Lesson 7 Flashcards
It is a great time for what?
To be sustainable. But there is still a attitude behavior gap
How can Marketers make consumers more sustainable?
SHIFT
What is SHIFT?
- social influence
- habit formation
- individual self
- feelings and cognition
- tangibility
What is social influence
The attitudes, expectations and behaviors of others that play a large role in how consumers behave
What are social norms
Informal understandings within a social group about what constitutes acceptable behavior
Ex. Sign in Hotel rooms
Social norms example 1
Sign in Hotel rooms. Message one only says that people should join their fellow guests to save the environment
Message 2 says that two but also refers to a study naming the particular room that they are in and saying that 75% of people who stayed in this room participated.
The sign boosted the amount of towel-reuse by 33%
-> you have to be specific and not just general
Social norms example 2
What determine people’s willingness to install solar panels?
-> whether their close by neighbors have done so
Social Influence - What if the behavior is not adopted by many?
Use dynamic norms
What are dynamic norms?
- drawing attention to chance of a norm over time
-> because we are more likely to change if we can see a new behavior developing
Difference Social norms and dynamic norms
Social norms: tell us what others do now
Dynamic norms: tell us that new behaviors are coming, compelling us to join the movement too
Example Dynamic Norm
Message 1 states that only 30% of Americans are limiting their meat consumption. Message 2 states that in the last 5 years 30% of Americans have now started to make an effort to limit their meat consumption.
-> increased participants intention to reduce meat consumption by 29%
When to use social norms
When their is a power of similar others
When to use dynamic norms
If the behavior is not adopted by many
Definition Habits
Are automatic, uncontrolled behaviors that are easy for people to perform
Habit example 1
Organ donations
- box one says that people don’t check the box on the form don’t join
Box two says people don’t check the box and join
- second one gets way more organ donors because people have the habit of not checking the boxes
Habit example 2
Overpackaging
Plastic package + paper packaging
Paper =good, plastic =bad
-> habit of thinking that
Solution minimal packaging sticker
-> make sustainable option default option
-> consumers belief shape their engagement in sustainable behavior
Individual Self
Factors linked to individual consumer can predict individuals sustainable choices
Individual Self example 1
Control and identity linked group. Control group write name Avery on paper and throws it away. Identity linked group writes their one name and throws it away.
-> those who wrote own name were significantly more likely to recycle the paper
-> when everyday products is linked to consumers identity it is more likely to be recycled
Individual Identity example 2
Reminders of past identity of repurposed products make consumers feel special and increases demand
Trendy backpack - in my previous life I used to be an airbag
Self concept
Time of the day and sustainable product are related
-> you are more sustainable in the morning than in the night
Example self-concept
After the workout fewer people preferred the environmentally friendly straws compared to be fore the workout because they are more likely to chose this product in the morning than later in the day
Self-consistency
When people make a commitment towards something they are more likely to commit to that
Example self-consistency 1
When Guest had to sign a commitment to practice sustainable behavior and receive a pin to symbolize this commitment, their subsequent sustainable behavior were more environmentally friendly
Example self-consistency 2
Hotel guests asked to save energy by a toothbrush firm that makes visible environmental efforts reduced energy by 10%
Summary Individual Self
- when everyday product is linked to consumer’s identity it is more likely to be recycled
- highlight up cycled products past identity ( airbag backpack)
- emphasize distinct materials used to produce upcycled product ( table made using pieces of whiskey barrel)
- time of day and sustainable products (more sustainable in morning than at night)
- self-consistency
Feelings and Cognition
Feelings
Emotions influence on decision making
Positive emotions
People recycle more when in a good mood
Negative emotions
Sadness
- shown to lead to more environmentally friendly behaviors
- but after time delay effect disappears
Example negative emotions
Retailers labeling not so pretty good as for example ugly cucumber so that consumers still buy it
-> consumers feel sad for the food and therefore buy it
Cognition
Consumers are not sure which directions are the most sustainable
They underestimate the emissions with food but providing clear labels can change this and shift preferences toward low emission food
-> show how good carbon footprint of product is or how many light bulb minutes it equals
Feelings and cognition - framing
Labeling products with for example the price of what the 10 year energy cost would be like when they are buying light bulbs. This increases energy efficient purchases from 12% to 48%. People need to see it to understand it
Summary Feelings and Cognition
- emotions shape consumers engagement in sustainable behavior
- compared to fear, sadness Videos lead to greater engagement in sustainable behaviors
- emotions dissipate quickly. After time delay effect of emotions disappears
- labels that are attention grabbing and easily understandable help consumers make sustainable choices
Marketers can strategically choose different message framing to affect consumers engagement in sustainable behavior
Tangibility
Concrete communication
-> consumers are motivated by strongly concrete stories, images and examples than by abstract information and statistics
Example tangibility
Instead of just showing a sign with shows what objects should be recycled it should show what objects they can turn into if people recycle them
-> product transformation salience increases recycling behavior
Tangibility Framework
- Clarify context
- Identify target and barriers
- Select and apply tools
- Test strategy
- Implement and evaluate outcomes
Example 1 SHIFT
The behavior: Using a reusable coffe cup
Habit: shape positive behaviors using rewards
Social norms: make action positive and observable to others
