Proceedings of 3rd Asia-Pacific Business Research Conference
25 - 26 February 2013, Kuala Lumpur, Malaysia, ISBN: 978-1-922069-19-1
The Effects of Message Framing, Scarcity
Information and Individual Differences on Electricity
Saving Attitude, Intention and Behavior
Indah Fatmawati
This study examined the effects of message framing in
promoting electricity saving behavior among students. A
model which integrating integrating prospect theory, scarcity
theory and individual differences characteristic theory were
developed to examine the effect of message framing on
participants’ attitude and the interaction effects of scarcity
information and need for cognition.
Laboratory experiments conducted with 2 (positive and
negative framing) x 2 (given scarcity information and not given
the scarcity information) x 2 (high NFC and low NFC) between
subject factorial design. Participants were 288 students from 3
universities in Yogyakarta, Indonesia.
Stimuli were given in the form of four pages booklet contained
electricity saving message. Data analysis was performed
using independent sample t test, two ways anova and logistic
regression.
The results do not support the hypotehsis of differential
persuassive effects of message framing nor the interactionn
effects of scarcity information and need for cognition.
Mediation effects hypothesis of intention on attitude to
influence behavior is supported.
Key words: message framing, scarcity information, need for cognition,
attitude and electricity saving behavior.
Field of Research: marketing
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Dr. Indah Fatmawati, Department of Management, Universitas Muhammadiyah
Yogyakarta-Indonesia, infatmawati@yahoo.com
Thanks to Prof. Dr. Basu Swastha Dharmmesta, MBA, Dr. BM. Purwanto, MBA and Dr.
Sahid Susilo Nugroho, MBA for valuable supports and supervision.
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