This document discusses two research studies related to consumer responses to scarcity and abundance. The first study found that signaling scarcity before eating led participants to eat more slowly, feel more satiated, and desire fewer additional pieces compared to those who found out about the scarcity after eating. The second study replicated these findings and also found the opposite effects for abundance. It distinguished between the effects of expectations versus desires. Signaling scarcity before eating influenced eating speed and satiation more than initial desires alone. The research contributes to understanding how present and future selves cooperate in consumption decisions involving tradeoffs between current and delayed experiences.
DRIVE 2017 | 25 October - DESIGN FOR CHANGE - Co-DesignCLICKNL
Design-research helps bridge the gap between citizens’ needs and societal issues or public service. It helps to develop services, communication and interventions that truly support the public. In this track, the audience is invited to interact with design-research methodology and discuss insights and the necessary conditions from the perspectives of sustainable food, low literacy, and the digital divide.
Moderator: Geke van Dijk
Sustainable food
STBY recently conducted research for the Dutch government on the public’s perception of sustainable food. While this is an urgent political and environmental topic, ‘sustainable food’ is confusing and overwhelming for many people. In this interactive session, STBY introduce the co-creative and iterative methodologies they used to explore and analyse perceptions and behaviours around food.
Speakers: Shay Raviv, Sophie Knight
Low literacy
We developed five persona types based on design-research conducted amongst Dutch low literates. Using these personas, we developed matching methods for finding and educating these types. These methods help local organizations to find low literates and determine the drivers needed to help them take the big step to educating themselves.
Speakers: Neele Kistemaker, Petra Doelen
Digital inclusion
Increasingly, people need to be digitally equipped to participate in society. How do people without professional or social networks deal with increasing digitalization? In our participative research, we involve stakeholders and target audiences to explore and analyse perception and experience. In addition, we formulate solutions and experiments to meet the challenges defined. Our research was commissioned by the municipality of Amsterdam.
Speakers: Christine Dedding, Rolinka Kattouw
Aggression: AQA 'A' Psychology A2 textbook by Mike Cardwell and Cara Flanagan, this powerpoint examines social psychology, biological explanations and evolution, more specifically: SLT, deindividuation, institutional aggression, hormones, etc.
DRIVE 2017 | 25 October - DESIGN FOR CHANGE - Co-DesignCLICKNL
Design-research helps bridge the gap between citizens’ needs and societal issues or public service. It helps to develop services, communication and interventions that truly support the public. In this track, the audience is invited to interact with design-research methodology and discuss insights and the necessary conditions from the perspectives of sustainable food, low literacy, and the digital divide.
Moderator: Geke van Dijk
Sustainable food
STBY recently conducted research for the Dutch government on the public’s perception of sustainable food. While this is an urgent political and environmental topic, ‘sustainable food’ is confusing and overwhelming for many people. In this interactive session, STBY introduce the co-creative and iterative methodologies they used to explore and analyse perceptions and behaviours around food.
Speakers: Shay Raviv, Sophie Knight
Low literacy
We developed five persona types based on design-research conducted amongst Dutch low literates. Using these personas, we developed matching methods for finding and educating these types. These methods help local organizations to find low literates and determine the drivers needed to help them take the big step to educating themselves.
Speakers: Neele Kistemaker, Petra Doelen
Digital inclusion
Increasingly, people need to be digitally equipped to participate in society. How do people without professional or social networks deal with increasing digitalization? In our participative research, we involve stakeholders and target audiences to explore and analyse perception and experience. In addition, we formulate solutions and experiments to meet the challenges defined. Our research was commissioned by the municipality of Amsterdam.
Speakers: Christine Dedding, Rolinka Kattouw
Aggression: AQA 'A' Psychology A2 textbook by Mike Cardwell and Cara Flanagan, this powerpoint examines social psychology, biological explanations and evolution, more specifically: SLT, deindividuation, institutional aggression, hormones, etc.
Presentation given at Academy of Nutrition and Dietetics’ 2013 Food &Nutrition Conference & Expo™ (FNCE), where Mark Kern, PhD, RD, CSSD, and Neva Cochran, MS, RDN, LD, walk through ways that you can evaluate peer-reviewed scientific research and transform current nutrition messaging into empowering messages for your clients.
