WAKE-UP CALL
Welcome to the March 2010 Wake-Up Call, Awake’s monthly
newsletter for research and news about behaviour change for sustainability.
To view this newsletter as a webpage, click here
In this edition of Wake-up Call…
·
Feature Article – Attitudes
·
Future Workshops – Cultivating Sustainability in
Australia and New Zealand
·
60 seconds with… Jan, Landcare Victoria Volunteer
·
Interesting Article of the Month – Did “An Inconvenient Truth” Achieve
Anything?
·
Exercise of the Month – Where Did You Get That Attitude?
Unsurprisingly, a
key determinant of our likelihood to engage in green behaviour is our attitude towards
it. Do we think it is a good idea? Do we
think our efforts will be worth it?
Attitudes are our
judgments or evaluations towards a certain object or behaviour. Several studies, including a 2007 meta-analysis,
have found attitudes to be among the most important factors predicting our
pro-environment behaviour. So it is worth investigating how attitudes form, and
how we can influence them.
Attitudes are
assembled from three types of information: beliefs about the objects
characteristics, feelings and emotions about the object, and information about
past and current actions toward the object.
For instance, we may have developed a positive attitude towards cycling
through an analysis of its merits (belief), a good feeling that we get from it
(emotions), or a series of successful cycling experiences (past actions). Often
a combination of all three serve to create an attitude.
It is worth
noting that knowledge alone does not necessarily change attitudes. For example,
while knowledge is an important piece of the puzzle for people to start cycling,
a number of other things will also affect a persons attitude towards cycling,
such as perception of weather, safety and comfort.
Some attitudes
are stronger than others, in terms of the extent to which they endure
(persistence), their resilience to change (resistance) and the likelihood that
they will result in behaviour. A major field of study involves identifying the
factors which affect the strength of an attitude. One useful theory is the
Elaboration Likelihood Model (ELM), created by Petty and Cacioppo in
1986. The ELM describes two ways in
which we form attitudes. The first is
the central processing route, whereby we are motivated and interested, and
carefully weigh up the information which shapes our attitudes. Alternatively, we can use the peripheral
processing route, whereby more superficial aspects of a message will shape our
attitude. The extent to which we are
likely to rely on each route is dependent on a number of things, including the
degree of interest we have in the topic, and the relevance it has to us. For instance, when evaluating a green
cleaning product, a passionate environmentalist may undertake their own
analysis of its merits, rather than relying on the claims of the advertiser. A
less engaged person, however, is more likely to be swayed by the claims of a
celebrity endorser for example. Both may
form the same attitude towards the product, but through quite different paths
of attitude formation.
Evidence suggests
that attitudes adopted via the central route are more likely to endure than
those arrived at via the peripheral route. Because of the investment we make in
coming to a careful decision, we are more likely to feel on solid ground, and
will be reluctant to change our minds. When promoting sustainability, creating
resilient attitudes is important, because the aim is to change behaviour – not
just attitudes. In sustainability in particular, there is no shortage of
excuses and opportunities to deviate from the path of “doing the right thing”,
and therefore a strong commitment to persevering is often required. If people
have made a mild commitment in response to a gimmick or emotive persuasion, it
is easy for them to back down when it comes to following through with
behaviour. If, however, they have come to a clear and considered conclusion
about the best course of action, they are more likely to resist distractions
and setbacks to follow through. The
stronger and more resistant attitude they have formed will often prevail.
The difficulty,
of course, lies in the fact that people increasingly feel overwhelmed by
information, especially relating to climate change. We are also predisposed to take “cognitive
shortcuts” when making up our minds about an issue, as we don’t have the
capacity to analyse everything. The key
to convincing someone that it is worth investing the time and effort required
to shape a well-informed attitude appears to lie in the personal relevance of
the topic. A number of factors make up perceived relevance, among them the
degree to which it will “affect me personally”. This may provide an important
clue as to the best way to communicate issues such as climate change. As long as people can distance themselves
from the issues by seeing it as something that will happen to people in faraway
countries, or to future generations, it will be difficult to instill durable
pro-environmental attitudes that translate to behaviour. However, if our
efforts to promote sustainability can be targeted and framed in such a way that
the audience sees how it is directly relevant to something they value, the
substance of the communication is more likely to be absorbed and acted upon.
WANT TO USE THIS
ARTICLE IN YOUR E-ZINE OR WEB SITE?
