Transcript Applying the Theory of Planned Behavior

Applying TPB
• Belief elicitation phase
– Compliers & non-compliers
• Chose 4 salient beliefs. “If I pick up rubbish from
this track, I will…”
(1) prevent harm to wildlife and their habitat
(behavioral belief).
(2) prevent water pollution (behavioral belief).
(3) set a good example for others (behavioral belief).
(4) I believe that other track walkers who can see me
think that I should pick up rubbish from this track
(normative belief).
Brown, T. J., Ham, S. H., & Hughes, M. (2010). Picking up litter: an application of theory-based
communication to influence tourist behaviour in protected areas. Journal of Sustainable Tourism, 18 (7),
879-900.
Applying TPB
• Belief measurement
– belief strength: likely to unlikely (1 to 7)
– belief evaluation: good to bad (+3 to -3)
Results of Belief Measurement Phase for Identifying “persuasion potential”
Belief
C
NC
Evaluation
X-product
C
C
NC
Δ
NC
Prevent harm to
wildlife
6.4
6.1
2.4
2.9
15.5
17.6
2.0
Set a good example
6.0
4.1
2.8
2.4
17.3
10.0
7.4
Prevent water pollution
6.3
5.7
3.0
2.7
18.6
15.6
3.1
C= compliers; NC = non-compliers
Brown, T. J., Ham, S. H., & Hughes, M. (2010). Picking up litter: an application of theory-based
communication to influence tourist behaviour in protected areas. Journal of Sustainable Tourism, 18 (7),
879-900.
Brown, T. J., Ham, S. H., & Hughes, M. (2010). Picking up litter: an application of theory-based
communication to influence tourist behaviour in protected areas. Journal of Sustainable Tourism, 18 (7),
879-900.
• Compliance:
– 17% Control
– 32% Treatment 1
– 37% Treatment 2
Mean cross product (-21 to +21)
Control
Trt 1
What will you
do?
Trt 2
If not you?
Sets a good example for others
13.0
16.7
16.5
Prevent harm to wildlife and
habitat
17.5
19.0
17.9
Prevent water pollution
17.6
18.3
18.9
Attitude (0 to 21 scale)
5.3
7.6
7.8
Brown, T. J., Ham, S. H., & Hughes, M. (2010). Picking up litter: an application of theory-based
communication to influence tourist behaviour in protected areas. Journal of Sustainable Tourism, 18 (7),
879-900.
The power of social influence
•
(standard) HELP SAVE THE ENVIRONMENT. “You can show your respect
for nature and help save the environment by reusing your towels during
your stay.”
•
(guest identity) “JOIN YOUR FELLOW GUESTS IN HELPING TO SAVE
THE ENVIRONMENT. In a study conducted in Fall 2003, 75% of the guests
participated in our new resource savings program by using their towels
more than once. You can join your fellow guests in this program to help
save the environment by reusing your towels during your stay.”
•
(same room, descriptive norm) “JOIN YOUR FELLOW GUESTS IN
HELPING TO SAVE THE ENVIRONMENT. In a study conducted in Fall
2003, 75% of the guests who stayed in this room (#xxx) participated in our
new resource savings program by using their towels more than once. You
can join your fellow guests in this program to help save the environment by
reusing your towels during your stay.”
•
(citizen identity) “JOIN YOUR FELLOW CITIZENS IN HELPING TO SAVE
THE ENVIRONMENT. In a study conducted in Fall 2003, 75% of the guests
participated in our new resource savings program by using their towels
more than once. You can join your fellow citizens in this program to help
save the environment by reusing your towels during your stay.”
•
(gender identity) “JOIN THE MEN AND WOMEN WHO ARE HELPING TO
SAVE THE ENVIRONMENT. In a study conducted in Fall 2003, 76% of the
women and 74% of the men participated in our new resource savings
program by using their towels more than once. You can join the other men
and women in this program to help save the environment by reusing your
towels during your stay.”
Goldstein, N. J., Cialdini, R. B., & Griskevicius, V. 2008 A room with a viewpoint: Using normative appeals to
motivate environmental conservation in a hotel setting. Journal of Consumer Research
Lessons?
• Effective communication  guesswork