Civil society organisations (CSOs) in the UK are currently engaged in attempts to make food systems more sustainable, i.e. greener, fairer and healthier. These efforts have been maintained over several decades, for instance the Soil Associa- tion was launched in response to concerns about modern agriculture and food in 1946. But more sustainable food systems remain marginal. Thus, the aim of this paper is to contribute towards an improved understanding of the important roles that CSOs can and do play within processes of large-scale social change (or ‘tran- sitions’). It does this by developing a typology of the distinguishable roles played by CSOs in transition, and relating this to empirical findings from three UK case studies. Through a mixture of field observations, documentary analysis and in-depth interviewing, it makes a number of relevant findings. First, it provides detailed em- pirical characterisation of the activities, relationships with other actors, and stated intentions of specific CSOs. Second, it finds that CSOs chart unique transformative pathways, both individually and collectively, which emerge from their interactions and strategic repositioning over time. Third, rather than being guided by a single shared vision of transition, CSOs are found to be engaged in a plurality of intended transformations that contend with, cross-cut and partially encompass each other. These findings contribute to scholarly knowledge about how civil society actors exert influence over much larger and better-resourced actors operating within mainstream food systems and raises important questions about the attribution of agency in studies of transition.Civil society organisations (CSOs) in the UK are currently engaged in attempts to make food systems more sustainable, i.e. greener, fairer and healthier. These efforts have been maintained over several decades, for instance the Soil Associa- tion was launched in response to concerns about modern agriculture and food in 1946. But more sustainable food systems remain marginal. Thus, the aim of this paper is to contribute towards an improved understanding of the important roles that CSOs can and do play within processes of large-scale social change (or ‘tran- sitions’). It does this by developing a typology of the distinguishable roles played by CSOs in transition, and relating this to empirical findings from three UK case studies. Through a mixture of field observations, documentary analysis and in-depth interviewing, it makes a number of relevant findings. First, it provides detailed em- pirical characterisation of the activities, relationships with other actors, and stated intentions of specific CSOs. Second, it finds that CSOs chart unique transformative pathways, both individually and collectively, which emerge from their interactions and strategic repositioning over time. Third, rather than being guided by a single shared vision of transition, CSOs are found to be engaged in a plurality of intended tra
Presentation given at Academy of Nutrition and Dietetics’ 2013 Food &Nutrition Conference & Expo™ (FNCE), where Mark Kern, PhD, RD, CSSD, and Neva Cochran, MS, RDN, LD, walk through ways that you can evaluate peer-reviewed scientific research and transform current nutrition messaging into empowering messages for your clients.
Civil society organisations (CSOs) in the UK are currently engaged in attempts to make food systems more sustainable, i.e. greener, fairer and healthier. These efforts have been maintained over several decades, for instance the Soil Associa- tion was launched in response to concerns about modern agriculture and food in 1946. But more sustainable food systems remain marginal. Thus, the aim of this paper is to contribute towards an improved understanding of the important roles that CSOs can and do play within processes of large-scale social change (or ‘tran- sitions’). It does this by developing a typology of the distinguishable roles played by CSOs in transition, and relating this to empirical findings from three UK case studies. Through a mixture of field observations, documentary analysis and in-depth interviewing, it makes a number of relevant findings. First, it provides detailed em- pirical characterisation of the activities, relationships with other actors, and stated intentions of specific CSOs. Second, it finds that CSOs chart unique transformative pathways, both individually and collectively, which emerge from their interactions and strategic repositioning over time. Third, rather than being guided by a single shared vision of transition, CSOs are found to be engaged in a plurality of intended transformations that contend with, cross-cut and partially encompass each other. These findings contribute to scholarly knowledge about how civil society actors exert influence over much larger and better-resourced actors operating within mainstream food systems and raises important questions about the attribution of agency in studies of transition.Civil society organisations (CSOs) in the UK are currently engaged in attempts to make food systems more sustainable, i.e. greener, fairer and healthier. These efforts have been maintained over several decades, for instance the Soil Associa- tion was launched in response to concerns about modern agriculture and food in 1946. But more sustainable food systems remain marginal. Thus, the aim of this paper is to contribute towards an improved understanding of the important roles that CSOs can and do play within processes of large-scale social change (or ‘tran- sitions’). It does this by developing a typology of the distinguishable roles played by CSOs in transition, and relating this to empirical findings from three UK case studies. Through a mixture of field observations, documentary analysis and in-depth interviewing, it makes a number of relevant findings. First, it provides detailed em- pirical characterisation of the activities, relationships with other actors, and stated intentions of specific CSOs. Second, it finds that CSOs chart unique transformative pathways, both individually and collectively, which emerge from their interactions and strategic repositioning over time. Third, rather than being guided by a single shared vision of transition, CSOs are found to be engaged in a plurality of intended tra
There is wide agreement that more walking and public engagement in outdoor activities can make a contribution to personal well-being, health and collective sustainability. But how do we go about promoting the benefits of walking and 'the great outdoors' in a culture where it is ever easier to be sedentary and disconnected from the natural environment? Our seminar speaker Jim Walker of the Outdoor Trust charity draws on a wealth of experience as a ranger, trail designer and urban well-being consultant in discussing these challenges for sustainable lifestyle change. Jim will look at methods for engaging citizens in outdoor activities and how these can contribute to wider behavioural change.
A year-long project funded by the ESRC which asked hairdressers to consider how they could best diffuse greener practices to their clients, either by modelling of greener practices, or by explicitly passing on advice and information. Hairdressers converse with more people a day than almost any other profession, and thus are perfectly placed to help set more environmentally friendly norms and practices in hair care across the general population. Thus one salon may reach thousands of individuals.
See more at: http://www.sustainablelifestyles.ac.uk
Nick Bardsley and Milena Büchs present their research project which examines the impact of involvement in community-based initiatives on households’ energy use, applying an experimental design. It addresses different theories on the role of involvement with community initiatives and energy saving/behaviour change, drawing on qualitative interviews with participants from the matched case and control study, and other community initiatives in the UK
The Past, Present, and Future of Alliances for Sustainable Capitalism
Prof David Grayson CBE
Director: The Doughty Centre for Corporate Responsibility,
Cranfield School of Management, UK
University of Surrey - Lunchtime Seminar, 23 Oct 2013
This seminar provides an update on the state of the evidence for human-induced climate change and will addresses the issue of climate dismissal: Why is it happening and what can be done to turn around an increasingly unhelpful situation?
