“…To manage the limited water resources and encourage water conservation, Extension and agricultural educators need to understand not only how people use water, but also the cognitive and behavioral aspects of water conservation (Gorham, Lamm, & Rumble, 2014;Gregory & Di Leo, 2003;Lamm, Lamm & Carter, 2015;Leal, Rumble, & Lamm, 2015;Warner, Lamm, Rumble, Martin, & Cantrell, 2016). The most important group to target for the promotion of water conservation would be high water users, as they utilize most amount of water (Huang, Lamm, & Dukes, 2016;. Huang et al (2016) compared high water users with the general public and found that compared to general public, high water users were wealthier, had obtained a higher level of education, and lived in a homeowner's association (HOA).…”