The 2015 International Conference of Management Sciences ICoMS 2015, April 23, UMY, Indonesia 54
THE MODERATING EFFECTS OF NEED FOR COGNITION ON FRAMED MESSAGE PROMOTING ELECTRICITY ENERGY SAVING BEHAVIOR
Dr. Indah Fatmawati
1
Department of Management Universitas Muhammadiyah Yogyakarta infatmawatiyahoo.com
ABSTRACT
This study examined the effects of message framing in promoting electricity energy saving behavior among students. The model developed integrating prospect theory and individual differences characteristic theory. The effect of message
framing on participants’ attitude and the interaction effects of need for cognition were examined. Laboratory experiments conducted with 2 positive and negative framing x 2 high NFC and low NFC between
subject factorial design. Participants were 288 student 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 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 in this study.
Key words: message framing, need for cognition, attitude and electricity saving behavior.
1
ICoMS
1. INTRODUCTION
Presenting persuasive messages can be performed in many ways to improve message recipient compliance to
the message content. For example, by improving message recipient involvement to the message content
Maheswaran and Meyers-Levy, 1990, using fear appeal message Rogers, 1975 and presenting the
message in framed message form message framing.
Referred to Rothman and Salovey 1993, message framing is message presentation in terms that emphasize
the negative aspectslosses of not performing the behavior promoted in the message negative framed
message or presentation of a message that emphasizes the positive aspectsbenefits of performing the behavior
promoted in the message positive framed message. Presentation of a message in the form of message
framing can increase the persuasion power of a message. Persuasion is an attitude change that occurs as
a result when someone gets exposure a written or verbal information from other party Wood, 2000.
The effectiveness of message framing on attitude change and decision-making has been widely tested.
However, so far no conclusive results obtained about which form of framed messages that is the most
effective to affect decision-making Cox and Cox, 2001. Most studies find that negative message framing
is more persuasive, but some others the opposite. Another study even found no framed message effects
Van Assema et al., 2001.
This study examined the effects of framed messages in electricity energy saving
context on promoting young adolescent to perform electricity saving behavior.
Application of framing theory in energy saving behavior is interesting to be studied. Energy saving has become
one of the important agenda in Indonesia because Indonesias energy resources begins to decrease.
The occurence of energy crisis, in turn can results in a
electricity crisis if it does not get immediate respond. The differential persuasion power of framed message is
is expected to can be used to encourage people to perform electricity energy saving behavior.
Currently, the State Owned Electricity Company PT PLN as an
electricity provider in Indonesia facing limited production so that there is an imbalance between
generation capacity and the demand of electricity. Data showed, the growth of electricity demand reached 7
percent per year, whereas the growth of generation capacity is only 3.5 percent per year PLN 2008.
Discussing the effect of message framing can not be separated from factors which influencing individual
response to the framed message they receive. One of important factors to be considered is individual
differences. Differential persuasion effects of message framing is strongly influenced by differences in
individual characteristics OKeefe and Jensen, 2006; Ferguson and Gallagher, 2007. There are some
important individual differences that may explain the difference in persuasion power framed messages such as
self-esteem, self-image and Need for Cognition Ferguson, 2001; Ruiter et al., 2001; Ruiter et al., 2003.
The 2015 International Conference of Management Sciences ICoMS 2015, April 23, UMY, Indonesia 55
One individual differences that interesting to study in relation to the effect of message framing on decision
making is Need for Cognition NFC. NFC showed differences in persons tendency to perform and enjoy
the cognitive activities Cacioppo et al., 1984. Cognitive response theory states that individual
response to the message they received is determined by the individuals motivation to process the message.
It means that individual motivation to process the message
they receive are determined by the their NFC. Limited and inconclusive research findings in message
framing based on literature review Fatmawati, 2012, limited support for moderation effects of NFC in framed
messages persuasion power and the low of public awareness to perform electricity saving behavior are the
main issues underlying this research. Based on above discussions, some research questions were formulated to
be explored further: 1.
Is there any differences in attitude between subjects who received positive and negative
message framing promoting electricity energy saving behavior?
2. Is NFC moderate the influence of message
framing on the attitude toward electricity energy saving behavior?
3. Is intention mediate the effect of attidude on electricity energy saving behavior?
2. THEORETICAL FRAMEWORK AND
