Aileen Barclay, BSc, Resource Management Strategies Inc.

Social psychology is the study of

individuals in the social context. It

examines how and why people think,

feel, and act under particular social

influences and situations.

Normative Influence – When someone changes their attitudes

or behaviours to fit in with their group, to be “normal”.

Gravitation of behaviour to what everyone else is doing.

Also… Conformity – Changing our perceptions, attitudes,

opinions or behaviours to be more in sync with real or

assumed group norms.

9 out of 10 Waterton

residents in The City

of Waterton pay their

water bills on time.

Water bills will be

charged 20% interest

on late bill payments

to The City of

Waterton

Water one inch a

week, including rain,

to keep your lawn

green.

Let your lawn go

dormant during the

summer months.

Golden in the new

green!

Source: Newgeography.com

Social Loafing – The tendency for people to do less

when they are part of group effort to a common goal,

then when they are performing and held accountable

as an individual.

“We should all do our

part to save water”

“Thanks to your

efforts at home, water

use in the community

continues to drop.

Keep up the great

work!” (add the person’s name, hand written for

added value)

Cognitive Dissonance Theory - The theory

that we will adjust or change our attitudes

to reduce the tension that develops upon

the realization that our attitudes and

behaviours contradict each other.

Also.. Consistency – Once people make a

choice or take a stand, they will encounter

personal and interpersonal pressure to

behave consistently with what they have

previously done (Principles of Persuasion Dr. R. Cialdini)

High School Students:

“I pledge to reduce my

shower by two minutes

each day by _________”

Name: ___________.

(Posted in the hallway and followed up

with by peers.)

(Note: with habit based behaviours,

better to let them determine the how)

“Keep showers to 5

minutes or less. The

shorter the shower,

the less water you will

use.”

Scarcity: We want something more if we think we

can’t have it. This is amplified by competition.

Rain water harvesting

rebates will be

available for residents

until March 31st,

2015. For details

please visit our

website.

A limited number of

rain water harvesting

rebates will be

available for residents

on a first come, first

served basis. Call now

to secure your place.

Reciprocity – We are

more likely to agree to

something if we have

previously received

something from the

person asking.

Not bribery…

Help Save Water.

Water efficient toilets

are on sale this

weekend!

We are doing our part

to save water. Can we

count on you to help?

Receive a $50 mail –

in rebate when you

purchase a water

efficient toilet.

Authority - More chance to

persuade if the person

asking is considered an

authority or expert on the

matter, or if supported by

scientific studies.

City of Waterton:

“Plants are healthier

when only watered

once a week”

Frankie Flowers:

“Plants are healthier

when only watered

once a week”

Loss Statements - People

are more likely to act on

a statement of loss,

rather than gain.

“Without water

conservation, we are

looking at massive

debt to pay for all the

failing infrastructure”

“Saving water helps

defer costly

infrastructure

projects”

Contrast: If we see two different

things in sequence, we will tend to

see the second one as more different

from the first than it really is.

“Save up to $60 on

your water bill each

year with the install of

a dual flush toilet”

“Putting off the

installation of a dual

flush toilet will cost

you an extra $60 on

your annual water bill.

That is 2X the amount

of your current water

bill”

Shame: can have a major influence on changing

people’s behaviours, but extreme caution must be

taken when using this technique.

Very effective, but hard to do as a municipality.

Neighbourhood

Average:

650 lpd

Your Daily Household

Water Use :

1000 lpd

Your Daily Household

Water Use:

1000 lpd

Learn how to reduce

your water use on our

webpage!

Low Ball Technique – A tactic that

capitalizes on the tendency for people

to agree to larger requests after they

have agreed to an earlier, smaller

request. If the larger request is asked

first, they are less likely to agree.

Foot-In-The-Door Phenomenon – People

tend to agree to larger request when

they have previously complied with a

smaller request.

“As a previous

participant in the

toilet rebate program,

you are eligible to

participate in our

Grey Water Reuse

Pilot Program to help

you save even more

water!

“The City of Waterton

is launching a new

Grey Water Reuse

Pilot Program. Learn

how you can start

saving water at home!

False Consensus Bias– The tendency to overestimate

the commonality of a person’s opinions or attitudes

with the greater population.

False Uniqueness Effect – The tendency to

underestimate one’s attitudes and successful

behaviours in comparison to the greater population.

“I think saving water

is important, so does

everyone else”

“ I do not waste

water, everyone

else is the

problem”

As a committed Water Conservation professional, continuing to use

the wrong messaging will cause further loss in water saving

opportunities. A recent study from Maidupp University revealed that

the wrong messages can cost a utility up to 60% more in outreach

costs, when compared to effective messages.

At RMSi, we have worked hard to reduce ineffectiveness in water

conservation messaging. Can we count on you to do the same?

A limited number of distinguished seminar guests will receive a

10% mail-in rebate when they book the Art of Selling Conservation

training session with RMSi.

Everyone else has made the change, have you?

For more information contact info@rmsi.ca

www.rmsi.ca 416-550-4154