1. Making good behavior more appealing November 3, 2010

2. Overview How do we make being good more appealing? What do people respond to? – Make being bad less appealing – Make being good profitable – Make being good fun – Make being good social A caveat

3. Make bad behavior unfun

5. Economic disincentives

6. Make bad behavior unfun Taxes and fees Punishments

7. Make it profitable Keep it simple Dignity? Kane et al., 2004

8. Make it profitable

9. Make it fun!

10. The Fun Theory

11. Pepsi Refresh

12. Make it social

13. Make the cause social

14. Use social norms

15. People like you… Goldstein, Cialdini, & Griskevicius, 2008

16. …Reuse their towels Goldstein, Cialdini, & Griskevicius, 2008

17. Use reciprocity Which is more effective? If you reuse your towel, the hotel will make a donation in your name to an environmental protection organization Please reuse your towel; the hotel has made a donation in your name to an environmental protection organization Goldstein, Griskevicius, & Cialdini 2008

18. Social proof and compliance Descriptive norms tell you what people actually do Injunctive norms tell you what people shouldn’t do Which works better to improve people’s behavior? Cialdini designed two signs for the Petrified Forest National Park, one with descriptive norm, one with an injunctive norm

19. Many past visitors have removed petrified wood from the Park, changing the natural state of the Petrified Forest Please don’t remove the petrified wood from the Park, in order to preserve the natural state of the Petrified Forest

20. Social proof and compliance Cialdini et al., 2006

21. Status and consumption Conspicuous consumption is often used to express status Sadalla & Krull (1995) found that many behaviors that can help preserve the environment as well as save money are seen as low class and unattractive – Drying clothes on a clothesline – Riding the bus – Taking recyclables to a recycling center Creates another barrier to responsible consumption— how can we change views about these behaviors?

22. Give the cause status Griskevicius et al., 2010

23. Green status Griskevicius et al., 2010

24. But… These external motivators can be helpful But do they lead to lasting change? Be careful! – Wanting the incentive and wanting the outcome are different things

25. Extrinsic versus intrinsic motivation Extrinsic motivation: An environmentally-created reason to initiate or persist in a particular action – The source of the behavior is incentives, rewards, and punishments contingent on the behavior – The behavior is a means to an end Intrinsic motivation: Your own interests, wants, and desires encourage you toward a particular action – The source of the behavior is a psychogenic need, curiosity, or striving for growth – The behavior is the end in itself

26. Self-perception Enjoyabl e activities No external reward External reward (e.g., $$) Self-perception: I do this because I like it Self-perception: I do this because I’m paid to Intrinsic motivation Extrinsic motivation

27. Overjustification % time playingQuality of drawing No reward16.72.7 Unexpected reward18.12.8 Expected reward8.62.2 Lepper, Greene, & Nisbett, 1973

28. Summary We can induce good behavior by attaching other positive things to it – A lack of bad things – Money – Enjoyment – People Keep it small, though—you want people to think they do it because they like it, not that they like the incentive