it is not only important to consider intrapersonal factors such as - PowerPoint PPT Presentation

C ONCEPTION AND M EASUREMENT OF A TTITUDES W / IN THE C AMPBELL P ARADIGM ENVIRONMENTAL ATTITUDE AS THE EXAMPLE Florian G. Kaiser Otto-von-Guericke University Magdeburg, Germany Presentation at the BEAR Seminar. Graduate School of Education, University of California, Berkeley, November 3

A T YPICAL R EVIEWER R ESPONSE … TO THE C AMPBELL P ARADIGM This [the Campbell paradigm] does not work, however if we treat attitudes as behaviors, we cannot address one of the central questions of attitude research, including environmental attitudes: What is the nature of the relationship, if any, between attitudes and behavior? To equate the two, causes this central question to evaporate… and repudiates decades of research tradition within the study of attitudes

…it is not only important to consider intrapersonal factors such as attitudes, … but also contextual factors such as physical infrastructure, technical facilities, the availability of products and product characteristics Linda Steg & Charles Vlek (2009) T RUE , BUT HOW ? C AMPBELL P ARADIGM

T ODAY ' S P RESENTATION • Environmental Attitude: A Most Generic Definition  extent of esteem for an object: environmental protection • Issues w/in Traditional “Behavior-Explanation Paradigm”  Catch-22 w/ measurement: defining measure by its indicators  attitude-behavior gap & increasingly complex behavior explanation • Measurement w/in the Campbell Paradigm  a person’s attitude a function of self-reports of ecological behavior; verbal ecological behavior a function of a person’s attitude  …not limited to self-reports of ecological behavior • Simple—two Parameter—Account of People’s Behavior  forecasting performance and impact beyond questionnaires  nontrivial new findings: basis of cumulative empirical research

Part 1 Conception & Measurement of Environmental Attitude (i.e., Attitude to Protect the Environment)

T HE C AMPBELL P ARADIGM An INFERRED PROPERTY … [that] is EQUATED with the probability of recurrence of behavior forms of a given type or direction M ELVIN L. D E F LEUR & F RANK R. W ESTIE (1963) high / high p .05 install solar panels E NVIRONMENTAL A TTITUDE (θ n ) ni θ - δ = ln B EHAVIORAL COSTS (δ i ) n i p 1 - .16 donate to env. organizations ni .39 commute by bike B p ni : probability of person n to .47 downtown w/o car engage in BEHAVIOR i θ n : person n 's “attitude” level no convenience foods .75 δ i : behavioral costs of .87 taking a shower (not bath) behavior i (its difficulty) .93 PSPR (2010) recycle paper JSP (2015) JASP (1998, 2000) low / low PAID (2004), JEP (2007)

A TTITUDE TO P ROTECT THE E NVIRONMENT P ROPENSITY TO A CT P RO -E NVIRONMENTALLY An INFERRED PROPERTY … [that] is EQUATED with the probability of recurrence of behavior forms of a given type or direction M ELVIN L. D E F LEUR & F RANK R. W ESTIE (1963) high / high p .05 .12 install solar panels E NVIRONMENTAL A TTITUDE (θ n ) ni A θ - δ = ln B EHAVIORAL COSTS (δ i ) n i p 1 - .23 .16 donate to env. organizations ni .59 .39 commute by bike B p ni : probability of person n to .67 .47 downtown w/o car engage in BEHAVIOR i θ n : person n 's “attitude” level no convenience foods .75 .86 δ i : behavioral costs of .87 .94 taking a shower (not bath) behavior i (its difficulty) .99 .93 PSPR (2010) recycle paper JSP (2015) JASP (1998, 2000) low / low PAID (2004), JEP (2007)

