Encouraging shoreline behavior change
Michael S. Amato
PhD Student
Psychology Department &
Nelson Institute for Environmental Studies
University of Wisconsin - Madison
Study 1: Beliefs & Goals
• How do people make decisions about their shore?
• How are people who engage in restoration
different from people who don’t?
Encouraging shoreline behavior change
Study 1: Beliefs & Goals
• How do people make decisions about their shore?
• How are people who engage in restoration
different from people who don’t?
Many possible reasons for different choices:
• Emphasis on common good vs. self-interest
• Belief in rights of nature versus humans
• Belief in fragility of nature
• Goals for their property
Beliefs and Goals for Shoreline Decisions
Study method:
 Survey sent to Burnett Co. owners (n = 155 ; 64% resp rate)
 Questions about beliefs, goals, etc.
Questions about grooming behaviors:
• Shower
• Shave
• Cut trees and shrubs
• Mow
• Rake
• Maintain beach
Beliefs and Goals for Shoreline Decisions
Results
Beliefs associated with LESS shoreline grooming:
• Rights of nature (β = -0.34, 99% CI = [-0.61, -0.07])
• Fragility of nature (β = -0.25, 99% CI = [0.09, 0.41])
Implications for communication:
• Emphasize empathy with animals; personification
• Emphasize delicate balance of lake ecosystem
Beliefs and Goals for Shoreline Decisions
Results
Goals associated with MORE shoreline grooming:
• Importance of pleasing aesthetic
(β = 0.34, 99% CI = [0.11, 0.57])
• Importance of usability for recreation
(β = 0.36, 99% CI = [0.14, 0.58])
Implication for communication:
• Offer solutions compatible with those two goals
Beliefs and Goals for Shoreline Decisions
One final point on this:
• BELIEFS (rights + fragility)
– affected behavior by affecting perceived
importance of shore vegetation
• GOALS (aesthetic + usability)
– affected behavior independently of perceived
importance of shore vegetation
Study 1: Beliefs & Goals for Shoreline Decisions
• How do people make decisions about their shore?
• How are people who engage in restoration
different from people who don’t?
Encouraging shoreline behavior change
Study 2: The Barrier of Self-Perception Bias
• What are the barriers that prevent people from
improving their shore?
The Barrier of Self-Perception Bias
come to view
old behavior as
undesirable
old behavior:
maintain groomed
shoreline
new behavior:
grow vegetated
shoreline
The Barrier of Self-Perception Bias
1. Humans are not objective
observers of the world.
2. We perceive the world in
ways that promote a
positive self-view.
come to view
old behavior as
undesirable
old behavior
new behavior
3. Current shoreline state reflects past decisions.
4. Owners are motivated to avoid negative conclusions
about their past decisions.
The Barrier of Self-Perception Bias
Study method:
 Central Wisconsin
71 property owners
(59% response rate)
 Rated photos of shorelines on 4 measures:
natural beauty, water quality, habitat, usability
 8 photos: 1 photo of their own shoreline
+7 photos of other participants’ shorelines
The Barrier of Self-Perception Bias
Study method:
 Central Wisconsin
71 property owners
(59% response rate)
 Rated photos of shorelines on 4 measures:
natural beauty, water quality, habitat, usability
 8 photos: 1 photo of their own shoreline
+7 photos of other participants’ shorelines
The Barrier of Self-Perception Bias
Study result:
 Owners underestimate their own shoreline’s impact
high
7
rated by other
rated by owner
6
5
4
3
low
2
1
Natural Usefulness Water
Beauty
Quality
Habitat
Provided
The Barrier of Self-Perception Bias
rated by other
rated by owner
Natural Usefulness Water
Beauty
Quality
Habitat
Provided
Implications:
• Owners are unlikely to improve their shoreline if they
don’t perceive a problem.
• Owners who think lake health is important are
especially prone to self-perception bias.
Future Research
Beliefs & Goals
• Evaluate actual behavior (not self-report)
• Use survey responses to tailor messages
Self-Perception Bias
• Test methods for delivering objective feedback
– Self-assessment worksheet
– Lake Health Report
Michael Amato
Bret Shaw
John Haack
Thank you for your time!
Thank you to
Wisconsin Department of Natural Resources
Extra slides for Q&A
Category
values
Construct
self-transcendence
Wisconsin's lakes should be available to everyone.
self-enhancement
I am proud to own property on a lake.
stimulation
I find it personally satisfying to spend time at the lake.
security
Owning lake property gives me a feeling of security.
nature’s resilience
rights of nature
The lake can withstand human modifications of the shoreline.
The health of the lakes is dependent on human intervention
and ingenuity.
It is important to protect the lake for the plants and animals
that live there.
affective – enjoy
My ability to enjoy my property
affective – aesthetic
How much I will like the look of it
gain – cost
Cost of the different options
gain – resale
Resale value of my property
normative – fit
How the look of my shoreline fits in with others nearby
normative – health
Effects on the overall health of the lake
It is important that I let my shoreline grow in a natural,
vegetated state.
biospheric
beliefs
human ingenuity
goals
mediator
Item Text
importance