How do you create sustainable behaviour? Part I
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The document discusses strategies for creating sustainable behavior, emphasizing the importance of effective communication techniques. Key methods include asking the right questions, using appropriate wording and imagery, authority figures, and the order in which information is presented. Examples and studies illustrate how these techniques can lead to more environmentally friendly choices among individuals.
![2. Ask using the right wordsb. Petrified ThievesPeople steal bits of wood from Arizona’s Petrified Forest National Park. Many past visitors have removed petrified wood from the Park, changing the natural state of the Petrified ForestPlease don’t remove the petrified wood from the Park, in order to preserve the natural stateof the Petrified Forest [nothing]The signs above were tested to stop the theft: Some were more successful than others…Yes! 50 secrets from the science of persuasion | Goldstein, Martin, Cialdini | 2007 | pp20](https://image.slidesharecdn.com/presentationparti02clean-100224142634-phpapp01/85/How-do-you-create-sustainable-behaviour-Part-I-30-320.jpg)
![2. Ask using the right wordsb. Petrified ThievesPeople steal bits of wood from Arizona’s Petrified Forest National Park. Many past visitors have removed petrified wood from the Park, changing the natural state of the Petrified ForestPlease don’t remove the petrified wood from the Park, in order to preserve the natural stateof the Petrified Forest [nothing]8% theftYes! 50 secrets from the science of persuasion | Goldstein, Martin, Cialdini | 2007 | pp20](https://image.slidesharecdn.com/presentationparti02clean-100224142634-phpapp01/85/How-do-you-create-sustainable-behaviour-Part-I-31-320.jpg)
![2. Ask using the right wordsb. Petrified ThievesPeople steal bits of wood from Arizona’s Petrified Forest National Park. Many past visitors have removed petrified wood from the Park, changing the natural state of the Petrified ForestPlease don’t remove the petrified wood from the Park, in order to preserve the natural stateof the Petrified Forest [nothing]8% theft3% theftYes! 50 secrets from the science of persuasion | Goldstein, Martin, Cialdini | 2007 | pp20](https://image.slidesharecdn.com/presentationparti02clean-100224142634-phpapp01/85/How-do-you-create-sustainable-behaviour-Part-I-32-320.jpg)
![2. Ask using the right wordsb. Petrified ThievesPeople steal bits of wood from Arizona’s Petrified Forest National Park. Many past visitors have removed petrified wood from the Park, changing the natural state of the Petrified ForestPlease don’t remove the petrified wood from the Park, in order to preserve the natural stateof the Petrified Forest [nothing]8% theft1.7% theft3% theftYes! 50 secrets from the science of persuasion | Goldstein, Martin, Cialdini | 2007 | pp20](https://image.slidesharecdn.com/presentationparti02clean-100224142634-phpapp01/85/How-do-you-create-sustainable-behaviour-Part-I-33-320.jpg)
![2. Ask using the right wordsb. Petrified ThievesPeople steal bits of wood from Arizona’s Petrified Forest National Park. Many past visitors have removed petrified wood from the Park, changing the natural state of the Petrified ForestPlease don’t remove the petrified wood from the Park, in order to preserve the natural stateof the Petrified Forest [nothing]8% theft1.7% theft3% theft“…a message that focuses recipients on the injunctive norm will be superior to messages that focus recipients on the descriptive norm.” (Cialdini et al., 2003)Yes! 50 secrets from the science of persuasion | Goldstein, Martin, Cialdini | 2007 | pp20](https://image.slidesharecdn.com/presentationparti02clean-100224142634-phpapp01/85/How-do-you-create-sustainable-behaviour-Part-I-34-320.jpg)
![2. Ask using the right wordsSocial normsb. Petrified ThievesPeople steal bits of wood from Arizona’s Petrified Forest National Park. Many past visitors have removed petrified wood from the Park, changing the natural state of the Petrified ForestPlease don’t remove the petrified wood from the Park, in order to preserve the natural stateof the Petrified Forest [nothing]8% theft1.7% theft3% theft“…a message that focuses recipients on the injunctive norm will be superior to messages that focus recipients on the descriptive norm.” (Cialdini et al., 2003)Yes! 50 secrets from the science of persuasion | Goldstein, Martin, Cialdini | 2007 | pp20](https://image.slidesharecdn.com/presentationparti02clean-100224142634-phpapp01/85/How-do-you-create-sustainable-behaviour-Part-I-35-320.jpg)
