encouraging shoreline behavior change

Michael S. AmatoPhD Student

Psychology Department &Nelson Institute for Environmental Studies

University of Wisconsin - Madison

Encouraging shoreline behavior change

Study 1: Beliefs & Goals• How do people make decisions about their shore?• How are people who engage in restoration

different from people who don’t?


Study 1: Beliefs & Goals• How do people make decisions about their shore?• How are people who engage in restoration


Many possible reasons for different choices:• Emphasis on common good vs. self-interest

• Belief in rights of nature versus humans

• Belief in fragility of nature

• Goals for their property

Study method: Survey sent to Burnett Co. owners (n = 155 ; 64% resp rate) Questions about beliefs, goals, etc.

Questions about grooming behaviors:• Shower• Shave• Cut trees and shrubs• Mow• Rake• Maintain beach

Beliefs and Goals for Shoreline Decisions

Beliefs associated with LESS shoreline grooming:• Rights of nature (β = -0.34, 99% CI = [-0.61, -0.07])

• Fragility of nature (β = -0.25, 99% CI = [0.09, 0.41])

Implications for communication:• Emphasize empathy with animals; personification• Emphasize delicate balance of lake ecosystem


Results

Goals associated with MORE shoreline grooming:• Importance of pleasing aesthetic

(β = 0.34, 99% CI = [0.11, 0.57])

• Importance of usability for recreation(β = 0.36, 99% CI = [0.14, 0.58])

Implication for communication:• Offer solutions compatible with those two goals


Results

One final point on this:

• BELIEFS (rights + fragility) – affected behavior by affecting perceived

importance of shore vegetation

• GOALS (aesthetic + usability) – affected behavior independently of perceived

importance of shore vegetation


Study 2: The Barrier of Self-Perception Bias• What are the barriers that prevent people from

improving their shore?

Study 1: Beliefs & Goals for Shoreline Decisions• How do people make decisions about their shore?• How are people who engage in restoration



come to view old behavior as

undesirable

old behavior:maintain groomed

shoreline

new behavior:grow vegetated

shoreline

The Barrier of Self-Perception Bias

come to view old behavior as

undesirable

old behavior new behavior

1. Humans are not objective observers of the world.

2. We perceive the world in ways that promote a positive self-view.

3. Current shoreline state reflects past decisions.

4. Owners are motivated to avoid negative conclusions about their past decisions.


Study method: Central Wisconsin

71 property owners (59% response rate)

Rated photos of shorelines on 4 measures: natural beauty, water quality, habitat, usability

8 photos: 1 photo of their own shoreline +7 photos of other participants’ shorelines


Study result: Owners underestimate their own shoreline’s impact

1

2

3

4

5

6

7 rated by other rated by ownerhighlow


Implications:

• Owners are unlikely to improve their shoreline if they don’t perceive a problem.

• Owners who think lake health is important are especially prone to self-perception bias.

rated by other rated by owner


Future Research

Beliefs & Goals• Evaluate actual behavior (not self-report)• Use survey responses to tailor messages

Self-Perception Bias• Test methods for delivering objective feedback

– Self-assessment worksheet– Lake Health Report

Thank you for your time!

Michael AmatoBret Shaw

John Haack

Thank you to Wisconsin Department of Natural Resources

Extra slides for Q&A

Category Construct Item Text

values

self-transcendence Wisconsin's lakes should be available to everyone.

self-enhancement I am proud to own property on a lake.

stimulation I find it personally satisfying to spend time at the lake.

security Owning lake property gives me a feeling of security.

biospheric beliefs

nature’s resilience The lake can withstand human modifications of the shoreline.

human ingenuityThe health of the lakes is dependent on human intervention and ingenuity.

rights of natureIt is important to protect the lake for the plants and animals that live there.

goals

affective – enjoy My ability to enjoy my property

affective – aesthetic How much I will like the look of it

gain – cost Cost of the different options

gain – resale Resale value of my property

normative – fit How the look of my shoreline fits in with others nearby

normative – health Effects on the overall health of the lake

mediator importance It is important that I let my shoreline grow in a natural, vegetated state.

encouraging shoreline behavior change

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