This presentation is seeking to contribute to the debates on the implications of an ageing population on the environment through an understanding of the everyday, but largely invisible and embedded, consumption practices of grocery shopping by ‘baby boomers’ as they move into and through retirement.
Dr. Alison Armstrong on Mindfulness and Psychologically Motivated Consumption
SLRG-Lunchtime Seminar, University of Surrey - 23 January 2013
For more information visit the SLRG website: http://www.sustainablelifestyles.ac.uk
More from Sustainable Lifestyles Research Group (16)
Welcome to TechSoup New Member Orientation and Q&A (May 2024).pdfTechSoup
In this webinar you will learn how your organization can access TechSoup's wide variety of product discount and donation programs. From hardware to software, we'll give you a tour of the tools available to help your nonprofit with productivity, collaboration, financial management, donor tracking, security, and more.
Francesca Gottschalk - How can education support child empowerment.pptxEduSkills OECD
Francesca Gottschalk from the OECD’s Centre for Educational Research and Innovation presents at the Ask an Expert Webinar: How can education support child empowerment?
Unit 8 - Information and Communication Technology (Paper I).pdfThiyagu K
This slides describes the basic concepts of ICT, basics of Email, Emerging Technology and Digital Initiatives in Education. This presentations aligns with the UGC Paper I syllabus.
The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
For more information, visit-www.vavaclasses.com
Embracing GenAI - A Strategic ImperativePeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
Biological screening of herbal drugs: Introduction and Need for
Phyto-Pharmacological Screening, New Strategies for evaluating
Natural Products, In vitro evaluation techniques for Antioxidants, Antimicrobial and Anticancer drugs. In vivo evaluation techniques
for Anti-inflammatory, Antiulcer, Anticancer, Wound healing, Antidiabetic, Hepatoprotective, Cardio protective, Diuretics and
Antifertility, Toxicity studies as per OECD guidelines
2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
Introduction to AI for Nonprofits with Tapp NetworkTechSoup
Dive into the world of AI! Experts Jon Hill and Tareq Monaur will guide you through AI's role in enhancing nonprofit websites and basic marketing strategies, making it easy to understand and apply.
Instructions for Submissions thorugh G- Classroom.pptxJheel Barad
This presentation provides a briefing on how to upload submissions and documents in Google Classroom. It was prepared as part of an orientation for new Sainik School in-service teacher trainees. As a training officer, my goal is to ensure that you are comfortable and proficient with this essential tool for managing assignments and fostering student engagement.
Synthetic Fiber Construction in lab .pptxPavel ( NSTU)
Synthetic fiber production is a fascinating and complex field that blends chemistry, engineering, and environmental science. By understanding these aspects, students can gain a comprehensive view of synthetic fiber production, its impact on society and the environment, and the potential for future innovations. Synthetic fibers play a crucial role in modern society, impacting various aspects of daily life, industry, and the environment. ynthetic fibers are integral to modern life, offering a range of benefits from cost-effectiveness and versatility to innovative applications and performance characteristics. While they pose environmental challenges, ongoing research and development aim to create more sustainable and eco-friendly alternatives. Understanding the importance of synthetic fibers helps in appreciating their role in the economy, industry, and daily life, while also emphasizing the need for sustainable practices and innovation.
Honest Reviews of Tim Han LMA Course Program.pptxtimhan337
Personal development courses are widely available today, with each one promising life-changing outcomes. Tim Han’s Life Mastery Achievers (LMA) Course has drawn a lot of interest. In addition to offering my frank assessment of Success Insider’s LMA Course, this piece examines the course’s effects via a variety of Tim Han LMA course reviews and Success Insider comments.
Dr Iain Black - Consuming less and having the same (SLRG Seminar - Feb 2013)
1. Consuming less and having
the same: Consumer
responses to scarcity
Dr Iain Black
2. Structure
1.Consuming less and having the same: Consumer
responses to scarcity
The “Chocolate Experiments”
– ““How full am I? That depends on how much I think I’m
going to get: Consumer adjustment of satiation rates”.
2.Recycling: Yes but caring for my loved ones first!
Exploring Identity Conflicts amongst “Green”
Working Mothers
Conference paper to be presented at ISDRS Cape Town 2013
3. Sustainable Consumption
Despite the two Earth Summits at Rio and Johannesburg, the publication of
corporate environmental or sustainability strategies becoming commonplace,
and the launch of many innovative greener products, environmental and
economic data demonstrate that the majority of trends continue to move away
from sustainability.” (Peattie and Peattie, 2009, p. 260)
“much of the responsibility for cutting carbon rests with us as consumers.
Our perception of the climate change problem and willingness to adjust to a
low carbon lifestyle also needs to be researched. Focus on the Future, p14
9. How full am I? That depends on
how much I thought I was going
to get: Consumer adjustment of
satiation rates.
Iain Black
Charles Areni (University of Sydney)
10. Overall Aim of Research Project:
This research aimed to develop a theory of
how satiation and expectations about
consumption opportunities in the immediate
future, influence the enjoyment of present
consumption experiences.
• We have studied both Scarce and Abundant
consumption opportunities
12. Conceptual Development
How do consumers respond to scarcity?
•One of the most basic principles of consumption is satiation (McAlister 1982).
