behavior change training: social science tools and ...€¦ · beyond education: using social...

Beyond Education:Using Social Science to Drive Behavior Change

Jennifer Tabanico, President

2018 CalRecycle Used Oil/HHW Training & SymposiumSeptember 20, 2018

Action Research

Applying marketing and social science research to outreach programs that promote clean, healthy, and sustainablecommunities

WASTE + RECYCLING TRANSPORTATION ENERGY WATER

HEALTH CONSERVATION AGRICULTURE POLLUTION PREVENTION

Action Research

17 Years of Behavior Change Experience

Behavior Matters

Sustainability = Behavior

Technology Solutions

Policy Solutions

Behavioral Solutions

THE Behavior Matters

Diverse Behaviors

Diverse Barriers

Information-Intensive Campaigns

Knowledge Awareness

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

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

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

Water Conservation Handbook

10 Week Randomized Control Trial

Behavior ChangeNo change in water use

State and National Campaign Effects

Why do Information-Intensive Campaigns Persist if they are Not Effective?

Why do they Persist?

Underestimate Difficulty Easy and Fast Attractive

Feel Good “It Would Work for Me!” Lack of Evaluation

Community-Based Social Marketing

Origins in Social Science

Community-based

Removes Barriers

Behavior-based

Select Behavior

Barriers & Benefits

Develop Strategy

Pilot Test

Implement Broadly & Evaluate

Community-Based Social Marketing

McKenzie-Mohr, D. (1999, 2011)

Select Behavior

Barriers & Benefits

Develop Strategy

Pilot Test

Implement Broadly & Evaluate

Community-Based Social Marketing

McKenzie-Mohr, D. (1999, 2011)

Select Behavior

Barriers & Benefits

Develop Strategy

Pilot Test

Implement Broadly & Evaluate

Community-Based Social Marketing

McKenzie-Mohr, D. (1999, 2011)

Select Behavior

Barriers & Benefits

Develop Strategy

Pilot Test

Implement Broadly & Evaluate

Community-Based Social Marketing

McKenzie-Mohr, D. (1999, 2011)

Select Behavior

Barriers & Benefits

Develop Strategy

Pilot Test

Implement Broadly & Evaluate

Community-Based Social Marketing

McKenzie-Mohr, D. (1999, 2011)

Case StudyCity of OceansideClean Water Program

City of Oceanside, California

SLR River Trail

Water Quality

Bacteria

Pet Waste

Step 1: Behavior Selection

Who is Responsible?In-person surveys

Extent of the ProblemObservations

Step 2: Barriers and Benefits

Mail Survey> 50% responded

ResultsSocial responsibilityTrash cans too farNo bag Existing Signage

Step 3: Develop Strategy

Step 4: Pilot Test

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

Step 1. Selecting Behaviors

Strategic Selections

Informed by Data

Desired Outcome

Sectors and Audiences

Is Behavior Linked to Outcome?

Strategic Selection

End StateTake used oil to a collection center

Non-divisibleProper storage

No StrategiesSign a pledge; Attend a workshop

List Target Behaviors

• How significant is the behavior?Impact

• How likely is adoption?Probability

• How many already engaged?Penetration

• For whom is it relevant?Applicability

Prioritize Behaviors

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

HHW Collection Participation

Behavior Chains

Intention ID Material Collection Center Details

Obtain Packaging

Pack TransportCenter

Operations and Procedures

Successful Drop Off

Step 2. Identify Barriers and Benefits

Why Not Engaging?ExternalInternal

Barriers Can Vary by…BehaviorAudienceSeasonOver Time

Trade journals

Agency reports

Technical publications

Scholarly literature

Literature Reviews

Barrier and Benefit Research

Hazardous household product purchases

Improperly disposed materials

Collection participant demographics

Collection vehicle contents

ObservationsBarrier and Benefit Research

Awareness/knowledge

Beliefs/perceptions

Current behaviors

Intrinsic and extrinsic barriers

Focus Groups

Barrier and Benefit Research

Direct-mail

Phone survey

On-line survey

Intercept interviews

Surveys

Barrier and Benefit Research

Step 2. Identify Barriers and Benefits

NEVER Based on Hunches

Short on Time or Budget?Literature ReviewsIntercept Interviews

Step 3. Develop Strategy

Barrier and Benefit Research

Social Science Tools

Behavior Change

Tools from Social

Sciences

Remove Barriers

Enhance Motivation

Personal Contact

Step 3. Develop Strategy

Behavior Change

Tools from Social

Sciences

Remove Barriers

Enhance Motivation

Personal Contact

Step 3. Develop Strategy

Behavior Change

Tools from Social

Sciences

Remove Barriers

Enhance Motivation

Personal Contact

Step 3. Develop Strategy

Graphic: Schultz, P. W. (2013). Strategies for promoting proenvironmental behavior: Lots of tools but few instructions. European Psychologist.

Behavior Change

Tools from Social

Sciences

Remove Barriers

Enhance Motivation

Personal Contact

Step 3. Develop Strategy

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)

Behavior Change

Tools from Social

Sciences

Remove Barriers

Enhance Motivation

Personal Contact

Step 3. Develop Strategy

Removing Barriers

Education

Convenience

Prompts

When a Knowledge Deficit is a Barrier

New Program

Change in Existing Program

Education

Removing Barriers

Make Desired Behavior Easier

Make Undesired Behavior Harder

Convenience

Removing Barriers

Visual or Auditory Reminder

Barrier is Forgetting

Best PracticesRepetitive actionsClose in space and timeEmphasize correct action

Prompts

Removing Barriers

Enhancing Motivation

Commitment

Social Norms

Social Diffusion

Self-Perception Theory

Motivated Audience

Best PracticesWrittenPublicDurable

Commitment

Enhancing Motivation

Types of Norms

When Motivation is Low

Best PracticesHighlight desired behaviorsReferent groupsGroup commitments

Social Norms

Enhancing Motivation

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

Personalized

Vivid

Credible

Local Impacts

CommunicationCapture Attention

Case StudyCity of Fort Worth, TXResidential Curbside Recycling

Residential Recycling

City of Fort Worth Texas

Baseline Diversion Rate = 18%

30% of Recycling Contaminated

Waste Characterization Study415 Households

Mixed PaperPresent in 87% of Garbage Carts8% of Volume by Weight

Behavior Selection

Residential Recycling

261 In-Person Surveys

BarriersPrivacy ConcernsConfusion (shiny paper, plastic)

BenefitsEnvironment; Right thing to Do

Identify Barriers and Benefits

Residential Recycling

Social Norms87% Think Recycling is Important

InformationAddress Confusion

Convenience/PromptBlack Marker

Develop Strategy

Residential Recycling

Step 4. Pilot Testing

Identify and Address Problems

Test Variations

Evaluate ROI

Cost-Savings

Select Behavior

Barriers & Benefits

Develop Strategy

Pilot Test

Implement Broadly & Evaluate

Community-Based Social Marketing

McKenzie-Mohr, D. (1999, 2011)

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

Q&A

Oceanside, CA – New York, NY – Washington, D.C.www.actionresearch-inc.com

760-722-4000