Changing Behavior
By: Ashley Conner, Brittany Couture, Liliana Funes and Mike Rudinica
Introduction
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Two ways to change behavior:
o 1. Change in behavior  change in attitude
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o
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Indirect way
Environmentally detrimental behavior
o
o
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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
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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
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Kempton, Harris, Keith and Wiehl (1985): 3 types
o
o
o
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Ways to increase energy-saving behaviors:
o
o
o
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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
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Why don’t people Recycle?
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How to increase Recycling:
o 1. Make it convenient
o
Indifference and perceived nuisance of doing so.
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Example: Curbside recycling pick-up on same day as trash
o
2. Use explicit goals and incentives
o
3. Use prompting and reminders
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Example: having contests, prizes and rewards
moderately effective
Reducing Waste Production
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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
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Why do people litter?
The Adopt-a-Highway Program
Ways to help reduce littering:
o
o
o
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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
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Education
o
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Persuasion
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o
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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
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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
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Choice
o
o
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Control
o
o
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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
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Information leads to behavior changes.
How to increase behavior changes:
o 1. Feedback in shorter or continuous intervals
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o
o
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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
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However, information on accurate costs could have reverse effects, as for most people, energy costs
are minimal.
Peer Pressure & Social Influence
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Peer Pressure to invoke behavior change
o
o
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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
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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
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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
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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
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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
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Nickerson, R.S. (2002). Changing behavior. In Psychology and Environmental
Change (pp. 91-112). New Jersey: Lawrence Erlbaum Associates.