In an effort to encourage students to reduce the amount of water being used at the university gym, administrators put up a sign asking students to take shorter showers
However, water consumption did not decrease sufficiently, and some students even retaliated by taking long showers. Why did the sign fail to reduce water usage?
a. Students didn't see it.
b. Students didn't read it properly.
c. It did not involve any psychological processes that successfully change behavior.
d. It did not create the feeling of a social dilemma.
Answer: C
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