We already know the limits of communication actions based on information and persuasion. If that type of actions can lead to changing attitudes and knowledge, they hardly allow modifying the effective behaviours, simply because having the right attitudes is usually not enough to have the right behaviour. The goal of this article is to propose a new approach of social change in the light of the commitment theory. Three studies are reported, which show this theory efficiency to promote required citizenship behaviours: electoral participation, environmental protection and saving energy. This approach, called "committing communication", is based on preparatory acts and acts of commitment which are necessary to obtain from target subjects.
social change; communication; citizenship; commitment; decision