Fostering Sustainable Behavior

Doug McKenzie-Mohr, Ph.D.Environmental Psychologist

OverviewRefine SkillsDevelop ProgramsReceive Feedback

Information-IntensiveAttitude-BehaviorEconomic Self-Interest

Community-Based Social Marketing

Select BehaviorsIdentify Barriers & BenefitsDevelop StrategiesConduct PilotBroadly Implement

Selecting BehaviorsList Behaviors

1

2

3

4

Impacts1

2

3

2

3

4

1

Probability

Impa

ct

Determine the impact and probability of a variety of behaviors that you would consider promoting

Barriers & Benefits

Literature SearchObservationsFocus GroupsSurveys

Literature Search

Consult WebsiteState/Federal Role

ObservationsOverlap with Literature SearchBe Unobtrusive Observe Desired & non-DesiredActivities vs Behaviors

Focus Groups

Active & InactiveUtilize Literature & Observations

Refer to the Sage “Focus Group Kit!”

SurveysSurvey ObjectiveList ItemsDevelop SurveyPilot TestSelect SampleConduct SurveyAnalyze Results

Barriers & Benefits

SpecificBehavior

Perceived Barriers

PerceivedBenefits Type

Encourage

Discourage

Determine the barriers and benefits for the behavior you wish to encourage and discourage

Project TimelineWeek 5

Task

s Literature Search

Observations

Select Behaviors

Focus Groups

Week 1 Week 2 Week 3 Week 4

Use liter

ature

search

to

identify

impacts &

barrier

s

Week 7 Week 8 Week 9 Week 10Week 6 Week 11

Focus Groups

Survey Research

Project Timeline

Tools

CommitmentSocial DiffusionPromptsNormsCommunicationIncentivesConvenience

Mapping Tools

Barrier Tool

Lack Motivation Commitment, Norms, Incentives

Forget Prompts

Not the “Right” Thing to Do Norms

Lack Knowledge Communication

Inconvenient Structural Change

Mapping Tools & StrategiesEncourage/Discourage Tools Strategies

1.2.3.

1.2.3.

1.2.3.

1.2.3.

1.2.3.

1.2.3.

1.2.3.

1.2.3.

1.2.3.

1.2.3.

1.2.3.

1.2.3.

Barr

iers

Bene

fits

Barr

iers

Bene

fits

Map tools & strategies over the barriers & benefits for the

behavior you wish to encourage & discourage

Project TimelineWeek 5

Task

s Literature Search

Observations

Select Behaviors

Focus Groups

Week 1 Week 2 Week 3 Week 3

Week 7 Week 8 Week 9 Week 10Week 6 Week 11

Focus Groups

Survey Research

Project Timeline

Week 13 Week 14 Week 15 Week 16Week 12 Week 17

Project Timeline

Strategy Development & Testing

Use focus

groups t

o

obtain

feedback

on

strategy

.

Conducting Pilots

Pretest - PosttestIntervention & ControlStaggered Baseline

Pilot Details

Measure Behavior, Resource Use, Resource QualitySample SizeRandom Selection & Assignment!!!

Pretest - PosttestGr

oup

1

Time

Program PosttestPretest Follow-up

Intervention & Control

Inte

rven

tion

Time

Program Posttest

Posttest

Pretest

Pretest

Follow-up

Follow-up

Cont

rol

Staggered Baseline

Grou

p 1

Time

Program Posttest

Posttest

Pretest

Pretest

Follow-up

Grou

p 2

Program

Implementation

Measure LongevityRetool StrategyProvide Feedback