Behavior Change Training: Social Science Tools and ...€¦ · Beyond Education: Using Social...
Transcript of Behavior Change Training: Social Science Tools and ...€¦ · Beyond Education: Using Social...
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Beyond Education:Using Social Science to Drive Behavior Change
Jennifer Tabanico, President
2018 CalRecycle Used Oil/HHW Training & SymposiumSeptember 20, 2018
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Action Research
Applying marketing and social science research to outreach programs that promote clean, healthy, and sustainablecommunities
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WASTE + RECYCLING TRANSPORTATION ENERGY WATER
HEALTH CONSERVATION AGRICULTURE POLLUTION PREVENTION
Action Research
17 Years of Behavior Change Experience
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Behavior Matters
Sustainability = Behavior
Technology Solutions
Policy Solutions
Behavioral Solutions
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THE Behavior Matters
Diverse Behaviors
Diverse Barriers
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Information-Intensive Campaigns
Knowledge Awareness
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Information-Intensive Campaigns
Knowledge
If people know what to do, they
will do it.
Knowledge ≠ Behavior Change
Awareness
If people know the severity of it, they will change.
Attitude ≠ Behavior Change
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Information-Intensive Campaigns
Knowledge
If people know what to do, they
will do it.
Knowledge ≠ Behavior Change
Awareness
If people know the severity of it, they will change.
Attitude ≠ Behavior Change
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Energy Conservation Workshops
Attitudes and Knowledge
Behavior Change1 of 40 lowered hot water heater temp2 of 40 installed water heater wrap8 of 40 installed low flow shower head
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Water Conservation Handbook
10 Week Randomized Control Trial
Behavior ChangeNo change in water use
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State and National Campaign Effects
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Why do Information-Intensive Campaigns Persist if they are Not Effective?
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Why do they Persist?
Underestimate Difficulty Easy and Fast Attractive
Feel Good “It Would Work for Me!” Lack of Evaluation
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Community-Based Social Marketing
Origins in Social Science
Community-based
Removes Barriers
Behavior-based
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Select Behavior
Barriers & Benefits
Develop Strategy
Pilot Test
Implement Broadly & Evaluate
Community-Based Social Marketing
McKenzie-Mohr, D. (1999, 2011)
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Select Behavior
Barriers & Benefits
Develop Strategy
Pilot Test
Implement Broadly & Evaluate
Community-Based Social Marketing
McKenzie-Mohr, D. (1999, 2011)
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Select Behavior
Barriers & Benefits
Develop Strategy
Pilot Test
Implement Broadly & Evaluate
Community-Based Social Marketing
McKenzie-Mohr, D. (1999, 2011)
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Select Behavior
Barriers & Benefits
Develop Strategy
Pilot Test
Implement Broadly & Evaluate
Community-Based Social Marketing
McKenzie-Mohr, D. (1999, 2011)
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Select Behavior
Barriers & Benefits
Develop Strategy
Pilot Test
Implement Broadly & Evaluate
Community-Based Social Marketing
McKenzie-Mohr, D. (1999, 2011)
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Case StudyCity of OceansideClean Water Program
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City of Oceanside, California
SLR River Trail
Water Quality
Bacteria
Pet Waste
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Step 1: Behavior Selection
Who is Responsible?In-person surveys
Extent of the ProblemObservations
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Step 2: Barriers and Benefits
Mail Survey> 50% responded
ResultsSocial responsibilityTrash cans too farNo bag Existing Signage
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Step 3: Develop Strategy
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Step 4: Pilot Test
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50
70
90
110
130
150
170
190
CBSM Control
PRE POST
23 % reduction in piles of pet waste left behind on trail
Step 4: Pilot Test
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Step 1. Selecting Behaviors
Strategic Selections
Informed by Data
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Desired Outcome
Sectors and Audiences
Is Behavior Linked to Outcome?
Strategic Selection
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End StateTake used oil to a collection center
Non-divisibleProper storage
No StrategiesSign a pledge; Attend a workshop
List Target Behaviors
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• How significant is the behavior?Impact
• How likely is adoption?Probability
• How many already engaged?Penetration
• For whom is it relevant?Applicability
Prioritize Behaviors
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What we refer to as a “behavior” is very often made up of a variety of sub-actions, each of which likely have their own set of barriers associated with them.
