Dr Iain Black - Consuming less and having the same (SLRG Seminar - Feb 2013)

Consuming less and having the same: Consumer responses to scarcity

Dr Iain Black

Structure

1.Consuming less and having the same: Consumer responses to scarcity

The “Chocolate Experiments” – ““How full am I? That depends on how much I think I’m

going to get: Consumer adjustment of satiation rates”.

2.Recycling: Yes but caring for my loved ones first! Exploring Identity Conflicts amongst “Green” Working Mothers

Conference paper to be presented at ISDRS Cape Town 2013

Sustainable Consumption

Despite the two Earth Summits at Rio and Johannesburg, the publication ofcorporate environmental or sustainability strategies becoming commonplace,

and the launch of many innovative greener products, environmental and economic data demonstrate that the majority of trends continue to move away

from sustainability.” (Peattie and Peattie, 2009, p. 260)

“much of the responsibility for cutting carbon rests with us as consumers. Our perception of the climate change problem and willingness to adjust to a low carbon lifestyle also needs to be researched. Focus on the Future, p14

From Consumer abundance

Resource and environmental Scarcity

Scarcity and Abundance as MDG issues

Scarcity and SD messages

Scarcity as a retail tactic

How full am I? That depends on how much I thought I was going to get: Consumer adjustment of satiation rates. Iain BlackCharles Areni (University of Sydney)

Overall Aim of Research Project:

This research aimed to develop a theory of how satiation and expectations about

consumption opportunities in the immediate future, influence the enjoyment of present

consumption experiences.

• We have studied both Scarce and Abundant consumption opportunities

Anticipating future scarcity

Conceptual Development

How do consumers respond to scarcity?•One of the most basic principles of consumption is satiation (McAlister 1982).

•A number of factors affect the rate at which we satiate:–Physical Factors:

Consumption quantity and physical capacity –Psychological Factors:

Social norms (Rozin et al. 1998; McFerran et al. 2010) Ease of consumption (Wansink, Painter and Lee 2006) Perceived variety (Redden 2008; Galak, Redden and Kruger 2009) Perceived consumption quantity (Raghubir and Krishna 1999) Monitoring of consumption quantity (Polivy et al., 1986; Wansink 2004)

Conceptual Development cont..

•Utility of current versus delayed consumption –Often conflict between maximizing present versus future utility (Hoch and Loewenstein 1991)

A given factor i.e. variety can affect present and future utility in opposite directions (Ratner, Kahn and Kahneman 1999)

•Savoring:–Is a focusing of attention on the sensory input of consumption experience (Bryant 2003)

“heightened awareness” that “makes us more fully conscious of the pleasurable things we see, hear, smell, touch, or taste” (Bryant and Veroff 2007, p. 6)

Study One:

Relationship between Scarcity, Savouring and Satiation

Research Question: Does Scarcity trigger Savouring and effect satiation?

• Hypothesis• Compared to those who are told after eating, those who know

before eating that will receive only 2 of 6 pieces will:• H1: Eat more slowly, • H2: Will be more satiated and• H3: Will desire fewer additional pieces

• Independent variable: • Scarcity signaled or not:• Dependent Variables:

• Eating time, • Satiation levels• Desire for additional pieces

N=39 (31 female)

ProcedureExpect 6 Receive 2

Told before or after

Results: Those anticipating scarcity…

DV Sig Means

Tasting time: Piece one

F1,27 = 2.08, p < .16

n/s

Tasting time: Piece Two

F1,27 = 9.04, p < .01

M = 57.50 vs. M = 22.54.

Capacity for additional pieces:

F1,27 = 7.52, p < .01

M = 5.10 vs. M = 6.63.

Desire to eat more chocolate:

F1,27 = 7.92, p < .01

M = 2.10 vs. M = 4.08.

•Ate more slowly–H1

•Were fuller–H2

•Had less desire for additional pieces

–H3

Study two:

–Is effect caused by violating desired number vs. expected number? Manipulations suggest Expectations, theory

suggest Wants.–Interested to testing key theoretical finding via Abundance

Study Two Independent variable:

Scarcity/Abundance signaled or not: Before they start eating vs. After 2nd piece

Dependent Variables: How many of the chocolates do they Desire/Want (measured

before plate of chocs) Overall tasting time Capacity for additional pieces Number of pieces eaten

N= 151 (109 female)

Study Two

Measure Desire/Want first before expectations set up

Expect 6 Receive

or

Expect 2

or

Told before or after

62 or

Scarcity conditions

Control condition

Receive

Abundance conditions

Receive 6Told before or after

Receive 2

Control condition

Study Two results Signaling scarcity before eating group ate more slowly and

became satiated more quickly Replicates studies 1.

