Barriers and Solutions in Working with Land Managers to Promote Conservation Presented to the Leadership for Midwestern Watersheds Meeting Moline, IL Nov. 1, 2017 Bret Shaw Associate Professor Department of Life Sciences Communication University of Wisconsin-Madison University of Wisconsin-Extension
Extension role n Environmental behavior change n Promote science-based recommendations n Use social science theory to solve problems n Understand audience, craft strategic campaigns and evaluate them n Help natural resource professionals communicate more effectively n Topics: n Land management for lakeshore property owners and woodland owners adopting sustainable practices
False assumptions n Knowledge deficit model n Audiences simply lack specific knowledge to support and adopt new practice n More information = better outcomes? n Effective communication is about explaining the science better or getting out more information n Little empirical support n Communicating scientific reasons for behavior change important but info alone often not enough to change behaviors
What is social marketing? n Promotes voluntary behavior by: n Offering desired benefits n Reducing barriers n Uses strategies from persuasion, social psychology and behavioral economics to motivate participation
Social Marketing Steps 1. 5-step process to change behavior 1. Select specific behavior 2. Identify perceived barriers and benefits of current and preferred behavior 3. Develop creative strategies to overcome barriers and enhance benefits of behavior using tools designed to change behavior 4. Conduct pilot study to adjust use of tools 5. Broadly implement program.
Communication outcomes Mediated communication Knowledge/ Awareness Interpersonal communication Attitude/ behavior change
Source Attributes and Receiver Processing Modes Source Attribute Process Power Power Compliance Compliance Attractiveness Attractiveness Identification Identification Credibility Internalization
Percent of Farmers that Trust Info Sources Moderately or Very Much Crop consultants UW Extension county agent Other landowners/friends County land and water conservatin department Fertilizer representatives Wisconsin Department of Ag, Trade, and UW research specialist Natural Resources Conservation Service Wisconsin DNR US Fish and Wildlie Service Local farm organization Rock River Coalition Town & County RC & D Local environmental group 8% 63% 60% 59% 58% 52% 48% 47% 46% 41% 34% 34% 30% 26% for info about soil and water conservation (out of 460 responses, in Upper Rock and East Branch watersheds, WI) 0% 20% 40% 60% 80%
Two Step Flow of Information MEDIA = Opinion leaders = Individuals in contact with opinion leaders
Norms n Human tendency to look toward others to help guide behavior n Effectiveness depends on people internalizing norms norm is how people should behave n Examples: Cover crop champions, trusted farmers, farmer led councils
Social vs. Market Norms n Social norms n Relate to social nature and need for community n Usually warm and fuzzy n Instant paybacks not required n Market norms n n n Exchanges about costs/benefits Imply comparable benefits and prompt payments You get what you pay for n They don t work together n People may work more for a cause than cash
Social vs. Market Norms: AARP example n Asked lawyers if they would offer less expensive services to needy retirees at $30/hr n Lawyers said no when money was mentioned they used market norms and found offer lacking relative to salary n Then AARP asked lawyers to offer services for free -- overwhelmingly they said yes n Once market norms enter our considerations, social norms depart
Motivated reasoning and perceptual filters n See what we want to see and seek info that confirms pre-existing attitudes n Use short cuts when faced with choices about complex scientific issues n Connect info to what we know and believe n Same science can mean different things to different people
Self Enhancement Bias
Motivation and the perception of shoreline impact
People motivated to avoid negative conclusions about past behaviors evaluate past behavior as undesirable time old behavior: excessively groom shoreline new behavior: allow natural shoreline to grow
Motivation and perception of shoreline impact Field Study: Ø Central Wisconsin Ø 71 property owners (59% response rate) Ø Rated photos of shorelines on 4 measures: water quality, habitat, usability, natural beauty Ø 8 photos: 1 photo of their own shoreline +7 photos of other participants shorelines
Results: Motivation and perception of shoreline impact Owners underestimate their own shoreline s impact 7 high 6 5 4 3 rated by other rated by owner low 2 1 Natural Beauty Usefulness Water Quality Habitat Provided error bars show 95% confidence intervals
Implications rated by other rated by owner Natural Beauty Usefulness Water Quality Habitat Provided Suggests individuals are motivated to underestimate environmental risk to protect self view Owners are unlikely to improve their shoreline if they don t perceive a problem.
Reactance Theory
Why not just give people objective feedback? Reactance in Action Outcome Measure Ø Actual past behavior Shoreline vegetation scores From county lakes assessment Range 0 11; high=good
Emotions and Logic
Segmentation n Divide population into groups more like each other than other segments n Differential responsiveness most crucial criterion n Prioritize segments with highest incremental response to marketing effort
Diffusion of Innovations: Understanding Adoption Curves
If you wish to persuade me you must speak my words, feel my feelings and think my thoughts.
See world through their eyes n Persuade why they should adopt behavior n How do they approach, understand and experience situation? n Ideally, they come to conclusions on own n Research to understand segment characteristics n e.g., Interviews, focus groups, surveys
Encourage Commitment n Expressed commitment increases compliance n Act of commitment alters how people see themselves n Written more effective than verbal n Making commitment public or with group increases effectiveness
Encouraging Commitment n Public recognition n Business certification n Public relations support n Plaque acknowledging commitment n Awards ceremonies n Pledges
Incentives and Barriers n Incentives n Financial (incentives), social approval, public acknowledgement, feeling good about self, altruistic n Barriers n Financial, knowledge, convenience
Summary n Info necessary - not sufficient n Understand audience n Avoid reactance n Reach audience s emotions n Get to interpersonal communication n Follow-up not one and done n Behavior change takes time
Thank You! Bret Shaw, Ph.D. Environmental Communication Specialist, UW-Extension Associate Professor, Department of Life Sciences Communication, UW-Madison brshaw@wisc.edu Phone: 608 448 9958 Twitter: @BretShaw1