Running Out of Water! Developing a Message Typology and Evaluating Message Effects on Attitude Toward Water Conservation

In three phases, this study identifies and evaluates the major messages being used in communication campaigns focused on the ongoing drought in California. A literature review in Phase 1 resulted in a typology of 12 message strategies. Following this typology, trained coders in Phase 2 evaluated water conservation messages (N=100) to determine whether each message utilized one or multiple strategies. The results revealed various frequencies of strategy application; and a correlational analysis rendered a pattern of strategy use in combinations. Phase 3 focused on a controlled message experiment applying the three most relevant strategies: conservation tips, loss aversion, and evidence of drought. Analysing data sampled from California residents (N=180), conservation messages, regardless of the strategy, led to attitude change in a negative direction. Additional analyses revealed interesting patterns of combinatorial strategy effects. The results call for a re-examination of message strategies as they may lead to several unfavourable outcomes.