ECOLOGICAL BEHAVIORS

Reinforcement [Constraints and Incentives]

Social Traps Traps Countertraps

A. Commons trap R+ R+ R+ R- (SP) (SP) (SP) (LG) TRAPS Short term R+ leads to increase in behavior, even if long term outcome is negative. A. Commons trap R+ R+ R+ R- (SP) (SP) (SP) (LG) P = Person G = Group S = Short-term L = Long-term

A. Commons trap R+ R+ R+ R- (SP) (SP) (SP) (LG) B. Individual trap TRAPS Short term R+ leads to increase in behavior, even if long term outcome is negative. A. Commons trap R+ R+ R+ R- (SP) (SP) (SP) (LG) B. Individual trap R+ R+ R+ R- (SP) (SP) (SP) (LP) P = Person G = Group S = Short-term L = Long-term

A. Missing Hero R- R- R- R+ (SP) (SP) (SP) (LG) COUNTER TRAPS Short term R- blocks behaviors that would lead to long-term positive outcomes. A. Missing Hero R- R- R- R+ (SP) (SP) (SP) (LG) P = Person G = Group S = Short-term L = Long-term

$aving Money

A. Missing Hero R- R- R- R+ (SP) (SP) (SP) (LG) B. Fence R- R- R- R+ COUNTER TRAPS Short term R- blocks behaviors that would lead to long-term positive outcomes. A. Missing Hero R- R- R- R+ (SP) (SP) (SP) (LG) B. Fence R- R- R- R+ (SP) (SP) (SP) (LP) P = Person G = Group S = Short-term L = Long-term

Changing the Incentives or in Skinnerian terms: Add a counter reinforcer or change the delay of the reinforcement.

Minneapolis Energy Savings Plan Free energy audit Free installation of needed technology Share in $ from energy reductions First 3 years consumer pays utility 75% of savings. Years 4-5 50% and > 5 years 0.

Promoting Bus Ridership Through Token Reinforcement

Cautions/Limitations

Attitudes/values necessary but not sufficient Knowledge increases impact but still limited Have to also address incentives/constraints

Individual choices severely constrained by larger sociopolitical forces. e.g. reduction in automobile without mass transit availability e.g. use of contraceptives without availability

Behaviors that demand personal sacrifice are notoriously unreliable. (think losing weight, quitting smoking) Why? Reinforcement theory. Habitual nature of human behavior.

Lifestyle changes/increased regulation vs. efficiency e.g., cut your car use in half vs. buy a Hybrid and double fuel efficiency

Economics and Market Assumptions Inversion of necessity as the mother of invention e.g. marketing as inventing necessity Problem of externalities: costs of production and delivery of services not fully captured in the market e.g. technological fix and pollution Rational human decision maker e.g. Risk perception biases e.g. Problem of aggregation: does individual choice → best choice for society? (Adam Smith’s invisible hand) e.g. cost/benefit analysis: temporal discounting (reinforcement); relative difficulty to assess benefits vs. costs

Ecological Paralysis Environmental Helplessness Given critical importance of control, efficacy, difficulty/facility to engage in behavior, how can one person make a difference?

Dietz, T. , Gardner, G. T. , Gilligan, J. , Stern, P. C Dietz, T., Gardner, G. T., Gilligan, J., Stern, P. C., & Vandenbergh, M. P. (2009). Household actions can provide a behavioral wedge to rapidly reduce US carbon emissions. Proceedings of the National Academy of Sciences, 106(44), 18452–18456.

Next 5 actions by achievable carbon emissions: Low-rolling resistance tires Carpooling and trip-chaining Efficient water heater Thermostat setbacks Routine auto maintenance Dietz, T., Gardner, G. T., Gilligan, J., Stern, P. C., & Vandenbergh, M. P. (2009). Household actions can provide a behavioral wedge to rapidly reduce US carbon emissions. Proceedings of the National Academy of Sciences, 106(44), 18452–18456.

Potential Carbon Reductions from Changes in Household Activities 20% reduction of direct household emissions achievable Represents 7.4% of total U.S. carbon emissions Equivalent of reducing U.S. emissions from petroleum refining, iron and steel, and aluminum industries to zero Dietz, T., Gardner, G. T., Gilligan, J., Stern, P. C., & Vandenbergh, M. P. (2009). Household actions can provide a behavioral wedge to rapidly reduce US carbon emissions. Proceedings of the National Academy of Sciences, 106(44), 18452–18456.

Hoose, P. M. (2002). It’s our world, too Hoose, P.M. (2002). It’s our world, too!: young people who are making a difference: how they do it – how YOU can, too!. Farrar, Straus and Giroux. Two of the postcards sent to carefully selected executives of the H.J. Heinz Company 31

Joel Rubin enjoys a swim with a friend Hoose, P.M. (2002). It’s our world, too!: young people who are making a difference: how they do it – how YOU can, too!. Farrar, Straus and Giroux. Joel Rubin enjoys a swim with a friend 32

Never doubt that a small group of thoughtful, committed citizens can change the world; indeed, it’s the only thing that ever has. Margaret Mead