Behavior Chains
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HHW Collection Participation
Behavior Chains
Intention ID Material Collection Center Details
Obtain Packaging
Pack TransportCenter
Operations and Procedures
Successful Drop Off
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Step 2. Identify Barriers and Benefits
Why Not Engaging?ExternalInternal
Barriers Can Vary by…BehaviorAudienceSeasonOver Time
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Trade journals
Agency reports
Technical publications
Scholarly literature
Literature Reviews
Barrier and Benefit Research
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Hazardous household product purchases
Improperly disposed materials
Collection participant demographics
Collection vehicle contents
ObservationsBarrier and Benefit Research
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Awareness/knowledge
Beliefs/perceptions
Current behaviors
Intrinsic and extrinsic barriers
Focus Groups
Barrier and Benefit Research
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Direct-mail
Phone survey
On-line survey
Intercept interviews
Surveys
Barrier and Benefit Research
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Step 2. Identify Barriers and Benefits
NEVER Based on Hunches
Short on Time or Budget?Literature ReviewsIntercept Interviews
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Step 3. Develop Strategy
Barrier and Benefit Research
Social Science Tools
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Behavior Change
Tools from Social
Sciences
Remove Barriers
Enhance Motivation
Personal Contact
Step 3. Develop Strategy
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Behavior Change
Tools from Social
Sciences
Remove Barriers
Enhance Motivation
Personal Contact
Step 3. Develop Strategy
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Behavior Change
Tools from Social
Sciences
Remove Barriers
Enhance Motivation
Personal Contact
Step 3. Develop Strategy
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Graphic: Schultz, P. W. (2013). Strategies for promoting proenvironmental behavior: Lots of tools but few instructions. European Psychologist.
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Behavior Change
Tools from Social
Sciences
Remove Barriers
Enhance Motivation
Personal Contact
Step 3. Develop Strategy
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Graphic: Tabanico, J. & Schultz, P.W., J. (2008). Community-based social marketing and behavior change. In A. Cabaniss (Ed.), Handbook on Household Hazardous Waste. Lanham, MD: Government Institutes Press.
Beh
avio
r C
hang
e
Reach
LOW
LOW
HIGH
HIGH
One-on-One Personal Contact
Group Discussion
Personalized media (feedback)
Impersonal direct contact (direct mail)
Information/Awareness by mass media (TV, radio, billboard)
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Behavior Change
Tools from Social
Sciences
Remove Barriers
Enhance Motivation
Personal Contact
Step 3. Develop Strategy
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Removing Barriers
Education
Convenience
Prompts
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When a Knowledge Deficit is a Barrier
New Program
Change in Existing Program
Education
Removing Barriers
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Make Desired Behavior Easier
Make Undesired Behavior Harder
Convenience
Removing Barriers
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Visual or Auditory Reminder
Barrier is Forgetting
Best PracticesRepetitive actionsClose in space and timeEmphasize correct action
Prompts
Removing Barriers
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Enhancing Motivation
Commitment
Social Norms
Social Diffusion
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Self-Perception Theory
Motivated Audience
Best PracticesWrittenPublicDurable
Commitment
Enhancing Motivation
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Types of Norms
When Motivation is Low
Best PracticesHighlight desired behaviorsReferent groupsGroup commitments
Social Norms
Enhancing Motivation
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Diffusion through Social Networks
Behavior is New or Uncommon
Best PracticesVisible behaviorsCommitment from early adoptersSocial modeling by well known, well respected individuals
Social Diffusion
Enhancing Motivation
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Personalized
Vivid
Credible
Local Impacts
CommunicationCapture Attention
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Case StudyCity of Fort Worth, TXResidential Curbside Recycling
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Residential Recycling
City of Fort Worth Texas
Baseline Diversion Rate = 18%
30% of Recycling Contaminated
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Waste Characterization Study415 Households
Mixed PaperPresent in 87% of Garbage Carts8% of Volume by Weight
Behavior Selection
Residential Recycling
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261 In-Person Surveys
BarriersPrivacy ConcernsConfusion (shiny paper, plastic)
BenefitsEnvironment; Right thing to Do
Identify Barriers and Benefits
Residential Recycling
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Social Norms87% Think Recycling is Important
InformationAddress Confusion
Convenience/PromptBlack Marker
Develop Strategy
Residential Recycling
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Step 4. Pilot Testing
Identify and Address Problems
Test Variations
Evaluate ROI
Cost-Savings
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Select Behavior
Barriers & Benefits
Develop Strategy
Pilot Test
Implement Broadly & Evaluate
Community-Based Social Marketing
McKenzie-Mohr, D. (1999, 2011)
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Community-Based Social MarketingWeb
www.cbsm.com www.toolsofchange.com Social Marketing Association of North America (SMANA)UCSD Extension Sustainability and Behavior Change Certificate Program
Books/GuidesFostering Sustainable BehaviorHandbook on Household Hazardous WasteSocial Marketing to Protect the Environment
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Q&A
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