![4. Ask using the right authority a. Insulating expectation “…create 30,000 green M&S ambassadors by offering this energy efficient solution free of charge to our employees”Director of Marks & Spencer’s Plan A environmental scheme “[A] very simple step to make their homes more carbon efficient and to save on their bills”Daniel Ratchford -Strategic Director, Environment & Leisure, Sutton Council](https://image.slidesharecdn.com/presentationparti02clean-100224142634-phpapp01/85/How-do-you-create-sustainable-behaviour-Part-I-52-320.jpg)
![4. Ask using the right authority Authority effectSocialnormsa. Insulating expectation “…create 30,000 green M&S ambassadors by offering this energy efficient solution free of charge to our employees”Director of Marks & Spencer’s Plan A environmental scheme “[A] very simple step to make their homes more carbon efficient and to save on their bills”Daniel Ratchford -Strategic Director, Environment & Leisure, Sutton Council](https://image.slidesharecdn.com/presentationparti02clean-100224142634-phpapp01/85/How-do-you-create-sustainable-behaviour-Part-I-53-320.jpg)
How do you create sustainable behaviour? Part I
- 1. How do you create sustainable behaviour?Part IFebruary 2010Oliver Payne,Founder, CEO, The Hunting DynastyColwyn Elder, Partner, Director of Planning & Strategy,
- 3. 2. Ask using the right words
- 4. 3. Ask using the right images
- 5. 4. Ask using the right authority
- 6. 5. Ask using the right fakeauthority
- 7. 6. Ask in the right order
- 10. How do you create sustainable behaviour?Part I
- 11. How do you create sustainable behaviour?Part I
- 12. 1. Simply ask
- 13. 1. Simply ask a. What can I get you sir?When asked nothing while in a queue for food40% of students took a serving of fruitYale University researcher Marlene Schwartz in a 2007 study
- 14. 1. Simply ask a. What can I get you sir?When asked nothing while in a queue for food40% of students took a serving of fruitWhen asked if they would ‘like fruit or fruit juice’70% of students took a serving of fruitYale University researcher Marlene Schwartz in a 2007 study
- 15. 1. Simply ask Exposure effecta. What can I get you sir?When asked nothing while in a queue for food40% of students took a serving of fruitWhen asked if they would ‘like fruit or fruit juice’70% of students took a serving of fruitYale University researcher Marlene Schwartz in a 2007 study
- 16. 1. Simply ask Schrodinger’s catForty thousand people were asked:“Do you intend to buy a new car in the next six months?” Nudge: Improving Decisions About Health, Wealth, and Happiness, Richard H. Thaler, Cass R. Sunstein, p 76
- 17. 1. Simply ask Schrodinger’s catForty thousand people were asked:“Do you intend to buy a new car in the next six months?” The question increase purchase rates by 35%Nudge: Improving Decisions About Health, Wealth, and Happiness, Richard H. Thaler, Cass R. Sunstein, p 76
- 18. 1. Simply ask Exposure effectSchrodinger’s catForty thousand people were asked:“Do you intend to buy a new car in the next six months?” The question increase purchase rates by 35%Nudge: Improving Decisions About Health, Wealth, and Happiness, Richard H. Thaler, Cass R. Sunstein, p 76
- 19. How do you create sustainable behaviour?Part I
- 20. How do you create sustainable behaviour?Part I
- 21. 2. Ask using the right words
- 22. 2. Ask using the right wordsMandatory option When asked opinions of carbon payment Compulsory carbon tax was unpopular
- 23. Non-compulsory carbon offset was acceptable A Dirty Word or a Dirty World? Attribute Framing, Political Affiliation, and Query Theory | David Hardisty, Eric Johnson and Elke Weber at Columbia University
- 24. 2. Ask using the right wordsMandatory option When asked opinions of carbon payment Compulsory carbon tax was unpopular
- 25. Non-compulsory carbon offset was acceptable When asked if acceptable to make the carbon offset mandatory?A Dirty Word or a Dirty World? Attribute Framing, Political Affiliation, and Query Theory | David Hardisty, Eric Johnson and Elke Weber at Columbia University
- 26. 2. Ask using the right wordsMandatory option When asked opinions of carbon payment Compulsory carbon tax was unpopular
- 27. Non-compulsory carbon offset was acceptable When asked if acceptable to make the carbon offset mandatory?Response20% more favourable than compulsory carbon taxA Dirty Word or a Dirty World? Attribute Framing, Political Affiliation, and Query Theory | David Hardisty, Eric Johnson and Elke Weber at Columbia University
