knowledge about potential threats to themselves from feeding deer. The fear appeal significantly changed attitudes about the risks to people (ANOVA, p=0.001). Under control conditions the majority (63%) of groups picnicking fed deer. Although the fear appeal produced an attitude change, it did not reduce feeding behavior by visitors (39% fed) as much as the moral appeal did (25% fed). The conflicting results between attitude and behavior change strongly suggest that researchers need to measure behavior and not just attitudes. / Master of Science

Recently, the environmental consciousness has grown gradually in the world. The trend of the green consuming has been the important, global issue. If the enterprise wants to maintain the competence, and have the sustainable management, it should take the environmental issue as a new opportunity and start to do the green marketing and the green advertisement to attract the consumers. The previous research about the influence of Ad appeals on the Ad effect is more related to the comparison between rational appeal and emotional appeal, but it still lack consistent result. Besides, the research on the Ad effect of Cause Related Marketing has just focused on CRM Ad but lack the study of Green Ad. Therefore, this study would take the influence of different Ad appeals and CRM on the green Ad effect and would have a study on the bottled water. The present study uses experimental design to investigate the effects of the types of Ad appeals (emotional appeal and moral appeal) and CRM (with and without) on green Ad effect. And a 2X2 factorial design is conducted. The results indicate that in the green Ad of the bottled water, the influence of rational appeal and emotional appeal on Ad effect is no significantly different. The green Ad effects with CRM and without CRM are no significantly different. The modifying effect of Ad with and without CRM is working in Ad attitude,is not working in brand attitude and purchasing intention.

Resource and visitor experience degradation in Haleakalā National Park resulting from recreational use of the Pools of 'Ohe'o has led park officials to discourage visitor use of the pools. This study uses the Theory of Planned Behavior (TPB) to examine relationships among visitors' attitudes, subjective norms, and perceived behavioral control with regard to exploring the pools, their intentions to explore, and their actual behaviors while visiting the pools. Further, this study examines the influence of persuasive messages on visitors' behavior at the pools. Persuasive message treatments emphasize either the dangers of exploring the Pools of 'Ohe'o or resource protection and visitor experience impacts of recreational use at the pools. Through regression analysis of attitudes, norms, and perceived behavioral control with intention to explore, TPB is generally found to be an effective model for understanding visitor behavior at 'Ohe'o's Pools, particularly when visitors are exposed to persuasive messages. Results of analysis of variance indicate that the TPB model components of attitudes and subjective norms with regard to traveling companions and National Park Service officials are influenced by exposure to the persuasive treatment messages. Additionally, both intention to explore the pools and observed exploration behavior are significantly lower among those visitors receiving any persuasive treatment message. Thus, results of this research generally support the individual relationships assumed within TPB. With identification of the most influential components of visitor behavior, as understood through the TPB model developed in this study, managers of Haleakalā National Park will be able to develop and apply persuasive interpretive messages that maximize safe and sensitive visitor recreational behavior at the Pools of 'Ohe'o. / Master of Science

This thesis consists of four papers summarized as follows. Do Payroll Tax Cuts Raise Youth Employment? We study whether payroll tax reductions are an effective means to raise youth employment. In 2007, the Swedish employer-paid payroll tax was cut on a large scale for young workers, substantially reducing labor costs for this group. Using the variation in payroll taxes across cohorts, we estimate a significant, but small, impact both on employment and on wages. Effects of Taxes on Youth Self-Employment and Income. I examine the link between taxes and youth self-employment. I make use of a Swedish reform that made the payroll tax and the self-employment tax vary by age. The results suggest that youth self-employment is insensitive to tax reductions, both in the short run and in the somewhat longer run. For those defined as self-employed, I find positive effects on income from self-employment, and negative effects on income from wage employment. Can Indifference Make the World Greener? We conducted a natural field experiment at a large university in Sweden to evaluate the effects of two resource conservation programs. The first intervention consisted of a campaign that actively tried to convince people to cut back on printing in general, and to use double-sided printing whenever possible. The second intervention exploited people's tendency to stick with pre-set alternatives. At random points in time we changed the printers’ default settings, from single-sided to double-sided printing. Whereas the moral appeal had no impact, the default change cut paper use by 15 percent. The Origins of Behavioral Contagion: Evidence from a Field Experiment on Facebook. We explore the micro-level foundations of behavioral contagion by running a natural field experiment on the networking site Facebook. Members of Facebook express positive support to content on the website by clicking a Like button. We show that users are more prone to support content if someone else has done so before.