If You Don’t Understand Habits, How Can You Hope To Change Them?
Challenges And Opportunities To Encourage Sustainable Living
Bas Verplanken
University of Bath, U.K.
The Key Problem
<< Whilst I do acknowledge that the issue of
climate change is probably the most important
problem humanity has faced, I surprise myself
in my own ability to ignore this. >>
(Anonymous participant, June 2012)
Environmental Behaviour
Individuals
Social Environment
Social structures, physical
environment,
political culture
Environmental Behaviour
Using public transport . Installing insulation . Recycling .
Buying local . Taking
the train to domestic destinations .
CULTURE
Reading energy labels . Switching off appliences at night .
Cycling to work . Installing a smart energy meter . Waste less
food . Ethical spending . Protesting against nuclear power .
Buying organic food . Using a shopping bag . Eco-driving .
Avoiding overseas flights . Washing at 30 degrees Celcius .
Switching off lights . Buying energy efficient products . Signing
pro-green petitions . Taking shorter showers . Car pooling .
Composting . Saving energy . Walking instead of driving short
distances . Lowering the thermostat by one degree .
Environmental Behaviour
Using public transport . Installing insulation . Recycling .
Buying local . Taking
the train to domestic destinations .
CULTURE
Reading energy labels . Switching off appliences at night .
Cycling to work . Installing a smart energy meter . Waste less
food . Ethical spending . Protesting against nuclear power .
Buying organic food . Using a shopping bag . Eco-driving .
Avoiding overseas flights . Washing at 30 degrees Celcius .
Switching off lights . Buying energy efficient products . Signing
pro-green petitions . Taking shorter showers . Car pooling .
Composting . Saving energy . Walking instead of driving short
distances . LoweringHABITS
the thermostat by one degree .
<< Most of the time, what we do is what
we do most of the time >>
(Townsend & Bever, 2001)
<<… between a third and a half of all
behaviors listed were classified as habits,
given that they were performed just
about every day and usually in the same
location >>
(Wood, Quinn, & Kashy, 2002)
Habit
1. Things we do regularly.
2. A practice or custom.
3. A dominant disposition.
4. Addiction.
5. Bad behaviour.
Three Pillars of Habit
Repetition
Repetition
 Frequency of past behaviour: ”the
psychologists’ definition of habit”
Repetition
 Frequency of past behaviour: ”the
psychologists’ definition of habit”
 Cumulative impact of repetition
Repetition
 Frequency of past behaviour: ”the
psychologists’ definition of habit”
 Cumulative impact of repetition
 Problem 1: How frequent is ”habitual”
Repetition
 Frequency of past behaviour: ”the
psychologists’ definition of habit”
 Cumulative impact of repetition
 Problem 1: How frequent is ”habitual”
 Problem 2: Frequent behaviour is not
necessarily habitual
Repetition
 Frequency of past behaviour: ”the
psychologists’ definition of habit”
 Cumulative impact of repetition
 Problem 1: How frequent is ”habitual”
 Problem 2: Frequent behaviour is not
necessarily habitual
 A history of repetition is a necessary, but
not a sufficient condition for a habit
Three Pillars of Habit
Repetition
Automaticity
Automaticity
 The ”fluency” of habitual behaviour
”The Four Horsemen of Automaticity”
(Bargh 1994)




Minimal awareness
Lack of conscious intent
Difficulty of control
Mental efficiency
Three Pillars of Habit
Repetition
Automaticity
Context-Cued
Habits are Context-Cued
 Habits are triggered by cues in stable
contexts
Time
Location
Specific situations or objects
Specific people
Mood
Physiological states
Social and cultural practices
Other habits
Habits are Context-Cued
 Habits are triggered by cues in stable
contexts
 Control of behaviour is delegated from
’willpower’ (i.e., intention, motivation) to
the behavioural environment (i.e., cues)
Habits are Context-Cued
 Habits are triggered by cues in stable
contexts
 Control of behaviour is delegated from
’willpower’ (i.e., intention, motivation) to
the behavioural environment (i.e., cues)
 Not in line with models of behaviour in
social, health, consumer, and
environmental psychology
Theory of Planned Behaviour
ATTITUDE
NORMS
CONTROL
INTENTION
BEHAVIOUR
Self-Report Habit Index
Behaviour ’X’ is something…
… I do frequently.
