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The Psychology of Sustainability Deborah S. Podwika, M.A., C.S.M. Kankakee Community College Behavior Altruism Prosocial behavior that is done with no expectation of reward and may involve the risk of harm to oneself. Eight members of the Sydney Rainforest Action Group were convicted of unreasonable obstruction. Protesters called an end to annual Australian imports of around 200,000 cubic meters of Malaysian rainforest timber. The Penan, Kubu and Bateq peoples are completely dependent on the diminishing Borneo rainforests for their survival. Cognition Availability Heuristics Estimating frequency or likelihood of an event based on how easy it is to recall relevant information from memory or how easy it is for us to think of related examples. How many species are now extinct? What is happening to temperatures? How much of Icebergs have melted? What is happening to our Oceans? Cognition Belief Perseverance The general public tends to hold on to what they think they know about sustainability and do not seek opposing facts. The Last Mountain movie attempts to change people’s Belief Perseverance by providing information on the harmful effects that blowing up mountains for coal has on people. Cognition Cognitive Dissonance Emotional discomfort caused by conflicting beliefs, morals, or ideals. People who experience this are motivated to change something so the unpleasant feelings go away. Example: A person who considers themselves “green” who travels regularly by plane might change their belief and say “maybe I am not so green after all or change there behavior and take a different way like car pooling. Cognition Confirmation Bias When one searches for information that confirms one’s preconceptions. One who does not believe in Climate Change purposely searches for information which states Climate Change is not real. Behavior Conformity Changing one’s own behavior to more closely match the actions of others Jimmy drove a gas guzzling car for 10 years. His new neighbor drives an eco-friendly car and his best friend’s car runs on vegetable oil. The next week Jimmy drives up with a new Hybrid. Cognition Delusions A delusion is a false belief held by a person who refuses to accept evidence of their falseness. When it deals with climate change, people may be given evidence to prove that it is happening, but they don’t even try to accept the truth. People may not believe in global warming and climate changes. Even though there is hard evidence to back it up. The film An Inconvenient Truth showed people what was really happening to the climate of the world. It said that before the video only about 33% believed global warming was real, but after about 85% believed it was real. People have false beliefs and they are delusions until they are educated on the information. Source- http://www.takepart.com/an-inconvenient-truth/film Cognition Denial One of the psychological defense mechanisms studied by Freud’s daughter Anna Freud. Refusal to recognize or acknowledge a threating situation. I don’t need to recycle there’s nothing wrong with the environment. I don’t need to recycle it won’t change anything. Cognition Diffusion of Responsibility Occurs when a person fails to take responsibility for actions or for inaction because of the presence of other people who are seen to share the responsibility. I live in a big neighborhood and there should be someone recycling already. So I don’t have to recycle. Cognition “Equal Status Contact” “There is no hierarchy between groups; neither group has power over another, they are on equal levels” “The richer, poorer, and all races plant a community garden together” Behavior Ethical Guidelines Codes used by people or organizations that state what actions can and can not be done on moral grounds. Organic farmers must follow ethical guidelines when raising animals to make sure there living conditions are up to Federal standards in order to be certified for the use of an organic seal on their product, however, non-organic farms do not . http://www.nal.usda.gov/afsic/pubs/ofp/ofp.shtml Cognition Evaluation Apprehension Concern on how others Evaluate us Someone may be Apprehensive that neighbors will evaluate them if they do not recycle or drive a sustainable vehicle etc. Or they may be apprehensive that they are being evaluated if they do recycle or drive a sustainable vehicle. Cognition Fundamental Attribution Error Tendency for people to overestimate the influence of another person’s internal characteristics on behavior and underestimate the influence of the situation. Others do not recycle they are inconsiderate etc. If we do not we had a darn good reason! Behavior Incentive Value Incentives are things that attract or lure people into action. Incentives can be both positive and negative. By getting money from recycling one would be more likely to recycle since they are getting rewarded. If the person was recycling and didn’t get a reward then they may not recycle again. Behavior Instant Gratification Behavior In today’s society of “I want it now” many are not willing to wait for the benefits of conservation behaviors to kick in. Many energy efficient changes are costly up front and some don’t show a cost savings for several years. This goes against societal Instant Gratification Behaviors. Behavior Intrinsic Motivation When one does something for no obvious external rewards. They do it because it makes the individual feel good. Example: Recycling at home because you want to help the planet and feel like you’re doing your part, rather than only recycling items which you will be paid for (copper, aluminum, etc.). Behavior Motivational Drive Theory The force that initiates, guides, and maintains goal-oriented behavior and causes us to take action. When you have the knowledge of recycling, your motivational drive gives you the initiative to want to recycle, to act on it, and make the earth a better place to live. Behavior Observational Learning Observational learning occurs when one views an action or behavior being executed by another; this causes one in turn to replicate the action. An example of Observational Learning regarding sustainability is when one sees reducing, reusing, recycling in the media they then begin behaving in a more eco-friendly manner. Cognition Pluralistic Ignorance A False Impression of what most other people are thinking or feeling, or how they are responding. When you feel if you do not know much about he environment than others do not or if you do know something then others must know as well. Behavior Prosocial Behavior When the actions of people are done to intentionally to benefit others. People recycle so that future generations can enjoy the planet and its resources. Cognition Representative Heuristics When one believes an object or person who shares characteristics with a member of a category is also a member of that category. “Tree Huggers” “Crazy Environmentalists” Cognition Selective Exposure When one seeks information and media which agrees with their views and avoids dissonant information. So what new channels would one view if they believed in Climate Change? If they did not? Cognition Self-Serving Bias & Attributions People tend to perceive oneself favorably. We tend to Attribute good behaviors to ourselves and negative behaviors to others. Cognition Social Comparison Keeping up with the Jones! Again…neighbors begin to use disposable diapers then you do. Cars, Houses ETC!!! Cognition Stereotypes What do people broadly think of a group? “Tree Huggers” “Crazy Environmentalists” Cognition System Justification Tendency Tendency to believe in and justify the way things are in their culture, especially when comfortable. They do not want to change from the status quo. We like our habits!! Cognition Trial and Error Problem-solving method in which one possible solution is tried (one after another) until a successful one is found. The problem of running out of fossil fuels poses a threat on our current society. Trial and error tactics help us to strive for better, more efficient and sustainable bio-fuels and ways of transportation.