Gregory A. Guagnano

Influences on Attitude-Behavior Relationships A Natural Experiment with Curbside Recycling

A simple model was tested in which attitudinal factors and external conditions act in combination to influence behavior. The model predicts that behavior is a monotonic function of attitudes and external conditions and that the strength of the attitude-behavior relationship is a curvilinear function of the strength of the external conditions, with extreme values setting boundary conditions on the applicability of attitude models. The model also allows for interactions in which perceived costs enter into the attitudinal process. Evidence is taken from a natural experiment in recycling in which collection bins for curbside pickup had been provided to 26% of 257 survey respondents. Consistent with the model, main effects of attitudes and external conditions were found, as was an interaction effect in which the Schwartz norm-activation model predicted recycling behavior only for households without bins. Interactive models such as the one developed here can yield better policy-relevant analyses by clarifying the relationships between external and internal influences on behavior change.

Social Structural and Social Psychological Bases of Environmental Concern

Efforts to explain environmental concern as a function of social structure have revealed some weak but reliable associations. Stronger associations have been found between environmental concern and social psychological variables including attitudes, beliefs, and worldviews. The authors used the 1993 General Social Survey to explore a conceptual framework that postulates four causal levels: social structural factors and early socialization experiences; general worldview and ideology about humanity and the environment; specific attitudes, beliefs, and cognitions about environmental issues; and environmentally relevant behavior. Each class of variable has explanatory power beyond that given by other classes of variables, with the social psychological variables generally adding more explanatory power than the structural variables. The patterns are different, however, for the five behavioral indicators. Efforts to explain the structural influences as indirect, operating through the social psychological variables, were mainly unsuccessful.

A Brief Inventory of Values

The authors present a brief inventory derived from Schwartzs 56-item instrument measuring the structure and content of human values. The inventorys four 3-item scales, measuring the major clusters called Self-Transcendence, Self-Enhancement, Openness to Change, and Conservation (or Traditional) values, all produce scores with acceptable reliability in two studies of pro-environmental attitudes and actions, and the brief inventory predicts those indicators nearly as well as much longer ones. The authors also present subscales of biospheric and altruistic values that can be used to assess whether Self-Transcendence values are differentiated in this way in special samples such as environmental activists. The brief inventory is suitable for use in survey research and other settings in which the longer instrument might be impractical.

Willingness to Pay for Public Goods: A Test of the Contribution Model

This article reports a test of the hypothesis that stated willingness to pay (WTP) for environmental quality follows a contribution model rather than the purchase model that is more congenial to economic thinking In particular, we examine the ability of the Schwartz norm-activation model of altruism to explain six different WTP assessments The Schwartz model explains stated WTP for environmental quality, except when payments are framed as taxes We suggest that models should presume that both altruistic and egoistic considerations may affect stated WTP and that framing may affect their relative contributions

Regional differences in the sociodemographic determinants of environmental concern

This study assesses the influence of sociodemographic variables on four distinct measures of environmental concern in a sample of 2,984 households in 19 metropolitan areas of the United States. In addition, the potential for regional interactions is investigated. Results of the study indicate that, while geographic region does not appear to have consistent additive effects, it does interact with other sociodemographic variables to influence environmental concern. These regional interactions draw attention to many of the problems involved with comparisons across studies and may shed light on what are often considered to be discrepant findings in the literature on environmental concern.

Altruism and Market-Like Behavior: An Analysis of Willingness to Pay for Recycled Paper Products

The contrast between self-interested behavior guided by rational choice and altruistic behavior guided by normative considerations is a central theme in the social sciences. This study suggests that market and market-like behavior, the context where self-interest is expected to dominate, is in fact often motivated by altruism. This argument is tested by examining a willingness to pay measure, a surrogate for the market that is finding substantial use in analyses of public policy. In particular, the ability of the Schwartz model of altruism to explain willingness to pay for recycled products is examined. Findings indicate that even as the Schwartz model has explained many purely altruistic behaviors, it also can explain self-reported willingness to pay. While economists often have noted the importance of rational choice in even the most intimate of human decisions, this study notes the importance of normative altruism in even the most calculated.