•A number of factors affect the rate at which we satiate:
–Physical Factors:
Consumption quantity and physical capacity
–Psychological Factors:
Social norms (Rozin et al. 1998; McFerran et al. 2010)
Ease of consumption (Wansink, Painter and Lee 2006)
Perceived variety (Redden 2008; Galak, Redden and Kruger 2009)
Perceived consumption quantity (Raghubir and Krishna 1999)
Monitoring of consumption quantity (Polivy et al., 1986; Wansink 2004)
13. Conceptual Development cont..
•Utility of current versus delayed consumption
–Often conflict between maximizing present versus future utility (Hoch
and Loewenstein 1991)
A given factor i.e. variety can affect present and future utility in opposite
directions (Ratner, Kahn and Kahneman 1999)
•Savoring:
–Is a focusing of attention on the sensory input of consumption
experience (Bryant 2003)
“heightened awareness” that “makes us more fully conscious of the
pleasurable things we see, hear, smell, touch, or taste” (Bryant and Veroff
2007, p. 6)
14. Study One:
Relationship between Scarcity, Savouring and Satiation
Research Question: Does Scarcity trigger Savouring and
effect satiation?
• Hypothesis
• Compared to those who are told after eating, those who know
before eating that will receive only 2 of 6 pieces will:
• H1: Eat more slowly,
• H2: Will be more satiated and
• H3: Will desire fewer additional pieces
• Independent variable:
• Scarcity signaled or not:
• Dependent Variables:
• Eating time,
• Satiation levels
• Desire for additional pieces
N=39 (31 female)
15. Procedure
Expect 6 Receive 2
Told
before
or after
16. Results:
Those anticipating scarcity…
DV Sig Means
•Ate more slowly Tasting time: F1,27 = 2.08, n/s
Piece one p < .16
–H1
•Were fuller Tasting time: F1,27 = 9.04, M = 57.50 vs.
–H2 Piece Two p < .01 M = 22.54.
•Had less desire for Capacity for F1,27 = 7.52, M = 5.10 vs.
additional pieces additional pieces: p < .01 M = 6.63.
–H3
Desire to eat more F1,27 = 7.92, M = 2.10 vs.
chocolate: p < .01 M = 4.08.
17. Study two:
–Is effect caused by violating desired number
vs. expected number?
Manipulations suggest Expectations, theory
suggest Wants.
–Interested to testing key theoretical finding
via Abundance
18. Study Two
Independent variable:
Scarcity/Abundance signaled or not:
Before they start eating vs. After 2nd piece
Dependent Variables:
How many of the chocolates do they Desire/Want
(measured before plate of chocs)
Overall tasting time
Capacity for additional pieces
Number of pieces eaten
N= 151 (109 female)
19. Study Two
Expect 6 Told Receive 2 Receive 6
or
before
or after s
ition
ond
or
c
ityControl condition
S carc
Expect 2 Told Receive 2 Receive 6
before
or after n
o
n diti
l co
or
Abundance conditions
Contro
Measure Desire/Want first before expectations set up
20. Study Two results
Signaling scarcity before eating group ate more slowly and
became satiated more quickly
Replicates studies 1.
Opposite effects occur when participants receive more
pieces of chocolate than expected.
– Signaling abundance before eating group ate more quickly and became satiated more slowly
Distinguishes between Expectation and Desire:
– Eating time:
Expectations: Main effect (F1,139 = 4.18, p < .05. Sig)
Desire: Neither Main effect nor Interaction effect (desired quantity x expected) were
significant (F1,136 < 1)
– Capacity for more:
Main effect for Expectations (F1,139 = 4.18, p < .05. Sig)
If you get less than expected you are fuller after having eaten
Main effect for Desire F1,66 = 9.45, p < .005, Sig, but no interaction between the two
(Expectations and Desires)
21. Discussion and Contribution
–Main Experimental Result:
Being warned that you will get less than expected leads to
eating more slowly, consuming “more” per unit of consumption
and being more satiated
–Main Theoretical Contribution:
Present and Future selves co-operate
Linking research streams in Satiation (Galak, Redden and
Kruger 2009) , Savouring (Bryant and Veroff 2007) and
Consumer trade offs between current and delayed consumption
(Ratner, Kahn and Kahneman 1999)
22. Key Practical SD Contributions
What portion sizes, packaging and communications
decisions can firms make in order to satisfy the desires of
their consumers whilst simultaneously protecting both the
environment and society (hence to follow a TBL
accounting approach)?
How to signal reduced sizes
Scarcity and Quality
How to sell to your consumers where resources prices
(Oil, Wheat, Water, precious and rare minerals) are
reducing the volumes that can be afforded
24. Recycling: Yes but caring for
my loved ones first! Exploring
Identity Conflicts amongst
“Green” Working Mothers
Dr Iain Black, The University of Edinburgh
Dr Helene Cherrier, Griffith University
25. Context
• Professional working mothers experience conflicting personal
and social expectations.
– Personal goals (Work, CPD) vs. Evolutionary (Mothering practices)
(Kenrick et al.,2003) and social goals (Thompson 1996)
– Working mothers: “Am I a bad mother”…
• In managing these conflicting expectations, these super-
mothers often opt for unsustainable consumption practices:
– Convenience consumption (Reilly 1982; Reilly and Wallendorf
1987)
– Buying pre-processed foods (Thompson 1996).
– Often do not often have to time and energy to integrate sustainable
waste management in their lifestyle (Godbey et al. 1998).
