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choice to the participants. Direct measurement is done Detweiler et al. 1999 in skin cancer prevention
behavior context by offering samples of sun protection cream as a souvenir.
3.6. Stimuli Design
Stimuli in this study is electricity energy saving message that is presented in three pages color printed
public service advertisement. Stimuli is divided into two types of booklets: a booklet containing a positive
message framing and a booklet containing a negative message framing.
3.7. Manipulation Checks
Manipulation checks were performed to determine whether the stimuli are perceived by participants in the
same way as desired by the experimenter. This stage was performed between subject. Manipulation check
that performed is message framing manipulation checks to measure the ability of the stimuli convey aspects of
electricity energy saving benefits positive framing and aspects of the risk of not doing electrical energy savings
negative framing. Measurement of manipulation checks referred to Tsai 2006.
3.8. Experimental Procedure
Experiments were performed with the following steps. Pre-experimental stage. This stage was performed one
week before the main stage to measure the NFC scores of all participants. Based on the range of NFC score
from measurement results of NFC then all of NFC score were categorized into thre NCF score ie: low, medium
and high to ensure the variability of NFC score of the participants. Participants then assigned into six
treatment conditions based on random assignment principle. Randomization process was performed by
randomize card that reveal treatment condition for each participant.
Experimental Stage. The next stage is the experimental stage. All of the participants were invited to attend the
experimental stage one week after the first stage. The procedures were as follow: 1. They were firstly got
explanantion about the experiment and all of the rules during this stage. 2. They fill the pre test questionaire
asking their attitude toward electricity energy saving behavior. 3. After finished the questionaire, they
received booklet contain promoting electricity energy saving behavior according to their treatment condition
based on randomization. They read the whole booklet and did not talk each other during the experiment. 4.
The participants then fill the post test questionaire to measure their post attitude toward electricity energy
saving behavior after reading the booklet. 5. Experimenter offered the souvenir choices to the
participant and the participants made their choice of souvenir. 6. The experimenter close the experimental
stage and thank to all of the participant for all of their participation during the research project.
4. DATA ANALYSIS
Data analysis included three types of testing, ie descriptive statistical analysis not reported here,
ANOVA to test variability in the group of respondents within groups estimate of variancemean square within
groupsMSW and the difference between groups due to the effect of treatment between group estimate of
variancemean square between groupMSB and regression techniques simple regression and logistic
regression. Simple regression test the effect of attitude on the subject of intent save energy while logistic
regression test the effect of attitude on behavior to save electricity energy.
4.1. Implementation Of The Main Experiment
Pre-experimental stage. This stage was attended by 387 participants from 11 classes from three universities.
NFC measurements using 18 items NFC scale and found the NFC score ranged from 40 until 90. Results of
randomization is shown in Table 1.
Table 1. Amount of Particpants In Each Treatment Condition
Message Framing
NFC Total
Low Medium
High Positive
57 75
66 198
Negative 53
71 65
189 Total
110 146
131 387
Experimental Stage. The number of participants who attended the experimental stage were 340 students.
Implementation of the experimental stage were referred to the planned procedure.
4.2. Manipulation Checks Results
Results of t-test for manipulation checks showed the significant differences of average response to the stimuli
between positive and negative message framing stimuli. These results indicate that the stimuli were perceived by
the participants in the same way as what the experimenter perceived.
4.3. Testing Assumptions
This study examined the statistical assumptions used two methods of testing, ie: outliers and normality test.
The outlier test aims to identify outlier observation data that is substantially different from others Hair et al.,
2006. Results of outliers test 8 outliers and should be excluded from the analysis of the next stage. Based on
this results, only 316 study participants included in the next analysis step. Normality test aims to measure the
distribution of data on the normal distribution Hair et al., 2006. Normality test were performed for NFC,
The 2015 International Conference of Management Sciences ICoMS 2015, April 23, UMY, Indonesia 60
attitudes and intentions constructs. Normality test results for all three constructs showed that the three
constructs normally distributed. This is indicated by the significance of the value of the Kolmogorov-Smirnov
and Shapiro-Wilk for all indicators of the three constructs.
4.4. Validity Testing Research Variables