Evaluation of the Effectiveness of Electricity Consumption Frugality Social Advertising with AIDA Model

One of the important factors for a country economic growth is institutionalization of frugality culture in all cases, especially frugality on consumption of natural resources. Electricity as one of energy carriers is a type of natural resources that has much direct and indirect effect on life of society member, Hence frugality on consumption of it can be lead to faster economic growth. For this reason in this study, evaluation of the effectiveness of social advertising that is showing from different type of media has been choosed. Population for this study consists of all the Tehran' families that are affected from electricity consumption frugality social advertising. Necessary data was gathered with questionnaires with 23 questions from 414 respondents of Tehran' families which were choosed with the method of cluster sampling. For evaluating of measurement models confirmatory factor analysis in Lisrel software 8.8 and for evaluating of research hypothesizes one sample t-test were used. The results showed that although electricity consumption frugality social advertising does not lead to attention of audience and does not create any Interest or desire in them, nevertheless action to it and frugality on consumption of electricity. Therefore it could be concluded that reasons for electricity consumption frugality should be search in another factor such as subsidies objectively that it lead to increasing price of energy carriers.