26. Conceptual Framework Used
Self : Social and Personal and Extendable (Belk, 1988)
Relatively stable, Coherent
More Ahuvia, 2005 and Tian and Belk, 2005) than Belk (1988) and
Kleine and Klein (2000)
Yet organized as an ever developing, narrative (Atkins 2004;
Ahuvia 2005)
Narrative is partly dialogical in nature (Taylor (1992, Brison,
1997)
We learn how to understand ourselves and others via discussion
with others and society.
Shifting societal expectations create challenges for maintaining
a coherent self
Voluntary Scarcity
27. Method:
– 17 mothers from Sydney and Toronto
– Recruitment via “Greenhomes” initiative
recruitment agency
– 1.5 - 3hrs, in-home discussions
– Grounded theory analysis techniques used
28. Findings
• High level of knowledge and commitment to
performing a wide range of sustainable behaviours
• General concern and specific understanding about
environmental issues.
– GHG emissions, water, air and food pollution food, rubbish
disposal
– Clearly knowledgeable and intending to act
• Understand consequences of these issues:
– ‘I: Why are you doing all this? R: Well because the Earth is
in need of it I guess, and you know, worrying about your kids
futures and what’s it going to look like for them and the
whole global warming thing.”
29. Findings
– Pro-environmental consumption often practiced through Anti-
consumption in acts of rejection, reduction and reuse, not
purchasing green alternatives.
– Non consumption used to support symbolic, identity narrative
• Change within the consumerist paradigm
• Rejection of “Treehugger”, radical environmentalist,
Conservationist identity
– “Would you call yourself a conservationist? R: “I think like people on
the outside who aren’t into conservation stuff probably would, but
me from being, looking within and looking at the extreme
conservationist people, then I wouldn’t.”
30. Conceptual Findings
• Conflict is created by the contrasting social positions, values
and behaviour inherent in the different roles played: i.e.
mother, professional worker and green consumer.
• How consumption and disposal practices are integrated into
the daily routines can be understood using a framework of
identity conflicts and strategies used to manage these
conflicts (Swann 1987, Murray 2002, Ahuvia 2005).
– Becoming green necessitates new consumption and
disposal practices that are managed through Assimilation
(Accepting or Modifying) or Rejection strategies.
32. Accepting:
• Where the new consumption or disposal practice is not felt to
cause conflict between the core and periphery identity, then it
can be readily integrated in to their daily routine.
• All mothers Accepted some form of recycling as a disposal
practice.
– Behaviour from other role/identity was assimilated into Motherhood
• For example: Katherine:
– Now sorts and recycles: glass ,metal plastics, food/yard waste,
paper, used nappies (diapers), tissues and general waste
– She found this a straightforward change and wishes she could do
more!
– Rejected strong chemical household cleaners, using vinegar and
baking soda
33. Modifying
Some behaviours or values under scrutiny required modification before
it was assimilated into the core identity.
Without this the behaviour would impinge too greatly on the core identity
and would be rejected.
• Francis:
– Rather than clean the bottles and cans for recycling, she would (sometimes)
give them a quick rinse (if at all) and put them in the appropriate box.
Conflict between environmental and mother (time poor/juggling)
• Rachael:
– Rather than accept the environmental messages regarding eating
significantly less (or no) meat, she still feeds her daughter hamburgers
– Concern over iron and weight
Conflict between environmental and mother
34. Rejecting
• Where the conflicting consumption or disposal behaviour would
mean a change in the core identity, it may be rejected
– I.e. practice impinges on some fundamental part of their motherhood
• Francis
– Rejects the use of environmentally friendly cleaners as believes they do
not work as well. Therefore house is not as clean and safe
– Conflicting with very strong (Italian) mother where cleanliness is critical.
But will make own insecticide, will modify car use
• Regina
– Rejects the reuse of printer paper
It clogs the printer, false economy
Mother vs. “corporate shark” vs environmentalist
35. Discussion
• Conflicts between core and other identities, can be negotiated
so that despite (and because of) the adoption of new values and
consumption practices, self image can be maintained.
– “Assimilation” strategy allows change to be avoided even in the
face of considerable change.
• Assimilation occurs because of the hierarchical nature of the
conflicting identities and the central importance of motherhood
to sense of self.
– Properties do not exist in Ahuvia’s examination of loved objects
(2005) or Mick and Fournier’s (1998) technical paradoxes.
36. Discussion
• Disposal, change and loss occurring without disposing
or loss of the meaning of the practice;
– i.e. Katherine's disposal of a un-environmentally friendly
behaviour was not accompanied by the disposal of the
meaning of this behaviour to her motherhood (a good mother
keeps a clean house protecting her children against disease
and illness)
• Instead some of the meaning is transferred on to a
new behavior that does not cause conflict between her
multiple roles.
– So she avoids becoming too environmental or jeopardising her
mothering values.
37. Discussion
– Show that beyond information processing,
intentions based models, identity conflicts
and self interested needs are important
barriers
– Questions the notion of the Sustainable
Consumer
– Develops understanding of voluntary
scarcities
38. Recommendations:
– Incorporate changes into existing identities rather than requiring
the consumer to change the way they see themselves.
– Rather than attempting to “turn people green” frame changes as
being a necessary part of existing core identities such as
mother, father, wife etc.
– Changes want to be made within the dominant consumer
economy discourse.
– This is a concern!
39. Recommendations
Reinforces requirement for governments to provide
structural support for the individual actions.
