Changing Behavior By: Ashley Conner, Brittany Couture, Liliana Funes and Mike Rudinica Introduction Two ways to change behavior: o 1. Change in behavior change in attitude o Indirect way Environmentally detrimental behavior o o More cost effective to effect behavior directly 2. Change in attitude change in behavior Reinforcing consequences Examples: convenience, comfort and money Environmentally beneficial behavior o o Positive reinforcement Examples: use of incentives Ways to Change Behavior Incentives to decrease energy consumption o Effective over short periods of time o Other variables, such as feedback, might hinder the person’s ability to isolate the effects of the incentives o Some cases, the cost of incentives is more than the immediate monetary value of the energy saved Disincentives and penalties as ways to decrease energy consumption o Examples: imposing taxes on energy o Van Houten, Nau & Merrigan (1981): elevator time delayed from 10 to 26 seconds and decrease use of elevator by 31% Energy-Conserving Behavior Kempton, Harris, Keith and Wiehl (1985): 3 types o o o Ways to increase energy-saving behaviors: o o o 1. Investment in energy-efficient equipment 2. Efficient management of energy use 3. Curtailment of energy-demanding amenities or comfort 1. Provide consumers with information 2. Giving specific models of how to increase efficiency 3. Posting reminders (especially effective when the action is simple) VIDEO: ENERGY CONSERVATION http://youtube.com/watch?v=UwSu2uhNP54&feature=related Transportation Why focus on transportation? VIDEO: JUST WALK IT OUT http://youtube.com/watch?v=OoCSwOVqi_M 1/4 of all energy used in the U.S. is for transportation 50% of that is used for private transportation Automobiles are the most preferred form of private transportation in the U.S. Ways to conserve in transportation: 1. Carpooling 2. Vanpooling/Bus Transportation Impediment to public transportation: fear of crime Increasing Recycling Why don’t people Recycle? How to increase Recycling: o 1. Make it convenient o Indifference and perceived nuisance of doing so. Example: Curbside recycling pick-up on same day as trash o 2. Use explicit goals and incentives o 3. Use prompting and reminders Example: having contests, prizes and rewards moderately effective Reducing Waste Production Waste Reduction vs. Recycling Municipal Solid Waste Source Reduction and Recycling Act of 1989 Consumer Decision Making: Waste Reduction vs. Recyclability Corporations and Waste Management Antilittering Campaigns Why do people litter? The Adopt-a-Highway Program Ways to help reduce littering: o o o o 1. Explicit appeals and simple reminders 2. Daily feedback coupled with a reward 3. Incentives and rewards 4. Daily notices in a newspaper o Levitt & Leventhal, 1986: New York study on Bottle Bills Bottle Bills: mandate refunds on the return of glass, plastic and aluminum beverage containers Education and Persuasion Education o Persuasion o o Information Dissemination - providing information alone and urging people to change their behaviors has positive, but seldom dramatic effects Understandable, believable and relevant More effective if: credibility of the source is high and interest to the person is high Five Factors that influence effectiveness: o o o o o 1. Clarity of the message presented 2. The degree to which it is personalized 3. How it is packaged 4. It’s emotional content 5. Credibility of the source The Three C’s Choice o o Control o o Involuntary vs. Voluntary Incentives vs. Disincentives Degree of control Real versus Perceived Control Commitment o o Modest commitment is enough to make a behavioral change Ways to increase commitment: 1. Weekly feedback of progress 2. Commitment and Agreement 3. Set specific goals 4. Acquire a vested interest Information Feedback Information leads to behavior changes. How to increase behavior changes: o 1. Feedback in shorter or continuous intervals o o o Sexton, Johnson & Konakayama (1987): usage switched to off-peak hours 2. From a perceived credible source 3. Providing assistance in effecting necessary actions to be efficient 4. Directly link energy usage to the person/money However, information on accurate costs could have reverse effects, as for most people, energy costs are minimal. Peer Pressure & Social Influence Peer Pressure to invoke behavior change o o People’s behavior as it relates to environmental change is influenced by the behavior of their peers and social norms. Social approval and disapproval play roles very similar to incentives and disincentives. Social Desirability Effect o o o People will change their behavior if it means it will help them fit in with the norm. By sending pamphlets out that had community participation levels in environmentally friendly acts (recycling etc.) recycling and conservation behavior improved. Publicizing atypical behavior worth emulation Long Term Effects More research needs to be done to determine how to change behavior for the long-term Behaviors usually last for a short period of time after the trial and revert back once reinforcements are taken away Possible ways to increase long-term behavior: o o o 1. Citizen agitation and organization (Nader, 1991) 2. Induction 3. Incentives and other form so of positive reinforcement Limitations on doing studies to determine long-term effects: o Too expensive to implement on a wide-scale level Limitations of this Chapter 1. Explained the results and findings of studies but rarely gave detail as to who the participants were and how the study was conducted. 2. This chapter also didn’t provide any possible solutions to finding long-term effects. 3. Only gave us a few ways to change behavior for the short-term. Most of the ways suggested were similar or the same. Discussion How can we change behavior for the long-term? What can you do to make more environmentally beneficial decisions? How can psychology help us to change attitudes and beliefs into behaviors that benefit the environment? Reference Nickerson, R.S. (2002). Changing behavior. In Psychology and Environmental Change (pp. 91-112). New Jersey: Lawrence Erlbaum Associates.