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Valuing Wealth, Power, and Achievement: Self-Enhancing Values and Environmental Behavior. Wesley Schultz California State University. July 18, 2006. - PowerPoint PPT Presentation
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Valuing Wealth, Power, and Achievement: Self-Enhancing Values and Environmental Behavior
Wesley SchultzCalifornia State University
Presentation delivered at the 26th International Congress of Applied Psychology, Athens, Greece. Address correspondences to: Wesley Schultz, Department of Psychology, California State University, San Marcos, CA, 92096. USA. [email protected]. (760) 750-8045.
July 18, 2006
Values Long history in psychology (and social science)
with little agreement Economic value
Price someone is willing to pay for a good or service. Overvalued, undervalued
“By values, we mean the entire constellation of a person's attitudes, beliefs, opinions, hopes, fears, prejudices, needs, desires, and aspirations that, taken together, govern how one behaves.” (Mitchell, 1983; VALS project)
Life goals. Standards which serve as a guiding principle
in a person’s life. (Schwartz, 1992)
Norm Activation Values are the wellspring of attitudes,
beliefs, and behavior Individuals often hold conflicting values Values that are “activated” are stronger
predictors of behavior Norm-activation model of altruism
(Schwartz) Same behavior can be a manifestation of
very different values (Stern’s VBN Theory) Vego(ACego) + Valt(ACalt) + Vbio(ACbio) = behavior
The Inclusion Model
BiosphericMotives
EgoisticMotive
Behavior
+
+
Inclusion
Separate from nature
Connectedto nature
Rational Choice
Psychological Inclusion
Source: Schultz, P. W. (2002). Inclusion with nature: Understanding the psychology of human-nature interactions. In P. Schmuck, & P. W. Schultz (Eds.), The psychology of sustainable development (pp. 61-78). New York: Kluwer.
Predicting Environmental Behavior
Schultz & Zelezny (1998) Self-transcendence r=.24 Self-enhancement r=-.19 Consistent pattern across 5 countries Also evidence for norm activation (for ST only)
Similar pattern reported in other studies: Grunert and Juhl (1995) Karp (1996) Nordlund & Garvill (2002)
Can valuing self lead to conservation?
Maybe egoistic values just need to be “activated” Participants: 988 students from six countries
Brazil, Czech Republic, Germany, India, New Zealand, Russia
Self-reported environmental behavior (12) Environmental motives (ego, alt, bio) Schwartz’ values
Self-transcendence / enhancement Awareness of consequences
Global (should activate self-transcendence) Local (should activate self-enhancement)
Results? - Environmental Concerns
Multi-group CFA showed good evidence for structural equivalence across countries
Self-enhancement: r=+.16 egoistic, r=-.12 biospheric
Self-transcendence: r=-.28 egoistic, r=+.24 biospheric
Consistent across all six countries
Results? - Proenvironmental Behavior
Self-transcendence moderated regression Self-transcendence (beta= .18) Awareness of Consequences global (beta=.18) Ascription of Responsibility global (beta .15) Three-way multiplicative effect (p<.05)
Self-enhancement Self-enhancement (-.04, ns) Awareness of Consequences local (beta=+.07) Ascription of Responsibility local (beta=+.19) No significant multiplicative effects
Results? - Norm Activation
-0.1
-0.05
0
0.05
0.1
0.15
0.2
0.25
Correlation Coefficient (self-trans
and behavior)
Low AC / AR High AC / Low AR
Low AC / High AR
Hi AC / AR(activated)
Activating Beliefs
Source: Schultz, P. W., Gouveia, V., Cameron, L., Tankha, G., Schmuck, P., & Franek, M. (2005). Va lues and their relationship to environmental concern and conservation behavior. Journal of Cross-Cultural Psychology, 36, 457-475.
Discussion
Self-transcendent values are correlated with biospheric environmental concerns Positively with environmental behavior Especially when activated
Self-enhancing values are correlated with egoistic environmental concerns Negatively with environmental behavior No evidence for norm activation
Discussion
Many speculations in the literature that egoistic concerns (and self-enhancement) could lead to environmental behaviors
No evidence here (or elsewhere). Why?1. Environmental behavior is viewed as
“altruism” Sacrificing. Giving up. Donating. Going without. No appeal to selfish motives.
2. Environmental behaviors ARE altruistic Commons Dilemma GRIT (commons solution) requires sacrifice
Discussion
3. Environmental problems not yet severe enough to activate self-interest
Oil, gas, and conservation?
4. Correlations might not be the right statistic Egoistic and biospheric concerns “progressively
inclusive.” Biospheric concern does not mean lack of concern
for self. Correlations can’t detect this.
Source: Schultz, P. W., & Zelezny, L. (2003). Reframing environmental messages to be congruent with American values. Human Ecology Review, 10, 126-136.
4
4.5
5
5.5
6
6.5
7
Brazil Colombia Costa Rica
El Salvador Paraguay Venezuela Spain Germany India NewZealand
Russia UnitedStates
Egoistic Concerns Biospheric Concerns
FIGURE 18-3 Average levels of egoistic and biospheric environmental concerns for selected countries.
Source: Oskamp, S., & Schultz, P. W. (2005). Attitudes and opinions (3rd ed.). Mahwah, NJ: Erlbaum. Chapter 18.