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

2. 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. 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. 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 Beliefs and Goals for Shoreline Decisions

5. 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 Beliefs and Goals for Shoreline Decisions Results

6. 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 Beliefs and Goals for Shoreline Decisions Results

7. 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 Beliefs and Goals for Shoreline Decisions

8. Study 2: The Barrier of Self-Perception Bias What are the barriers that prevent people from improving their shore? 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

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

10. come to view old behavior as undesirable old behavior new behavior 1.Humans are not objective observers of the world. 2.We perceive the world in ways that promote a positive self-view. 3.Current shoreline state reflects past decisions. 4.Owners are motivated to avoid negative conclusions about their past decisions. The Barrier of Self-Perception Bias

11. 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 The Barrier of Self-Perception Bias

12. 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 The Barrier of Self-Perception Bias

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

14. 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. The Barrier of Self-Perception Bias

15. Future Research Beliefs & Goals 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. CategoryConstructItem Text values self-transcendenceWisconsin's lakes should be available to everyone. self-enhancementI am proud to own property on a lake. stimulationI find it personally satisfying to spend time at the lake. securityOwning lake property gives me a feeling of security. biospheric beliefs nature’s resilienceThe 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 – enjoyMy ability to enjoy my property affective – aestheticHow much I will like the look of it gain – costCost of the different options gain – resaleResale value of my property normative – fitHow the look of my shoreline fits in with others nearby normative – healthEffects on the overall health of the lake mediator importance It is important that I let my shoreline grow in a natural, vegetated state.