- 28. 2. Ask using the right wordsFramingeffectMandatory option When asked opinions of carbon payment Compulsory carbon tax was unpopular
- 29. Non-compulsory carbon offset was acceptable When asked if acceptable to make the carbon offset mandatory?Response20% more favourable than compulsory carbon taxA Dirty Word or a Dirty World? Attribute Framing, Political Affiliation, and Query Theory | David Hardisty, Eric Johnson and Elke Weber at Columbia University
- 30. 2. Ask using the right wordsb. Petrified ThievesPeople steal bits of wood from Arizona’s Petrified Forest National Park. Many past visitors have removed petrified wood from the Park, changing the natural state of the Petrified ForestPlease don’t remove the petrified wood from the Park, in order to preserve the natural stateof the Petrified Forest [nothing]The signs above were tested to stop the theft: Some were more successful than others…Yes! 50 secrets from the science of persuasion | Goldstein, Martin, Cialdini | 2007 | pp20
- 31. 2. Ask using the right wordsb. Petrified ThievesPeople steal bits of wood from Arizona’s Petrified Forest National Park. Many past visitors have removed petrified wood from the Park, changing the natural state of the Petrified ForestPlease don’t remove the petrified wood from the Park, in order to preserve the natural stateof the Petrified Forest [nothing]8% theftYes! 50 secrets from the science of persuasion | Goldstein, Martin, Cialdini | 2007 | pp20
- 32. 2. Ask using the right wordsb. Petrified ThievesPeople steal bits of wood from Arizona’s Petrified Forest National Park. Many past visitors have removed petrified wood from the Park, changing the natural state of the Petrified ForestPlease don’t remove the petrified wood from the Park, in order to preserve the natural stateof the Petrified Forest [nothing]8% theft3% theftYes! 50 secrets from the science of persuasion | Goldstein, Martin, Cialdini | 2007 | pp20
- 33. 2. Ask using the right wordsb. Petrified ThievesPeople steal bits of wood from Arizona’s Petrified Forest National Park. Many past visitors have removed petrified wood from the Park, changing the natural state of the Petrified ForestPlease don’t remove the petrified wood from the Park, in order to preserve the natural stateof the Petrified Forest [nothing]8% theft1.7% theft3% theftYes! 50 secrets from the science of persuasion | Goldstein, Martin, Cialdini | 2007 | pp20
- 34. 2. Ask using the right wordsb. Petrified ThievesPeople steal bits of wood from Arizona’s Petrified Forest National Park. Many past visitors have removed petrified wood from the Park, changing the natural state of the Petrified ForestPlease don’t remove the petrified wood from the Park, in order to preserve the natural stateof the Petrified Forest [nothing]8% theft1.7% theft3% theft“…a message that focuses recipients on the injunctive norm will be superior to messages that focus recipients on the descriptive norm.” (Cialdini et al., 2003)Yes! 50 secrets from the science of persuasion | Goldstein, Martin, Cialdini | 2007 | pp20
- 35. 2. Ask using the right wordsSocial normsb. Petrified ThievesPeople steal bits of wood from Arizona’s Petrified Forest National Park. Many past visitors have removed petrified wood from the Park, changing the natural state of the Petrified ForestPlease don’t remove the petrified wood from the Park, in order to preserve the natural stateof the Petrified Forest [nothing]8% theft1.7% theft3% theft“…a message that focuses recipients on the injunctive norm will be superior to messages that focus recipients on the descriptive norm.” (Cialdini et al., 2003)Yes! 50 secrets from the science of persuasion | Goldstein, Martin, Cialdini | 2007 | pp20
- 36. 2. Ask using the right wordsPersonal tasteNaming carrots‘X-Ray Vision Carrots’ (preschoolers) - Consumption jumps to 200% - Days later consumption at150% Smarter Lunchrooms Descriptive Names Make Healthy Sales | Making Veggies Cool for Kids
- 37. 2. Ask using the right wordsPersonal tasteNaming carrots‘X-Ray Vision Carrots’ (preschoolers) - Consumption jumps to 200% - Days later consumption at150% Naming Vegetable Soup ‘Rich Vegetable Medley Soup’ - Sales jump to 130% - Ratings also increased for: - the soup, the lunchroom, and the chef Smarter Lunchrooms Descriptive Names Make Healthy Sales | Making Veggies Cool for Kids
