Association of Oregon Recyclers Seaside Oregon June 7
- Slides: 34
Association of Oregon Recyclers Seaside, Oregon June 7, 2008
The psychology of changing consumption behaviors Thomas Joseph Doherty, Psy. D. Association of Oregon Recyclers 30 th Annual Conference Seaside, Oregon June 7, 2008 Association of Oregon Recyclers Seaside, Oregon June 7, 2008
www. selfsustain. com Association of Oregon Recyclers Seaside, Oregon June 7, 2008
A Quick Focus Group Association of Oregon Recyclers Seaside, Oregon June 7, 2008
Me, a hero? Association of Oregon Recyclers Seaside, Oregon June 7, 2008
Define: Hero n n A champion: someone who fights for a cause a hero (male) or heroine''' (female) usually fulfills the definitions of what is considered good and noble in the originating culture. Association of Oregon Recyclers Seaside, Oregon June 7, 2008
Consumption? Association of Oregon Recyclers Seaside, Oregon June 7, 2008
Social & Economic Perspectives n For social and economic analyses of consumption that compliment the psychology I will share, I recommend the work of Juliet Schor: n Schor, J (1998) The overspent American. New York: Harper Association of Oregon Recyclers Seaside, Oregon June 7, 2008
Some psychology Association of Oregon Recyclers Seaside, Oregon June 7, 2008
Social Norms n n Perceptions or beliefs about how others behave which in turn regulate behavior n n and act as informal social controls Association of Oregon Recyclers Seaside, Oregon June 7, 2008
Door-hangers encouraging people to conserve energy 1. 2. 3. 4. Urged residents to think about their effect on the environment Informed them how much money they could save using fans instead of air conditioning Implored them to consider future generations Told residents that most of their neighbors actively conserved energy. n Robert Cialdini, Ph. D. Arizona State University. Association of Oregon Recyclers Seaside, Oregon June 7, 2008
Results n n The first three notices fell flat, achieving essentially no energy conservation The final one made a big difference On average, those households dropped their energy usage by nearly two kilowatt-hours per day n a 10 percent reduction in daily power usage. n Association of Oregon Recyclers Seaside, Oregon June 7, 2008
n "The most primitive way we've developed to make decisions is to watch what other people in similar situations are doing. ” n Robert n n Cialdini, Ph. D. Monitor on Psychology, Volume 39, No. 3 March 2008 http: //www. apa. org/monitor/2008/03/planet. html Association of Oregon Recyclers Seaside, Oregon June 7, 2008
Adaptation n “The Hedonic Treadmill” n n As people rise in accomplishments and possessions, their expectations also rise. Soon they habituate to the new level, and it no longer makes them happy. n Deiner, E. (2000) Subjective wellbeing. American Psychologist 55, 34 -43. Association of Oregon Recyclers Seaside, Oregon June 7, 2008
The Consuming Self Association of Oregon Recyclers Seaside, Oregon June 7, 2008
“The Empty Self” “Without the empty self, America’s consumer-based economy (and its charismatically oriented political process) would be inconceivable. ” n Phillip n Cushman, P. (1995) Constructing the self, constructing America. Reading, MA: Addison Wesley Publishing. Association of Oregon Recyclers Seaside, Oregon June 7, 2008
So what to do about all of this? Association of Oregon Recyclers Seaside, Oregon June 7, 2008
Association of Oregon Recyclers Seaside, Oregon June 7, 2008
Environmentally-relevant behaviors n n n Paul Stern, National Research Council Examined evidence for common beliefs about environmental behaviors Identified factors that determine environmental behaviors n n Stern, P. C. (2000). Psychology and the science of humanenvironment interactions. American Psychologist, 55 523 -530. Gardner, G. T. & Stern, P. C. (2002) Environmental problems and human behavior (2 nd Ed. ). Boston: Pearson Association of Oregon Recyclers Seaside, Oregon June 7, 2008
A Causal Model of Environmental Behavior Type of Variable Level of Causality Examples 8 Social background and socialization Ethnicity, SES, Religion 7 External conditions (incentives and constraints) Price, Regulation, Technology, Convenience 6 Basic values Hedonism, altruism 5 Environmental worldview Belief that the environment is fragile or resilient 4 Attitudes, beliefs and personal norms about environmental behaviors Sense of personal obligation to stop global warming 3 Behavior-specific knowledge and beliefs knowing which packaging is biodegradable, how to petition legislators, the personal costs or benefits of particular behaviors 2 Behavioral commitment Decision to use public transport 1 Environmentally relevant behavior Buying a certain type of product . Stern, P. C. (2000). Psychology and the science of human-environment interactions. American Psychologist, 55 523 -530 Association of Oregon Recyclers Seaside, Oregon June 7, 2008
