Post on 16-May-2018
Social psychology is the study of
individuals in the social context. It
examines how and why people think,
feel, and act under particular social
influences and situations.
Normative Influence – When someone changes their attitudes
or behaviours to fit in with their group, to be “normal”.
Gravitation of behaviour to what everyone else is doing.
Also… Conformity – Changing our perceptions, attitudes,
opinions or behaviours to be more in sync with real or
assumed group norms.
9 out of 10 Waterton
residents in The City
of Waterton pay their
water bills on time.
Water bills will be
charged 20% interest
on late bill payments
to The City of
Waterton
Water one inch a
week, including rain,
to keep your lawn
green.
Let your lawn go
dormant during the
summer months.
Golden in the new
green!
Source: Newgeography.com
Social Loafing – The tendency for people to do less
when they are part of group effort to a common goal,
then when they are performing and held accountable
as an individual.
“We should all do our
part to save water”
“Thanks to your
efforts at home, water
use in the community
continues to drop.
Keep up the great
work!” (add the person’s name, hand written for
added value)
Cognitive Dissonance Theory - The theory
that we will adjust or change our attitudes
to reduce the tension that develops upon
the realization that our attitudes and
behaviours contradict each other.
Also.. Consistency – Once people make a
choice or take a stand, they will encounter
personal and interpersonal pressure to
behave consistently with what they have
previously done (Principles of Persuasion Dr. R. Cialdini)
High School Students:
“I pledge to reduce my
shower by two minutes
each day by _________”
Name: ___________.
(Posted in the hallway and followed up
with by peers.)
(Note: with habit based behaviours,
better to let them determine the how)
“Keep showers to 5
minutes or less. The
shorter the shower,
the less water you will
use.”
Rain water harvesting
rebates will be
available for residents
until March 31st,
2015. For details
please visit our
website.
A limited number of
rain water harvesting
rebates will be
available for residents
on a first come, first
served basis. Call now
to secure your place.
Reciprocity – We are
more likely to agree to
something if we have
previously received
something from the
person asking.
Not bribery…
Help Save Water.
Water efficient toilets
are on sale this
weekend!
We are doing our part
to save water. Can we
count on you to help?
Receive a $50 mail –
in rebate when you
purchase a water
efficient toilet.
Authority - More chance to
persuade if the person
asking is considered an
authority or expert on the
matter, or if supported by
scientific studies.
City of Waterton:
“Plants are healthier
when only watered
once a week”
Frankie Flowers:
“Plants are healthier
when only watered
once a week”
“Without water
conservation, we are
looking at massive
debt to pay for all the
failing infrastructure”
“Saving water helps
defer costly
infrastructure
projects”
Contrast: If we see two different
things in sequence, we will tend to
see the second one as more different
from the first than it really is.
“Save up to $60 on
your water bill each
year with the install of
a dual flush toilet”
“Putting off the
installation of a dual
flush toilet will cost
you an extra $60 on
your annual water bill.
That is 2X the amount
of your current water
bill”
Shame: can have a major influence on changing
people’s behaviours, but extreme caution must be
taken when using this technique.
Very effective, but hard to do as a municipality.
Neighbourhood
Average:
650 lpd
Your Daily Household
Water Use :
1000 lpd
Your Daily Household
Water Use:
1000 lpd
Learn how to reduce
your water use on our
webpage!
Low Ball Technique – A tactic that
capitalizes on the tendency for people
to agree to larger requests after they
have agreed to an earlier, smaller
request. If the larger request is asked
first, they are less likely to agree.
Foot-In-The-Door Phenomenon – People
tend to agree to larger request when
they have previously complied with a
smaller request.
“As a previous
participant in the
toilet rebate program,
you are eligible to
participate in our
Grey Water Reuse
Pilot Program to help
you save even more
water!
“The City of Waterton
is launching a new
Grey Water Reuse
Pilot Program. Learn
how you can start
saving water at home!
False Consensus Bias– The tendency to overestimate
the commonality of a person’s opinions or attitudes
with the greater population.
False Uniqueness Effect – The tendency to
underestimate one’s attitudes and successful
behaviours in comparison to the greater population.
“I think saving water
is important, so does
everyone else”
“ I do not waste
water, everyone
else is the
problem”
As a committed Water Conservation professional, continuing to use
the wrong messaging will cause further loss in water saving
opportunities. A recent study from Maidupp University revealed that
the wrong messages can cost a utility up to 60% more in outreach
costs, when compared to effective messages.
At RMSi, we have worked hard to reduce ineffectiveness in water
conservation messaging. Can we count on you to do the same?
A limited number of distinguished seminar guests will receive a
10% mail-in rebate when they book the Art of Selling Conservation
training session with RMSi.
Everyone else has made the change, have you?
For more information contact info@rmsi.ca
www.rmsi.ca 416-550-4154