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A Values-based Approach to Campaigns and Communications. Tim Kasser Tom Crompton. Values & Goals. Guiding principles in life Affect people’s attitudes towards particular objects and policies Orient people to engage in particular behaviors - PowerPoint PPT Presentation
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A Values-based Approach to Campaigns and
Communications
Tim Kasser Tom Crompton
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
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
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– 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
• Amount of forest harvested in social dilemma games– Sheldon & McGregor (2000)
• Frequency of riding bikes, recycling, re-use, etc. – Gatersleben et al. (in prep.); Kasser (2005); Richins &
Dawson (1992)
• Size of Ecological Footprint– 400 N Americans – transportation, housing, food
– Brown & Kasser (2005)
Ecological Outcomes & Materialism
Hurst, Dittmar, Bond, & Kasser (2013)
Ecological k r 95% C.I.
Attitudes 8 -.22 -.33, -.11
Behaviors 9 -.24 -.30, -.17
Note: Correlations not corrected for reliability; Materialism includes Extrinsic vs. Intrinsic + other measures
Two Applications
• Dispositions
• Activation of values:– Bleed-over effect – activation supports and
encourages attitudes and behaviors consistent with those values
– See-saw effect – activation suppresses and discourages attitudes and behaviors in conflict with those values
Universalism
Benevolence
ConformityTradition
Security
Self-Direction
Stimulation
Hedonism
Achievement
Power
Activation of Eco-Behavior Vansteenkiste et al. (2004)
• Belgian education students• Asked to read a text on recycling framed as:
– Helping the community (intrinsic)– Saving money (extrinsic)
• 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– Saves money– Protects the environment
• Then designed logo & disposed of draft drawings
Recycling
Experimental Condition
Influencing E/SE PeopleChilton et al. (2011)
• Screened > 700 UK adults and chose 30 people scoring in top 10% on SE Values
• Came to lab and wrote about reasons why 3 values were important– E/SE values: Popularity, image, wealth– I/ST values: Acceptance, affiliation,
broadminded
Influencing E/SE PeopleChilton et al. (2011)
• Underwent standardized interview on four topics– Climate change & Loss of UK countryside– Child mortality in developing nations &
Poverty among UK children
• Linguist naïve to primes coded interviews
Someone vs. No one should Act
Use of language – E/SE Primed
• P 007 – “Mm, what would motivate me? I suppose money if there was a financial incentive to be more proactive…I do tend to switch things off but that’s more a case of me saving money in electricity than thinking oh that’s gonna help the world.”
Use of language – I/ST Primed
• P 026 – “I do think that the earth and the environment is precious and valuable...I think it should be at the top of the political agenda…I think that the world that we pass on to the next generation, you know, is, is, is our responsibility.”
Car Share
Climate Change
Sustainability
Recycling
Car Share
Climate Change
Sustainability
Diet
Diet
Climate Change
Sustainability
Car Share
Diet
Climate Change
Sustainability
Helping People in Developing Nations
Summary
• Rather than focus on rewards, punishments, and E/ST goals
• Focus on encouraging and activating Intrinsic/Self-transcendent Values
Thanks!