Achieving the behavior Type of Variable Level of Causality Examples 8 Social background and socialization Ethnicity, SES, Religion 7 External conditions (incentives and constraints) Price, Regulation, Technology, Convenience 6 Basic values Hedonism, altruism 5 Environmental worldview Belief that the environment is fragile or resilient 4 Attitudes, beliefs and personal norms about environmental behaviors Sense of personal obligation to stop global warming 3 Behavior-specific knowledge and beliefs knowing which packaging is biodegradable, how to petition legislators, the personal costs or benefits of particular behaviors 2 Behavioral commitment Decision to use public transport 1 Environmentally relevant behavior Buying a certain type of product . Stern, P. C. (2000). Psychology and the science of human-environment interactions. American Psychologist, 55 523 -530 Association of Oregon Recyclers Seaside, Oregon June 7, 2008
Hitting a barrier Type of Variable Level of Causality Examples 8 Social background and socialization Ethnicity, SES, Religion 7 External conditions (incentives and constraints) Price, Regulation, Technology, Convenience 6 Basic values Hedonism, altruism 5 Environmental worldview Belief that the environment is fragile or resilient 4 Attitudes, beliefs and personal norms about environmental behaviors Sense of personal obligation to stop global warming 3 Behavior-specific knowledge and beliefs knowing which packaging is biodegradable, how to petition legislators, the personal costs or benefits of particular behaviors 2 Behavioral commitment Decision to use public transport 1 Environmentally relevant behavior Buying a certain type of product . Stern, P. C. (2000). Psychology and the science of human-environment interactions. American Psychologist, 55 523 -530 Association of Oregon Recyclers Seaside, Oregon June 7, 2008
Points of Leverage Type of Variable Level of Causality Examples 8 Social background and socialization Ethnicity, SES, Religion 7 External conditions (incentives and constraints) Price, Regulation, Technology, Convenience 6 Basic values Hedonism, altruism 5 Environmental worldview Belief that the environment is fragile or resilient 4 Attitudes, beliefs and personal norms about environmental behaviors Sense of personal obligation to stop global warming 3 Behavior-specific knowledge and beliefs knowing which packaging is biodegradable, how to petition legislators, the personal costs or benefits of particular behaviors 2 Behavioral commitment Decision to use public transport 1 Environmentally relevant behavior Buying a certain type of product . Stern, P. C. (2000). Psychology and the science of human-environment interactions. American Psychologist, 55 523 -530 Association of Oregon Recyclers Seaside, Oregon June 7, 2008
The Stages of Change Precontemplation n Contemplation n Preparation n Action n Maintenance n n Prochaska, J. O. , Di. Clemente, C. C. & Norcross, J. C. (1992) In search of how people change: Applications to addictive behaviors. American Psychologist, 47, 1102 -1114. Association of Oregon Recyclers Seaside, Oregon June 7, 2008
The Stages of Change n n Key Point: Tailor your intervention to the stage your client is in “Meet them where they’re at” Association of Oregon Recyclers Seaside, Oregon June 7, 2008
Applying a stage model n n Prochaska, J. O. , Norcross, J. C. & Di. Clemente, C. C. (1994). Changing for good. Avon Books. Hopkins B. (2008). The Transition Handbook: from oil dependency to local resilience. Green Books. n http: //transitionculture. org/ Association of Oregon Recyclers Seaside, Oregon June 7, 2008
Community-Based Social Marketing (CBSM) n n Mc. Kenzie-Mohr, D. & Smith, W. 1999. Fostering sustainable behavior. Gabriola Island, BC New Society Publishers. www. cbsm. com Association of Oregon Recyclers Seaside, Oregon June 7, 2008
Back to you… Association of Oregon Recyclers Seaside, Oregon June 7, 2008
Me, a hero? Association of Oregon Recyclers Seaside, Oregon June 7, 2008
The Hero: Master of Two Worlds Ecotopia n & n The World We Live In Now Association of Oregon Recyclers Seaside, Oregon June 7, 2008
U Association of Oregon Recyclers 3 R OK Seaside, Oregon June 7, 2008
U 3 R OK n (Pronounced: “You are OK”). n Understand n have a plan, accepts limits of control, do-able goals Reduce-Reuse-Recycle n Offset n n n the rest Be Kind n …to your self and be kind to others. Association of Oregon Recyclers Seaside, Oregon June 7, 2008
Thank You! Thomas Joseph Doherty, Psy. D. n www. selfsustain. com n thomas@selfsustain. com n 503 -288 -1213 Association of Oregon Recyclers Seaside, Oregon June 7, 2008
Association of Oregon Recyclers Seaside, Oregon June 7, 2008
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