psychological underpinnings of (un)sustainable behaviors
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Psychological Underpinnings of (Un)Sustainable Behaviors. Susan Ledlow Decision Center for a Desert City School of Sustainability Arizona State University. Advanced Water Education Workshop June 28-29, 2011. Outcomes. By the end of the session, I hope you can--- - PowerPoint PPT PresentationTRANSCRIPT
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Psychological Underpinnings of(Un)Sustainable Behaviors
Susan LedlowDecision Center for a Desert City
School of SustainabilityArizona State University
Advanced Water Education WorkshopJune 28-29, 2011
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Outcomes
By the end of the session, I hope you can---– Explain why a research perspective is important
when creating behavioral change initiatives, campaigns, or strategies
– Discuss the importance of “working with the groove” of human psychology
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Which disciplines study behavioral change? Social Psychology
– The scientific study of how people’s thoughts, feelings, and behaviors are influenced by other people
Environmental Psychology– The scientific study of how people influence the
environment and how the environment influences people
Behavioral Economics– “the hybrid offspring of psychology and economics” – a branch of economics that studies how social,
cognitive, and emotional factors influence economic decisions.
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A Psychological Perspective on Environmental Decisions
Understanding how people make decisions is critical to changing their behaviors– Psychological literature on decision-making
– Psychological literature on fundamental motives
– Psychological literature on influence and persuasion
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Why an Experimental Approach?
Experimental methods and tools help us test the effects of relevant variables on climate and water decisions.–Intuitive interventions do not always
work
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Team
Susan Ledlow– School of Sustainability, Arizona State University
Edward Sadalla– Department of Psychology, Arizona State University
Students Rebecca Neel
with Claire Yee, REU Anna Berlin Samantha Neufeld Yexin Jessica Li
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Overview of Our Study Areas
1. Priorities in residential water consumption2. Landscape choice and perceived social
identity3. Fundamental motives and environmental
decision-making4. Social norms and environmental behaviors5. Temporal discounting of negative
environmental consequences
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Changing a Behavior
Pick a behavior– Using a refillable water bottle– Idling while waiting to pick up your child at school– Hanging laundry rather than using the dryer– Using public transportation– “Meatless Mondays”
What are some ways you can get people to start adopting the new behavior?
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Education
Attitude Change
Behavioral Change
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Assumptions About Behavioral Change 1Reinforcement
Behaviors, emotions, and thoughts don’t necessarily correspond.– “Educating” people
often does not change either their attitudes or behaviors.
– Even when attitudes change, behaviors don’t necessarily follow. Delayed reinforcement!
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Climate Change
Scary!!!!!! Because?????
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Think About the Behavior You Wanted to Change
What are some ways you could provide immediate reinforcement to get people to start adopting the new behavior?– Could be positive or negative reinforcement
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Assumptions About Behavioral Change 2Fundamental Motives
There is a human nature consisting of evolved abilities, behavioral tendencies, preferences, and fears. – Opposite of “The blank slate” (cf. e.g. Pinker, 2002).
– “Fundamental motives.” (c.f., Kenrick and Colleagues) Care for family Self-protection Seeking friends and allies Seeking status Seeking mates
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New DCDC Research:Landscape Choice and Social Identity
Anthropological, sociological, and psychological studies indicate that in most cultures there is a relationship between consumption and status. “What do her
diamonds sayabout you?”
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But, research tells us that…
Higher status individuals consume more resources than lower status individuals For household energy Through consumption
of goods produced with energy
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We want-- More things, e.g.,
– New car every 3 years
Bigger things, e.g., – Hummers,
McMansions Average new house
size has increased from 1600 to 2400 square feet in the last 30 years
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The social meaning or symbolic significance behaviors will determine their probability of occurrence, e.g., – If behaviors like desert
landscaping, public transport, or recycling connote low status, they will be avoided.
