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Human Identity and Environmental Challenges. Tim Kasser, Ph.D. Ecological Crises. More scientific research. Responses. More scientific research. Public denial and apathy. Responses. More scientific research Simple behavior changes. Public denial and apathy. Responses. - PowerPoint PPT Presentation
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Human Identity and Environmental Challenges
Tim Kasser, Ph.D.
Ecological Crises
Responses
• More scientific research
Responses
• More scientific research
• Public denial and apathy
Responses
• More scientific research
• Simple
behavior
changes
• Public denial and apathy
Responses
• More scientific research
• Simple
behavior
changes
• Public denial and apathy
• Failure to spill-over into larger lifestyle changes
Responses
• More scientific research
• Simple
behavior
changes• Policy proposals
• Public denial and apathy
• Failure to spill-over into larger lifestyle changes
Responses
• More scientific research
• Simple
behavior
changes• Policy proposals
• Public denial and apathy
• Failure to spill-over into larger lifestyle changes
• Tinkering due to low public demand and institutional resistance
Human IdentityCrompton & Kasser (2009)
HumanIdentity
Human IdentityCrompton & Kasser (2009)
HumanIdentity
Infor-mation
Human IdentityCrompton & Kasser (2009)
HumanIdentity
Infor-mation
Human IdentityCrompton & Kasser (2009)
HumanIdentity
Infor-mation
Behavior
Human IdentityCrompton & Kasser (2009)
HumanIdentity
Infor-mation
Behavior
PoliticalActions
Human IdentityCrompton & Kasser (2009)
Human IdentityCrompton & Kasser (2009)
Group Identity
Human IdentityCrompton & Kasser (2009)
Group Identity
Coping Strategies
Human IdentityCrompton & Kasser (2009)
Group Identity
Coping Strategies
Values & Goals
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
Universalism
Benevolence
ConformityTradition
Security
Self-Direction
Stimulation
Hedonism
Achievement
Power
Universalism
Benevolence
ConformityTradition
Security
Self-Direction
Stimulation
Hedonism
Achievement
Power
ValuesSchwartz (1992)
• Self-enhancing values– Social power, wealth, authority, successful,
influential
Universalism
Benevolence
ConformityTradition
Security
Self-Direction
Stimulation
Hedonism
Achievement
Power
ValuesSchwartz (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
Physical self
Extrinsic Intrinsic
Spirituality
Community
Affiliation
Self-acceptance
Physical health
SafetyHedonism
Financialsuccess
Image
Popularity
Conformity
Self-transcendence
Physical self
Extrinsic Intrinsic
Spirituality
Community
Affiliation
Self-acceptance
Physical health
SafetyHedonism
Financialsuccess
Image
Popularity
Conformity
GoalsGrouzet 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
Physical self
Extrinsic Intrinsic
Spirituality
Community
Affiliation
Self-acceptance
Physical health
SafetyHedonism
Financialsuccess
Image
Popularity
Conformity
GoalsGrouzet 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
Universalism
Benevolence
ConformityTradition
Security
Self-Direction
Stimulation
Hedonism
Achievement
Power
Two Applications
• Dispositions– General priority placed on values in system– Stable over time
• Activation– Moment to moment changes in priorities– Varies across situations
Universalism
Benevolence
ConformityTradition
Security
Self-Direction
Stimulation
Hedonism
Achievement
Power
Relevance to Science Educators
• 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 in LabSheldon & McGregor (2000)
• Assigned people to one of three groups• Played forest management game• High extrinsic groups harvested forest at less
sustainable rates
Eco-Behaviors in Lab
Eco-Behaviors in Life
• Frequency of riding bikes, recycling, reuse, etc. – Gatersleben et al (2008); Kasser (2005); Richins &
Dawson (1992)
• Size of Ecological Footprint– 400 N Americans – transportation, housing, food
– Brown & Kasser (2005)
Eco-Behaviors in NationsKasser (2011)
• 20 wealthy nations • Citizens’ values for achievement, power, status,
money vs. loyalty, helpfulness, social justice, a world of beauty
• Associated with National CO2 emissions– even after controlling for GDP/capita
Relevance to Science Educators
• Personal dispositions towards values are differentially correlated with ecological attitudes and behaviors
Relevance to Science Educators
• Personal dispositions towards values are differentially correlated with ecological attitudes and behaviors
• Activating one set of values:– Supports and encourages attitudes and
behaviors consistent with those values– Suppresses and discourages attitudes and
behaviors in conflict with those values
Universalism
Benevolence
ConformityTradition
Security
Self-Direction
