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Commitments, norms & the 1 billion pound tax letterSteve J. Martin's presentation from Leading Social Change 2012, part of Adweek.
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Commitments, norms & the £1billion tax letterSTEVE J MARTIN
“It turns out that the environmental and context effects on behaviour and decision making are a lot stronger than most people expect.”
Danny Kahneman, 2008
Principles of Social Influence
• Reciprocity• Authority• Social Proof
• Scarcity• Consistency• Liking
“Yes! 50 Secrets from the Science of Persuasion”, N.J. Goldstein, S.J. Martin, R. B. Cialdini Published by Profile Books (2007)
Principles of Social Influence
• Reciprocity• Authority• Social Proof
• Scarcity• Consistency• Liking
“Yes! 50 Secrets from the Science of Persuasion”, N.J. Goldstein, S.J. Martin, R. B. Cialdini Published by Profile Books (2007)
People underestimate the influence of social proof
Reported Beliefs Regarding the Influence of Each Motive
Descriptive Norm
Saving Money
Benefit to Society
Environmental Protection
2.9
3.0
3.1
3.2
3.3
3.4
3.5
Different Motives to Conserve Energy
Environmental Protection
Correlation of Each Motive with Conservation Behavior
.00
.10
Descriptive Norm
Saving Money
Benefit to Society
.50
.40
.30
.20
Schultz, W.B. , Cialdini, R.B.,et al (2007) “The constructive, destructive and reconstructive power of social norms” Psychological Science, 18:429-34.
Hotel Towel Reuse Study
Hotel Towel StudyEnvironmental
AppealMany Others
50
20
25
30
35
40
45
Environmental Appeal
% Towel Reuse Rates
35.1%
46.0%
Many Others
Hotel Towel StudyEnvironmental
AppealMany Others Many Similar
Others
50
20
25
30
35
40
45
Environmental Appeal
% Towel Reuse Rates
35.1%
46.0%
Many Others
53.1%
Many Similar Others
OK, so it works for towels!
But what about Taxes?
80
50
55
60
65
70
75
Control Group
% Tax Return Rates
67.5%72.5%
Social Norm National
79.0%
Social Norm in your postcode
82.9%
Social Norm in your town
Principles of Social Influence
• Reciprocity• Authority• Social Proof
• Scarcity• Consistency• Liking
“Yes! 50 Secrets from the Science of Persuasion”, N.J. Goldstein, S.J. Martin, R. B. Cialdini Published by Profile Books (2007)
10
-30
-20
-10
-5
0
5
-18.0%
Active Commitment
-3.4%
Verbal Commitment
Martin, S.J., Bassi, S., Dunbar-Rees, R., (2011) Commitments, Norms & Custard Creams - A social influence approach to reducing Did Not Attends (DNAs) Journal Royal Society of Medicine (in press)
Healthcare Did Not Attend Studies
Principles of Social Influence
• Reciprocity• Authority• Social Proof
• Scarcity• Consistency• Liking
“Yes! 50 Secrets from the Science of Persuasion”, N.J. Goldstein, S.J. Martin, R. B. Cialdini Published by Profile Books (2007)
The Big Mistake
To encourage corrective action against a problem that is large or growing, leaders and policy makers often decry that problem as regrettably frequent.
Expenses FraudTax AvoidanceLittering
Binge DrinkingSTD InfectionsTeenage Pregnancy
“Yes! 50 Secrets from the Science of Persuasion”, N.J. Goldstein, S.J. Martin, R. B. Cialdini Published by Profile Books (2007)
--31.4%
Commitment + Normative Appeal
10
-30
-20
-10
-5
0
5
-18.0%
Active Commitment
-3.4%
Verbal Commitment
Martin, S.J., Bassi, S., Dunbar-Rees, R., (2011) Commitments, Norms & Custard Creams - A social influence approach to reducing Did Not Attends (DNAs) Journal Royal Society of Medicine (in press)
Healthcare Did Not Attend Studies
• Leaders and policy-makers may focus too often on economic, legal or policy factors when seeking to motivate people towards desirable goals
• They would be well advised to also consider what is known about social psychological motivators such as social norms, social obligations, source credibility and loss aversion as well as multiple other motivators (MINDSPACE)
• There is an increasing need to incorporate what is known from social sciences into behaviour change programmes – methodologies and programmes exist to assist in making that happen
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