Changing Behavior Demos Aalto

CHANGING BEHAVIOR

Tommi LaitioResearcher Demos [email protected]/tommilaitioAalto University 24 February 2011

torstaina 24. helmikuuta 2011

mailto:[email protected]


Demands &Guilt

Obligations &No tools

Anxiety&

Anger


BUILT ENVIRONMENT:40 % TOTAL ENERGY USE40 % OF CO2 EMISSIONS


‹#›

Mistä suomalaisen hiilijalanjälki koostuu?

Lähde: Envimat -projekti www.ympäristö.fi/syke/envimat

Asuminen

Liikkuminen

Ruoka

Kuluttaminen

Vapaa-aika

Matkustaminen

WhatdoesthecarbonfootprintofaFinnconsistof?

Housing

Transport

Food

Consump9on

Leisure

Travel


LIFESTYLE CHANGE REQUIRES UNDERSTANDING OF PEOPLE.


80–90 % WORRIED ABOUT CLIMATE CHANGE.

MORE THAN 50 % ACTED ON IT.

SO WHY NO CHANGE?torstaina 24. helmikuuta 2011

Values alone do not lead to change.

Flickr/MAJH12


NEW LEADERSHIPA gatekeeper is defined as someone who controls access to something.


http://en.wikipedia.org/wiki/Access

http://en.wikipedia.org/wiki/Access

HousingTransport Work

Leisure Food

Consumption

Decision Tree for Energy Consumption

Use of apartment

Choosing anapartment

No car

Size LocationElectricity

Heating

ConsumptionForm

Use of space

Not building

BuildingNot building

Use Purchase

On/Off Use Reuse

Car

Children

Hobbies

CommutingLocation Daily

Venues

Electricity Waste

Personalexample

Innovations

Holidays

Summer house Trips

Electricity BuildingTransport

Cooking IngredientsPurchase

Availability

Prefererence/Diet

Restaurant

Self

Storage

Work communities

Lunch cafeterias Lunch cafeteriasCustomer service people

Lifestyle media

Builders

Day-2-day Architects


SO WHAT WORKS?


CASE: Saving Energy

at home


American psychology association (2010) Psychology & Global Climate Change,

Addressing a multifaceted phenomenon and set of challenges .

Nolan, J.M., Schultz, P.W., Cialdini, R.B., Goldstein,

N.J., & Vladas Griskevicius (2008). Normative social

influence is underdetected. Personality and Social

Psychology Bulletin 34, 913-923.


Targeting residential areas.


No change.torstaina 24. helmikuuta 2011

Minor change.torstaina 24. helmikuuta 2011

Significant change.


Lesson 1:Show what others doing.

Flickr/coconinoco


235

LÄHDE MUKAAN VEDONLYÖNTIIN JA PUDOTA PÄÄSTÖJÄSI !""" KG!* SYÖMÄLLÄ # PÄIVÄNÄ VIIKOSSA KASVISRUOKAA JA SÄÄSTÄN !"# CO! KG VUODESSA. KASAA PANOKSESI LEHDEN SIVUILTA, NARINKKATORILLA $!.%$".$&. KLO $&%$' TAI WWW.ILMASTOINFO.FI/TONNIVETOA JA OSALLISTU ARVONTAAN! *Suomalaisen keskimääräiset ilmastopäästöt: 13 000 kg hiilidioksidia vuodessa.


Lesson 2:Link to other values.


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Lesson 3:Understandable information


Lesson 4:Study and Remove obstacles.


Lesson 5:Talk about the things happening,

not about the goals.torstaina 24. helmikuuta 2011

Think about towels.


Suurin osa muista vieraistamme käyttää uudelleen pyyhkeensä26%

10 - 20 %

”save energy and reuse the towel”

stress values



alle 10 % 24 %

”most of our guests use their towels several times”

Goldstein, N.J., Cialdini, R. & Griskevicius, V. (2008). A Room with a Viewpoint: Using Social Norms to Motivate Environmental Conservation in Hotels

tell what is normal



alle 10 % 24 % 33 %

”Most people in this room reuse their

towels.”

Goldstein, N.J., Cialdini, R. & Griskevicius, V. (2008). A Room with a Viewpoint: Using Social Norms to Motivate Environmental Conservation in Hotels

tell what others like you do



-10 % 24 % 33 % +70 %

make your goal the norm

Image Source: Alan Levine Flicrk


http://www.flickr.com/photos/cogdog/2451665887/

http://www.flickr.com/photos/cogdog/2451665887/

European train company switched “seat reservation” into default. It costs 2 euros.

Before 9 %Now 47 %

Lähde: http://hbr.org/2008/12/nudge-your-customers-toward-better-choices/ar/1

Lesson 6:Make good things default.


http://hbr.org/2008/12/nudge-your-customers-toward-better-choices/ar/1

http://hbr.org/2008/12/nudge-your-customers-toward-better-choices/ar/1

On totally new issues just easy is

not enough.


Choice architecture:Help choose

better.


California/Engage360: Smart Energy Living

for 80% citizens


Easieraccess

Peer example

Free Will


Happier Low-Carbon Society

Sustainable infrastructure,public investment in innovation,

new legislation

The Mess We´re In

participation, skills, easier access,social problem-solving, changes in lifestyles

political support


Share What Others Are Doing.

Link to Other Values.

Communicate about Consumption ASAP. Indicate The Price of Consumption.

Study and Remove Obstacles.

Show Things Happening.

Make The Better Option The Default Option.

Make Choosing Right Easier.


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Changing Behavior Demos Aalto

Design

Transcript of Changing Behavior Demos Aalto