Stimulation
Hedonism
Achievement
Power
Self-transcendence
Physical self
Extrinsic Intrinsic
Spirituality
Community
Affiliation
Self-acceptance
Physical health
SafetyHedonism
Financialsuccess
Image
Popularity
Conformity
Activation of ValuesMaio et al. (2009)
• Cardiff students given pre-test measure of SE, ST, and other values
• Then either– Told that their peers highly valued 4 of the Self-
Transcendent aims – Told that their peers highly valued 4 of the Self-
Enhancement aims – Memorized value-irrelevant words (control)
• Then given post-test value measure with new SE, ST, and other values
Change in ST values
Change in SE values
Activation of Eco-AttitudesSheldon, Nichols & Kasser (2010)
• University students primed with identity– Human, Missouri Student, American– Extrinsic American, Intrinsic American
• Asked to recommend ideal Ecological Footprint for Americans in 5 years– 11 items
Recommended EFs
Activation of Eco-Behavior Vansteenkiste et al. (2004)
• Subjects - education students• Asked to read a text on recycling framed as:
– Helping the community (intrinsic)– Saving money (extrinsic)
Activation of Eco-Behavior Vansteenkiste et al. (2004)
• 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– Protects the environment (ST/I)– Saves money (SE/E)
• Then designed logo & disposed of draft drawings
Recycling
Experimental Condition
Implications for Science Educators
• Avoid iatrogenic effects in environmental messages
Possible iatrogenic effects
• SE/E values are encouraged when communicators:– Make motivational appeals based primarily on self-
interested reasons– Focus primarily on the “business case for
sustainability,” “green consumption,” and “fees for environmental services”
Possible iatrogenic effects
• Fear-based messaging• Insecurity shifts people towards SE/E values
– Economic insecurity (Inglehart, 1977; Sheldon & Kasser, 2007)
– Relational insecurity (Kasser et al., 1995; Sheldon & Kasser, 2007)
– Death (Kasser & Sheldon, 2000; Sheldon & Kasser, 2007)
Implications for Science Educators
• Avoid iatrogenic effects in environmental messages
• Form coalitions with groups interested in related outcomes
Well-being Correlates
Measures of Well-beingKasser & Ryan, 1993, 1996, 2001; Sheldon & Kasser, 1995, 1998, 2001
• Distress:– Anxiety
– Depression
– Physical Symptoms
– Unpleasant emotions
– Drug & Alcohol Use
• Happiness– Self-actualization
– Vitality
– Life Satisfaction
– Pleasant Emotions
Found in many samples
• Types of people– Middle & High School
students
– College Students
– Adults
– Business People
• Countries– Australia – Denmark– Germany– Hungary – India – Russia– Singapore – S. Korea– United Kingdom
Social Correlates
Social Attitudes
• Empathy – Sheldon & Kasser (1995)
• Social dominance orientation– Duriez et al. (2007)
• Racial & Ethnic Prejudice– Duriez et al. (2007); Roets et al. (2006)
Social Behavior
• Pro-social and anti-social behavior– Cohen & Cohen (1996); McHoskey (1999); Kasser &
Ryan (1993)
• Cooperative vs. Competitive Behavior– Choose to “get ahead” vs. “cooperate” with friends in
game to win movie ticket– Sheldon et al. (2000)
Implications for Science Educators
• Avoid iatrogenic effects in environmental messages
• Form coalitions with groups interested in related outcomes
• Work to diminish causes of Self-enhancing/Extrinsic values and to encourage Self-transcendent/Intrinsic values
Advertising
• Designed to promote consumerism
• Often creates feelings of insecurity
• Presence everywhere promotes social norm that consumerism is good
Advertising -Directions
• Remove ads from public places
• Ban advertising to children
• Tax advertising as a form of pollution
• Use revenue to promote intrinsic values
National Indicators
• Currently Gross Domestic Product is dominant• Promotes less sustainable policies and behaviors• Alternative indicators include metrics with
intrinsic values in their computation– Bhutan’s Gross National Happiness
– Happy Planet Index
– Genuine Progress Indicator
Gross Domestic Product vs. Genuine Progress Indicator
National Indicators - Directions
• New social norms will be encouraged
• New policies will be developed to maximize alternative indicators
Summary
• Attention to aspects of Human Identity might improve ecological sustainability– Values & Goals– Social Identity– Coping Strategies
Summary
• Important implications for Science Educators
• Beware Iatrogenic effects
• Form Coalitions
• Discourage damaging identities and encourage helpful identities
Thanks!
Up front are 12 free copies of Meeting Environmental Challenges: The Role of Human Identity
Or download it for free at:
www.wwf.org.uk/what_we_do/campaigning/strategies_for_change/
E-mail me at: [email protected]