C ONSTRUCT V ALIDITY P ROPENSITY TO A CT P RO -E NVIRONMENTALLY W / IN THE B EHAVIOR -E XPLANATION P ARADIGM .39 .42 76% 95% .62 .14 .98 a) Buying seasonal produce is ATTITUDE good/appropriate .49 .42 b) Most people who are important SUBJECTIVE - N = 468 to me think that should reuse NORMS age: 23.2 my shopping bags females: 83.1% c) Buying milk in returnable PERCEIVED bottles is easy/simple CONTROL d) In the future, I intend to refrain INTENTION from owning a car .60 .66 91% 88% .79 e) I refrain from prewashing my BEHAVIOR .08 ns .94 laundry 50 SELF - REPORTS .35 .55 - N = 787 age: 46.2 JASP (2003, 2005, 2007) females: 57.6%

C ONVERGENT V ALIDITY W / OTHER E NVIRONMENTAL (Preservation scale; Franz B OGNER ET AL .) A TTITUDE M EASURES OF E NVIRONMENTAL A TTITUDE E NVIRONMENTAL A TTITUDE 3 2  Ultimate survival depends on 1 humankind living in harmony 0 with nature -1  Smoking chimneys upset me because they imply pollution -2 r corr. = .72; R 2 = 51.8% -3 N = 865 age: 13.3 -4 -3 -2 0 2 3 females: 39.7% E NVIRONMENTAL A TTITUDE JEP (2007) (self-reports of behavior: GEB scale) E NVIRONMENTAL A TTITUDE N = 1,309 (NEP scale; R ILEY D UNLAP ET AL .) age: 28.0 females: 45.2% r corr. = .49; R 2 = 24.0% European Psychologist (2011)

I NCREMENTAL V ALIDITY E NVIRONMENTAL A TTITUDE SELF - REPORTED VEGETARIANISM (measured w/ GEB) E NVIRONMENTAL linear trend: A TTITUDE F (1,218) = 8.8; p = .003; η 2 = 5.0% OBJECTIVE PRO - ENVIRONMENTAL BEHAVIOR : n = 45 n = 50 n = 60 n = 67 BASE RATE VEGETARIANS 4-7% ( measured w/ NEP) E NVIRONMENTAL A TTITUDE nonvegetarians vs. vegetarians: F (1,220) = 0.9; p = .77 N = 222 age: 39.3; females: 89.3% The JSP (2015) nonvegetarians vegetarians

E NVIRONMENTAL D ISCRIMINANT V ALIDITY & S TABILITY A TTITUDE E NVIRONMENTAL P ROTECTION VS . N ATURE .51 N = 1,336; age: 36.6; females: 44.8% European Psychologist (2013) 99% .99 E NVIRONMENTAL A TTITUDE E NVIRONMENTAL E NVIRONMENTAL A TTITUDE A TTITUDE χ 2 (100) = 198.1, .03 n.s. M 2008 = 0.55, SD = 0.89 p < .001 M 2010 = 0.55, SD = 0.88 2008 2010 .53 CFI = .96 SRMR = .05 100% A TTITUDE TOWARD N ATURE .02 n.s. RMSEA = .06 A TTITUDE A TTITUDE M 2008 = 0.89, SD = 1.04 TOWARD N ATURE TOWARD N ATURE .99 M 2010 = 0.87, SD = 1.00 N = 251; age: 35.6; females: 51% ERAP (2014)

P REDICTIVE V ALIDITY n = 113 n = 132 OVERT B EHAVIOR E NVIRONMENTAL A TTITUDE (measured w/ GEB) E NVIRONMENTAL A TTITUDE N = 254 age: 37.1 females: 43.7% 0.24 0.49 BIKE / PUBLIC CAR TRANSPORTATION t (252) = -2.39; p = .018; η 2 = 14.9% TRAVEL MODE FOR THE COMMUTE environmentalist GENERAL ATTITUDE IRRELEVANT FOR SPECIFIC BEHAVIOR , AND VICE VERSA I CEK A JZEN & M ARTIN F ISHBEIN (2005) commuting by bike

