Promoting Water Conservation Based on the Matching Effect of Regulatory Focus and Emotion

Xiaomei Wang, Lin Zhang, Xiaoyu Jiang and Jia Wang
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Xiaomei Wang: School of Media Studies and Humanities, Zhejiang University City College, Hangzhou 310015, China
Lin Zhang: School of Media Studies and Humanities, Zhejiang University City College, Hangzhou 310015, China
Xiaoyu Jiang: School of Media Studies and Humanities, Zhejiang University City College, Hangzhou 310015, China
Jia Wang: School of Media Studies and Humanities, Zhejiang University City College, Hangzhou 310015, China

IJERPH, 2021, vol. 18, issue 4, 1-12

Abstract: This study aimed to examine the effects of regulatory focus and emotions on water-saving information dissemination. The findings revealed that when water-saving information is framed with a prevention focus, sad emotion fosters more active willingness to engage with the information dissemination than cheerful emotion. However, a promotion focus coupled with cheerfulness is slightly more persuasive than a promotion focus coupled with sadness. Furthermore, compared to the individuals in the nonfit group of emotions who had a regulatory focus, the individuals in the fit group formed a more favorable water-saving attitude and demonstrated a slightly higher willingness to disseminate water-saving information. This article is the first to contribute to exploring the dissemination of water-saving information from the perspective of the interactive effect of individual cognitive motivation and emotion.

Keywords: regulatory focus; emotion; water-saving information; fit (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2021
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