Please use this identifier to cite or link to this item: http://hdl.handle.net/10125/101532

Hawaii's water conservation campaign : different public service announcements message appeal types and their combined effects on students at the University of Hawaii at Manoa

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Item Summary

Title: Hawaii's water conservation campaign : different public service announcements message appeal types and their combined effects on students at the University of Hawaii at Manoa
Authors: McCluskey, Arlen Thomas
Keywords: water conservation
Issue Date: Aug 2011
Publisher: [Honolulu] : [University of Hawaii at Manoa], [August 2011]
Abstract: This research sought to determine the relative effectiveness of two different water conservation PSAs from Hawaii in raising outcome evaluation, self-efficacy (and outcome expectancy) and intent to conserve water among those viewers who viewed them. The two PSAs differ in message appeal type; one tries to persuade viewers that the outcome of conserving water is positive, the other suggests useful techniques for how to conserve more water. The experimental design involved a 2x2 factorial setup with four groups. A control group was presented neither PSA, two groups were presented either one PSA or the other, and a fourth group was presented both. Questionnaires were administered after each presentation, measuring the dependent variables. One-way ANOVA was used to analyze the results. Due to several limitations in the design of this experiment, no significant differences were found between the four groups with regard to dependent variables measured through the questionnaire. The relatively high overall marks by most participants in outcome evaluation, self-efficacy, and intent are probably a consequence of the face that most participants indicated that they had either already seen water conservation PSAs on Oahu, or were already aware of water conservation efforts on Oahu.
Description: M.A. University of Hawaii at Manoa 2011.
Includes bibliographical references.
URI/DOI: http://hdl.handle.net/10125/101532
Appears in Collections:M.A. - Communication



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