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differences in cognitive motivation to perform and enjoy the cognitive activities. Research on NFC stated, these
characteristics relate to the way a person faces tasks and social information he receives Cacioppo et al., 1984.
NFC is a scale measuring individual differences tendency to perform elaborative thinking Tanaka et al.,
1988. NFC measurement scale was originally developed by Cacioppo et al. 1984 in the 34 items
measurement. During its development, Cacioppo et al. 1984 then developed a more efficient measurement in
the 18-item scale.
2.7. The Moderating Effects of Need For Cognition
on The Effects of Framed Message on Attitude Change
Review on previous studies of NFC interaction effects related to framed message presentation showed the
presence of significant interaction effects. But there is different form of which NFC is have stronger effect on
framed message persuasion effect. Cohen, Scotland and Wolfe et al. 1955 showed that, person with high NFC
evaluate
communication more
comprehensively compared to person with low NFC. Zhang and Buda
1999 state that, NFC affect the strength of the message that is presented in framed message. However, this
finding is still inconclusive. The findings of several subsequent studies tend to support the findings of Buda
and Zhang 1999 on the effect of NFC interaction with message framing. Chatterjee et al. 2000 found no
interaction effect of low NFC on message framing. Similar findings obtained Buda and Charnov 2003 in a
study of the influence of recruitment with the preview information.
Cacioppo and Petty 1984 explains, person with high NFC obtain the intrinsic value of gathering information
and getting pleasure from advertising message that is mentally stimulating. Such individuals have cognitive
structures that develop much better that help interpret and classify information. LeBoeuf and Shafir 2003
also states that, subject with high NFC is more consistent in responding to the message that is presented
in framed message.
Although inconclusive, empirical evidence of the emergence of differences in message framing effects
due to differences in individual motivation to process these messages indicate a psychological process that
occurs when consumers respond to a message that is presented in framed message. The difference in
psychological process is determined at least by their intrinsic motivation to process the message, which is
indicated by each individual NFC. Studies on the effect of NFC also showed, individuals with low NFC rely
more on information from others, thinking heuristics or social comparison to understand the message. They are
more likely to shape attitudes using simple instructions like attractiveness of the message, expertise of the
message source or the number of arguments, rather than the quality of the argument itself. They also tend to
avoid the activity of searching for information and are fully involved through the thinking process. Meanwhile,
individuals with high NFC tend to be more rigorous in evaluating the message and more interested in the
central directives as the content of the message Petty and Cacioppo, 1996.
2.8. The Mediating Effects of Intention on Attitude
– Behavior Relationship
Intention to behave seen as a determinant variable for the actual behavior Assael, 1998. The stronger ones
intention to behave, the greater the success of behavioral prediction. Kamins 1987 explains, the
findings
of the
current research
has clearly
demonstrated that, knowledge that is activated and available during the evaluation process of a message
strongly influence the decisions and consistency of attitudes and behaviors. Some of the factors that
influence the activation and the availability of such information itself is the message clarity, presentation of
the message in framed message framing and order delivery of the messages. Dharmmesta 1992 explains
that a strong correlation between interest and behavior is very likely to occur.
2.9. Hypothesis
Based on discussions about the differential persuasion effects of framed message on message recipient
compliance the moderating effect of NFC on framed message, this study tested three hypotheses as follows:
H1: there are differences in attitudes between subjects who received a positive and negative framed message.
H2: there is moderation effects of NFC on message framing encouraging electricity energy-saving behavior.
H3: Intention to save electricity energy mediate the effect of attitudes on electricity energy saving behavior.
3. RESEARCH METHODS
3.1. Method And Research Design
This study combine quantitative and qualitative research methods. Qualitative methods are used in the
preliminary study phases. Quantitative methods used in the experimental stage to test the hypotheses that have
been formulated. This study is divided into two stages. The first phase is exploratory study to confirm whether
the model proposed in this study is consistent with experimental setting designed Sekaran, 2002. The
second stage is the experimental stage.
The 2015 International Conference of Management Sciences ICoMS 2015, April 23, UMY, Indonesia 58
3.2. Qualitative Exploratory Study
Exploratory study carried out in three stages through in-depth interviews and focus group discussions. The
first exploratory study is in-depth interviews conducted with two public relation staffs of PT PLN. The second
exploratory study is a survey with 48 heads of households or household electricity bill payer and the
third exploratory study is focus group discussions involving the segmen who are identified as the group
with least energy efficient awareness.
3.3. Experimental Study
