Presentation Common Cause research - Casper te Kuile at eCampaigning Forum 2012

1. What this talk is about
• Long term strategy
• Understanding root causes of
people’s motivations and behaviours
• Systemic, not cosmetic, change

2. PEOPLE
CONNECT WITH
ISSUES

3. PEOPLE
CONNECT WITH
ISSUES

4. PEOPLE
CONNECT WITH
PEOPLE

5. PEOPLE
CONNECT THROUGH
STORIES

6. STORIES
ILLUSTRATE OUR SHARED
VALUES

7. 1. How values work
2. How values fluctuate
3. From theory to practice
4. What we’re noticing

8. 1. How values work
2. How values fluctuate
3. From theory to practice
4. What we’re noticing

9. Question
What do you value in life?

10. Schwartz 1992+
A spiritual life, A varied life, A world of beauty, A world at peace,
Accepting my portion in life, Ambition, An exciting life, Authority,
Broadmindedness, Capable, Choosing own goals, Cleanliness,
Creativity, Curiousity, Daring, Detachment, Devout, Enjoying life,
Equality , Family security, Forgiving, Freedom, Health,
Helpfulness, Honesty, Honouring of parents and elders, Humble,
Independence, Influence, Inner harmony, Intelligence, Loyalty,
Mature love, Meaning in life, Moderation, National security,
Obedience, Pleasure, Politeness, Preserving my public image,
Protecting the environment, Reciprocation of favours, Respect for
tradition, Responsibility, Self-discipline, Self-indulgence, Self-
respect, Sense of belonging, Social justice, Social order, Social
power, Social recognition, Success, True friendship, Unity with
nature, Wealth, Wisdom.

16. 1. We each hold all the values
2. Values behaviours
3. Values can be engaged
4. The see-saw effect
5. The bleed-over effect

19. Seesaw Effect
Engaging one set of values suppresses and discourages conflicting
values, and associated attitudes and behaviours.

20. Volunteering
Maio et al. (2009)
Subjects sorted adjectives, items of furniture and either:
- Benevolence-related words (forgiving, helpful, honest)
- Achievement-related words (ambitious, capable, successful)
- Food related words (control)

21. Time
volunteered
45
40
35
30
25
20
15
10
5
0
Benevolence Words Control Achievement Words

25. 1. How values work
2. How values fluctuate
3. From theory to practice
4. What we’re noticing

26. Repeated engagement,
strengthens values.

28. Frames
• chunks of factual and procedural
knowledge in dialogue with values
• Reinforced through repetition
• Shapes thinking and responses

29. Framing: what’s implied
Public money vs. Taxpayers money
Tax relief vs. Tax cut
Charity vs. Justice
Rogue trader
Framing: metaphor
Nanny State
Mother Earth
A Few Bad Apples
Framing: experience & engagement
Participation vs. hierarchy

30. 1. How values work
2. How values fluctuate
3. From theory to practice
4. What we’re noticing

31. Collateral damage
Direct & indirect.

37. 1. How values work
2. How values fluctuate
3. From theory to practice
4. What we’re noticing

38. 1. Relational
2. Experiential
3. Story-based
4. New Measurements
5. Internal AND External

39. Thanks.
valuesandframes.org
caspertk@gmail.com