Transcript Materialism and its Alternatives

A Values-based Approach to
Campaigns and
Communications
Tim Kasser
Tom Crompton
Values & Goals
• Guiding principles in life
• Affect people’s attitudes towards particular
objects and policies
• Orient people to engage in particular
behaviors
• Many different types of values and goals
exist
Values & Goals
• Organized in systems
• Validated in many nations around world
• Some values are compatible, others in
conflict
• Data can be represented with circumplex
models
– Compatible values are next to each other
– Conflicting values are on opposite sides
Self-Direction
Stimulation
Universalism
Benevolence
Hedonism
Tradition
Conformity
Achievement
Power
Security
Values
Schwartz (1992)
• Self-enhancing values
– Social power, wealth, authority, successful,
influential
Self-Direction
Stimulation
Universalism
Benevolence
Hedonism
Tradition
Conformity
Achievement
Power
Security
Values
Schwartz (1992)
• Self-enhancing values
– Social power, wealth, authority, successful,
influential
• Self-transcendent values
– Helpful, responsible, mature love, social
justice, equality, a world of beauty, protecting
the environment
Self-transcendence
Spirituality
Community
Conformity
Intrinsic
Extrinsic
Popularity
Image
Affiliation
Self-acceptance
Financial
succes s
Phys ical health
Safety
Hedonis m
Physical self
Goals
Grouzet et al. (2005); Kasser & Ryan (1996)
• Extrinsic
– “I will have enough money to buy everything I want.”
– “I will achieve the ‘look’ I've been after.”
– “I will be admired by many people.”
Self-transcendence
Spirituality
Community
Conformity
Intrinsic
Extrinsic
Popularity
Image
Affiliation
Self-acceptance
Financial
succes s
Phys ical health
Safety
Hedonis m
Physical self
Goals
Grouzet et al. (2005); Kasser & Ryan (1996)
• Extrinsic
– “I will have enough money to buy everything I want.”
– “I will achieve the ‘look’ I've been after.”
– “I will be admired by many people.”
• Intrinsic
- “I will express my love for special people.”
- “I will help the world become a better place.”
- “I will assist people who need it, asking nothing in
return.”
Two Applications
• Dispositions
– General priority placed on values in system
– Stable over time
– Personal value dispositions are differentially
correlated with ecological attitudes and
behaviors
Eco-Attitudes
• Attitudes towards the environment
– Good (2007); Saunders & Munro (2000)
• Concern about effects of environmental damage
on other people, animals, and future generations
– Schultz et al. (2005)
Eco-Behaviors
• Amount of forest harvested in social dilemma
games
– Sheldon & McGregor (2000)
• Frequency of riding bikes, recycling, re-use, etc.
– Gatersleben et al. (in prep.); Kasser (2005); Richins &
Dawson (1992)
• Size of Ecological Footprint
– 400 N Americans – transportation, housing, food
– Brown & Kasser (2005)
Ecological Outcomes &
Materialism
Hurst, Dittmar, Bond, & Kasser (2013)
Ecological
k
r
95% C.I.
Attitudes
8
-.22
-.33, -.11
Behaviors
9
-.24
-.30, -.17
Note: Correlations not corrected for reliability;
Materialism includes Extrinsic vs. Intrinsic + other measures
Two Applications
• Dispositions
• Activation of values:
– Bleed-over effect – activation supports and
encourages attitudes and behaviors consistent
with those values
– See-saw effect – activation suppresses and
discourages attitudes and behaviors in conflict
with those values
Self-Direction
Stimulation
Universalism
Benevolence
Hedonism
Tradition
Conformity
Achievement
Power
Security
Activation of Eco-Behavior
Vansteenkiste et al. (2004)
• Belgian education students
• Asked to read a text on recycling framed as:
– Helping the community (intrinsic)
– Saving money (extrinsic)
• Compared to those given Extrinsic frames, those
given Intrinsic frames:
– Learned material more deeply
– Were more likely to visit library to learn more
– Were more likely to go on later trip to recycling plant
Activation of Eco-Behavior
Maio et al. (2011)
• Students completed survey about extent to which
car sharing
– Saves money
– Protects the environment
• Then designed logo & disposed of draft drawings
Recycling
Experimental Condition
Influencing E/SE People
Chilton et al. (2011)
• Screened > 700 UK adults and chose 30
people scoring in top 10% on SE Values
• Came to lab and wrote about reasons why 3
values were important
– E/SE values: Popularity, image, wealth
– I/ST values: Acceptance, affiliation,
broadminded
Influencing E/SE People
Chilton et al. (2011)
• Underwent standardized interview on four
topics
– Climate change & Loss of UK countryside
– Child mortality in developing nations &
Poverty among UK children
• Linguist naïve to primes coded interviews
Someone vs. No one should Act
Use of language – E/SE Primed
• P 007 – “Mm, what would motivate me? I
suppose money if there was a financial
incentive to be more proactive…I do tend to
switch things off but that’s more a case of
me saving money in electricity than
thinking oh that’s gonna help the world.”
Use of language – I/ST Primed
• P 026 – “I do think that the earth and the
environment is precious and valuable...I
think it should be at the top of the political
agenda…I think that the world that we pass
on to the next generation, you know, is, is,
is our responsibility.”
Sustainability
Climate Change
Recycling
Car Share
Sustainability
Climate Change
Diet
Car Share
Sustainability
Climate Change
Car Share
Diet
Sustainability
Climate Change
Helping People in Developing
Nations
Diet
Summary
• Rather than focus on rewards, punishments,
and E/ST goals
• Focus on encouraging and activating
Intrinsic/Self-transcendent Values
Thanks!