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This study aimed to examine the effects of regulatory focus and emotions on water-saving information dissemination. The findings revealed that when water-saving information is framed with a prevention focus, sad emotion fosters more active willingness to engage with the information dissemination than cheerful emotion. However, a promotion focus coupled with cheerfulness is slightly more persuasive than a promotion focus coupled with sadness. Furthermore, compared to the individuals in the nonfit group of emotions who had a regulatory focus, the individuals in the fit group formed a more favorable water-saving attitude and demonstrated a slightly higher willingness to disseminate water-saving information. This article is the first to contribute to exploring the dissemination of water-saving information from the perspective of the interactive effect of individual cognitive motivation and emotion.

Promoting Water Conservation Based on the Matching Effect of Regulatory Focus and Emotion