WAKE-UP CALL
Welcome to
the October 2008 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 – Does Fear Work?
·
Upcoming Workshops – Cultivating Sustainability in NZ
·
60 seconds with… Sudha Hamilton from Eco Living
Magazine
·
Interesting Article of
the Month – Persuasive Trash
Cans
·
Exercise of the Month –
Self-Reflection
As far as fearful
images go, the perils of environmental degradation are pretty vivid. Rising sea levels, storm surges, starvation
and resource wars are just some of the nightmare scenarios regularly presented,
not by Hollywood producers, but increasingly by normally sober, conservative
scientists. So that should make it
pretty easy to mobilise people to start taking action now – just scare them
into it. But does fear work as a
motivator?
Much
research has been conducted into the effect of fear-based messages as a means
to raise concerns about a variety of issues, and to get people into
action. Environment-related messages are
different to most, in that they are designed to encourage largely selfless
behaviours for which there is not always a visible benefit to oneself. In contrast, campaigns to discourage smoking
or unhealthy diets, for instance, are appealing to people to take action for
their own immediate personal benefit, possibly an easier concept to sell.
Research by
Paterson and Neufeld
(1987) found that, for a threat to have an impact on us, it must contain
severity (i.e. have consequences for something we care about), probability
(there must be a good chance it will actually happen) and imminence (it must be
perceived as happening soon).
If we are
to look at climate change as an example, it is probably fair to say that we
have severity covered. Aside from the
benefits of growing bananas in Melbourne, most people would agree that the projected
changes are bad. Probability is also
increasingly being accepted. While it
has taken a while to convince a lot of people, and many BBQ conversations still
debate the great green conspiracy, the majority view appears to be an
acceptance that climate change is happening.
Probably the biggest challenge to establishing the required level of
threat awareness is imminence. In order
to be stunned into action, we need to see danger in the immediate
vicinity. Even as the timeframes to doom
presented by scientists are shortened with every new report, we are still
struggling to see vividly the downside of a 30cm sea level rise by 2100.
Meijnders, Midden & Wilke
(2001) investigated the impact of fear-inducing communications about CO2
emissions, and found that “exposure to strong arguments only resulted in
stronger intentions to purchase the (low-energy) bulb… if moderate fear was
induced”. The implication is that, when
people are alarmed, they are motivated to more carefully and systematically
process information relevant to the threat.
The authors
concluded “appeals to negative emotions should be combined with a crystal-clear
explanation of the relation between the depicted threat and individual
behaviour.” The second requirement is
that “effective and feasible recommendations on how to mitigate the threat
should be provided”. So people need to
see that they are part of the problem, and how they can be part of the
solution.
One way of
looking at the way fear works is to see it in terms of the distinction between
responsibility and power (for an explanation of this distinction, see previous issues of WakeUp
Call). While the initial emotional
impact of a fear message has us saying “I should do something about this”, we
are not going to act until we possess, and perceive, the power to act. So any message which is delivered with the
purpose of making us care has to be accompanied with something that supports us
to act. Without the latter, we are
likely to be left with the feeling of being “willing, but not able”, which can
have the effect of reducing our interest and connection as a way of reducing
our frustration and dissonance. The commonly
accepted “fight or flight” responses to stress may be relevant here. People need to be supported to fight the
problems, otherwise we run the risk that they will turn their backs when it all
becomes too hard.
A final
issue which should be considered when it comes to using fear as a motivator is
an ethical one. Many in the behaviour
change field take the position that there is enough angst in the world, and
that scaring people is cruel. This makes
it especially important, if fear tactics are to be used, that the message is
supported by some avenue by which people can realistically make a change. This has the effect of moving people out of
helplessness into empowerment, which is repeatedly shown to have psychological
benefits in many settings.
Given the
alternatives, I’d prefer to see people jolted into action, rather than sitting
complacency waiting until they can see the effects out the kitchen window.
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
Cultivating
Sustainability workshops are being held in NZ in on the dates below. Exact venues are still to be confirmed.
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.
For more
info see www.awake.com.au/cultivating.html
When: Auckland:
Monday, November 24
Hamilton:
Thursday, November 27
Wellington: Monday, December 1
Christchurch: Wednesday, December
3
Cost: For-profits $250
Not-for-profit/Government $200
Individuals/Community Groups
$120
An online
registration system will be up and running soon, in the meantime…
For registration and enquiries, email timc@awake.com.au
or phone +61 3 9387 1181
What first got
you focused on sustainability?
It’s part
of an overall holistic approach and philosophy which I have
What is the
sustainable choice you have recently made of which you are most proud?
Being
involved in spreading the message through the magazine
What is a
less sustainable choice that you are not so proud of?
I read a
lot of newspapers, and therefore create a lot of recycling. I have tried to reduce it, and read online,
but I like the tangible thing in my hand.
Where?
Persuasive
Trash Cans: Activation of Littering Norms by Design
By Yvonne
A. W. de Kort, L. Teddy McCalley, and Cees J. H. Midden, Environment and
Behavior 2008 40: 870-891
What is it
about?
This study
looked that the effects of designing trash cans with the intention of invoking
social and personal norms. The designs
included such interventions as adding a sign which read “do you leave your
litter lying around”, and simply placing a mirror above the trash can.
What did
they find?
People were
less likely to litter, and more likely to use the trash can, in situations
where a norm was invoked, in comparison to situations where the trash can was
left blank. The effect was less strong,
however, for young people.
What can we
take from this?
This
research provides further evidence of the powerful effect of social norms in
guiding our behaviour. When we are faced
with cues as to “the way things are done around here” we are more likely to act
in pro-social way.
Likewise,
the use of personal norms in this study was interesting. This tactic draws attention to our own
personal moral standards, which, when made vivid to us, has been found in many
situations to be a powerful motivator to “do the right thing”. Merely placing a mirror above the trash can
was designed to raise self-awareness in order to activate the personal norm –
and it worked to reduce littering.
This is one
I just thought of after reading the article of the month above. It’s brief, but following the logic of
personal norm activation, it might work.
See how you go.
1.
Take a decision you have to make
about whether to choose a greener option or not. Maybe one where you are weighing up the pros
and cons of 2 or more options, such as whether to drive to work or take the
bus. Or maybe whether to replace the
blown lightbulb with a cheap conventional one, or a more expensive energy
efficient one.
2.
Make the decision while looking in
the mirror.
That’s
it. The theory goes that, by looking at
yourself in the mirror, your self-awareness will be enhanced and you will make
decisions more in line with your conscience.
Which, given that you are reading this, is probably at least a little
bit green.
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
If you know
someone who is interested in behaviour change for sustainability, please
forward Wake-Up Call to them so they can subscribe.
To
subscribe to Wake-Up call, email subscribe@awake.com.au
If you do not
wish to receive this newsletter in future, please email unsubscribe@awake.com.au
with “unsubscribe” in the subject field.
© Awake 2008