You can, as long as you include this complete blurb with
it:
Awake provides psychology-based
services to support the development of sustainable behaviour in individuals,
groups and organisations. Visit www.awake.com.au
for more info
The training calendar for 2010 is currently being
developed. The following are tentative
dates for Cultivating Sustainability workshops in Australia. Please note, some
of these dates differ from those previously advised.
Canberra, April
14 (Confirmed – register here)
Sydney, May 4
Perth, June 2
Brisbane, June 21
Byron Bay, June 23
Hobart, July 13
A series of workshops in New Zealand are also being
planned for May (dates locations to be confirmed).
To register interest for workshops in New Zealand or
Australia, please
email timc@awake.com.au
More information, including online registration details,
is available at www.awake.com.au/cultivating.html
Cultivating Sustainability is a 1-day workshop which provides sustainability
advocates with insights, models and practical tools to support their behaviour
change efforts. Anybody who has taken on
the challenge of influencing others to live and work more sustainably will find
this workshop a valuable addition to their skills.
Cost: For-profits $250pp
Not-for-profit/Government
$200pp
Individuals/Community
Groups $120pp
Feedback from attendees of the most recent
Cultivating Sustainability workshops included…
“Great framework for encouraging behavioural change within
organisations”
“Provided me with tools and insights to challenge me to review
how I am approaching my sustainability project”
”This workshop has given me good insight into the motivating
factors in people’s behaviour and ways to get lasting change”
“I found the workshop useful to help me learn practical and
positive/inspirational ways to change peoples attitudes and behaviours towards
sustainability”
For more
information about the Cultivating Sustainability workshop, see www.awake.com.au/cultivating.html
What first got you focused on sustainability?
My parents were a big influence. They taught me caring about the environment.
What is the sustainable choice you have recently made of
which you are most proud?
Helping land-holders get back on their feet after the bushfires. Giving them advice on the environmental
processes involved. By increasing their
understanding, you can see their confidence increasing.
What is a less sustainable choice that you are not so
proud of?
Driving my car too much. I’m
looking at ways to ride my bike more.
Where?
An Inconvenient
Truth Increases Knowledge, Concern, and Willingness to Reduce Greenhouse Gases
By Jessica M. Nolan
Environment
and Behavior, Online First, 20 Jan, 2010
What is it about?
The researchers
examined the effects of the climate change documentary An Inconvenient Truth on
a group of the movie-going public, along with a separate group of students. The measures included knowledge and concern about
climate change, intention to make behavioural changes, and actual behaviour changes.
What did they
find?
The results
showed that viewing An Inconvenient Truth resulted in an increase in peoples
knowledge about climate change, their concern about it, and their intentions to
change their own behaviour to address it.
One month later, peoples knowledge and concern were still elevated. However, there was very little evidence that
people had followed through on the behaviour which they had committed to.
What can we take
from this?
These findings
are consistent with previous research that shows that an increase in knowledge
does not always translate to a change in behaviour. Furthermore, even expressing an intention to
change behaviour is no sure indication that people will follow through. Studies such as this underline the importance
of an approach which identifies the various psychological, physical and social
factors which influence behaviour, and takes steps to address them in a
structured way.
The feature article above distinguishes between attitudes formed through
our beliefs about the object, our feelings about it, and our experiences of it.
This months
exercise is an opportunity to identify how our own attitudes to some green behaviours
were formed.
1. Write
down your attitude towards the following
a. Turning
off appliances at the wall after use
b. Composting
c. Taking
public transport
d. Cycling
Remember, an
attitude is an evaluation of the merits of an object or behaviour. (e.g. “I don’t
cycle because it is unsafe”)
2. Where
did the attitude mostly come from?
a. An
analysis of the behaviour (separate from actually experiencing it)?
b. A
feeling or emotion you associate with the behaviour (either positive or
negative)?
c. An
experience of the behaviour (either positive or negative)?
By identifying
where an attitude came from, you may actually see an opportunity to re-examine it
and give the behaviour a try.
The exercise of the month provides
a tool to help you get engaged, inspired, aware and in action around
sustainability. Feel free to use it on your own, with a friend, or in
your work. If you do use it with others, please tell them where you got
it!
Awake provides
psychology-based services to support the development of sustainable behaviour
in individuals, groups and organisations. Visit www.awake.com.au
for more info
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for sustainability, please forward Wake-Up Call to them so they can subscribe.
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© Awake 2010