1. ECOLOGICAL BEHAVIORS

5. Reinforcement [Constraints and Incentives]

7. Social Traps
Traps
Countertraps

9. 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

11. 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

13. 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

14. $aving Money

15. 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

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

17. 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 % and > 5 years 0.

18. Promoting Bus Ridership Through Token Reinforcement

19. Cautions/Limitations

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

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

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

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

24. 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

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

26. 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.

27. 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.

28. 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.

31. 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

32. 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

33. 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