文章基本信息

标题：Promoting Young Adults to Perform Energy Saving Behavior through Message Framing: A Lesson Learned from Indonesia
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作者：Indah Fatmawati ; Basu Swastha Dharmmesta ; B.M.Purwanto 等
期刊名称：Academy of Strategic Management Journal
印刷版ISSN：1544-1458
出版年度：2018
卷号：17
期号：5
页码：1-20
语种：English
出版社：The DreamCatchers Group, LLC
摘要：This study examined the effects of message framing in promoting electricity saving behavior among young adults. An integrated model of prospect theory, scarcity theory and individual differences theory was developed. The effects of message framing on participants’ attitudes were analyzed as well as the interaction effects of scarcity information and need for cognition. Laboratory experiments were 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 subjects factorial design. Participants were 228 students from 3 universities in Yogyakarta, Indonesia. Stimuli were given in the form of four pages booklet containing electricity saving messages. Based on the insignificant results of hypothesis testing, a focused group discussion research was conducted to find out the explanations of these phenomena in Indonesia.
关键词：Message Framing;Scarcity Information;Need for Cognition;Electricity Saving Behavior