I'm trying to find a specific study illustrating that motivation alone does not yield behavioral buy-in. As I recall, community members self-selected to attend a public lecture on conservation/neatness. Upon exit, they found parking lot strewn with litter. Despite their interest/concern/motivation, they did not pick up unless behavior was modeled. Also interested in any other study (regardless of subject) demonstrating insufficiency of motivation.
Robert Rowell
educator
United States
Anti-litter Behavior Spurred by Modeling
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Below is a link to the article you are looking for:
http://media.cbsm.com/uploads/1/AFocusTheoryofNormativeConduct.pdf
Best, Doug
Doug McKenzie-Mohr
Environmental Psychologist
McKenzie-Mohr & Associates Inc.
Canada
http://www.cbsm.com