The Effects of Appraised Severity and Efficacy in Promoting Water Conservation: An Informational Analysis

To test Rogers' protection motivation theory and Fishbein's behavioral intention model, subjects observed one of four water conservation films which differed according to message severity (high/low) and efficacy of conserving (high/low). A questionnaire assessed the impact of the films on (1) the arguments (informational items) presented; (2) beliefs external to the films; (3) fear arousal; (4) Fishbein's mediating variables SN and Aact; (5) appraised severity and efficacy; and (6) behavioral intention to conserve water. High efficacy and low severity messages increased positive evaluative attitudes (Aact) toward conserving water. Although there was no effect for these manipulations on behavioral intention, the film groups, when compared with a control group which did not observe a fdm, showed significantly greater intentions to conserve water. These results are accounted for through an informational analysis of the beliefs affected by the films. This analysis provided evidence that feelings of citizen's duty to conserve water and concern about the water situation are closely related to behavioral intentions. This analysis did not support Fishbein's assertion of a dominant mediational role for SN and/or Aact in predicting behavioral intentions. The possible inclusion of a moral norm measure as a third component of Fishbein's model is discussed.