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About usWho are we?Green Office GroningenCourse: Sustainability Myth Busters 2015

September 28

People won’t change their behaviour unless they get a reward

By: L.A. (Leonie) Venhoeven, MSc


This second lecture will focus on the behavioral side of sustainability, and more specifically on how to motivate people to engage in sustainable behavior. When looking at commercials, money seems to be one of the key motivators employed to convince people to act sustainably. Is offering external rewards for sustainable behavior indeed the most effective motivator for action? And what are the long-term effects of using external rewards to get people to act? In this seminar we will look at previous research on this topic, and develop our own commercial based on psychological theories.

Reading material:
Optional reading material:
Video examples of environmental campaigns
Class evaluation

Powerpoint presentation
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Laatst gewijzigd:24 november 2017 14:49