““POLICY PSYCHOLOGY”:POLICY PSYCHOLOGY”:Social Psychology Social Psychology

Perspectives of Policy Perspectives of Policy Analysis & Stakeholder Analysis & Stakeholder

CommunicationCommunication

Harn Wei KuaHarn Wei KuaDept. of Building, National University of SingaporeDept. of Building, National University of Singapore

Building Technology Program, MIT, USABuilding Technology Program, MIT, USA

GIN2006 Conference, 2-5 July 2006, Cardiff, Wales, UK

CONTENTSCONTENTS

Background: Case Studies on Policy Background: Case Studies on Policy IntegrationIntegration

Concerns in Policy CommunicationsConcerns in Policy Communications Toward a “Policy Psychology” FrameworkToward a “Policy Psychology” Framework Building Blocks of a “Policy Psychology” Building Blocks of a “Policy Psychology”

FrameworkFramework The ‘Policy Psychology’ FrameworkThe ‘Policy Psychology’ Framework Example of Framework ApplicationExample of Framework Application ConclusionsConclusions

CASE STUDIES ON POLICY CASE STUDIES ON POLICY INTEGRATIONINTEGRATION

Case studies on sustainability policies for Case studies on sustainability policies for construction materialsconstruction materials – Why Do Negative and Unanticipated Outcomes Occur?Why Do Negative and Unanticipated Outcomes Occur?– What can we learn from these policy failures?What can we learn from these policy failures?

Negative & unanticipated outcomes occur when:Negative & unanticipated outcomes occur when:– Policies focus too narrowly on a few indicatorsPolicies focus too narrowly on a few indicators– Links amongst indicators not well understoodLinks amongst indicators not well understood– Links amongst indicators ignored entirelyLinks amongst indicators ignored entirely

WHAT IS AN INTEGRATED POLICY?WHAT IS AN INTEGRATED POLICY?

5 characteristics of “integration”:5 characteristics of “integration”:

– Address indicators in all 3 domains of Address indicators in all 3 domains of sustainabilitysustainability

– Co-address, even co-optimize, these indicatorsCo-address, even co-optimize, these indicators– Encourage non-governmental stakeholders Encourage non-governmental stakeholders

interactioninteraction– Encourage governmental stakeholders Encourage governmental stakeholders

interactioninteraction– Encourage governmental and non-Encourage governmental and non-

governmental stakeholders interactiongovernmental stakeholders interaction

CONCERNS IN POLICY CONCERNS IN POLICY COMMUNICATIONSCOMMUNICATIONS

Objectives of communications:Objectives of communications:– Encouraging stakeholders to appreciate one another’s Encouraging stakeholders to appreciate one another’s

positions,positions,– Facilitating co-operations amongst stakeholders,Facilitating co-operations amongst stakeholders,– Effecting behavioral changes,Effecting behavioral changes,– Assisting in policymaking.Assisting in policymaking.

A good platform to integrate behavioral science A good platform to integrate behavioral science studies with sustainability policymaking.studies with sustainability policymaking.

TOWARD A TOWARD A “POLICY PSYCHOLOGY” FRAMEWORK“POLICY PSYCHOLOGY” FRAMEWORK

OBJECTIVE:OBJECTIVE:

Establish a policy communication framework Establish a policy communication framework based on rigorous behavioral science and based on rigorous behavioral science and social psychological theories, and use it to social psychological theories, and use it to improve stakeholder participation in improve stakeholder participation in integrated sustainability policy design, integrated sustainability policy design, implementation and monitoring.implementation and monitoring.

BUILDING BLOCKS OF “POLICY BUILDING BLOCKS OF “POLICY PSYCHOLOGY” FRAMEWORKPSYCHOLOGY” FRAMEWORK

Determinants and predictors of behaviorDeterminants and predictors of behavior– Theory of Planned BehaviorTheory of Planned Behavior

Decision-making heuristics (under uncertainty)Decision-making heuristics (under uncertainty)– Availability; Anchoring & AdjustmentAvailability; Anchoring & Adjustment

EmpathyEmpathy

22ndnd Principle of Attitude Formation & Change Principle of Attitude Formation & Change

Theory of Cognitive Dissonance (i.e. Self-Justification)Theory of Cognitive Dissonance (i.e. Self-Justification)

THE FRAMEWORK IS THE FRAMEWORK IS APPLICABLE TO:APPLICABLE TO:

POLICY ANALYSTSPOLICY ANALYSTS advising policy makers; advising policy makers;

POLICYMAKERSPOLICYMAKERS communicating policies to other communicating policies to other stakeholders;stakeholders;

POLICYMAKERSPOLICYMAKERS trying to sell sustainable trying to sell sustainable products and services;products and services;

SUSTAINABILITYSUSTAINABILITY CONSULTANTSCONSULTANTS advising advising companies and agencies.companies and agencies.