- 38. 2. Ask using the right wordsSelective perceptionPersonal tasteNaming carrots‘X-Ray Vision Carrots’ (preschoolers) - Consumption jumps to 200% - Days later consumption at150% Naming Vegetable Soup ‘Rich Vegetable Medley Soup’ - Sales jump to 130% - Ratings also increased for: - the soup, the lunchroom, and the chef Smarter Lunchrooms Descriptive Names Make Healthy Sales | Making Veggies Cool for Kids
- 39. How do you create sustainable behaviour?Part I
- 40. How do you create sustainable behaviour?Part I
- 41. 3. Ask using the right images
- 42. 3. Ask using the right images a. Chief Iron Eyes Cody "People Start Pollution. People can stop it." YouTube
- 43. 3. Ask using the right images a. Chief Iron Eyes Cody Considered successful:16th best television commercial of all time by TV Guide magazine (“The Fifty Greatest,” 1999)
- 44. Top 100 advertising campaigns of the 20th Century by Ad Age Magazine
- 45. 2 Clio awardsCrafting Normative Messages to Protect the Environment Robert B. Cialdini, Department of Psychology, Arizona State University
- 46. 3. Ask using the right images a. Chief Iron Eyes Cody However - imagery is of a world overrun with litter reinforcing damaging message that many people do litterCrafting Normative Messages to Protect the Environment Robert B. Cialdini, Department of Psychology, Arizona State University
- 47. 3. Ask using the right images Social norms(Herd instinct)a. Chief Iron Eyes Cody “…small but conceptually meaningful modification of changing the depicted environment from trashed to clean—and thereby changing the perceived descriptive norm regarding littering.” Crafting Normative Messages to Protect the Environment Robert B. Cialdini, Department of Psychology, Arizona State University
- 48. How do you create sustainable behaviour?Part I
- 49. How do you create sustainable behaviour?Part I
- 50. 4. Ask using the right authority
- 51. 4. Ask using the right authority a. Insulating expectation Marks & Spencer is launching a home energy division (Feb 2010) - offering free loft or cavity wall insulation to employeesSutton council worked with B&Q to made 6,000 rolls of loft insulation available at massively reduced prices
- 52. 4. Ask using the right authority a. Insulating expectation “…create 30,000 green M&S ambassadors by offering this energy efficient solution free of charge to our employees”Director of Marks & Spencer’s Plan A environmental scheme “[A] very simple step to make their homes more carbon efficient and to save on their bills”Daniel Ratchford -Strategic Director, Environment & Leisure, Sutton Council
- 53. 4. Ask using the right authority Authority effectSocialnormsa. Insulating expectation “…create 30,000 green M&S ambassadors by offering this energy efficient solution free of charge to our employees”Director of Marks & Spencer’s Plan A environmental scheme “[A] very simple step to make their homes more carbon efficient and to save on their bills”Daniel Ratchford -Strategic Director, Environment & Leisure, Sutton Council
- 54. 4. Ask using the right authority b. Don’t mess with Texas Males under 35 yrs in Texas were the main source of litter
- 55. 4. Ask using the right authority b. Don’t mess with Texas Males under 35 yrs in Texas were the main source of litter Fines for didn’t work
- 56. 4. Ask using the right authority b. Don’t mess with TexasTexas’s sporting and country-music heroes to front a campaign imploring not to litter:Lance Armstrong
- 57. Chuck Norris
- 58. Willie Nelson
- 59. Lyle Lovett
- 60. Owen Wilson …and morehttp://www.dontmesswithtexas.org/
- 61. 4. Ask using the right authority b. Don’t mess with TexasAds avoided the negatives of guilt andshame in favour of the positives ofpride and group identity.Within five years roadside litter was down by over 70%http://www.dontmesswithtexas.org/
- 62. 4. Ask using the right authority Socialnormsb. Don’t mess with TexasAds avoided the negatives of guilt andshame in favour of the positives ofpride and group identity.Within five years roadside litter was down by over 70%http://www.dontmesswithtexas.org/
- 63. How do you create sustainable behaviour?Part I
- 64. How do you create sustainable behaviour?Part I
- 65. 5. Ask using the right fakeauthority
- 66. 5. Ask using the right fake authority Eye eyeAn office tea & coffee ‘honour box’ alternated these images each week:‘Big Brother' eyes make us act more honestly, June 2006, New Scientist
- 67. 5. Ask using the right fake authority Eye eyePeople paid 2.76 times more when the sign included the pair of eyes‘Big Brother' eyes make us act more honestly, June 2006, New Scientist
