Application of the Theory of Reasoned Action to the National Park Service's Controlled Burn Policy

Abstract

AbstractThe theory of reasoned action was examined as a model of attitude and behavior change based on public perceptions of the National Park Service's controlled burn policy. Also, effects of belief-targeted messages on beliefs about outcomes of a controlled burn policy were examined. Positive and negative treatment groups, based on initial attitudes toward controlled burn policies, each received a belief-targeted message designed to change the target variables of the theory of reasoned action. Positive and negative control groups received no message. Second measures of the target variables were then taken for all four groups. The framework of the theory as a model which explains attitude and behavior change was supported. Hypothesized effects of the belief-targeted messages, however, were supported for the positive attitude groups only. Reasons for the findings are suggested along with implications for recreation and natural resource managers who want to develop communication programs.KEYWORDS: belief-targeted messagescontrolled burn policybeliefsattitudebehavioral intention