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Past Research
Individuals who display conservation behaviors are perceived as– Lower in status– Lower in sexual attractiveness– Less competitive– Generally unfavorable
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Research Questions:Symbolism and Landscape Choice
Studies 1 and 2– How does landscape choice affect identity
symbolism? Study 3
– Can we change the symbolic significance of landscape choice?
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Study 1 (Completed)
A man, woman, or couple were described as choosing desert landscaping or mesic landscaping for their newly purchased home
Participants were asked to rate the targets on a variety of dimensions
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Study 1
A woman moved into a neighborhood in the greater Phoenix area. In this neighborhood, the houses were all quite similar, but differed in their front yard landscaping. Half of the homes had typical desert landscaping with cacti and other desert plants, and half had typical grass landscaping with trees and shrubs. After thinking over her options, she realized she had a strong preference for [desert, grass] landscaping, so she bought a house with [desert, grass] landscaping in front.
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Overall Result
Landscape choice made a significant difference in how targets were rated
Targets who chose desert landscaping were perceived far more negatively than those who chose mesic landscaping
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Results: Ratings by landscape
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Positive/negative evaluation
good-bad pleasant-unpleasant likeable – not likeable good neighbors – bad neighbors warm – cold
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Status/achievement orientation
wealthy - poor educated - not educated high status - low status intelligent – unintelligent
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Family orientation
have children – don’t have children likes children - doesn’t like children family oriented – not family oriented
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Creativity
artistic - non artistic conventional – unconventional creative – uncreative adventurous – not adventurous complex – simple open to new experience – closed prefers new things – familiar things
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Prosocial/benevolence
generous - stingy helpful - unhelpful kind - unkind volunteers - does not volunteer donates to charity – does not donate
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Sexual attraction
sexy – not sexy romantic – not romantic attractive – not attractive
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Conservation behaviors
tend to save water – waste water environmentalist – nonenvironmentalist tend to save energy –waste energy recycles – does not recycle
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The decision makers’ future…
How much will the value of their home increase over the next five years?– House with lawn more likely to increase, p<.001
How happy is this person/couple? – Target with lawn higher, p<.001
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What image were P’s picturing?
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Study 2
SES was specified: A woman decided to purchase a home in an upscale neighborhood with large houses in the greater Phoenix area. In this neighborhood, the houses were all quite similar, but differed in their front yard landscaping. Half of the homes had typical desert landscaping with cacti and other desert plants, and half had typical grass landscaping with trees and shrubs. After thinking over her options, she realized she had a strong preference for desert landscaping, so she bought a house with desert landscaping in front.Results the same
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New DCDC ResearchFundamental Motives Study 1
Preserve the planet for your children’s future
Save money on cooling and heating
Be a leader in your community
“Energy saving is the new aphrodisiac”
Find the home that’s right for you (Control)
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Results Commit to Change
– Effectiveness of the message depended on the sex of the person presented in the ad
– Kin care message with female in ad was persuasive– $ message with male in the ad was persuasive
Spend More on Energy Efficiency– Effectiveness of the message depended on the sex
of the person presented in the ad– But only for people high on “family orientation”
scale
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New DCDC ResearchPriorities in Residential Water Consumption
Previous research on actual residential water use.
Little known about residents’ priorities for water use
American Waterworks Research Association
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The Trade-off Experiments
Subjects get a fixed budget ($24 or $36) to “buy” differently kinds of water use, e.g.,– Low flow vs. high flow
showerheads– Desert plants or grass
lawns
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Questions Explored in This Research
What are the perceived priorities associated with residential water usage?
Are there sex differences? Does “environmental orientation” influence
choices? Do long time residents prioritize water
allocations differently than newcomers?
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Results
High Priority– Unlimited toilet flushing– Long Showers– High flow faucets and
showerheads Low Priorities
– Baths – Swimming pools – Outdoor uses in general– Protection of native plants
and animals
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Proportions of Budget Spent
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Gender Differences
Study 1– Males allocated slightly more on outdoor water
use than females Study 2
– Nada!
