1 Effective Communication & Behavior Change Seminar for Environmental Leaders Sponsored by The Solar Valley Coalition October 28, 2008 Amanda Carrico [email protected].

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Effective Communication & Behavior Change

Seminar for Environmental LeadersSponsored by The Solar Valley Coalition

October 28, 2008

Amanda [email protected]

Doctoral CandidateDepartment of Psychology

Vanderbilt University

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Public Perceptions: Climate Change & Environment National Public Opinion Polls:

82% - Climate change is real (60% caused by human activities)1.

65% - concerned “a great deal” or “a fair amount” about climate change2.

53% - Climate change is one of the most serious long-term issues facing our country3.

Middle Tennessee4: 67% are “very concerned” about the environment. 43% believe air pollution is harmful to their health.

1Fox News Survey, 2007; 2Pew Research Center, 2008; 3Presidential Debate on Science Survey, 2008; 4Clean Air Partnership & Vanderbilt University, 2003 - 2007

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Pro-Environmental Behavior Behaviors changed because of air pollution

(Middle Tennessee): Carpooled - 1% Used mass transit - <1% Limited driving - 1% Reduced energy use - 1%

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Behavioral MalleabilityInfrequent Behaviors Frequent Behaviors

Easy to Change (few structural

barriers)

Reduce water heater tempCFL substitutionTire pressure maintenanceAuto air filter changeInstall Programmable ThermostatImprove home insulation

Turn off unused lights/appliancesReduce vehicle idlingReduce standby powerAdjust thermostat 2o

Trip chainAlter driving habitsWalk/Bike to nearby locations

Difficult to Change (substantial barriers:

income, access, time, competing

demands)

Purchase ‘Energy Star’ appliancesBuy more efficient vehiclePurchase renewable energy sourceUrban lifestyle

Purchase local foodCarpoolUse Mass Transit

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Overcoming Barriers to Behavior Change

Provide usable information Make behavior change easier Promote efficacy Use Social Norms

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Lack of “Usable” InformationMisperceptions often lead us to the “wrong” actions.

We overestimate the energy used by things we see (lights) and underestimate the things we don’t (hot water heater, furnace).

>80% of Americans hold inaccurate beliefs about idling1: It is better to idle for ___ in order to:

“Save gas” = 4.7 minutes “Prevent pollution” = 3.6 minutes “Prevent vehicle wear” = 5.7 minutes

Information is most effective for easy-to-change behaviors

Minutes/day

% of population

Daily US Emissions

(million lbs)

Annual US emissions

(MMt)

Daily US consumption

(million gallons)

Annual US consumption

(billion gallons)

Warming 2.7048%

(91.2 million)45.51 7.53 1.95 0.71

Waiting 3.0946%

(87.4 million)49.91 8.26 2.14 0.78

Total 95.42 15.79 4.09 1.49

CO2 Emissions Fuel ConsumptionTable 3. Estimated CO2 emissions and fuel use associated with unnecessary idling in the United States.

1Carrico, Vandenbergh, Gilligan & Wallston (in preparation)

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Presenting InformationInformation is most effective when it is:

From a credible source ‘State Regulatory Agency’ vs. ‘Local Utility’ Seek out endorsements

Vivid “30 inches of cracks” vs. “a hole the size of a basketball”

Meaningful Making the abstract concrete

2000 kwh = “enough energy to power the average home for 6 weeks”.

“If everyone lived like you we would need 2.1 planets to support global consumption”

Example - ‘Black Balloons Commercial’ http://www.youtube.com/watch?v=vZLDPEQzlck

Provide specific calls to action

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Make Behavior Change Easier We are less likely to perform behaviors that require:

More steps More time and effort More mental energy (e.g., memory, attention)

Examples The single biggest determining factor in whether a person recycles if

the availability of curbside recycling. Organ Donation (opt-in vs. opt-out)

Consider default settings: Hot water heaters Energy saving settings

(computers, monitors)

Johnson & Goldstein, 2003

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Make Behavior Change Easier

External Barrier The Big Ones The Smaller Ones

Access to mass transit Increase routes and frequency Organize carpool networks within organizations

Cost of efficiency upgrades Tax incentives/loans/rebates Allow cost of upgrades to be paid for from savings in electricity bills

Difficulty remembering to turn off lights (particularly in organizational settings)

Install motion-sensor lighting Post reminders on light switches

Time/effort required to weatherize/insulate home

Provide free/subsidized service Energy auditor arranges for the services at the time of audit.