- 68. 5. Ask using the right fake authority Eye eye"Frankly we were staggered by the size of the effect,” Gilbert Roberts, one of the researchers‘Big Brother' eyes make us act more honestly, June 2006, New Scientist
- 69. 5. Ask using the right fake authority AuthorityeffectEye eyeWe’re sensitive to whether our actions are being observed by others… even if no one is actually watching.‘Big Brother' eyes make us act more honestly, June 2006, New Scientist
- 70. 5. Ask using the right fake authority b. Smile, you’re on cameraSouth Lanarkshire Council speed signs show numeral and ‘smiley face’ or ‘sad face’ icon according to driver’s speed Speed signs reduce you to a smile | October 2007 | South Lanarkshire Council
- 71. 5. Ask using the right fake authority b. Smile, you’re on cameraSouth Lanarkshire Council speed signs show numeral and ‘smiley face’ or ‘sad face’ icon according to driver’s speedSpeeding fallen by 53% Speed signs reduce you to a smile | October 2007 | South Lanarkshire Council
- 72. 5. Ask using the right fake authority b. Smile, you’re on cameraSouth Lanarkshire Council speed signs show numeral and ‘smiley face’ or ‘sad face’ icon according to driver’s speedSocial approval "The feedback… has been extremely positive… children are desperate to see the smiley face and this encourages whoever is driving the car to slow down.”Councillor Michael McCann, the depute leader of South Lanarkshire Council (UK) Speed signs reduce you to a smile | October 2007 | South Lanarkshire Council
- 73. How do you create sustainable behaviour?Part I
- 74. How do you create sustainable behaviour?Part I
- 75. 6. Ask in the right order6. Ask in the right order
- 76. 6. Ask in the right ordera. Order tax List advantages, then disadvantages of carbon taxes: 46% of Republicans complied 100% of Democrats compliedA Dirty Word or a Dirty World? Attribute Framing, Political Affiliation, and Query Theory | David Hardisty, Eric Johnson and Elke Weber at Columbia University
- 77. 6. Ask in the right ordera. Order tax List disadvantages, then advantages of carbon taxes: 100% of Republicans complied 100% of Democrats compliedList advantages, then disadvantages of carbon taxes: 46% of Republicans complied 100% of Democrats compliedA Dirty Word or a Dirty World? Attribute Framing, Political Affiliation, and Query Theory | David Hardisty, Eric Johnson and Elke Weber at Columbia University
- 78. 6. Ask in the right orderAttributeframingAnchoringeffecta. Order tax List disadvantages, then advantages of carbon taxes: 100% of Republicans complied 100% of Democrats compliedList advantages, then disadvantages of carbon taxes: 46% of Republicans complied 100% of Democrats compliedA Dirty Word or a Dirty World? Attribute Framing, Political Affiliation, and Query Theory | David Hardisty, Eric Johnson and Elke Weber at Columbia University
- 79. 6. Ask in the right orderThe mpg illusion Which trade-in saves the most fuel?Trade-in ATrade-in B10 mpg25 mpg50 mpg12.5 mpgThe MPG Illusion | Professors Richard Larrick, Jack Soll | Duke University
- 80. 6. Ask in the right orderThe mpg illusionNow let’s show Miles-per-gallon as Gallons-per-(hundred)mile. Same answer?Trade-in ATrade-in B10 mpg = 10 GPhM25 mpg = 4 GPhM50 mpg = 2 GPhM12.5 mpg = 8 GPhMThe MPG Illusion | Professors Richard Larrick, Jack Soll | Duke University
- 81. 6. Ask in the right orderThe mpg illusionNow let’s show Miles-per-gallon as Gallons-per-(hundred)mile. Same answer?Trade-in ATrade-in B10 mpg = 10 GPhM25 mpg = 4 GPhM50 mpg = 2 GPhM12.5 mpg = 8 GPhMMPG makes youundervalueimprovements ininefficient carsMPG makes youovervalueimprovements inefficient carsThe MPG Illusion | Professors Richard Larrick, Jack Soll | Duke University
- 82. 6. Ask in the right orderFramingeffectThe mpg illusion“The New York Senate Environmental Conservation Committee has passed a new fuel efficiency bill that includes a "gallons per mile" requirement… vehicle manufacturers [must] list "gallons per 1,000 miles" for city, highway, and combined driving.”Rick Larrick, The MPG Illusion, Feb 201010 mpg = 10 GPhM11 mpg = 9 GPhM12.5 mpg = 8 GPhM14 mpg = 7 GPhM16.5 mpg = 6 GPhM20 mpg = 5 GPhM25 mpg = 4 GPhM33 mpg = 3 GPhM50 mpg = 2 GPhM100 mpg = 1 GPhMThe MPG Illusion | Professors Richard Larrick, Jack Soll | Duke University
- 84. How do you create sustainable behaviour?Part I
- 85. How do you create sustainable behaviour?Thank you (look out for part II & III)
- 86. Part II & III – Ready to download now>