THE “POLICY PSYCHOLOGY” THE “POLICY PSYCHOLOGY” FRAMEWORK (I)FRAMEWORK (I)

Theory of Cognitive Dissonance (i.e. Self-Theory of Cognitive Dissonance (i.e. Self-Justification)Justification)• Incentivize “voluntary” and publicized testing of Incentivize “voluntary” and publicized testing of

products, e.g. free samplesproducts, e.g. free samples• Enlist product testers to give feedback, develop products Enlist product testers to give feedback, develop products

further or even educate other potential users/buyersfurther or even educate other potential users/buyers

22ndnd Principle of Attitude Formation & Change Principle of Attitude Formation & Change• Incentives must be of value to stakeholdersIncentives must be of value to stakeholders• Policymakers should be directly involved in endorsing Policymakers should be directly involved in endorsing

sustainable development efforts, e.g. forming of sustainable development efforts, e.g. forming of associations and giving of awardsassociations and giving of awards

THE “POLICY PSYCHOLOGY” THE “POLICY PSYCHOLOGY” FRAMEWORK (II)FRAMEWORK (II)

Availability and Anchoring/AdjustmentAvailability and Anchoring/Adjustment• Must know the background knowledge of stakeholders, i.e. assumptions, Must know the background knowledge of stakeholders, i.e. assumptions,

prejudice, expertiseprejudice, expertise• Need more ‘personal’ approaches, e.g. surveys and interviews.Need more ‘personal’ approaches, e.g. surveys and interviews.

EmpathyEmpathy• Forster informal relationships amongst stakeholders, based on hobbies or Forster informal relationships amongst stakeholders, based on hobbies or

interestsinterests• Form “Sustainable Stakeholder Guild” to develop social aspects of Form “Sustainable Stakeholder Guild” to develop social aspects of

stakeholder interaction stakeholder interaction

Theory of Planned BehaviorTheory of Planned Behavior• Goals must be linked to overall and national/state/municipal objectivesGoals must be linked to overall and national/state/municipal objectives• Goals must be progressive and clearly articulatedGoals must be progressive and clearly articulated• Actions must be a Actions must be a groupgroup efforteffort as much as possible as much as possible• Provide the necessary assistance to achieve the goals, e.g. information Provide the necessary assistance to achieve the goals, e.g. information

and trainingand training..

AN EXAMPLE – THE 3-STAGE AN EXAMPLE – THE 3-STAGE STAKEHOLDER PARTICIPATION MODELSTAKEHOLDER PARTICIPATION MODEL

• Stage 1– Stakeholders co-opted into “Sustainability Stakeholder Guild”;– Participants from various primary groups are grouped into hobby/interest sub-

groups.

• Stage 2– Participants in these sub-groups are interviewed by facilitators to fully understand

their perspectives and assumptions;– Facilitators could make use of these information to plan sub-group activities

• Stage 3– Participants re-join their primary groups;– Facilitators of the different sub-groups to jointly design strategies to encourage

empathy;– Facilitators utilize information from interviews to provide necessary information

and data to aid discourse

CONCLUSIONSCONCLUSIONS

An essential and necessary condition for successful An essential and necessary condition for successful integrated policy is effective stakeholder interaction;integrated policy is effective stakeholder interaction;

Application of a few behavioral science and social Application of a few behavioral science and social psychology concepts can result in new strategies in psychology concepts can result in new strategies in stakeholder engagement;stakeholder engagement;

Future research may include more extensive inclusion of Future research may include more extensive inclusion of other concepts and empirical studies;other concepts and empirical studies;

Ideas and collaborations are welcomed! Ideas and collaborations are welcomed!

ACKNOWLEDGEMENTSACKNOWLEDGEMENTS

I would like to thank:I would like to thank:

• Department of Building, School of Department of Building, School of Design & Environment, National Design & Environment, National University of Singapore for the University of Singapore for the conference travel fund and scholarship;conference travel fund and scholarship;

• GIN2006 Cardiff organizing committee GIN2006 Cardiff organizing committee for your hospitality!for your hospitality!

THEORY OF PLANNED BEHAVIORTHEORY OF PLANNED BEHAVIOR

Behavior

Behavioral Belief

Values

Normative Belief

Control Belief

Subjective norm

Attitude

Perceived control

Intention

POLICY PSYCHOLOGICAL POLICY PSYCHOLOGICAL FRAMEWORKFRAMEWORK

INFORMATION

Decision-making Heuristics under Uncertainty

• Representativeness

• Availability

• Anchoring & adjustment

Empathy

Parallel emotion versus Reactive emotion

Behavioral Belief

Values

Subjective norm

Attitude

Perceived control

Control Belief

Normative Belief

Intention

Behavior

Theory of Cognitive Dissonance

Second Principle of Attitude Formation

and Change