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Encouraging shoreline behavior change

Encouraging shoreline behavior change. Michael S. Amato PhD Student Psychology Department & Nelson Institute for Environmental Studies University of Wisconsin - Madison. Encouraging shoreline behavior change. Study 1: Beliefs & Goals How do people make decisions about their shore?

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Encouraging shoreline behavior change

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  1. Encouraging shoreline behavior change Michael S. Amato PhD Student Psychology Department & Nelson Institute for Environmental Studies University of Wisconsin - Madison

  2. Encouraging shoreline behavior change • Study 1: Beliefs & Goals • How do people make decisions about their shore? • How are people who engage in restoration different from people who don’t?

  3. Study 1: Beliefs & Goals • How do people make decisions about their shore? • How are people who engage in restoration different from people who don’t? • Many possible reasons for different choices: • Emphasis on common good vs. self-interest • Belief in rights of nature versus humans • Belief in fragility of nature • Goals for their property

  4. Beliefs and Goals for Shoreline Decisions Study method: • Survey sent to Burnett Co. owners (n = 155; 64% resp rate) • Questions about beliefs, goals, etc. • Questions about grooming behaviors: • Shower • Shave • Cut trees and shrubs • Mow • Rake • Maintain beach

  5. Beliefs and Goals for Shoreline Decisions Results Beliefs associated with LESS shoreline grooming: • Rights of nature (β = -0.34, 99% CI = [-0.61, -0.07]) • Fragility of nature (β = -0.25, 99% CI = [0.09, 0.41]) Implications for communication: • Emphasize empathy with animals; personification • Emphasize delicate balance of lake ecosystem

  6. Beliefs and Goals for Shoreline Decisions Results Goals associated with MORE shoreline grooming: • Importance of pleasing aesthetic (β = 0.34, 99% CI = [0.11, 0.57]) • Importance of usability for recreation (β = 0.36, 99% CI = [0.14, 0.58]) Implication for communication: • Offer solutions compatible with those two goals

  7. Beliefs and Goals for Shoreline Decisions One final point on this: • BELIEFS(rights + fragility) • affected behavior by affecting perceived importance of shore vegetation • GOALS (aesthetic + usability) • affected behavior independentlyof perceived importance of shore vegetation

  8. Encouraging shoreline behavior change • Study 1: Beliefs & Goals for Shoreline Decisions • How do people make decisions about their shore? • How are people who engage in restoration different from people who don’t? Study 2: The Barrier of Self-Perception Bias • What are the barriers that prevent people from improving their shore?

  9. The Barrier of Self-Perception Bias come to view old behavior as undesirable old behavior: maintain groomed shoreline new behavior: grow vegetated shoreline

  10. The Barrier of Self-Perception Bias come to view old behavior as undesirable Humans are not objective observers of the world. We perceive the world in ways that promote a positive self-view. old behavior newbehavior Current shoreline state reflects pastdecisions. Owners are motivated to avoid negative conclusions about their past decisions.

  11. The Barrier of Self-Perception Bias Study method: • Central Wisconsin • 71 property owners (59% response rate) • Rated photos of shorelines on 4 measures: natural beauty, water quality, habitat, usability • 8 photos: 1 photo of their own shoreline +7 photos of other participants’ shorelines

  12. The Barrier of Self-Perception Bias Study method: • Central Wisconsin • 71 property owners (59% response rate) • Rated photos of shorelines on 4 measures: natural beauty, water quality, habitat, usability • 8 photos: 1 photo of their own shoreline +7 photos of other participants’ shorelines

  13. The Barrier of Self-Perception Bias • Study result: • Owners underestimate their own shoreline’s impact

  14. The Barrier of Self-Perception Bias • Implications: • Owners are unlikely to improve their shoreline if they don’t perceive a problem. • Owners who think lake health is important are especially prone to self-perception bias.

  15. Future Research Beliefs & Goals • Evaluate actual behavior (not self-report) • Use survey responses to tailor messages Self-Perception Bias • Test methods for delivering objective feedback • Self-assessment worksheet • Lake Health Report

  16. Michael Amato Bret Shaw John Haack Thank you for your time! Thank you to Wisconsin Department of Natural Resources

  17. Extra slides for Q&A

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