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Fostering Sustainable Behavior
Doug McKenzie-Mohr, Ph.D.Environmental Psychologist
OverviewRefine SkillsDevelop ProgramsReceive Feedback
Information-IntensiveAttitude-BehaviorEconomic Self-Interest
Community-Based Social Marketing
Select BehaviorsIdentify Barriers & BenefitsDevelop StrategiesConduct PilotBroadly Implement
Selecting BehaviorsList Behaviors
1
2
3
4
Impacts1
2
3
2
3
4
1
Probability
Impa
ct
Determine the impact and probability of a variety of behaviors that you would consider promoting
Barriers & Benefits
Literature SearchObservationsFocus GroupsSurveys
Literature Search
Consult WebsiteState/Federal Role
ObservationsOverlap with Literature SearchBe Unobtrusive Observe Desired & non-DesiredActivities vs Behaviors
Focus Groups
Active & InactiveUtilize Literature & Observations
Refer to the Sage “Focus Group Kit!”
SurveysSurvey ObjectiveList ItemsDevelop SurveyPilot TestSelect SampleConduct SurveyAnalyze Results
Barriers & Benefits
SpecificBehavior
Perceived Barriers
PerceivedBenefits Type
Encourage
Discourage
Determine the barriers and benefits for the behavior you wish to encourage and discourage
Project TimelineWeek 5
Task
s Literature Search
Observations
Select Behaviors
Focus Groups
Week 1 Week 2 Week 3 Week 4
Use liter
ature
search
to
identify
impacts &
barrier
s
Week 7 Week 8 Week 9 Week 10Week 6 Week 11
Focus Groups
Survey Research
Project Timeline
Tools
CommitmentSocial DiffusionPromptsNormsCommunicationIncentivesConvenience
Mapping Tools
Barrier Tool
Lack Motivation Commitment, Norms, Incentives
Forget Prompts
Not the “Right” Thing to Do Norms
Lack Knowledge Communication
Inconvenient Structural Change
Mapping Tools & StrategiesEncourage/Discourage Tools Strategies
1.2.3.
1.2.3.
1.2.3.
1.2.3.
1.2.3.
1.2.3.
1.2.3.
1.2.3.
1.2.3.
1.2.3.
1.2.3.
1.2.3.
Barr
iers
Bene
fits
Barr
iers
Bene
fits
Map tools & strategies over the barriers & benefits for the
behavior you wish to encourage & discourage
Project TimelineWeek 5
Task
s Literature Search
Observations
Select Behaviors
Focus Groups
Week 1 Week 2 Week 3 Week 3
Week 7 Week 8 Week 9 Week 10Week 6 Week 11
Focus Groups
Survey Research
Project Timeline
Week 13 Week 14 Week 15 Week 16Week 12 Week 17
Project Timeline
Strategy Development & Testing
Use focus
groups t
o
obtain
feedback
on
strategy
.
Conducting Pilots
Pretest - PosttestIntervention & ControlStaggered Baseline
Pilot Details
Measure Behavior, Resource Use, Resource QualitySample SizeRandom Selection & Assignment!!!
Pretest - PosttestGr
oup
1
Time
Program PosttestPretest Follow-up
Intervention & Control
Inte
rven
tion
Time
Program Posttest
Posttest
Pretest
Pretest
Follow-up
Follow-up
Cont
rol
Staggered Baseline
Grou
p 1
Time
Program Posttest
Posttest
Pretest
Pretest
Follow-up
Grou
p 2
Program
Implementation
Measure LongevityRetool StrategyProvide Feedback