Position sustainable practices along side self
interested notions such as independence, beauty,
quality or value for money.
Avoid “charity appeal”
Importance of mundane practices not extraordinary
experiences that might be at the climax of consumer
identity change, transformation or revelation.
40. Tying it all together
These studies work together to help build
conceptually more holistic understanding of the
fundamental premise underlying marketing
sustainability living with less and the overriding
conclusion is that we make do, we are able to gain
value in other ways, we consume at different rates,
take more utility, use other products or services to
build or maintain self image.
We can reassure people that by consuming less, they
will not have less
We can do the same with less.
Editor's Notes
HEADER DATE Introduce self: Iain Black, UOE, Previously Usyd and Strath Looking at scarctiy in different ways: Involuntary-we impose it via experimental manipulations and voluntary- people impose it on themselves
So ofr today structure, I will first explain how I see myself fitting in to HW before moving on To explore one paper from a research stream I have been working for 4 years on now How full am I? That depends on how much I think I’m going to get: Consumer adjustment of satiation rates”. This is involuntary scarcity And breifly look at how this stream will develop in the future. And as I have an abundance of material and a relative scarcity oftime I will more quickly on This is voluntary scarcity HEADER DATE
REVEAL FIRST QUOTE From the quote above, what is at the heart of this green gap 30% say they will 3% actually do. Introduce myself as a research: My international reputation as a researcher has been built on work in the area of sustainable consumption particularly focus on non-consumption and the barriers to sustainable behaviour . Approach is to focus on key disciplinary questions but to be multidisciplinary, multi-institutional in my execution REVEAL 2 ND QUOTE This focus, clearly fits not only with the marketing group within Business Management group, with Creativity, Enterprise & Sustainability Group (CREST) and the Logistics Research Centre ( have also worked the Sydney uni institute of transport and logistics (Prof Alan Mackinnon) but I think importantly from what I understand as important themes important for the wider university: Non consumption and barriers to consumption can involve not only choosing not to consume the whole item or service but also include how the consumption experience is changed with more or less taken from each experience. I.e if we do a thought experiment, : you consume less, per unit when presented with a large bag of m and m’s when compared to when you are told that you only have 2 fine quality belgian chocolates, This is why I have spent 4 years studying consumers responses to scarcity and abundance.
Key question here is changes to availability of goods and services to consumers We have lived in times of abundance
These examples show we are now living in different times: be it the shortage of the rare earth mineral coltan, the tripling of wheat prices caused by climate change – here I show russian wheat which was so affected by drought that the russian government banned exports in 2010 or the most critical shortage- water- the final picture shows irrigated wheat fields in Saudi Arabian desert, irrigated by water from fossil aquifers. They have gone from a country with the largest dairy farm on earth 37,000 cows and being a net exporter of dairy products to a net importer- and with their riches, purchasing grain and dairy products previously consumed by developing nations such as Yemen. We now live in times where growing resource and environmental scarcity which is affecting our ability to purchase bread and dairy products at the same price and conceptually we are faced with both voluntary and involuntary scarcities- voluntary where we choose to consume less because of moral, ehthical or lifestyle motivations and involuntary scarcities where population growth and finite resources mean there is not enough to satisfy demand or that the product is so expensive we can no longer afford as much. At the very heart of the argument for moving towards a sustainable society is that we move back from living an over abudant lifestayle, consuming more than the planet and other human beings can support, therefore we must learn to live in more scarce times to bring society back in balance. Therefore this informs important debates within business: how will consumers respond to these scarcities-. How do we represent value when availability is restricted, how will consumers consume- will the take greater or less value from these scarce resources. My work therefore fits in with key Marketing and Business Management
Eradicating extreme poverty and hunger , Ensuring environmental sustainability , HEADER DATE
Scarctiy as a communication and persuation tactic is well know and common in the retail sector: Creating scarcities such as time scarcities – one day only events or as Zara have shown the power of product scarcities whose success is attirubted to their the retailer only manufactured only relatively small quantities of each style. Whereas the tactic is well known, less is know about how consumers then use, consume and dispose of the items sold in this way. This highlights the difficulty faced by siganlling scarcity for environmental reasons, will it trigger some response like the last days of rome. Purchasing and consumption, feasting on what is left- see this with folk made redundant and going on hols rather than saving
HEADER DATE Now move to talk about specific project
First we looked at the influence of Scarce consumption opportunities in the immediate future Scarcity: in this study is less than we expect Note, in second study the scarcity is less than we want Grey area that requires more work from us to fully unpack Less than and more than a desirable amount (tension between “desired amount in an world without limits and amount desired Iwith the restictions placed on yourself) Have also looked Abundant consumption Abundance: More than we expect. Starting with scarctiy, to introduce the topic lets think about some limited consumption and how we react.
These are the limited opportunities we first considered when we First area to look at in scarcity is how this will affect satiation. Example of satiation- all enjoyable activities are satiating eating drinking, walking running, watch films. It was our discussions on surfing, skiing and drinking red wine that led us to this topic.
