How do you create sustainable behaviour? Part I

How do you create sustainable behaviour?
Part I
February 2010
Oliver Payne,Founder, CEO, The Hunting Dynasty
Colwyn Elder, Partner, Director of Planning & Strategy
,

1. Simply ask

2. Ask using the right words

3. Ask using the right images

4. Ask using the right authority

5. Ask using the right fakeauthority

6. Ask in the right order

Part I

1. Simply ask

1. Simply ask
a. What can I get you sir?
When asked nothing while in a queue for food
40% of students took a serving of fruit
Yale University researcher Marlene Schwartz in a 2007 study

1. Simply ask
When asked if they would ‘like fruit or fruit juice’

1. Simply ask
Exposure effect
When asked if they would ‘like fruit or fruit juice’

1. Simply ask
Schrodinger’s cat
Forty 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

1. Simply ask
Schrodinger’s cat
The question increase purchase rates by 35%

1. Simply ask
Exposure effect
Schrodinger’s cat
The question increase purchase rates by 35%

Part I

Mandatory option
When asked opinions of carbon payment
Compulsory carbon tax was unpopular
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

Mandatory option

When asked if acceptable to make the carbon offset mandatory?

Mandatory option

Response20% more favourable than compulsory carbon tax

Framing
effect
Mandatory option

Response20% more favourable than compulsory carbon tax

b. Petrified Thieves
People 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 Forest
Please don’t remove the
petrified wood from the Park,
in order to preserve
the natural state
[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


the natural state
[nothing]
8% theft


the natural state
[nothing]
8% theft
3% theft


the natural state
[nothing]
8% theft
1.7% theft
3% theft


the natural state
[nothing]
8% theft
1.7% theft
3% 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)

Social norms

the natural state
[nothing]
8% theft
1.7% theft
3% 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)

Personal taste
Naming 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

Personal taste

Naming Vegetable Soup ‘Rich Vegetable Medley Soup’
- Sales jump to 130%
- Ratings also increased for:
- the soup, the lunchroom, and the chef

Selective perception
Personal taste

Naming Vegetable Soup ‘Rich Vegetable Medley Soup’
- Sales jump to 130%
- Ratings also increased for:
- the soup, the lunchroom, and the chef

Part I

a. Chief Iron Eyes Cody
"People Start Pollution. People can stop it." YouTube

Considered successful:
16th best television commercial of all time by TV Guide magazine (“The Fifty Greatest,” 1999)
Top 100 advertising campaigns of the 20th Century by Ad Age Magazine
2 Clio awards
Crafting Normative Messages to Protect the Environment Robert B. Cialdini, Department of Psychology, Arizona State University

However - imagery is of a world overrun with litter reinforcing damaging message that many people do litter

Social norms
(Herd instinct)
“…small but conceptually meaningful modification of changing the depicted environment from trashed to clean—and thereby changing the perceived descriptive norm regarding littering.”

Part I

a. Insulating expectation

Marks & Spencer is launching a home energy division (Feb 2010) - offering free loft or cavity wall insulation to employees
Sutton council worked with B&Q to made 6,000 rolls of loft insulation available at massively reduced prices


“…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

Authority effect
Social
norms

“…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

b. Don’t mess with Texas

Males under 35 yrs in Texas were the main source of litter


Males under 35 yrs in Texas were the main source of litter
Fines for didn’t work

Texas’s sporting and country-music heroes to front a campaign imploring not to litter:
Lance Armstrong
Chuck Norris
Willie Nelson
Lyle Lovett
Owen Wilson
…and more
http://www.dontmesswithtexas.org/

Ads avoided the negatives of guilt and
shame in favour of the positives of
pride and group identity.
Within five years roadside litter was down by over 70%

Social
norms
Ads avoided the negatives of guilt and
shame in favour of the positives of
pride and group identity.
Within five years roadside litter was down by over 70%

Part I

5. Ask using the right fakeauthority

5. Ask using the right fake authority
Eye eye
An office tea & coffee ‘honour box’ alternated these images each week:
‘Big Brother' eyes make us act more honestly, June 2006, New Scientist

Eye eye
People paid 2.76 times more when the sign included the pair of eyes

Eye eye
"Frankly we were staggered by the size of the effect,”
Gilbert Roberts, one of the researchers

Authority
effect
Eye eye
We’re sensitive to whether our actions are being observed by others… even if no one is actually watching.

b. Smile, you’re on camera
South 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

Speeding fallen by 53%

Social 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)

Part I

a. Order tax

List advantages, then disadvantages of carbon taxes:
46% of Republicans complied
100% of Democrats complied

a. Order tax

List disadvantages, then advantages of carbon taxes:

Attribute
framing
Anchoring
effect
a. Order tax

List disadvantages, then advantages of carbon taxes:

The mpg illusion
Which trade-in saves the most fuel?
Trade-in A
Trade-in B
10 mpg
25 mpg
50 mpg
12.5 mpg
The MPG Illusion | Professors Richard Larrick, Jack Soll | Duke University

The mpg illusion
Now let’s show Miles-per-gallon as Gallons-per-(hundred)mile. Same answer?
Trade-in A
Trade-in B
10 mpg = 10 GPhM
25 mpg = 4 GPhM
50 mpg = 2 GPhM
12.5 mpg = 8 GPhM

The mpg illusion
Now let’s show Miles-per-gallon as Gallons-per-(hundred)mile. Same answer?
Trade-in A
Trade-in B
10 mpg = 10 GPhM
25 mpg = 4 GPhM
50 mpg = 2 GPhM
12.5 mpg = 8 GPhM
MPG makes you
undervalue
improvements in
inefficient cars
MPG makes you
overvalue
improvements in
efficient cars

Framing
effect
The 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 2010
10 mpg = 10 GPhM11 mpg = 9 GPhM
12.5 mpg = 8 GPhM
14 mpg = 7 GPhM
16.5 mpg = 6 GPhM
20 mpg = 5 GPhM
25 mpg = 4 GPhM
33 mpg = 3 GPhM50 mpg = 2 GPhM
100 mpg = 1 GPhM

Part I

Thank you
(look out for part II & III)

Part II & III – Ready to download now>

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How do you create sustainable behaviour? Part I

by The Hunting Dynasty

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