1. Encouraging shoreline behavior change
Michael S. Amato
PhD Student
Psychology Department &
Nelson Institute for Environmental Studies
University of Wisconsin - Madison

2. Encouraging shoreline behavior change
Study 1: Beliefs & Goals
How do people make decisions about their shore?
How are people who engage in restoration different from people who don’t?
Encouraging shoreline behavior change

3. Many possible reasons for different choices:
Study 1: Beliefs & Goals
How do people make decisions about their shore?
How are people who engage in restoration different from people who don’t?
Many possible reasons for different choices:
Emphasis on common good vs. self-interest
Belief in rights of nature versus humans
Belief in fragility of nature
Goals for their property

4. Beliefs and Goals for Shoreline Decisions
Study method:
Survey sent to Burnett Co. owners (n = 155 ; 64% resp rate)
Questions about beliefs, goals, etc.
Questions about grooming behaviors:
Shower
Shave
Cut trees and shrubs
Mow
Rake
Maintain beach

5. Beliefs and Goals for Shoreline Decisions
Results
Beliefs associated with LESS shoreline grooming:
Rights of nature (β = -0.34, 99% CI = [-0.61, -0.07])
Fragility of nature (β = -0.25, 99% CI = [0.09, 0.41])
Implications for communication:
Emphasize empathy with animals; personification
Emphasize delicate balance of lake ecosystem

6. Beliefs and Goals for Shoreline Decisions
Results
Goals associated with MORE shoreline grooming:
Importance of pleasing aesthetic
(β = 0.34, 99% CI = [0.11, 0.57])
Importance of usability for recreation
(β = 0.36, 99% CI = [0.14, 0.58])
Implication for communication:
Offer solutions compatible with those two goals

7. Beliefs and Goals for Shoreline Decisions
One final point on this:
BELIEFS (rights + fragility)
affected behavior by affecting perceived importance of shore vegetation
GOALS (aesthetic + usability)
affected behavior independently of perceived importance of shore vegetation

8. Encouraging shoreline behavior change
Study 1: Beliefs & Goals for Shoreline Decisions
How do people make decisions about their shore?
How are people who engage in restoration different from people who don’t?
Encouraging shoreline behavior change
Study 2: The Barrier of Self-Perception Bias
What are the barriers that prevent people from improving their shore?

9. The Barrier of Self-Perception Bias
come to view
old behavior as undesirable
old behavior:
maintain groomed shoreline
new behavior:
grow vegetated shoreline

10. The Barrier of Self-Perception Bias
come to view
old behavior as undesirable
Humans are not objective observers of the world.
We perceive the world in ways that promote a positive self-view.
old behavior
new behavior
Current shoreline state reflects past decisions.
Owners are motivated to avoid negative conclusions about their past decisions.

11. The Barrier of Self-Perception Bias
Study method:
Central Wisconsin
71 property owners
(59% response rate)
Rated photos of shorelines on 4 measures:
natural beauty, water quality, habitat, usability
8 photos: 1 photo of their own shoreline
+7 photos of other participants’ shorelines

12. The Barrier of Self-Perception Bias
Study method:
Central Wisconsin
71 property owners
(59% response rate)
Rated photos of shorelines on 4 measures:
natural beauty, water quality, habitat, usability
8 photos: 1 photo of their own shoreline
+7 photos of other participants’ shorelines

13. The Barrier of Self-Perception Bias
Study result:
Owners underestimate their own shoreline’s impact

14. The Barrier of Self-Perception Bias
Implications:
Owners are unlikely to improve their shoreline if they don’t perceive a problem.
Owners who think lake health is important are especially prone to self-perception bias.

15. Future Research Beliefs & Goals Self-Perception Bias
Evaluate actual behavior (not self-report)
Use survey responses to tailor messages
Self-Perception Bias
Test methods for delivering objective feedback
Self-assessment worksheet
Lake Health Report

16. Thank you for your time! Michael Amato Bret Shaw John Haack
Thank you to
Wisconsin Department of Natural Resources

17. Extra slides for Q&A

18. Category Construct Item Text
values
self-transcendence
Wisconsin's lakes should be available to everyone.
self-enhancement
I am proud to own property on a lake.
stimulation
I find it personally satisfying to spend time at the lake.
security
Owning lake property gives me a feeling of security.
biospheric beliefs
nature’s resilience
The lake can withstand human modifications of the shoreline.
human ingenuity
The health of the lakes is dependent on human intervention and ingenuity.
rights of nature
It is important to protect the lake for the plants and animals that live there.
goals
affective – enjoy
My ability to enjoy my property
affective – aesthetic
How much I will like the look of it
gain – cost
Cost of the different options
gain – resale
Resale value of my property
normative – fit
How the look of my shoreline fits in with others nearby
normative – health
Effects on the overall health of the lake
mediator
importance
It is important that I let my shoreline grow in a natural, vegetated state.