… I do automatically.
… I do without thinking.
… that would require effort not to do.
… I do without having to consciously remember.
… that makes me feel weird if I do not do it.
… that belongs to my daily routine.
… I start doing before I realize I’m doing it.
… I would find hard not to do.
… I have no need to think about doing.
… that’s typically “me.”
… I have been doing for a long time.
Verplanken & Orbell (2003), Journal of Applied Social Psychology
Self-Report Habit Index
• Facets:
–
–
–
–
–
–
Experience of repetition
Minimal awareness
Lack of conscious intent
Difficulty to control
Efficiency
Identity
Verplanken & Orbell (2003), Journal of Applied Social Psychology
Consequences of Habituation
 Tunnel vision: lack of attention to
information
Information acquisition
Attention to New Information
4.1
4.0
3.9
3.8
3.7
3.6
3.5
3.4
3.3
3.2
3.1
3.0
2.9
2.8
weak car habit
strong car habit
1 2
3
4
5
6
7
8
9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27
Imaginary travel mode choice situations
Verplanken, Aarts, van Knippenberg (1997), European Journal of Social Psychology
Information acquisition
Attention to New Information
4.1
4.0
3.9
3.8
3.7
3.6
3.5
3.4
3.3
3.2
3.1
3.0
2.9
2.8
weak car habit
strong car habit
1 2
3
4
5
6
7
8
9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27
Imaginary travel mode choice situations
Verplanken, Aarts, van Knippenberg (1997), European Journal of Social Psychology
Consequences of Habituation
 Tunnel vision: lack of attention to
information
 Disjunction between attitudes/intentions
and behaviour
Intention-Behaviour Relation
INTENTION
BEHAVIOUR
survey
travel diary
Verplanken, Aarts, van Knippenberg, & Moonen (1998), British Journal of Social Psychology
Intention-Behaviour Relation
1.00
strong car habit
actual car use
0.90
0.80
moderate car habit
0.70
0.60
0.50
weak car habit
0.40
0.30
0
1
2
3
4
5
6
intention to use the car
7
8
Verplanken, Aarts, van Knippenberg, & Moonen (1998), British Journal of Social Psychology
The Habitual Consumer
acts repetitively
on the automatic pilot
under the same circumstances
is not interested in your information
is not ’driven’ or motivated
BUT
is happy with his/her habit
Promoting Sustainable Behaviours
Using public transport . Installing insulation . Recycling .
Buying local . Taking the train to domestic destinations .
Reading energy labels . Switching off appliances at night .
Cycling to work . Installing a smart energy meter . Waste less
food . Ethical spending . Protesting against nuclear power .
Buying organic food . Using a shopping bag . Eco-driving .
Avoiding overseas flights . Washing at 30 degrees Celcius .
Switching off lights . Buying energy efficient products . Signing
pro-green petitions . Taking shorter showers . Car pooling .
Composting . Saving energy . Walking instead of driving short
distances . Lowering the thermostat by one degree .
Promoting Sustainable Behaviours
Using public transport . Installing insulation . Recycling .
Buying local . Taking the train to domestic destinations .
Reading energy labels . Switching off appliances at night .
Cycling to work . Installing a smart energy meter . Waste less
food . Ethical spending . Protesting against nuclear power .
Buying organic food . Using a shopping bag . Eco-driving .
Avoiding overseas flights . Washing at 30 degrees Celcius .
Switching off lights . Buying energy efficient products . Signing
pro-green petitions . Taking shorter showers . Car pooling .
Composting . Saving energy . Walking instead of driving short
distances . Lowering the thermostat by one degree .
Value Priorities
National security
Respect for
tradition Social order
Social
power
Authority
Public image
Wealth
Family
Self-discipline security
Social Successful
Honor
recognition
Ambitious
parents
Intelligent
Devout
Loyal
Helpful
Honest
Friendship
Wisdom
Social justice
Intelligent
Protecting the
environment
Equality Unity with
nature
Enjoying life
Exciting life
Self-respect
Pleasure
Daring
Independent
Creativity
Freedom
Value Circumplex (Schwartz, 1992)
Value Priorities
National security
Respect for
tradition Social order
Social
power
Authority
Public image
Wealth
Family
Self-discipline security
Social Successful
Honor
recognition
Ambitious
parents
Intelligent
Devout
Loyal
Helpful
Honest
Friendship
Wisdom
Social justice
Intelligent
Protecting the
environment
Equality Unity with
nature
Enjoying life
Exciting life
Self-respect
Pleasure
Daring
Independent
Creativity
Freedom
Value Circumplex (Schwartz, 1992)
Value Priorities
7.00
6.00
5.00
mean
4.00
3.00
2.00
1.00
.00
Students in Norway, N = 138
Value Priorities
What do you see as important issues facing Britain today?
