Kees Keizer

The Spreading of Disorder

Imagine that the neighborhood you are living in is covered with graffiti, litter, and unreturned shopping carts. Would this reality cause you to litter more, trespass, or even steal? A thesis known as the broken windows theory suggests that signs of disorderly and petty criminal behavior trigger more disorderly and petty criminal behavior, thus causing the behavior to spread. This may cause neighborhoods to decay and the quality of life of its inhabitants to deteriorate. For a city government, this may be a vital policy issue. But does disorder really spread in neighborhoods? So far there has not been strong empirical support, and it is not clear what constitutes disorder and what may make it spread. We generated hypotheses about the spread of disorder and tested them in six field experiments. We found that, when people observe that others violated a certain social norm or legitimate rule, they are more likely to violate other norms or rules, which causes disorder to spread.

I Am What I Am, by Looking Past the Present: The Influence of Biospheric Values and Past Behavior on Environmental Self-Identity

A strong environmental self-identity increases the likelihood of a wide range of proenvironmental actions. But which factors influence identity and can we strengthen it? We propose that the environmental self-identity depends on biospheric values and on past behavior and that the strength of one’s environmental self-identity can be changed somewhat by reminding people of their past environmental behavior. We tested our model in a series of studies and show that biospheric values and past environmental behavior influence the environmental self-identity, which is in turn related to subsequent environmental judgments and intentions. Furthermore, we found that although the strength of the environmental self-identity changed when we reminded people of their past environmental actions, biospheric values remained an important predictor of self-identity, suggesting that the environmental self-identity has a stable core. Our results further suggest that environmental-friendly behavior can be promoted by reminding people of their past proenvironmental actions as this will strengthen one’s environmental self-identity.

Values Determine the (In)Effectiveness of Informational Interventions in Promoting Pro-Environmental Behavior

Informational interventions (e.g., awareness campaigns, carbon footprint calculators) are built on the assumption that informing the public about the environmental consequences of their actions should result in increased pro-environmental intentions and behavior. However, empirical support for this reasoning is mixed. In this paper, we argue that informational interventions may succeed in improving people’s knowledge about the negative environmental consequences of one’s actions, but this knowledge will not gain motivational force if people do not consider protecting the environment an important personal value. In an experiment, we measured individual differences in value priorities, and either presented participants a movie clip that portrayed the negative environmental consequences of using bottled water, or a control movie. As predicted, we found that the environmental movie improved recipients’ knowledge of the negative environmental impact of bottled water, but this knowledge only resulted in concomitant changes in intentions and acceptability of related policies among participants who strongly endorsed biospheric (i.e. environmental) values, while having no effect on those who care less about the environment. Interestingly, the results suggest that although informational interventions are perhaps not always successful in directly affecting less environmentally-conscious recipients, they could still have beneficial effects, because they make those who strongly care about the environment more inclined to act on their values.

The Importance of Demonstratively Restoring Order

Contrary to what is often assumed, order is not the strongest context for encouraging normative behavior. The strongest context effect on normative behavior comes from cues that clearly convey other people’s respect for norms. Ironically, this show of respect necessitates some contrasting disrespect that is being restored. Using civic virtues (such as helping behavior) as a prototype of normative behavior, the three field experiments described in this paper reveal the impact of normative cues on civic virtues. Results show that the strongest effect on making people follow prosocial norms in public places emanates from seeing order being restored, rather than just order being present. The robust and surprisingly large effects show that observing other people’s respect for one particular norm (as evidenced in their restoring physical order) makes it more likely that the onlooker follows other norms as well. This implies that prosocial behavior has the highest chance of spreading when people observe order being restored. There are clear policy implications: create low cost “normative respect cues” wherever it is desirable to increase conformity to norms.

The reversal effect of prohibition signs

In public places one encounters many prohibition signs, as well as traces of the norm-violating behavior these signs are trying to reduce, like graffiti or litter. Based on goal framing theory and previous research, we argue that signs of (dis)respect of others for norms serve as norm-support cues which can weaken or strengthen the influence of norms. This norm-support mechanism implies that (traces of) norm violating behavior by others (i.e. negative norm-support cues) inhibit the influence of norms in general. We also hypothesize that making a known norm salient by means of a prohibition sign will not only focus people on this norm, but also on the corresponding (negative) norm-support cues in that particular situation, thereby enhancing the influence of these norm-support cues. Therefore, we expected that a prohibition sign placed in a setting with corresponding negative norm-support cues induces rather than reduces violations of the very same norm (i.e. same-norm reversal effect) and other norms (cross-norm reversal effect). We report results of two (quasi) field experiments that support the negative norm-support mechanism as well as the reversal effect of prohibition signs when cues show noncompliance. These findings are not only intriguing but they have important and clear practical implications.

Intrinsic motivation, norms and environmental behaviour : The dynamics of overarching goals

The understanding, prediction, and encouragement of pro-environmental behaviour (i.e., behaviour that impacts the environment as little as possible) depend to a large extent on understanding the motivational dynamics of pro-environmental behaviour. In this review paper, we discuss the state of the art with regard to these dynamics. We explain the importance of three types of goals underlying behaviour: the hedonic goal to feel good, the gain goal to enhance ones resources, and the normative goal to act appropriately. The strength of these goals differs across situation, which affects which aspects in the situation people attend to, how they evaluate these aspects, and which choices they make. We describe factors affecting the strength of goals, and how the normative goal to act appropriately can be strengthened so as to encourage sustained pro-environmental actions. More specifically, we propose that values affect the chronic strength of goals. Besides, various situational factors can affect the strength of goals in a particular situation. These situational factors explain why people do not have stable preferences and why they do not always act upon the values they prioritise. Finally, we discuss strategies that can be employed to encourage pro-environmental actions. These strategies are either aimed at reducing the conflict between different goals by aligning the hedonic and/or gain goal with the normative goal, or at strengthening the normative goal so that people will act pro-environmentally even though this may reduce the realisation of their hedonic or gain goals.

Doing field studies. What is it all about

Field studies provide much ecological validity but are limited with regard to randomization and control. What can be and what is done about it? Because so few psychologists do field experiments, little is known about it. In our reply to Wicherts and Bakker (in press), we show what goes on behind the scene in doing field research, and we discuss the importance of cumulative results by inclusive replications that cover strict replications, but also replications in different settings, using different paradigms.

Interactions Matter: Modelling Everyday Pro-environmental Norm Transmission and Diffusion in Workplace Networks

This chapter demonstrates an approach to the agent-based modelling of norm transmission using decision trees learned from questionnaire data. We explore the implications of adding norm dynamics implied in static questionnaire data and the influence social network topology has on the outcome. We find that parameters determining network topology influence the outcome in both hierarchical and co-worker networks in a simulated workplace. As an exercise in empirical agent-based modelling, this work highlights the importance of gathering data on interactions in field studies.