Remembering to maintain proper tire inflation

Service offered at time of fill-up

Reminders posted at gas stations

Solutions

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Promoting Efficacy We are less motivated to engage in behaviors that we feel are ineffective. Particularly important for frequent & easy to change

behaviors. Promoting Efficacy:

Message framing Stress the connection between behaviors and outcomes.

Feedback Feedback meters associated with 5 to 60% reduction in energy use. Continuous feedback is most effective (feedback meters) Periodic feedback is better than no feedback (public announcements)

31%

55%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Weekly Feedback Continuous Feedback

Petersen et al. (2007)

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Vanderbilt’s ThinkOne Campaign

In September of 2008, the Undergraduate Admissions Building used about 65,600 kilowatt hours (kWh) of electricity. This is moving in the right direction, as it is 12% better than average for your building! However, it is still 2,600 kWh from reaching your goal…

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Using Social Influence Social Norms:

Pressure to comply (social approval) Pressure to conform (popularity, fitting in)

We often change our behavior to accommodate social norms. 75% of participants gave an obviously wrong answer (Asch, 1951).

X A B C

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Using Social Norms Message Framing:

Sequoia National Park (Winter et al., 2000):

“Many past visitors have gone off the established paths, changing the natural state of the Sequoias and vegetation in this park”

“Please don't go off the established paths and trails in order to protect the Sequoias and natural vegetation in this park”

31%

19%

5%0%

10%20%30%40%50%60%70%80%

No Sign "Many past visitors havegone off the established

pathsÉ"

"Please don't go off theestablished paths..."

Percent of visitors who strayed off the path

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Using Social Norms Identify Early Adopters:

Water Conservation Study (Aronson & O’Leary, 1982)

“Conserve water: 1. Wet down. 2. Water off. 3. Soap. 4. Rinse.”

Work with opinion leaders Led to 12% unprotected sex in HIV/AIDS prevention

efforts (Kelly et al., 1991; 1992; 1997)

6%

49%

67%

0%

20%

40%

60%

80%

100%

Sign Only One Student Two Students

Percentage who turned off water while showering

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How to build an effective program1. Set goals2. Identify barriers3. Plan and Implement 4. Evaluate5. Revise and refine

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Set Goals Long-term goals

Mission statement Short-term goals

Create specific near-term objectives Quantify objectives

15% decrease in campus electricity use (ThinkOne) 10% increase in carpooling

Identify behaviors that will achieve those objectives

Conservation behavior (lighting, heating and cooling, appliance use)

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Identify Barriers Understand what may prevent an

individual from engaging in the target behavior. Literature Search Focus Groups Surveys (Needs Assessment)

How often do you engage in this behavior? What helps you to engage in this behavior? What prevents you from engaging in this behavior?

Observation

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Create a Plan Determine which behavior change

techniques are at available. Make concrete steps for how to achieve

goals. Create a logic/process model to outline

steps required to implement plan and for the plan to be effective

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Create a Plan (Process Model)

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Evaluate No intervention is complete without an evaluation Measure:

Behavior Exposure to intervention Reactions to intervention (negative and positive) Unexpected consequences

Printed materials not being recycled Turning off lights leads to safety concerns

Tools for evaluation: Surveys Observation Focus groups Comment pages/Community Forums (website)

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Revise & Refine Allow enough flexibility to revise and

refine your program!!

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Additional ResourcesFostering Sustainable Behavior: An Introduction to Community-Based Social

Marketing. Doug McKenzie-Mohr and William Smith. New Society Publishers.A Review of Intervention Studies Aimed at Household Energy Conservation. Wojke

Abrahamse et al. Journal of Environmental Psychology, 2005 Volume 25: 273 - 291.

Psychological Dimensions of Global Environmental Change. Paul C. Stern. Annual Review of Psychology, 1992, Volume 43: 269 - 302.

What Psychology Knows about Energy Conservation. Paul C. Stern. American Psychologist, 1992, Volume 47 No. 10: 1224 - 1232.

Crafting Normative Messages to Protect the Environment. Robert B. Cialdini. Current Directions in Psychological Science, 2003, Volume 12: 105-109.

Evaluating Community Programs and Initiatives. The Community Tool Box. http://ctb.ku.edu/tools//index.htm#partJ