Without improved water resource management, it is predicted that water shortages will affect two-thirds of humanity by 2025. One solution that has traditionally faced fierce public resistance is recycled waste water. This study investigates the extent to which public communication strategies can influence community acceptance of recycled water, using the framework of Inoculation Theory. A four-phase experimental design was conducted. Participants completed an initial questionnaire and were then randomly assigned to a control group, a manipulation check group or a treatment group. A final follow-up survey measured changes in the dependent variable: stated likelihood of using recycled water for different uses. Results indicate that communication strategies based on Inoculation Theory are limited in their effectiveness for this product category. Findings do, however, identify a clear recency effect, indicating that continuous public communications are key to ensuring that community scare campaigns do not prevent implementation of water augmentation projects. This study differs from previous applications of Inoculation Theory because of the challenges associated with marketing a monopoly commodity, which is a necessity to support life. This empirical study uses fictional marketing stimuli to test the theory in a context, which is growing in global importance.
AbstractWithout improved water resource management, it is predicted that water shortages will affect two-thirds of humanity by 2025. One solution that has traditionally faced fierce public resistance is recycled waste water. This study investigates the extent to which public communication strategies can influence community acceptance of recycled water, using the framework of Inoculation Theory. A four-phase experimental design was conducted. Participants completed an initial questionnaire and were then randomly assigned to a control group, a manipulation check group or a treatment group. A final follow-up survey measured changes in the dependent variable: stated likelihood of using recycled water for different uses. Results indicate that communication strategies based on Inoculation Theory are limited in their effectiveness for this product category. Findings do, however, identify a clear recency effect indicating that continuous public communications is key to ensuring that community scare campaigns do not prevent implementation of water augmentation projects. This study differs from previous applications of Inoculation Theory because of the challenges associated with marketing a monopoly commodity which is a necessity to support life. This empirical study uses fictional marketing stimuli to test the theory in a context which is growing in global importance.
Background: Information about the domains of physical activity (PA) that are most prone to decline between late childhood (11 y), early adolescence (13 y), and mid-adolescence (15 y) may support more targeted health promotion strategies. This study explored longitudinal trends in nonorganized PA, organized PA, active transport and active chores/work between childhood and adolescence, and potential sociodemographic moderators of changes. Methods: Data were sourced from the Longitudinal Study of Australian Children (n = 4108). Participation in PA domains was extracted from youth time-use diaries. Potential moderators were sex, Indigenous status, language spoken at home, socioeconomic position, and geographical remoteness. Results: A large quadratic decline in nonorganized PA (−48 min/d, P < .001) was moderated by sex (β = 5.55, P = .047) and home language (β = 8.55, P = .047), with girls (−39 min/d) and those from a non-English speaking background (−46 min/d) declining more between 11 and 13 years. Active chores/work increased between 11 and 13 years (+4 min/d, P < .001) and then stabilized. Active transport increased among boys between 11 and 13 years (+6 min/d, P < .001) and then declined between 13 and 15 years (−4 min/d, P < .001). Organized PA remained stable. Conclusions: The longitudinal decline in PA participation may be lessened by targeting nonorganized PA between childhood and adolescence. Future interventions may target girls or those from non-English speaking backgrounds during this transition.
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