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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
HYPOTHESIS 2.1.
Attitude And Attitude Change
Attitudes and attitude change is one of the most ivestigated topics in social psychology Olson and
Zanna, 1993. Attitude is a summary of psychological individual evaluation of an object stated in the
dimensions
of attributes
such as
good-bad, harmful-beneficial, pleasant-unpleasant and unwelcome
favored Ajzen, 2001. Petty and Cacioppo 1986 stated that attitude is general evaluation individual made
against himself, other people, objects or certain issues.
One of the most important reasons to study attitude is to gain knowledge about how a persons attitude can be
changed, this is called persuasion and it is the biggest topic in the discussion about the attitude Olson and
Zanna, 1993. Persuasion is a change in attitude as a result of exposure to information obtained from other
party. Olson 1993 and Wood 2000 states that this exposure can be written or verbal message information.
Attitude change theory is also used to describe how consumers adopt a product or idea.
Summarizes the existing theories, Eagly and Chaiken 1984 stated that the mechanism of persuasion can be
approximated by three separate approaches. They are: 1. The Cognitive Response Approach consists of: Theory
of Planned Behavior, Transtheoretical Model, Social Judgment Theory, Elaboration Likelihood Model, Self
Efficacy Theory, Integration Internal And External Determinant, and forewarning and inoculation theory,
2. The Attributional Reasoning Approach Prospect Theory, Attribution Theory, Theory of Self Perception,
and Social Identity Model and 3. The Heuristic Processing Mode Theory Of Reactance, Theory Of
Cognitive Dissonance, Theory Of Social Norms, Focus Theory Of Normative Conduct, Modeling Theory,
Social Learning Theory And The Six Principles Of Persuasion. The three mechanisms can
occur simultaneously and interact each other.
This study uses message framing approach by considering the difference in Need for Cognition NFC
as a moderating variable. Framing the message derived from prospect theory Kahneman and Tversky, 1979
and is one of the techniques of persuasion that attributional reasoning approach. NFC is one of the
variables that influence the individuals motivation to process the message.
2.2. Framing Theory
Framing theory that started from prospect theory, introduced by Tversky and Kahneman 1981 stated
that, a person’s choices and decisions can be influenced
not only by the content of the information communicated but also by the way the information is
presented. The information presented can emphasize the potential benefits that would be obtained if the recipient
comply the behavior promoted in the message or potential losses that will be encountered if the recipient
does not comply the behavior promoted in the message Tversky and Kahneman, 1981.
Framing postulate of prospect theory states that the way an information presented, in terms of benefits
and losses, may influence the behavior.
Firstly,
people tend to avoid risks when considering gains when
receiving a positive framed messages. On the contrary, they are likely to take risks when considering losses or
costs when receiving a negative framed messages. Consequently, the preferences towards risk-taking
heavily depend on whether the idea is presented in the frame of gain or loss contexts. Thus, persuasive
information may be presented by showing the potential benefits earned if the recomended behavior is strictly
followed or the potential losses earned if the recomended behavior is not folowed.
Secondly,
this theory argues that people will likely to avoid risks
which make the losses look much bigger than the benefits earned. Based on prospect theory, two logical
statements of an issue that is presented in two different ways, may result in different decisions Rabin, 2003.
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2.3. Message Framing
Message framing theory describes how a persuasive message is delivered to the recipient of the message. In
communication process, persuasive messages can be presented in a positive framed message gain framed
message that emphasize aspects of the benefits that would be obtained if the message is obeyed, or in a
negative message framing loss framed messages which emphasizes the aspect of risk that would occur if
the message is not obeyed. So, there are two types of message framing. The first type is the negative framed
message and the second type is positive framed message.
2.4. The Effects of Message Framing on Persuasion
