(Nan’s Note: Read Part 1 here.)
By Norm Ferguson
Social influences
Our behavior is often highly influenced by the other people around us. A saying related to this is: “Choose your friends carefully because you will become them.” An effective way to change you behavior is to associate with other people who are already doing the behavior you want to do.
When we join a group of like-minded people then peer support and conformity help us act as they do. The point is to choose carefully which group of people you will associate with.
It is also clear that small behavior changes are easier to make than big ones. For example, it is often hard to recruit people to go door-to-door to talk about environmental issues. So, a first step may be to ask them to sign a petition stating they are in favor of a certain environmental change. The next step might be to ask them to attend a meeting where this issue will be discussed. At this point it is more likely that they would agree to go door-to-door to talk to others about the matter. This approach is sometimes called the “foot-in-the-door” technique.
A mistake people make in trying to promote behavior change is to argue or debate with a person with the hope of changing their attitude about an issue. The belief is, “If I can get the person to change their attitude, then they will change their behavior.” The data show that this usually does NOT happen. Verbal attitude change is comparatively easy, while behavior change is often not so easy. The lesson is, if you want to promote behavior change, go for the behavior change right away. So, instead of debating someone about the merits of recycling, say to them, “Help me with my recycling.” If they agree, then they will be engaging in recycling behavior and this will likely change their attitude about recycling.
Stress
Stress is a response our mind and body makes to a stressor. A stressor is something in our environment, physical and/or psychological, that triggers a stress response. Due to social expectations and advertising, many of us get caught up in a “stress cycle.” It often goes like this: We think we need more “stuff” (consumer goods) to be happy, so we need more money to buy the “stuff”, so we have to work more to get more money to buy more “stuff.” This becomes a never-ending stress cycle. If we become aware of the stress cycle we are in, then we can do something to get out of it. A concept that applies here is “voluntary simplicity” where a person or family intentionally cuts back on their consumerism.
Unconscious motives
These were first postulated by Sigmund Freud to explain why we do so many counterproductive things. He said our unconscious mind uses a series of “defense mechanisms” to spare us from experiencing conscious anxiety related to our maladaptive behaviors. One is referred to as “denial” which means we refuse to admit that there are negative consequences to our behavior. An example is global warming and some people’s belief that “it’s all a myth!” Another is “rationalization” where we might make a list of reasons why we “have to” have an SUV.
Addictions are behaviors we also use to control anxiety. People may feel deprived, powerless, or have no pleasure in life, so they engage in some form of addictive consumption to alleviate their anxiety. Drinking alcohol, taking drugs, gambling, and shopping are all ways to do this. Addictions like shopping can have negative effects on the environment as well as on the person.
Conscious awareness
Our western worldview focuses on “individualism.” We see ourselves as somehow separate from the environment and dominant over it. Thus, we often fail to see the consequences our behavior has on the environment. However, indigenous cultures have a worldview which focuses on the group rather than the individual and they see themselves as part of the environment instead of being separate from it. We have much to learn from them.
A lot of people believe there is a direct relationship between the consumption of material goods and happiness. This is largely a myth. Above a fairly modest amount of money where there is a relationship between happiness and money, an increasing amount of money is NOT associated with increased happiness. Happiness is mainly associated with having good relationships, meaningful work, and adequate leisure time.
Too many of us are spending very little time out-of-doors directly experiencing the natural world, the sun, and the elements. It is certainly true that, “We abuse the natural environment because we have little direct identification with it.” A lot of us could improve out lives by forgetting the TV, computer, ipod, and cell phone for a while and spending some time out in the natural world. In addition to bettering our own life, it would help our society and our planet.
The environmental problems we face today have been self-created. Sadly, psychological concepts have been used effectively by advertisers and others who are more interested in making money than in doing what is beneficial for our environment. However, with a knowledge of these concepts and the proper application of them, we can move toward reversing the negative environmental trends which exist today and start creating a future which embraces sustainable living strategies. It is in our species and our planet’s best interests to do so.
Norm Ferguson, Ph.D.
Instructor of Psychology
University of New Mexico-Taos
fergus@taosnet.com
575-751-0049
