1. 1| faculty of behavioural and social sciences 21-09-2015 1| faculty of behavioural and social sciences 21-09-2015 Sustainability myth busters People won’t change their behaviour unless they get a reward Leonie Venhoeven PhD student Environmental Psychology

2. 2| faculty of behavioural and social sciences 21-09-2015 Environmental Psychology

3. 3| faculty of behavioural and social sciences 21-09-2015 Campaign: Do the right thing – anti litter campaign

4. 4| faculty of behavioural and social sciences 21-09-2015 Why do(n’t) people act sustainably?

5. 5| faculty of behavioural and social sciences 21-09-2015 Possible explanations

6. 6| faculty of behavioural and social sciences 21-09-2015 ›Attitude  Advantages of “wanted” and “unwanted” behavior  Disadvantages of “wanted” and “unwanted” behavior + Weight of advantages and disadvantages 6 Possible explanations: Attitudes

7. 7| faculty of behavioural and social sciences 21-09-2015 VS

8. 8| faculty of behavioural and social sciences 21-09-2015 Adding external (dis)advantages

9. 9| faculty of behavioural and social sciences 21-09-2015 Campaign: GE Big Change Commercial Added advantage: money

10. 10| faculty of behavioural and social sciences 21-09-2015 Added advantage: money

11. 11| faculty of behavioural and social sciences 21-09-2015 Added advantage: money

12. 12| faculty of behavioural and social sciences 21-09-2015  Effect on behavior itself - Money not as effective as thought  Long-term effects Added advantage: money

13. 13| faculty of behavioural and social sciences 21-09-2015 13 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, 39-51. Added advantage: money

14. 14| faculty of behavioural and social sciences 21-09-2015 14 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, 39-51. Added advantage: money

15. 15| faculty of behavioural and social sciences 21-09-2015 15 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, 39-51. Added advantage: money

16. 16| faculty of behavioural and social sciences 21-09-2015  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. 17| faculty of behavioural and social sciences 21-09-2015 Added advantage: money

18. 18| faculty of behavioural and social sciences 21-09-2015 Added advantage: money

19. 19| faculty of behavioural and social sciences 21-09-2015  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. 20| faculty of behavioural and social sciences 21-09-2015 So how to motivate people then?

21. 21| faculty of behavioural and social sciences 21-09-2015 Assignment ›Develop a campaign that stimulates intrinsic rather than extrinsic motivation for sustainable behaviour ›3 important aspects according to theory:  Autonomy  Purpose  Mastery