A Survey on the Effect of Television Advertisements of Tehran Province Water and Sewage Co. on Water Economization among the Citizens of Tehran
Subject Areas : Media ManagementBita Shahmansouri 1 , Fatemeh Tavakol 2
1 - عضو هیأت علمی دانشگاه آزاد اسلامی واحد تهران مرکزی، تهران
2 - نویسنده و مسئول مکاتبات
Keywords: economization of water, television advertisements, Knowledge, Attitude, BEHAVIOR,
Abstract :
The present research is an attempt to study the effects of television advertisements, commissioned by Tehran Province Waterand Sewage Co. on encouraging the citizens of Tehran to economize on the consumption of drinking water. Furthermore, theeffects of television advertisements on promoting citizen knowledge of drinking water shortages in Tehran, the effects of howthis knowledge would influence their attitude towards the optimization of water consumption, and the effects of citizenattitude towards their reactions in dealing with water shortages have been studied in an integrated form based on Fishbein &Ajzen contentment pattern, and Knowledge – Attitude – Practice (KAP) communication pattern.This research is a survey conducted through the use of questionnaires, and the 385 samples were chosen through a clustermethod from the six districts of Tehran Province Water and Sewage Co. The data produced by this research indicates that thecitizens of Tehran share a positive view of television advertisements, and the promotion of their knowledge has changed theirattitude into showing a more convenient behavior with regards to the drinking water supplies of the city of Tehran.This research indicates that despite the positive attitude of the research samples toward television advertisements, theprincipal hypothesis based on the direct relationship between television advertisements and the level of economization ondrinking water is not significant. The relationship between television advertisements and the level of citizen knowledgeregarding shortages of drinking water is not significant either. Despite the existing correlation between the variables ofknowledge, attitude, and behavior with the level of economization of water by the samples, these variables do not seem to beeffected by television advertisements. Besides the aforementioned hypotheses, the relationship between some otherindependent variables and economization of water were studied and significant differences regarding the economization ofwater, were only seen among the six districts of Tehran Province Water and Sewage Co. The data produced by this researchsupports Fishbein & Ajzen theory and KAP communication pattern. The confirmation of the analytic pattern of the researchmeans that the knowledge of individuals could influence their attitude, and the attitude of the individuals could in turn resultin a concordant change of behavior.