Professor Geoffrey Beattie: Manufacturing a "Green Revolution" - some psychological considerations
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Transcript of Professor Geoffrey Beattie: Manufacturing a "Green Revolution" - some psychological considerations
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Professor Geoff Beattie,School of Psychological Sciences,
The University of Manchester
How to manufacture a ‘green revolution’
(some psychological considerations)
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What are we facing?
‘The scientific evidence is now overwhelming
climate change presents very serious global risks
it demands an urgent global response’ (Stern Review, 2006)
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The problem:
‘it’s as individuals that we live our lives and make our choices…
Now we will have to adapt our choices to the new realities of the twenty-first century.’
(Walker and King, 2008)
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The solution?
‘To achieve a mass movement in green consumption we must empower everyone – not just the enlightened or the affluent’.(Sir Terry Leahy, Tesco, 2007)
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Easy!We’re all ready for the green
revolution. • 70% agree that if there is no change in the
world, we will soon experience a major environmental crisis.
• 78% say that they are prepared to change their behaviour to help limit climate change.
• 69% of consumers in China willing to change their lifestyle to help reduce climate change.
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Is empowerment working?
• Remote eye tracker to monitor gaze fixation points as individuals looked at images of products labelled with carbon footprint information.
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Light Bulbs.
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Gaze fixations.
• Small black mark denotes where participants are looking.
• Each gaze fixation scored every 1/25 sec.).
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Results
• Some eye gaze was directed at the carbon footprint of products (e.g. low energy light bulb).
• Little was directed at the carbon footprint of a carton of orange juice.
• Least visual attention at the carbon footprint of detergent (interestingly, the product tested with the highest carbon footprint).
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But are we really ready?
A lot of assumptions! 1. Consumers are ready to act.
2. They have the right underlying attitude.
3. Conscious (reportable) attitudes are the right measure.
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But…
• Everyone knows that green is good.
• Is social desirability influencing the explicit attitudes?
• Important components of an attitude might not be available to introspection.
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So what else can we do?Measure implicit attitudes.
• Implicit Attitude Test (IAT).
• Computerised classification task (speed and error rate measured).
• How quickly can you associate low or high carbon footprint with the concept of ‘good’ or ‘bad’?
• Done by assigning items to categories by pressing one of two keys.
• Harder to associate certain categories rather than others.
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Overall correlation between explicit and implicit attitudes.
• r = 0.19
• In other words, explicit opinions and implicit
associations are often dissociated.
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Conclusion.
A familiar foreground where processing is:• Conscious• Controlled• Reflective• Intentional• Slow
A hidden background where processing is:• Unconscious• Automatic• Impulsive• Unintended• Fast
Human mind is divided into two largely independent subsystems –
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Measures of implicit attitudes and the prediction of behaviour.
• IAT is a better predictor of spontaneous behaviours (especially when
behaviour under cognitive, emotional or time pressure). (meta-analysis of over 100 studies).
• IAT is a better predictor of behaviour in sensitive domains where self-reports are likely to be biased.(Including racial discrimination, prejudice and environmental issues!).
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New Results.
• No significant correlation between explicit and implicit measures.
• Significant number of consumers showed strong implicit preference for high carbon.
• ‘Green fakers’ identified (strong explicit preference for low carbon, preference for high carbon or no preference).
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How can we identify the ‘green fakers’?
Potentially through their behaviour.
Why would we want to identify them?
They are in a state of ‘cognitive dissonance’ which may well affect their behaviour.
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By studying speech and gesture, where imagistic gestures are:
• Spontaneous• Multi-dimensional• Meaningful (without the benefit of a lexicon)
• Unconscious (and therefore less open to editorial control)
• Often back-up speech• Sometimes contradict it!• These are called gesture-speech mismatches.
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Gesture-speech match
Implicit/explicit attitude: convergentSpeech and gesture: matching
“Yeah if it was like [really high] and something was [really low] [and it was the same product], but there was a difference in price, then I’d probably feel really guilty about [buying the high carbon one] so [I would buy the low]”
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Gesture-speech mismatch: evidence of dissociation?
Implicit/explicit attitude: divergentSpeech and gesture: mismatch
“… if they were [next to each other] and it was quite obvious that [one was good] and [one was bad] then you’d go for [the good one]”
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Does this help us predict behaviour?
Implicit attitude, not explicit attitude, predicts green ‘consumer choice’ under time pressure.
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Do implicit attitudes predict low carbon choice?
High Carbon Low Carbon
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Explicit attitudes do not predict this behaviour.
Mea
n Li
kert
sco
re
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Implicit attitudes do predict this behaviour (under TP).
Mea
n D
sco
res
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Targeting the implicit system
Experimental study.
Systematically manipulated price and CF.
Measured implicit and explicit attitudes to determine effects on visual attention and ‘salience’ of labels.
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Results
(i) Mean time spent looking at CF was 12.2% with a range from 8.8% (low C.F./high price muesli) to 16.2% (low C.F./low price cake mix).
(ii) Participants spent more time looking at C.F. than they did at price across the 16 stimuli.
(iii) No relationship between measures of pro-low carbon implicit attitude and attention to CF information.
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Encouraging the ‘green revolution’
• We need to understand that many people have implicit and explicit attitudes that are dissociated.
• We need to find new ways of identifying them.
• We need to understand the nature of the dissociation and how it affects people.
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The ‘green revolution’
• We need to understand how those with dissociated attitudes process incoming information.
• We need to find new ways of changing implicit attitude.
• To empower consumers, we must make the carbon labelling information appeal to the implicit system.
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The ‘green revolution’
• We need to consider the effects of mood on processing.
• We must build mutual trust in people.
• We must overcome feelings of helplessness.
• We must make consumers feel that we really are in this together.