Applying TPB Belief elicitation phase –Compliers & non-compliers Chose 4 salient beliefs. “If I pick up rubbish from this track, I will…” (1) prevent harm to wildlife and their habitat (behavioral belief). (2) prevent water pollution (behavioral belief). (3) set a good example for others (behavioral belief). (4) I believe that other track walkers who can see me think that I should pick up rubbish from this track (normative belief). Brown, T. J., Ham, S. H., & Hughes, M. (2010). Picking up litter: an application of theory-based communication to influence tourist behaviour in protected areas. Journal of Sustainable Tourism, 18 (7),

Applying TPB Belief measurement –belief strength: likely to unlikely (1 to 7) –belief evaluation: good to bad (+3 to -3) Brown, T. J., Ham, S. H., & Hughes, M. (2010). Picking up litter: an application of theory-based communication to influence tourist behaviour in protected areas. Journal of Sustainable Tourism, 18 (7), Results of Belief Measurement Phase for Identifying “persuasion potential” BeliefEvaluationX-product CNCC C Δ Prevent harm to wildlife Set a good example Prevent water pollution C= compliers; NC = non-compliers

Brown, T. J., Ham, S. H., & Hughes, M. (2010). Picking up litter: an application of theory-based communication to influence tourist behaviour in protected areas. Journal of Sustainable Tourism, 18 (7),

Compliance: –17% Control –32% Treatment 1 –37% Treatment 2 Brown, T. J., Ham, S. H., & Hughes, M. (2010). Picking up litter: an application of theory-based communication to influence tourist behaviour in protected areas. Journal of Sustainable Tourism, 18 (7), Mean cross product (-21 to +21) Control Trt 1 What will you do? Trt 2 If not you? Sets a good example for others Prevent harm to wildlife and habitat Prevent water pollution Attitude (0 to 21 scale)

The power of social influence

(standard) HELP SAVE THE ENVIRONMENT. “You can show your respect for nature and help save the environment by reusing your towels during your stay.” (guest identity) “JOIN YOUR FELLOW GUESTS IN HELPING TO SAVE THE ENVIRONMENT. In a study conducted in Fall 2003, 75% of the guests participated in our new resource savings program by using their towels more than once. You can join your fellow guests in this program to help save the environment by reusing your towels during your stay.” (same room, descriptive norm) “JOIN YOUR FELLOW GUESTS IN HELPING TO SAVE THE ENVIRONMENT. In a study conducted in Fall 2003, 75% of the guests who stayed in this room (#xxx) participated in our new resource savings program by using their towels more than once. You can join your fellow guests in this program to help save the environment by reusing your towels during your stay.” (citizen identity) “JOIN YOUR FELLOW CITIZENS IN HELPING TO SAVE THE ENVIRONMENT. In a study conducted in Fall 2003, 75% of the guests participated in our new resource savings program by using their towels more than once. You can join your fellow citizens in this program to help save the environment by reusing your towels during your stay.” (gender identity) “JOIN THE MEN AND WOMEN WHO ARE HELPING TO SAVE THE ENVIRONMENT. In a study conducted in Fall 2003, 76% of the women and 74% of the men participated in our new resource savings program by using their towels more than once. You can join the other men and women in this program to help save the environment by reusing your towels during your stay.” Goldstein, N. J., Cialdini, R. B., & Griskevicius, V A room with a viewpoint: Using normative appeals to motivate environmental conservation in a hotel setting. Journal of Consumer Research

Lessons? Effective communication  guesswork