Human Identity and
Environmental Challenges
Tim Kasser, Ph.D.
Ecological Crises
Responses
• More scientific
research
Responses
• More scientific
research
• Public denial and
apathy
Responses
• More scientific
research
• Simple
behavior
changes
• Public denial and
apathy
Responses
• More scientific
research
• Simple
behavior
changes
• Public denial and
apathy
• Failure to spill-over
into larger lifestyle
changes
Responses
• More scientific
research
• Simple
behavior
changes
• Policy proposals
• Public denial and
apathy
• Failure to spill-over
into larger lifestyle
changes
Responses
• More scientific
research
• Simple
behavior
changes
• Policy proposals
• Public denial and
apathy
• Failure to spill-over
into larger lifestyle
changes
• Tinkering due to low
public demand and
institutional resistance
Human Identity
Crompton & Kasser (2009)
Human
Identity
Human Identity
Crompton & Kasser (2009)
Information
Human
Identity
Human Identity
Crompton & Kasser (2009)
Information
Human
Identity
Human Identity
Crompton & Kasser (2009)
Behavior
Information
Human
Identity
Human Identity
Crompton & Kasser (2009)
Behavior
Information
Human
Identity
Political
Actions
Human Identity
Crompton & Kasser (2009)
Human Identity
Crompton & Kasser (2009)
Group Identity
Human Identity
Crompton & Kasser (2009)
Group Identity
Coping Strategies
Human Identity
Crompton & Kasser (2009)
Group Identity
Coping Strategies
Values & Goals
Values & Goals
• Guiding principles in life
• Affect people’s attitudes towards particular
objects and policies
• Orient people to engage in particular
behaviors
• Many different types of values and goals
exist
Values & Goals
• Organized in systems
• Validated in many nations around world
• Some values are compatible, others in
conflict
• Data can be represented with circumplex
models
– Compatible values are next to each other
– Conflicting values are on opposite sides
Self-Direction
Stimulation
Universalism
Benevolence
Hedonism
Tradition
Conformity
Achievement
Power
Security
Self-Direction
Stimulation
Universalism
Benevolence
Hedonism
Tradition
Conformity
Achievement
Power
Security
Values
Schwartz (1992)
• Self-enhancing values
– Social power, wealth, authority, successful,
influential
Self-Direction
Stimulation
Universalism
Benevolence
Hedonism
Tradition
Conformity
Achievement
Power
Security
Values
Schwartz (1992)
• Self-enhancing values
– Social power, wealth, authority, successful,
influential
• Self-transcendent values
– Helpful, responsible, mature love, social
justice, equality, a world of beauty, protecting
the environment
Self-transcendence
Spirituality
Community
Conformity
Intrinsic
Extrinsic
Popularity
Image
Affiliation
Self-acceptance
Financial
succes s
Phys ical health
Safety
Hedonis m
Physical self
Self-transcendence
Spirituality
Community
Conformity
Intrinsic
Extrinsic
Popularity
Image
Affiliation
Self-acceptance
Financial
succes s
Phys ical health
Safety
Hedonis m
Physical self
Goals
Grouzet et al. (2005); Kasser & Ryan (1996)
• Extrinsic
– “I will have enough money to buy everything I want.”
– “I will achieve the ‘look’ I've been after.”
– “I will be admired by many people.”
Self-transcendence
Spirituality
Community
Conformity
Intrinsic
Extrinsic
Popularity
Image
Affiliation
Self-acceptance
Financial
succes s
Phys ical health
Safety
Hedonis m
Physical self
Goals
Grouzet et al. (2005); Kasser & Ryan (1996)
• Extrinsic
– “I will have enough money to buy everything I want.”
– “I will achieve the ‘look’ I've been after.”
– “I will be admired by many people.”
• Intrinsic
- “I will express my love for special people.”
- “I will help the world become a better place.”
- “I will assist people who need it, asking nothing in
return.”
Two Applications
• Dispositions
– General priority placed on values in system
– Stable over time
Self-Direction
Stimulation
Universalism
Benevolence
Hedonism
Tradition
Conformity
Achievement
Power
Security
Two Applications
• Dispositions
– General priority placed on values in system
– Stable over time
• Activation
– Moment to moment changes in priorities
– Varies across situations
Self-Direction
Stimulation
Universalism
Benevolence
Hedonism
Tradition
Conformity
Achievement
Power
Security
Relevance to Science Educators
• Personal value dispositions are
differentially correlated with ecological
attitudes and behaviors
Eco-Attitudes
• Attitudes towards the environment
– Good (2007); Saunders & Munro (2000)
• Concern about effects of environmental damage
on other people, animals, and future generations
– Schultz et al. (2005)
Eco-Behaviors in Lab
Sheldon & McGregor (2000)
• Assigned people to one of three groups
• Played forest management game
• High extrinsic groups harvested forest at less
sustainable rates
Eco-Behaviors in Lab
Eco-Behaviors in Life
• Frequency of riding bikes, recycling, reuse, etc.