1. Economy
2. Law and order
3. Unemployment
4. Immigration
5. Health care
6. Education
7. Inflation
8. Foreign affairs
9. Social security
10. Poverty
11. Morality
12. Housing
13. Elderly care
14. Wages
15. Drug abuse
16. Petrol prices
17. EU
18. Overpopulation
19. Public services
20.Taxation
21. Environment
22. Council tax
23. Public transport
24. Value of pound stirling
British adults, N = 956
C
Ipsos/MORI Polls 2011
Habits are Bad News for
Motivation-Based Interventions
INFORMATION
ATTITUDE
INFORMATION
NORMS
INFORMATION
CONTROL
INTENTION
BEHAVIOUR
Habits are Bad News for
Motivation-Based Interventions
INFORMATION
ATTITUDE
INFORMATION
NORMS
INFORMATION
CONTROL
INTENTION
BEHAVIOUR
Promoting Sustainable Behaviours
Using public transport . Installing insulation . Recycling .
Buying local . Taking the train to domestic destinations .
Reading energy labels . Switching off appliances at night .
Cycling to work . Installing a smart energy meter . Waste less
food . Ethical spending . Protesting against nuclear power .
Buying organic food . Using a shopping bag . Eco-driving .
Avoiding overseas flights . Washing at 30 degrees Celcius .
Switching off lights . Buying energy efficient products . Signing
pro-green petitions . Taking shorter showers . Car pooling .
Composting . Saving energy . Walking instead of driving short
distances . Lowering the thermostat by one degree .
Motivation-Based Interventions
Using public transport . Installing insulation . Recycling .
Buying local . Taking the train to domestic destinations .
Reading energy labels . Switching off appliences at night .
Cycling to work . Installing a smart energy meter . Waste less
food . Ethical spending . Protesting against nuclear power .
Buying organic food . Using a shopping bag . Eco-driving .
Avoiding overseas flights . Washing at 30 degrees Celcius .
Switching off lights . Buying energy efficient products . Signing
pro-green petitions . Taking shorter showers . Car pooling .
Composting . Saving energy . Walking instead of driving short
distances . Loweing the thermostat by one degree .
Motivation-Based Interventions
INFORMATION
ATTITUDE
INFORMATION
NORMS
INFORMATION
CONTROL
INTENTION
BEHAVIOUR
Motivation-Based Interventions
INFORMATION
ATTITUDE
INFORMATION
NORMS
INFORMATION
CONTROL
INTENTION
BEHAVIOUR
Motivation-Based Interventions
”Nudging”
”Nudging”
Framing
Feedback
Anchoring
Conformity
Choice architecture
Availability heuristic
Automaticity
Biases
Incentives
Descriptive norms
The spotlight effect
Catalyst Behaviours
(‘Spillover Effect”)
use car less
shorter showers
buy locally produced
products
(THE GOLDEN)
SUSTAINABLE
ACT
waste less food
better energy
management
buy energy efficient
appliences
recycle
avoid unnecessary
flights
Promoting Sustainable Behaviours
Using public transport . Installing insulation . Recycling .
Buying local . Taking the train to domestic destinations .
Reading energy labels . Switching off appliances at night .
Cycling to work . Installing a smart energy meter . Waste less
food . Ethical spending . Protesting against nuclear power .
Buying organic food . Using a shopping bag . Eco-driving .
Avoiding overseas flights . Washing at 30 degrees Celcius .
Switching off lights . Buying energy efficient products . Signing
pro-green petitions . Taking shorter showers . Car pooling .
Composting . Saving energy . Walking instead of driving short
distances . Lowering the thermostat by one degree .
