Participants in an Extension rain barrel workshop who said they would inspect their irrigation systems might begin to see themselves as people who use water wisely. Their perception of themselves as conservationists is strengthened with each new action. That makes them more likely to agree to an action that leads to an even bigger water savings. Research has shown that commitments can increase the percentage of people who will adopt a new behavior and give up an old one. This 4-page fact sheet was written by Laura A. Sanagorski and Paul Monaghan, and published by the UF Department of Agricultural Education and Communication, September 2013.
Cialdini, R., Cacioppo, J., Bassett, R., & Miller, J. (1978). Low-ball procedure for producing compliance: Commitment then cost. Journal of Personality and Social Psychology 36:(5),463-476. https://doi.org/10.1037/0022-3518.104.22.1683
Kotler, P., & Lee, N. R. (2008). Social Marketing (3rd ed.). California: Sage Publications.
Lehman, P. K., & Geller, E. S. (2004). Behavior analysis and environmental protection: Accomplishments and potential for more. Behavior and Social Issues, 13(1), 13-32. https://doi.org/10.5210/bsi.v13i1.33
McKenzie-Mohr, D. (2011). Fostering sustainable behavior (3rd ed.). Canada: New Society Publishers.
McKenzie-Mohr, D., Lee, N. R., Schultz, P.W., & Kotler, P. (2012). Social Marketing to Protect the Environment: What Works. Los Angeles: Sage Publishing. https://doi.org/10.4135/9781483349466
Rogers, E. M. (2003). Diffusion of innovations (5th ed.). New York: Free Press.
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