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 41 Comment

• Re: Introductory Workshop Discussion Forum

  2022-06-10 03:13:17 UTC

   

  Q: Can you use a survey for this, measuring the pilot effectiveness? 
  
  

  A: While we prefer direct observation whenever possible, there are cases when a survey is our only option.  In this case, we would use a post-test survey of both the control and treatment group. 
  
  

• Re: Introductory Workshop Discussion Forum

  2022-06-10 03:13:01 UTC

  Q: In some of the other examples you've offered, there has also been a control group. How important is that? testing strategies against each other and the control?
  
  

  A:  VERY important.  If you don't have a control group, it is impossible to know if the effects you observe are due to your program or to other outside factors  - weather, other policies, news stories, etc.  When you have a control group, all of those outside factors are experienced by all groups.  Therefore any difference you see above and beyond the control group is likely due to your program. Ssometimes we use an "information only" control.  That is the testing a strategy group against a group that gets only informational materials.
  
  

• Re: Introductory Workshop Discussion Forum

  2022-06-10 03:12:45 UTC

  Q: Could you share some of the research/data related to loss vs gain and extreme and fearful messages?
  
  

  A:  Here is just one article (there are many - most are in the health literature) - Gallagher, Kristel & Updegraff, John. (2012). Health Message Framing Effects on Attitudes, Intentions, and Behavior: A Meta-analytic Review. Annals of behavioral medicine : a publication of the Society of Behavioral Medicine. 43. 101-16. 10.1007/s12160-011-9308-7.
  
  

• Re: Introductory Workshop Discussion Forum

  2022-06-10 03:12:24 UTC

  Q: Can't an inundation of fearful messages also cause the opposite effect of what we want? Ex: fearful climate change messaging can make people feel hopeless or get annoyed at hearing it so much
  
  

  A: Yes. It can lead to emotional numbing if not paired with something they can do to alleviate the discomfort.
  
  

• Re: Introductory Workshop Discussion Forum

  2022-06-10 03:12:01 UTC

  Q: Tips for implementing CBSM when capacity (staff time and/or budget) is limited? How can we most effectively and efficiently determine (1) the most "bang for the buck" (apologies for that crass phrase!) and also (2) how to ensure we are being equitable in balancing most predominately recognized communities (which may in some senses have a broader reach) with also not leaving other communities behind?
  
  

  A: Tips for implementing CBSM when capacity (staff time and/or budget) is limited....How can we most effectively and efficiently determine (1) the most "bang for the buck"....Best way, in my opinion, is to make sure that your strategies are carefully tied to your barrier/benefit research findings. Ask yourself how each program element addresses a barrier or benefit.  What function does it serve.  This helps to ensure that you have a lean design (i.e., that the program does not include a lot of extra frills that are not necessary).  Additionally, pilot test the strategies so that you implement the most cost-effective (2) how to ensure we are being equitable in balancing most predominately recognized communities (which may in some senses have a broader reach) with also not leaving other communities behind? -- This is an important question and one that we need to be asking ourselves as we move through the steps of the process. At each step, we need to be cognizant of how certain behavior changes/program asks may have different implications for various groups based on race, gender, SES, etc...Additionally, when choosing audiences to focus on, segment at the level of barriers. If you go to broad with your program, you will often waste resources on asking people to do things that they do not have the means to do. For example, asking an entire community to put in a rain garden...this would be better focused on home owners as renters would not have the ability to do this.  You'd waste program resources by putting the message out to the entire community.
  
  

• Re: Introductory Workshop Discussion Forum

  2022-06-10 03:11:24 UTC

  Q: Could you provide a definition for "injunctive" please? I looked it up, but all I found was injunction and that doesn't seem to align with how injunctive is being use. Thanks!
  
  

  A: Injunctive norms refer to the extent to which most others would approve or disapprove of a given behavior See Cialdini et al., 1990 "A Focus Theory of Normative Conduct"
  
  

• Re: Introductory Workshop Discussion Forum

  2022-06-10 03:11:06 UTC

   

  Q: How do you go from blank board to board full of commitments to provide motivation of social norms? 
  
  

  A: We often gather some commitments during a pre-pilot phase, from early adopters, etc. to "seed" the board ahead of time.  No one wants to be the first one on the board. 
  
  

• Re: Introductory Workshop Discussion Forum

  2022-06-10 03:10:52 UTC

  Q: How do you see, or do you see, this as being related to ncreases in "individualism" as societal norms? ("this" meaning social norms often push against sustainability)
  
  

  A: I would expect that there could be a relationship between increases in such values as individualism and push against sustainability goals.  However, other values fit well with sustainability goals (e.g., avoiding waste).  One thing I often see organizations doing is trying to reach people with the values that are important to them or the program rather than values important for the individual.  This can exacerbate psychological reactance where people push against the messages. My recommendation would be to find ways to demonstrate how the behavioral ask fits with values around individualism.  For example, I recently worked on a campaign in Orange County, California that aimed to get people to prevent irrigation runoff from their lawns to prevent polluted water from entering storm drains. The behaviors included checking for and repairing broken and misaligned sprinklers, reducing watering times, and watering. The pilot was conducted in a very conservative area and during the height of the pandemic when people were being asked to give up a lot of things.  Rather than focus on pollution prevention, the outreach focused on keeping water on your lawn, as in, keeping what is yours as well as improving the look and health of their lawns. The materials still included education around pollution prevention, but spoke to people in a way that met their needs for individualism.  The program also highlighted that every lawn is unique and has special needs.  We provided information and tools for conducting an Irrigation Tune Up.  In other words, we recognized their need for individualism (my lawn is different and special) and aligned it with the needs of the program.
  
  

• Re: Introductory Workshop Discussion Forum

  2022-06-10 03:10:31 UTC

  RESOURCE: Book on ethics in social marketing -  http://press.georgetown.edu/book/georgetown/ethics-social-marketing
  
  

• Re: Introductory Workshop Discussion Forum

  2022-06-10 03:10:13 UTC

  Q: It seems that most of the strategies talked about yesterday involve some face to face interaction, which can be time intensive and costly. I believe Doug mentioned is that is usually an important piece of a strategy, correct? Can you talk more about that?
  
  

  A: We are often trying to get as close as possible to personal contact as this is a very strong form of communication.  That said, you are right that there is often cost associated with that.  Often we can still achieve this at low cost by using things such as retail partnerships where conversations happen at point of sale, block leaders, or other existing mechanisms.  When that is not the case, then we defer to other traditional types of media....direct mail is usually the next step as it can be personalized more than broad media messages such as those on a billboard, radio, TV etc.
  
  

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