Sustainability becomes more and more important. Although people see the ongoing changes in the climate, it still seems complicated for them to support the fact that something must change in their...Show moreSustainability becomes more and more important. Although people see the ongoing changes in the climate, it still seems complicated for them to support the fact that something must change in their behaviour. Therefore, the objective of this study was to create an optimal message to enhance engagement regarding the energy transition. Four different messages were set up in a 2 (construal level: abstract or concrete message) x 2 (appeal: rational or emotional message) design. The messages were then sent to the participants (n = 907) to measure engagement by the number of clicks participants showed while reading the email. The results supported the hypothesis that an emotional message with concrete information leads to a higher level of engagement. Consequently, to enhance engagement during an energy transition, the use of an emotional message with concrete information seems essential.Show less
