Evaluating a Television Campaign to Promote Petrol Conservation

Syme, G. J., Seligman, C., Kantola, S. J., & MacPherson, D. K. (1987). Evaluating a television campaign to promote petrol conservation. Environment and Behavior, 19, 4, 444-461.

Conducted intensive 4-wk campaigns using a 30-sec TV commercial in 2 Australian cities; a 3rd city served as a control. Approximately 400 respondents (aged 18+ yrs) selected randomly in each city answered questionnaires before and after the campaign. Results show that the petrol conservation films, regardless of theme (saving money or good citizenship), had small but significant effects on most measures of attitudes and beliefs, intention to save petrol in the future, and self-reported conservation behaviors. It is concluded that brief TV conservation appeals should be employed only as part of a more integrated conservation program. If TV is to be used, more sophisticated and lengthier programs may be necessary.

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