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In basic terms, the Theory of Reasoned Action says that a person’s behaviour
is determined by their attitude towards the outcome of that behaviour and by the
opinions of the person's social environment. Ajzen and Fishbein (1980, p62)
proposed that a person's behaviour is determined by his intention to perform the
behaviour.
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Question 2) How could attribution theory be used to make future Cool
blame or credit to events on the bases of either their own behaviour or the behaviour
of others (Shiffman, 2008). As the study shows, many believed that global warming
was the result of a natural variation and not caused by the human race. Cool
Communities need to identify the attribution theory perspectives which are either
only understand easily but that will help give them answers as to why their
contribution of helping to reduce the greenhouse effect is vital. The ability to help
consumers to answer this question will definitely increase the current 15% of the
the others’ motives and intentions. Australians are suspicious of the motives and
Cool Communities.
talk and encourage neighbours who has successfully implement energy efficient
of life.
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To involve Australians in Cool Communities, they should encourage
Australians to put on their thinking caps and suggest ways to help reduce green
house emissions while enjoying a better life. They could also get the support from
the local print media to help promote ways to reduce green house emissions.
On the other hand, attributions towards things are evaluating how a certain
appliances, Australians would expect to see the electric bill slowly decreasing in
order for them to support and encourage the use of these appliances.
Another concept is the ‘Foot in the Door’ concept where Cool Communities
could encourage them to take baby steps and slowly change their lifestyle from there.
For example, they could just make change their light bulb to an energy efficient one
Question 3) How would you say the Elaboration Likelihood Model (ELM)
persuasive message worked to change the attitude of the receiver, a message was
transmitted and received through one of two routes of persuasion: the central route
The central route is normally used for high involvement purchase and a
extensively. That is, if he is motivated to think about the message, is able to think
about it, and if the message is a strong one, he will be persuaded in accordance with
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The peripheral route is normally used for low involvement purchases and
still be persuaded by factors that have nothing do with the actual content of the
message. That is that he would be drawn to the message by factors that he is already
familiar with and has positive attitudes about and would associate those attitudes
could use it to see how involved the people are. Based on the study, 90% of the
respondents believe they are already taking action but only a minority are practising
significant actions such as solar hot water and has little knowledge of how
households contribute to the green house effects. Through the data, we know which
programs of Cool Communities. By identifying which area that needs targeting, for
example, the knowledge level, they would know which persuasion tool to use
because not everyone can be targeted with the same persuasion tool.
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REFERENCES:
Ajzen,I. And Driver, B. (1992), “Contingent value measurement: On the nature and
meaning of willingness to pay”, Journal of Consumer Psychology, 297-316
Robinson, L (2003) “Enabling Eco-action: A handbook for anyone working with the
public on conservation, human society international, WWF Australia, world
conservation union, Sydney”
Schiffman, L., Bednall, D., Paladino, A., O’Cass, A., Ward, S., and Kanuk, L. (2008)
“Consumer Behaviour” 4th Edition, Prentice Hall, Australia
Thiekling, M and Moore, S (2001) “Young people and the environment: Policies for
voluntary travel behaviour”, Australian Journal of Environment Education, 17,
pp63-70.
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