Opposite effects occur when participants receive more pieces of chocolate than expected.

– Signaling abundance before eating group ate more quickly and became satiated more slowly

Distinguishes between Expectation and Desire:– Eating time:

Expectations: Main effect (F1,139 = 4.18, p < .05. Sig) Desire: Neither Main effect nor Interaction effect (desired quantity x expected) were significant

(F1,136 < 1)– Capacity for more:

Main effect for Expectations (F1,139 = 4.18, p < .05. Sig) If you get less than expected you are fuller after having eaten

Main effect for Desire F1,66 = 9.45, p < .005, Sig, but no interaction between the two (Expectations and Desires)

Discussion and Contribution

–Main Experimental Result: Being warned that you will get less than expected leads to

eating more slowly, consuming “more” per unit of consumption and being more satiated

–Main Theoretical Contribution: Present and Future selves co-operate Linking research streams in Satiation (Galak, Redden and

Kruger 2009) , Savouring (Bryant and Veroff 2007) and Consumer trade offs between current and delayed consumption (Ratner, Kahn and Kahneman 1999)

Key Practical SD Contributions What portion sizes, packaging and communications

decisions can firms make in order to satisfy the desires of their consumers whilst simultaneously protecting both the environment and society (hence to follow a TBL accounting approach)?

How to signal reduced sizes Scarcity and Quality

How to sell to your consumers where resources prices (Oil, Wheat, Water, precious and rare minerals) are reducing the volumes that can be afforded

Questions?

Recycling: Yes but caring for my loved ones first! Exploring Identity Conflicts amongst “Green” Working MothersDr Iain Black, The University of EdinburghDr Helene Cherrier, Griffith University

Context• Professional working mothers experience conflicting personal

and social expectations.– Personal goals (Work, CPD) vs. Evolutionary (Mothering practices)

(Kenrick et al.,2003) and social goals (Thompson 1996)– Working mothers: “Am I a bad mother”…

• In managing these conflicting expectations, these super-mothers often opt for unsustainable consumption practices:– Convenience consumption (Reilly 1982; Reilly and Wallendorf

1987) – Buying pre-processed foods (Thompson 1996). – Often do not often have to time and energy to integrate sustainable

waste management in their lifestyle (Godbey et al. 1998).

Conceptual Framework Used Self : Social and Personal and Extendable (Belk, 1988) Relatively stable, Coherent

More Ahuvia, 2005 and Tian and Belk, 2005) than Belk (1988) and Kleine and Klein (2000)

Yet organized as an ever developing, narrative (Atkins 2004; Ahuvia 2005)

Narrative is partly dialogical in nature (Taylor (1992, Brison, 1997) We learn how to understand ourselves and others via discussion

with others and society. Shifting societal expectations create challenges for maintaining

a coherent self Voluntary Scarcity

Method:

– 17 mothers from Sydney and Toronto – Recruitment via “Greenhomes” initiative

recruitment agency – 1.5 - 3hrs, in-home discussions– Grounded theory analysis techniques used

Findings• High level of knowledge and commitment to

performing a wide range of sustainable behaviours• General concern and specific understanding about

environmental issues. – GHG emissions, water, air and food pollution food, rubbish

disposal – Clearly knowledgeable and intending to act

• Understand consequences of these issues:– ‘I: Why are you doing all this? R: Well because the Earth is

in need of it I guess, and you know, worrying about your kids futures and what’s it going to look like for them and the whole global warming thing.”

Findings– Pro-environmental consumption often practiced through Anti-

consumption in acts of rejection, reduction and reuse, not purchasing green alternatives.

– Non consumption used to support symbolic, identity narrative• Change within the consumerist paradigm• Rejection of “Treehugger”, radical environmentalist,

Conservationist identity – “Would you call yourself a conservationist? R: “I think like people on

the outside who aren’t into conservation stuff probably would, but me from being, looking within and looking at the extreme conservationist people, then I wouldn’t.”

