Lesson 7

Question 1

It is a great time for what?

Answer 1

To be sustainable. But there is still a attitude behavior gap

Question 2

How can Marketers make consumers more sustainable?

Answer 2

SHIFT

Question 3

What is SHIFT?

Answer 3

• social influence
• habit formation
• individual self
• feelings and cognition
• tangibility

Question 4

What is social influence

Answer 4

The attitudes, expectations and behaviors of others that play a large role in how consumers behave

Question 5

What are social norms

Answer 5

Informal understandings within a social group about what constitutes acceptable behavior
Ex. Sign in Hotel rooms

Question 6

Social norms example 1

Answer 6

Sign in Hotel rooms. Message one only says that people should join their fellow guests to save the environment
Message 2 says that two but also refers to a study naming the particular room that they are in and saying that 75% of people who stayed in this room participated.
The sign boosted the amount of towel-reuse by 33%
-> you have to be specific and not just general

Question 7

Social norms example 2

Answer 7

What determine people’s willingness to install solar panels?
-> whether their close by neighbors have done so

Question 8

Social Influence - What if the behavior is not adopted by many?

Answer 8

Use dynamic norms

Question 9

What are dynamic norms?

Answer 9

• drawing attention to chance of a norm over time
  -> because we are more likely to change if we can see a new behavior developing

Question 10

Difference Social norms and dynamic norms

Answer 10

Social norms: tell us what others do now
Dynamic norms: tell us that new behaviors are coming, compelling us to join the movement too

Question 11

Example Dynamic Norm

Answer 11

Message 1 states that only 30% of Americans are limiting their meat consumption. Message 2 states that in the last 5 years 30% of Americans have now started to make an effort to limit their meat consumption.
-> increased participants intention to reduce meat consumption by 29%

Question 12

When to use social norms

Answer 12

When their is a power of similar others

Question 13

When to use dynamic norms

Answer 13

If the behavior is not adopted by many

Question 14

Definition Habits

Answer 14

Are automatic, uncontrolled behaviors that are easy for people to perform

Question 15

Habit example 1

Answer 15

Organ donations
- box one says that people don’t check the box on the form don’t join
Box two says people don’t check the box and join
- second one gets way more organ donors because people have the habit of not checking the boxes

Question 16

Habit example 2

Answer 16

Overpackaging
Plastic package + paper packaging
Paper =good, plastic =bad
-> habit of thinking that
Solution minimal packaging sticker
-> make sustainable option default option
-> consumers belief shape their engagement in sustainable behavior

Question 17

Individual Self

Answer 17

Factors linked to individual consumer can predict individuals sustainable choices

Question 18

Individual Self example 1

Answer 18

Control and identity linked group. Control group write name Avery on paper and throws it away. Identity linked group writes their one name and throws it away.
-> those who wrote own name were significantly more likely to recycle the paper
-> when everyday products is linked to consumers identity it is more likely to be recycled

Question 19

Individual Identity example 2

Answer 19

Reminders of past identity of repurposed products make consumers feel special and increases demand
Trendy backpack - in my previous life I used to be an airbag

Question 20

Self concept

Answer 20

Time of the day and sustainable product are related
-> you are more sustainable in the morning than in the night

Question 21

Example self-concept

Answer 21

After the workout fewer people preferred the environmentally friendly straws compared to be fore the workout because they are more likely to chose this product in the morning than later in the day

Question 22

Self-consistency

Answer 22

When people make a commitment towards something they are more likely to commit to that

Question 23

Example self-consistency 1

Answer 23

When Guest had to sign a commitment to practice sustainable behavior and receive a pin to symbolize this commitment, their subsequent sustainable behavior were more environmentally friendly

Question 24

Example self-consistency 2

Answer 24

Hotel guests asked to save energy by a toothbrush firm that makes visible environmental efforts reduced energy by 10%

Question 25

Summary Individual Self

Answer 25

• when everyday product is linked to consumer’s identity it is more likely to be recycled
• highlight up cycled products past identity ( airbag backpack)
• emphasize distinct materials used to produce upcycled product ( table made using pieces of whiskey barrel)
• time of day and sustainable products (more sustainable in morning than at night)
• self-consistency

Question 26

Feelings and Cognition
Feelings

Answer 26

Emotions influence on decision making

Question 27

Positive emotions

Answer 27

People recycle more when in a good mood

Question 28

Negative emotions

Answer 28

Sadness
- shown to lead to more environmentally friendly behaviors
- but after time delay effect disappears

Question 29

Example negative emotions

Answer 29

Retailers labeling not so pretty good as for example ugly cucumber so that consumers still buy it
-> consumers feel sad for the food and therefore buy it

Question 30

Cognition

Answer 30

Consumers are not sure which directions are the most sustainable
They underestimate the emissions with food but providing clear labels can change this and shift preferences toward low emission food
-> show how good carbon footprint of product is or how many light bulb minutes it equals

Question 31

Feelings and cognition - framing

Answer 31

Labeling products with for example the price of what the 10 year energy cost would be like when they are buying light bulbs. This increases energy efficient purchases from 12% to 48%. People need to see it to understand it

Question 32

Summary Feelings and Cognition

Answer 32

• emotions shape consumers engagement in sustainable behavior
• compared to fear, sadness Videos lead to greater engagement in sustainable behaviors
• emotions dissipate quickly. After time delay effect of emotions disappears
• labels that are attention grabbing and easily understandable help consumers make sustainable choices
  Marketers can strategically choose different message framing to affect consumers engagement in sustainable behavior

Question 33

Tangibility

Answer 33

Concrete communication
-> consumers are motivated by strongly concrete stories, images and examples than by abstract information and statistics

Question 34

Example tangibility

Answer 34

Instead of just showing a sign with shows what objects should be recycled it should show what objects they can turn into if people recycle them
-> product transformation salience increases recycling behavior

Question 35

Tangibility Framework

Answer 35

1. Clarify context
2. Identify target and barriers
3. Select and apply tools
4. Test strategy
5. Implement and evaluate outcomes

Question 36

Example 1 SHIFT

Answer 36

The behavior: Using a reusable coffe cup
Habit: shape positive behaviors using rewards
Social norms: make action positive and observable to others