– Gatersleben et al (2008); Kasser (2005); Richins &
Dawson (1992)
• Size of Ecological Footprint
– 400 N Americans – transportation, housing, food
– Brown & Kasser (2005)
Eco-Behaviors in Nations
Kasser (2011)
• 20 wealthy nations
• Citizens’ values for achievement, power, status,
money vs. loyalty, helpfulness, social justice, a
world of beauty
• Associated with National CO2 emissions
– even after controlling for GDP/capita
Relevance to Science Educators
• Personal dispositions towards values are
differentially correlated with ecological
attitudes and behaviors
Relevance to Science Educators
• Personal dispositions towards values are
differentially correlated with ecological
attitudes and behaviors
• Activating one set of values:
– Supports and encourages attitudes and
behaviors consistent with those values
– Suppresses and discourages attitudes and
behaviors in conflict with those values
Self-Direction
Stimulation
Universalism
Benevolence
Hedonism
Tradition
Conformity
Achievement
Power
Security
Self-transcendence
Spirituality
Community
Conformity
Intrinsic
Extrinsic
Popularity
Image
Affiliation
Self-acceptance
Financial
succes s
Phys ical health
Safety
Hedonis m
Physical self
Activation of Values
Maio et al. (2009)
• Cardiff students given pre-test measure of SE, ST,
and other values
• Then either
– Told that their peers highly valued 4 of the
Self-Transcendent aims
– Told that their peers highly valued 4 of the
Self-Enhancement aims
– Memorized value-irrelevant words (control)
• Then given post-test value measure with new SE,
ST, and other values
Change in ST values
3
2
1
0
ST prime
-1
-2
-3
Control
SE prime
Change in SE values
Activation of Eco-Attitudes
Sheldon, Nichols & Kasser (2010)
• University students primed with identity
– Human, Missouri Student, American
– Extrinsic American, Intrinsic American
• Asked to recommend ideal Ecological
Footprint for Americans in 5 years
– 11 items
Recommended EFs
0.3
0.2
0.1
0
-0.1
-0.2
-0.3
-0.4
-0.5
American
Extrinsic
Intrinsic
Human
Student
Activation of Eco-Behavior
Vansteenkiste et al. (2004)
• Subjects - education students
• Asked to read a text on recycling framed as:
– Helping the community (intrinsic)
– Saving money (extrinsic)
Activation of Eco-Behavior
Vansteenkiste et al. (2004)
• Compared to those given Extrinsic frames, those
given Intrinsic frames:
– Learned material more deeply
– Were more likely to visit library to learn more
– Were more likely to go on later trip to recycling plant
Activation of Eco-Behavior
Maio et al. (2011)
• Students completed survey about extent to which
car sharing
– Protects the environment (ST/I)
– Saves money (SE/E)
• Then designed logo & disposed of draft drawings
Recycling
Experimental Condition
Implications for Science
Educators
• Avoid iatrogenic effects in environmental
messages
Possible iatrogenic effects
• SE/E values are encouraged when communicators:
– Make motivational appeals based primarily on selfinterested reasons
– Focus primarily on the “business case for
sustainability,” “green consumption,” and “fees for
environmental services”
Possible iatrogenic effects
• Fear-based messaging
• Insecurity shifts people towards SE/E values
– Economic insecurity (Inglehart, 1977; Sheldon &
Kasser, 2007)
– Relational insecurity (Kasser et al., 1995; Sheldon &
Kasser, 2007)
– Death (Kasser & Sheldon, 2000; Sheldon & Kasser,
2007)
Implications for Science
Educators
• Avoid iatrogenic effects in environmental
messages
• Form coalitions with groups interested in
related outcomes
Well-being Correlates
Measures of Well-being
Kasser & Ryan, 1993, 1996, 2001; Sheldon & Kasser, 1995, 1998, 2001
• Distress:
–
–
–
–
–
Anxiety
Depression
Physical Symptoms
Unpleasant emotions
Drug & Alcohol Use
• Happiness
–
–
–
–
Self-actualization
Vitality
Life Satisfaction
Pleasant Emotions
Found in many samples
• Types of people
– Middle & High School
students
– College Students
– Adults
– Business People
• Countries
–
–
–
–
–
–
–
–
–
Australia
Denmark
Germany
Hungary
India
Russia
Singapore
S. Korea
United Kingdom
Social Correlates
Social Attitudes
• Empathy
– Sheldon & Kasser (1995)
• Social dominance orientation
– Duriez et al. (2007)
• Racial & Ethnic Prejudice
– Duriez et al. (2007); Roets et al. (2006)
Social Behavior
• Pro-social and anti-social behavior
– Cohen & Cohen (1996); McHoskey (1999); Kasser &
Ryan (1993)
• Cooperative vs. Competitive Behavior
– Choose to “get ahead” vs. “cooperate” with friends in
game to win movie ticket
– Sheldon et al. (2000)
Implications for Science
Educators
• Avoid iatrogenic effects in environmental
messages
• Form coalitions with groups interested in
related outcomes
• Work to diminish causes of Selfenhancing/Extrinsic values and to
encourage Self-transcendent/Intrinsic values
Advertising
• Designed to promote
consumerism
• Often creates feelings
of insecurity
• Presence everywhere
promotes social norm
that consumerism is
good
Advertising Directions
•
•
•
•
Remove ads from public places
Ban advertising to children
Tax advertising as a form of pollution
Use revenue to promote intrinsic values
National Indicators
• Currently Gross Domestic Product is dominant
• Promotes less sustainable policies and behaviors
• Alternative indicators include metrics with
intrinsic values in their computation
– Bhutan’s Gross National Happiness
– Happy Planet Index
– Genuine Progress Indicator
Gross Domestic Product vs.
Genuine Progress Indicator
National Indicators Directions
• New social norms will be encouraged
• New policies will be developed to
maximize alternative indicators
Summary
• Attention to aspects of Human Identity
might improve ecological sustainability
– Values & Goals
– Social Identity
– Coping Strategies
Summary
• Important implications for Science
Educators
• Beware Iatrogenic effects
• Form Coalitions
• Discourage damaging identities and
encourage helpful identities
Thanks!
Up front are 12 free copies of Meeting
Environmental Challenges: The Role of Human
Identity
Or download it for free at:
www.wwf.org.uk/what_we_do/campaigning/
strategies_for_change/
E-mail me at: tkasser@knox.edu