Prevention and Education
Newly qualified drivers
Prevention and Education
Newly qualified drivers
Habit Discontinuities
 Habits may (temporarily) be broken
Moving house
Changing jobs
Starting a family
Retirement
Changes in infrastructure
Legislation
Economic downfall
Verplanken & Wood (2006), Journal of Public Policy and Marketing
Habit Discontinuities
 Habits may (temporarily) be broken
 Windows of opportunity for change




Re-orientation
Negotiating new behaviours
Need for information, deliberation
Interventions potentially more effective
Verplanken & Wood (2006), Journal of Public Policy and Marketing
Habit Discontinuities
 Habits may (temporarily) be broken
 Windows of opportunity for change
 Some circumstantial evidence
Verplanken, Walker, Davis, & Jurasek (2008), Journal of Environmental Psychology
Habit Discontinuities
Sustainable commuting
0.80
0.70
0.60
0.50
0.40
0.30
0.20
0.10
High
Low
Environmental concern
Verplanken, Walker, Davis, & Jurasek (2008), Journal of Environmental Psychology
Habit Discontinuities
Sustainable commuting
0.80
0.70
Recently
moved
0.60
0.50
0.40
0.30
0.20
0.10
Not
moved
Recently
moved
Not
moved
High
Low
Environmental concern
Verplanken, Walker, Davis, & Jurasek (2008), Journal of Environmental Psychology
Habit Discontinuities




Habits may (temporarily) be broken
Windows of opportunity for change
Some circumstancial evidence
Field experiment: intervention to promote
sustainable behaviours among movers vs
non-movers
Habit Discontinuities
intervention
movers
non-movers
control
Habit Formation
 Habitual features are desirable for
behaviours we want to promote
Frequent and automatic behaviour
Cue-controlled
Difficult to change
Habit Formation
 Habitual features are desirable for
behaviours we want to promote
 Habituation as intervention goal
Habit Formation
 Habitual features are desirable for
behaviours we want to promote
 Habituation as intervention goal
 Habit formation modelling
Modelling Habit Formation
(Lally et al., 2010)
Segmentation
High potential
but unwilling
Ability to act
HIGH
High potential
and willing
REINFORCE
INCENTIVISE
Willingness
to act
HIGH
LOW
HELP
Low potential
and unwilling
Low potential
but willing
LOW
Segmentation
Seven population
segments
Ability to act
HIGH
Waste Watchers
“Waste not, want not, that’s important.
You should live life thinking about what
you are doing and using”
12%
Honestly disengaged
“Maybe there’ll be an environmental disaster,
Positive Greens
“I think it’s important to do as
much as I can to limit my impact on the
Concerned Consumers
environment”
“I think I do more than a lot of people.
18%
Still, going away is important,
and I would find it hard to give that up.
Well, I wouldn’t. So carbon off-setting
would make me feel better”
14%
maybe not. Makes no difference to me,
I’m just living the life I want”
Cautious Participants
18%
“Ido a couple of things to help the environment.
I’d like to more, well, as long as I saw
others were”
14%
LOW
Stalled Starters
“I don’t know much about climate change.
I can’t afford a car, so I use public transport.
I’d like a car, though”
10%
Sideline Supporters
“I think climate change is a big problem
for us. I don’t think much about how much
water or electricity I use, and I forget to
turn things off. I’d like to do a bit more”
14%
LOW
Willingness
to act
HIGH
Why Not Start By Changing Behaviour?
ATTITUDE
Legislation
Technical
solutions
Infrastructure
BEHAVIOUR
NORMS
CONTROL
Why Not Start By Changing Behaviour?
ATTITUDE
Legislation
Technical
solutions
Infrastructure
HABIT
FORMATION
NORMS
CONTROL
Why Not Start By Changing Behaviour?
 Seat belts
 Smoking ban
 Congestion tax
London (+)
Stockholm (+)
Manchester (-)
Melbourne (+)
 Not merely acceptance, but genuine
attitude change
Why Not Start By Changing Behaviour?
and smart
What’s In For You?
<< Whilst I do acknowledge that the issue of
climate change is probably the most important
problem humanity has faced, I surprise myself
in my own ability to ignore this. >>
(Anonymous participant, June 2012)
What’s In For You?
What’s In For You?
What’s In For You?
What’s In For You?
What’s In For You?
What’s In For You?
The Environment and You
<< To harm any part of the environment is to
harm one's self, as we are not separate or
other than the world in which we live >>
(Yahoo discussion forum on Buddhism and the
Environment, June 2012)
THANK YOU
[email protected]