HEADER DATE In this paper, we test the theory that savouring is the mechanism by which consumers respond to scarcity, leading to greater satiation and trade offs between present and future utility. One of the most basic principles of consumption is satiation (McAlister 1982). People eventually stop consuming a resource because additional units no longer provide enjoyment. They become satiated (i.e. tired, bored, full, etc.) Satiation research covers a wide range of physical and psychological factors. KEY ISSUE HERE IS THAT SATIATION RATES CAN BE CHANGED. IS SCARCITY ONE OF THESE factors that changes it? Perceived consumption quantity; manipulations of containers evoking biases, so same volume is perceived as more or less and this then effect perception of how much can be eaten and how much was subsequently eaten We are more interested in the physiological control over levels of fullness and absence of hunger
HEADER DATE Another relevant stream is how we trade off utility for current vs delayed consumption. I.e when faced with scarcity we trade off utility Utility of current versus delayed consumption Often conflict between maximizing present versus future utility (Hoch and Loewenstein 1991) A given factor i.e. variety can affect present and future utility in opposite directions (Ratner, Kahn and Kahneman 1999) Consumers are aware of these conflicts and actively make trade-offs between present and future utility (Kahn, Ratner and Kahneman 1997) Think about playing music., you may want to listen to your favourite tune over and over again, but this will lead to diminshed enjoyment, so you seek variety though the next record is not as good as your fav Finally our thought experiments brought us to the savoring literature as the mechanism, we thought allows us to satiate with scarcity and to trade off utility. Savoring: Is a focusing of attention on the sensory input of consumption experience (Bryant 2003) “ heightened awareness” that “makes us more fully conscious of the pleasurable things we see, hear, smell, touch, or taste” (Bryant and Veroff 2007, p. 6) It prolongs and intensifies the enjoyment of a consumption activity by extending it outside of the current moment and drawing attention to aspects of the experience that might otherwise be missed We contend that these 3 research themes are related where savouring is the mechanism by which consumers respond to scarcity, leading to greater satiation and trade offs between present and future utility. Series of experiments to study this
HEADER DATE
HEADER DATE Set up at 1.10 Back in at 2:15 Listen to instructions and watch until Then vid 57: 02:02 to 02:24 Same basic proceedure: studnets come in room see 6 on the plate and either told then they are getting 2 or after 2 nd piece Complete DV’s Time taken measured via observation – could see between frosted areas
In Study 1, participants who learned in advance that they would receive only two of six displayed pieces of chocolate…
HEADER DATE
HEADER DATE DV’s How many of the chocolates do they Desire/Want ( measured before expectations set) Open ended response format Overall tasting time (in seconds) Capacity for additional pieces (How many additional pieces could you eat right now? Open ended response format Number of pieces eaten Desire: “ I would like a lot more chocolate now,” “I really wish I could try additional pieces of chocolate,” “I’ve tasted enough chocolate for today,” and “If there were more pieces of chocolate, I’d taste them now,” with each statement followed by two response scales anchored by “Strongly disagree” (1) – (9) “Strongly agree” and “Not at all” (1) – (9) “Definitely”.
HEADER DATE We have the added benefit in this design of having control groups: exp 2 get 2 and expect 6 get 6.
Study 2 replicated the key findings of Studies 1. Compared to those who are told after eating, those who know before eating that will receive only 2 of 6 pieces ate more slowly and became satiated more quickly In addition, it demonstrated that the opposite effects occur when participants receive more pieces of chocolate than expected. Compared to those who are told after eating, those who know before eating that will receive 6 rather 2 pieces as expected ate more quickly and became satiated more slowly It distinguished between whether it is getting less than expected or less than desired: Eating time: Expectations: Main effect (F1,139 = 4.18, p < .05. Sig) If you get less than expected you take longer to eat Desire: Neither Main effect nor Interaction effect (desired quantity x expected) were significant (F1,136 < 1) Capacity for more: Main effect for Expectations (F1,139 = 4.18, p < .05. Sig) If you get less than expected you are fuller after having eaten Main effect for Desire F1,66 = 9.45, p < .005, Sig, but no interaction between the two (Expectations and Desires) If you desire more you can eat more Suggesting Expectations and Desires have independent effect on how much you can eat So, on balance, the tendency to adjust eating speed and rate of satiation to changes in the actual quantity to be consumed is driven more by expectations than by desires. Or if faced with 2 pieces of chocolcate I may eat them at a different rate and be more full afterwards depending on how many I epect rather than how many I desire
HEADER DATE Contribution: Main Experimental Result: Being warned that you will get less than expected leads to eating more slowly, consuming “more” per unit of consumption and being more satiated Main Theoretical Contribution : When people know they will get less than they want, they savour in order to increase real time enjoyment and hence compensate for the anticipated future self which is less full and has had less enjoyment Present and Future selves co-operate ( other work shows often shows an antagonistic relationship) Linking research streams in Satiation (Galak, Redden and Kruger 2009) , Savouring (Bryant and Veroff 2007) and Consumer trade offs between current and delayed consumption (Ratner, Kahn and Kahneman 1999)
Expectation vs Desire vs Capacity Obesity and Diet How can we encourage dieters to lose weight? How can we help them avoid overeating in the first place Advice on portion size Sustainable Development Overuse of resources by developed nations is in part based on the cornucopia of goods and services available How to encourage more sustainable levels of consumption of scarce and rare resources Business and Public Policy Contribution Organisation understanding and Public Policy on sales promotions based on volume How to sell sustainability to your consumers where resources prices (Oil, Wheat, Water, Precious and rare minerals) reduce volume that is sold to maintain price or where organisational accounting moves toward a triple bottom line approach
Really a study of disposal and self induced voluatary scarcities Aim: To explore disposal and management of identity conflicts in working mothers
Within this context this research is about disposal of things and disposal of behaviours. We focus on how working mothers manage their multiple roles and the conflicts that occur between these roles
It is under constant negotiation in our social world, where shared meanings and public standards play a central role in the definition of identities such as woman, m Self : Social and Personal and Extendable (Belk, 1988) Relatively stable, Coherent More Ahuvia, 2005 and Tian and Belk, 2005) than Belk (1988) and Kleine and Klein (2000) Yet organized as an ever developing, narrative ( Atkins 2004; Ahuvia 2005) Narrative is partly dialogical in nature (Taylor (1992, Brison, 1997) We learn how to understand ourselves and others via discussion with others and society. Thus changing societal dialogue/narrative can shift the boundaries of what a specific group identity is understood to be (such as mother or radical conservationist ) Shifting societal expectations create challenges for maintaining a coherent self Particularly where shifts bring rejected or avoided identities into alignment with existing core identities (i.e. woman, mother vs. environmentalist, political activist) other or environmental activist (Schechtman, 1996).