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Environmental Orientation
Participants high on the NEP scale spent less on water overall
They also allocated slightly more to native plant and animal protection– But overall this was still a low priority
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Length of Residence: “Oasis mentality”
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Think About the Behavior You Wanted to Change
What are some ways you could use fundamental motives to get people to start adopting the new behavior?– Specifically, how you you make the behavior
associated with high status or family values?
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Assumptions About Behavioral Change 3Decision Triggers
Many behaviors that are predictable are not economically “rational”– We often don’t know why we do what we do– We can’t always tell when we’re being influenced
Many things that influence us do so below the threshold of consciousness
Cialdini’s Influence: Science and Practice Dan Arielly’s Predictably Irrational
– http://www.predictablyirrational.com/?page_id=178 Thaler and Sunstein’s Nudge
– The default strategy
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Decision Trigger An automatic response. A single, reliable piece
of information that guides our behavioral decisions.– Examples:
“Here’s your check.” Cutting in line to make
photocopies. Littering
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Social Norm Example:Petrified Forest Experiment
The old sign– “Many past visitors have removed petrified wood
from the Park, changing the natural state of the Petrified Forest.” pictures of three visitors taking wood.
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Social Norm Example:Petrified Forest Experiment
Some Visitors Saw the Old Sign– “Many past visitors have removed petrified wood
from the Park, changing the natural state of the Petrified Forest.” pictures of three visitors taking wood.
Other Visitors Saw the New Sign– “Please don’t remove the petrified wood from the
Park, in order to preserve the natural state of the Petrified Forest.” picture of a lone visitor stealing a piece of wood, with a
red circle-and-bar symbol superimposed over his hand.
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Results
People Steal/It’s Bad Most Don’t Steal
8
7
6
5
4
3
2
1
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New DCDC Research
How many people have to believe climate change is a serious problem before most people believe it?– Study 1 (complete): Do you think you believe what
most people believe? Yes you do, unless you’re a political independent
– Study 2 (in design phase): Can we change your beliefs by changing what you think others think?
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Ethical implications of these strategies?
Let’s say that you know that if you place foods in a certain place in a high school’s cafeteria line, students will be more likely to buy them.– Is it ethical to rearrange the food in a cafeteria to
encourage healthier choices?
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Ethical implications of these strategies?
Let’s say that you know that if you place foods in a certain place in a high school’s cafeteria line, students will be more likely to buy them.– Is it ethical to rearrange the food in a cafeteria to
encourage healthier choices?
– Is it ethical to rearrange the food in a cafeteria to increase profits?
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Ethics
Cialdini– True/Honest– Naturally occurring in the situation– Win-Win
Thaler and Sunstein’s Libertarian Paternalism– It is ethical to steer people’s behavior in order to
make their lives longer, happier, and better.– But, people should not be “burdened” if they
want to make another choice
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Is this ethical? Making organ donation the default option on your drivers
license (people have to opt out rather than opt in). Requiring freshmen to live on campus in a residential
community. Charging people for “green energy” on their energy bill unless
they opt out. Requiring car dealers to show gallons per 100 miles rather than
mgp. Requiring that all programmable thermostats be set to a default
“energy efficient” option. Deducting a portion of employees’ paychecks to go to a pension
program unless they opt out Deducting a portion of employees’ paychecks as a donation for
the United Way unless they opt out.
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Think About the Behavior You Wanted to Change
What are some ways you could use decision triggers to get people to start adopting the new behavior?– Specifically, how you you make the behavior a
social norm or a default?
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Community Based Social Marketing
One of the most widely used approaches to changing sustainability related behaviors– Original website, cases, listserv
http://www.cbsm.com
– Online course http://www.cdc.gov/nccdphp/dnpa/socialmarketing/
training/index.htm
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Final Thoughts
“Educating” people often does not change their attitudes or behaviors.
We might be more successful by just targeting the behavior without worrying about what people believe
Harnessing the power of human nature is always a good bet
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Questions?