Spontaneous use of magnitude discrimination and ordination by the orangutan (Pongo pygmaeus).

The ability to discriminate quantity is descriptive of general cognitive ability. In this study, the authors presented 2 orangutans (Pongo pygmaeus) with a quantity judgment task. Each trial consisted of 2 choices, ranging from 1 to 6 food items in each. The orangutan chose 1 of the quantities, which was removed, and the remaining array was given as a reward. In contrast to chimpanzees previously tested on the same task (S. T. Boysen & G. G. Berntson, 1995; S. T. Boysen, G. G. Berntson, M. B. Hannan, & J. T. Cacioppo, 1996; S. T. Boysen, K. L. Mukobi, & G. G. Berntson, 1999), the orangutans optimized their performance. Orangutans, therefore, attend to differences in magnitude and can spontaneously use ordinality. Results also suggest a cognitive difference between chimpanzees and orangutans.

Locus of control, altruism and agentic disposition

This study presents and empirically tests a simple model of attitudinal and personality influences on individual willingness to take action in support of the environment (agentic disposition) in a sample of 367 residents of Fairfax County in Virginia. The model, comprised of items from Schwartzs theory of norm activated altruism and an abridged version of Levensons three-dimensional conception of locus of control, fits the data well. Results of the study indicate that 1) locus of control is best viewed as multidimensional rather than previous unidimensional conceptualizations, 2) each of the Levenson locus of control dimensions plays a unique role in the model of environmental agentic disposition, and 3) agentic disposition can be conceptualized as a type of norm activated altruism. The role of agentic disposition in legitimating the positions taken by social movement organizations is discussed.

Attitudes of College Undergraduates Towards Coyotes (Canis latrans) in an Urban Landscape: Management and Public Outreach Implications.

Simple Summary Understanding the public’s attitudes towards urban wildlife is an important step towards creating management plans, increasing knowledge and awareness about wildlife, and fostering coexistence between people and wildlife. Using undergraduate college students in the Washington, D.C. metropolitan area (where coyotes are a recent arrival), this study examined attitudes towards coyotes and coyote management methods. Amongst other findings, we found differences in opinion between key demographic groups, and respondents grouped management methods into two categories: methods that modified human behavior, and methods that had a direct impact on coyotes. Our results have important implications for coyote management in urban areas. Abstract Understanding and assessing the public’s attitudes towards urban wildlife is an important step towards creating management plans, increasing knowledge and awareness, and fostering coexistence between people and wildlife. We conducted a survey of undergraduate college students in the Washington, D.C. metropolitan area—where coyotes are recent arrivals—to determine existing attitudes towards coyotes and coyote management methods. Amongst other findings, we found that the more a person feared coyotes, the less likely they were to support their presence (p < 0.001), and the less likely they were to believe that pet owners should be directly responsible for protecting their pets (p < 0.001). Respondents demonstrated major gaps in their understanding of basic coyote biology and ecology. Respondents broke wildlife management practices into two categories: those that involved an action on coyotes (both lethal or non-lethal; referred to as “Coyote”), and those that restricted human behavior (referred to as “Human”); the “Human” methods were preferred. We found important differences between key demographic groups in terms of attitudes and management preferences. Our study suggests that wildlife professionals have unique opportunities in urban areas to prevent and reduce conflict before it escalates, in part by targeting tailored outreach messages to various demographic and social groups.

The Impact of Information on Students' Beliefs and Attitudes Toward Coyotes

Providing information to the public about a species can impact the publics attitudes toward that species. Overall, providing information in any of four categories of information about coyotes positively influenced attitudes toward coyotes using six attitudinal measurements (p < .01). Behavior statements most positively influenced attitudes, followed by images of coyotes, statements about humans and coyotes, and statements about coyote ecology. How well specific pieces of information were received is also discussed.