17 mothers from Toronto (wider study into identity conflicts and barriers to sustainable practice) Mothers chosen because of multiple roles performed, i.e. mother, wife, homemaker, employee, and friend Recently made considerable changes to their consumption practices with goal of consuming in a more sustainable fashion Diminished the amount of waste they generate and had integrated recycling as their main disposal practice. Recruitment via recruitment agency 1.5 - 3hrs, in-home discussions Grounded theory analysis techniques used
High level of knowledge and commitment to performing a wide range of sustainable behaviours General concern and specific understanding about environmental issues. GHG emissions, water, air and food pollution food, rubbish disposal Clearly knowledgeable and intending to act Understand consequences of these issues: ‘ I: Why are you doing all this? R: Well because the Earth is in need of it I guess, and you know, worrying about your kids futures and what’s it going to look like for them and the whole global warming thing.”
Pro-environmental consumption often practiced through Anti-consumption in acts of rejection , reduction and reuse, not purchasing green alternatives. These practices are constructed through the collaboration between the needs of the individual and the needs for environmental preservation Non consumption used to support symbolic, identity narrative Change within the consumerist paradigm Rejection of “Treehugger”, radical environmentalist, Conservationist identity “ Would you call yourself a conservationist? R: “I think like people on the outside who aren’t into conservation stuff probably would, but me from being, looking within and looking at the extreme conservationist people, then I wouldn’t.” x
Conflict is created by the contrasting social positions, values and behaviour inherent in the different roles played: i.e. mother, professional worker and green consumer, What practices are required to be a mother may sometime conflict with those required to be lawyer or green consumer. How the disposal practices are integrated into the daily routines can be understood using a framework of identity conflicts and strategies used to manage these conflicts (Swann 1987, Murray 2002, Ahuvia 2005). Didn’t find Ahuvia’s (2005) “Demarcating,” “Compromising” and “Synthesizing” strategies. Instead becoming green necessitates new disposing practices that are managed through Assimilation (Accepting or Modifying) or Rejection strategies. Process where values and meanings of the new sustainable disposal practice are assimilated into prominent “core” identities without changing them . This strategy allows respondents to reduce their amount of waste and the adoption of recycling to occur within personally and socially acceptable boundaries. Changing without changing Disposing of things and practices without disposing or changing identity
For example: Katherine: Now sorts and recycles: glass ,metal plastics, food/yard waste, paper, used nappies (diapers), tissues and general waste She found this a straightforward change and wishes she could do more! Also stopped the waste linked to using strong chemical household cleaners. In order to modify her waste production, she started using vinegar and baking soda The meaning of this sustainable disposal practices was assimilated into her conceptualization of herself as a mother without changing it, despite These previously radical behaviours being associated with environmentalist.
Recycling Sorting of recycling, What is recycled What is reused What is throw away What behaviours are disposed of Francis, Katherine, Susan, Racheal, Trish, Regina Need to work through examples so it is disposal behaviours: Recycling Sorting of recycling, What is recycled What is reused What is throw away What behaviours are disposed of Francis, Katherine, Susan, Racheal, Trish, Regina
What wont they recycle?
We highlights how conflicts between core and other identities, created by changing standards and values, can be negotiated so that despite ( and because of) the adoption of new values and consumption practices, self image can be maintained. “ Assimilation” strategy allows change to be avoided even in the face of considerable change. In this way behaviours previously considered as radical were easily adopted and maintained Assimilation occurs because of the hierarchical nature of the conflicting identities and the central importance of motherhood to sense of self. Properties do not exist in Ahuvia’s examination of loved objects (2005) or Mick and Fournier’s (1998) technical paradoxes.
Disposal occurring without disposing of the meaning of the practice; i.e. Katherine's disposal of a un-environmentally friendly behaviour was not accompanied by the disposal of the meaning of this behaviour to her motherhood (a good mother keeps a clean house protecting her children against disease and illness) Instead some of the meaning is transferred on to a new behavior that does not cause conflict between her multiple roles. So she avoids becoming too environmental or jeopardising her mothering values. Assimilation appears to occur because of the hierarchical nature of the conflicting identities and the central importance of motherhood to these women’s sense of self. Properties do not exist in Ahuvia’s examination of loved objects (2005) or Mick and Fournier’s (1998) technical paradoxes.