Conceptual Findings• Conflict is created by the contrasting social positions, values

and behaviour inherent in the different roles played: i.e. mother, professional worker and green consumer.

• How consumption and disposal practices are integrated into the daily routines can be understood using a framework of identity conflicts and strategies used to manage these conflicts (Swann 1987, Murray 2002, Ahuvia 2005). – Becoming green necessitates new consumption and

disposal practices that are managed through Assimilation (Accepting or Modifying) or Rejection strategies.

Identity Conflict Strategies

AssimilationStrategy

CoreIdentity

CoreIdentity

PeripheryIdentity

PeripheryIdentity

PeripheryIdentity

Accept Modify

ID’s in “Conflict”

Strategy

Outcome

Rejected

Tactics

RejectionStrategy

Accepting:• Where the new consumption or disposal practice is not felt to

cause conflict between the core and periphery identity, then it can be readily integrated in to their daily routine.

• All mothers Accepted some form of recycling as a disposal practice.– Behaviour from other role/identity was assimilated into Motherhood

• For example: Katherine: – Now sorts and recycles: glass ,metal plastics, food/yard waste,

paper, used nappies (diapers), tissues and general waste– She found this a straightforward change and wishes she could do

more!– Rejected strong chemical household cleaners, using vinegar and

baking soda

Modifying Some behaviours or values under scrutiny required modification before

it was assimilated into the core identity. Without this the behaviour would impinge too greatly on the core identity

and would be rejected. • Francis:

– Rather than clean the bottles and cans for recycling, she would (sometimes) give them a quick rinse (if at all) and put them in the appropriate box.

Conflict between environmental and mother (time poor/juggling)• Rachael:

– Rather than accept the environmental messages regarding eating significantly less (or no) meat, she still feeds her daughter hamburgers

– Concern over iron and weight Conflict between environmental and mother

Rejecting• Where the conflicting consumption or disposal behaviour would

mean a change in the core identity, it may be rejected– I.e. practice impinges on some fundamental part of their motherhood

• Francis – Rejects the use of environmentally friendly cleaners as believes they do

not work as well. Therefore house is not as clean and safe– Conflicting with very strong (Italian) mother where cleanliness is critical.

But will make own insecticide, will modify car use• Regina

– Rejects the reuse of printer paper It clogs the printer, false economy Mother vs. “corporate shark” vs environmentalist

Discussion

• Conflicts between core and other identities, can be negotiated so that despite (and because of) the adoption of new values and consumption practices, self image can be maintained. – “Assimilation” strategy allows change to be avoided even in the

face of considerable change. • Assimilation occurs because of the hierarchical nature of the

conflicting identities and the central importance of motherhood to sense of self. – Properties do not exist in Ahuvia’s examination of loved objects

(2005) or Mick and Fournier’s (1998) technical paradoxes.

Discussion• Disposal, change and loss occurring without disposing

or loss of the meaning of the practice; – i.e. Katherine's disposal of a un-environmentally friendly

behaviour was not accompanied by the disposal of the meaning of this behaviour to her motherhood (a good mother keeps a clean house protecting her children against disease and illness)

• Instead some of the meaning is transferred on to a new behavior that does not cause conflict between her multiple roles. – So she avoids becoming too environmental or jeopardising her

mothering values.

Discussion – Show that beyond information processing,

intentions based models, identity conflicts and self interested needs are important barriers

– Questions the notion of the Sustainable Consumer

– Develops understanding of voluntary scarcities

Recommendations:

– Incorporate changes into existing identities rather than requiring the consumer to change the way they see themselves.

– Rather than attempting to “turn people green” frame changes as being a necessary part of existing core identities such as mother, father, wife etc.

– Changes want to be made within the dominant consumer economy discourse.

– This is a concern!

Recommendations Reinforces requirement for governments to provide

structural support for the individual actions.

Position sustainable practices along side self interested notions such as independence, beauty, quality or value for money.

Avoid “charity appeal” Importance of mundane practices not extraordinary

experiences that might be at the climax of consumer identity change, transformation or revelation.

Tying it all together These studies work together to help build conceptually

more holistic understanding of the fundamental premise underlying marketing sustainability living with less and the overriding conclusion is that we make do, we are able to gain value in other ways, we consume at different rates, take more utility, use other products

or services to build or maintain self image. We can reassure people that by consuming less, they

will not have less We can do the same with less.