1| faculty of behavioural and social sciences | faculty of behavioural and social sciences Sustainability myth busters People won’t change their behaviour unless they get a reward Leonie Venhoeven PhD student Environmental Psychology

2| faculty of behavioural and social sciences Environmental Psychology

3| faculty of behavioural and social sciences Campaign: Do the right thing – anti litter campaign

4| faculty of behavioural and social sciences Why do(n’t) people act sustainably?

5| faculty of behavioural and social sciences Possible explanations

6| faculty of behavioural and social sciences ›Attitude  Advantages of “wanted” and “unwanted” behavior  Disadvantages of “wanted” and “unwanted” behavior + Weight of advantages and disadvantages 6 Possible explanations: Attitudes

7| faculty of behavioural and social sciences VS

8| faculty of behavioural and social sciences Adding external (dis)advantages

9| faculty of behavioural and social sciences Campaign: GE Big Change Commercial Added advantage: money

10| faculty of behavioural and social sciences Added advantage: money

11| faculty of behavioural and social sciences Added advantage: money

12| faculty of behavioural and social sciences  Effect on behavior itself - Money not as effective as thought  Long-term effects Added advantage: money

13| faculty of behavioural and social sciences Ettema, D., Knockaert, J., & Verhoef, E. (2010). Using incentives as traffic management tool: Empirical results of the “peak avoidance” experiment, Transportation Letters: The International Journal of Transportation Research, 2, Added advantage: money

14| faculty of behavioural and social sciences Ettema, D., Knockaert, J., & Verhoef, E. (2010). Using incentives as traffic management tool: Empirical results of the “peak avoidance” experiment, Transportation Letters: The International Journal of Transportation Research, 2, Added advantage: money

15| faculty of behavioural and social sciences Ettema, D., Knockaert, J., & Verhoef, E. (2010). Using incentives as traffic management tool: Empirical results of the “peak avoidance” experiment, Transportation Letters: The International Journal of Transportation Research, 2, Added advantage: money

16| faculty of behavioural and social sciences  Effect on behavior itself - Money not always as effective as thought  Long-term effects - Not always stable effects  Effect on spill-over Added advantage: money

17| faculty of behavioural and social sciences Added advantage: money

18| faculty of behavioural and social sciences Added advantage: money

19| faculty of behavioural and social sciences  Effect on behavior itself - Money not always as effective as thought  Long-term effects - Not always stable effects  Effect on spill-over - If money becomes reason for behavior, spill-over to other sustainable behavior not likely Added advantage: money

20| faculty of behavioural and social sciences So how to motivate people then?

21| faculty of behavioural and social sciences Assignment ›Develop a campaign that stimulates intrinsic rather than extrinsic motivation for sustainable behaviour ›3 important aspects according to theory:  Autonomy  Purpose  Mastery