C ATCH -22 IN A TTITUDE M EASUREMENT the sound measurement of attitude requires knowledge about the right behavioral indicators of said attitude, and vice versa; recognizing the right behavioral indicators necessitates the valid measurement of the attitude J AN D E H OUWER , B ERTRAM G AWRONSKI , & D ERMOT B ARNES -H OLMES (2013) ATTITUDE MEASURE : TYPICAL INDICATORS BEHAVIOR MEASURE : TYPICAL INDICATORS

A N E XAMPLE FOR M EASURES D EFINED BY I NDICATORS : W / IN T HEORY OF P LANNED B EHAVIOR .39 .42 76% 95% .62 .14 .98 a) Buying seasonal produce is ATTITUDE good/appropriate .49 .42 b) Most people who are important SUBJECTIVE - N = 468 to me think that should reuse NORMS age: 23.2 my shopping bags females: 83.1% c) Buying milk in returnable PERCEIVED bottles is easy/simple CONTROL 4 X 12 = 48 EVALUATIVE STATEMENTS d) In the future, I intend to refrain INTENTION from owning a car .60 .66 91% 88% .79 e) I refrain from prewashing my BEHAVIOR .08 ns .94 laundry 50 SELF - REPORTS .35 .55 - N = 787 age: 46.2 JASP (2003, 2005, 2007 ) females: 57.6%

E NVIRONMENTAL A TTITUDE S CALES BASED ON BEHAVIORAL SELF - REPORTS & EVALUATIVE STATEMENTS N = 787 age: 46.2 females: 57.6% r = .74 K AISER & M ERTEN (2015)

Part 2 A Simple —rather than a Complex— Account of Human Behavior

Behavior Explanation in Environmental Psychology …the question what shapes pro-environmental behavior is such a complex one that it cannot be visualized in one single framework or diagram. A NJA K OLLMUSS & J ULIAN A GYEMAN (2002) Human behavior and motivation are enormously complex… J OE E. H EIMLICH & N ICOLE M. A RDOIN (2008)

E XPANDING C OMPLEXITY OF B EHAVIOR E XPLANATION : MORE D ETERMINANTS AND MORE R ELATIONS (i.e., the ‘‘situation’’ [i.e., behavioral costs] STILL A G AP : rather than the ‘‘person’’ [i.e., attitudes]) tends to play A LARGER ROLE than individual differences… H EATHER B ARNES T RUELOVE ET AL . (2014) 29% attitude behavior 22 studies 29 independent samples 175 < N < 8516 META - THEORETICAL SYNTHESIS S EBASTIAN B AMBERG & G UIDO M ÖSER (2007)

E XPANDING C OMPLEXITY OF B EHAVIOR E XPLANATION : A CCOUNTED BY C ONJUNCTIVE C ONDITIONAL E FFECTS behavior M ANFRED S CHMITT ET AL . (2015) If preferences [i.e., attitudes] … are strong, we would expect defaults [i.e., behavioral costs] to have little or no effect… E RIC J OHNSON & D ANIEL G OLDSTEIN (2003)

P RO -E NVIRONMENTAL B EHAVIOR A CCOUNTED BY p 2 C OMPENSATORY C ONDITIONAL E FFECTS —1 ST EXAMPLE ni θ - n δ = ln i p 1 - ni N = 598 age: 44 ACCEPTANCE OF NATURE PROTECTION MEASURES females: 57.2% D ISTANCE ( BEHAVIORAL COSTS ) close by (<30km: high) far off (>30km: low) 0.25 low medium high 0.20 0.15 E NVIRONMENTAL ATTITUDE 0.10 0.05 0.00 n = 286 n = 312 F (2,592) = 45.8; p < .001; η 2 = 13% (attitude) F (1,592) = 46.7; p < .001; η 2 = 7% (behavioral costs) F (1,595) = 1.06; p = .30 F (2,592) = 2.5; p = .08; η 2 = 0.8% Byrka, Kaiser & Olko (in prep.)