1 Social Influence Matters · Social Proximity to Billy Alter not contacted by ego Lower influence...
Transcript of 1 Social Influence Matters · Social Proximity to Billy Alter not contacted by ego Lower influence...
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Photo source: http://www.priusownersgroup.com
Social Influence Matters:How Environmental Values Develop
within Social Networks
BECC, Nov. 16 2010Jonn Axsen, Ph.D.
11/22/2010 1
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Research Questions
Beyond norms… • Do values change?
… environmental values develop?• If so…. how?
3Background: Why Buy a PHEV?• Private motives: e.g. $$ savings
• Societal motives: e.g. environment
• Symbolic motives: e.g. sending a message
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VeryClose
SomewhatClose
Casual
Stranger
Family
DistantFriends
FormerIn-Laws
Friends
Golf Buddies
Coworkers
Girlfriend and Her
Daughter
Social Proximityto Billy
Billy Woods
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SomewhatClose
Casual
Stranger
Family
DistantFriends
FormerIn-Laws
Friends
Golf Buddies
Coworkers
Girlfriend and Her
Daughter
Social Proximityto Billy
VeryClose
Billy Woods
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SomewhatClose
Casual
Stranger
Family
DistantFriends
FormerIn-Laws
Friends
Golf Buddies
Coworkers
Girlfriend and Her
Daughter
Social Proximityto Billy
VeryClose
High InfluenceModerate InfluenceLow Influence
Billy Woods
7Networks by Environmental Values
Group 1: No environmental interest
Group 2: Trying out environmental values
Group 3: Strong environmental values
1st Circle
2nd Circle
3rd Circle
4th Circle
CasualAcquaint.
Stranger
Family
Out-of-StateFriends
FormerIn-Laws
LongtimeFriends
Golf Buddiesand Friends
Coworkers
Girlfriend andHer Daughter
Soci
al P
roxi
mity
to B
illy
Alter not contacted by ego
Lower influence alter
Mod influence alter
Higher influence alter
Interviewed alter
Somewhat close alter tie
Very close alter tie
XX
XX
XX
XX
1st Circle
2nd Circle
3rd Circle
4th Circle
CasualAcquaint.
Stranger
CloseNeighbors
CloseFamily
Larry’s Work
Son’sSchool
VacationFriendsSo
cial
Pro
xim
ity to
the
Rho
des
XX
XX
XX
XX
Not contacted by ego
Lower influence interaction
Mod influence interaction
Higher influence interaction
Interviewed contact
Somewhat close tie
Very close tie
Cheryl’sRunningGroup
Larry’sMartial
Arts
Former Colleagues
Larry and Cheryl Rhode
1st Circle
2nd Circle
3rd Circle
4th Circle
CasualAcquaint.
Stranger
Family
Soci
al P
roxi
mity
to D
arre
n an
d Pa
t
Darren and Pat Stashe
XX
XX
XX
XX
Not contacted by ego
Lower influence interaction
Mod influence interaction
Higher influence interaction
Interviewed contact
Somewhat close tie
Very close tie
Friends
D’s Basketball Friends
D’s High School/College Friends
P’sFriends
D’sCoworkers
P’s BunkoFriends
Neighbors
1st Circle
2nd Circle
3rd Circle
4th Circle
CasualAcquaint.
Stranger
Family
Soci
al P
roxi
mity
to M
elis
sa
Melissa Stashe
XX
XX
XX
XX
Not contacted by ego
Lower influence interaction
Mod influence interaction
Higher influence interaction
Interviewed contact
Somewhat close tie
Very close tie
Friends
Good Friends
Good Friends
Coworkers
1st Circle
2nd Circle
3rd Circle
4th Circle
CasualAcquaint.
Stranger
Noels’ Family Friends And family
Amy’s CloseFriends
Rupert’s Coworkers
Soci
al P
roxi
mity
to th
e N
oels
Amy’sCoworkers
OtherTeachers
BusinessPartners
Amy’s coworkers
Neighbors
Friends
Somewhat close tie
Very close tieXX
XX
XX
XX
Not contacted by ego
Lower influence interaction
Mod influence interaction
Higher influence interaction
Interviewed contact
1st Circle
2nd Circle
3rd Circle
4th Circle
CasualAcquaint.
Stranger
Geek Night
C’s SchoolFriends
C’s Family
S’s WritingGroup
Dog ParkFriendsSo
cial
Pro
xim
ity to
the
McA
dam
s
XX
XX
XX
XX
Not contacted by ego
Lower influence interaction
Mod influence interaction
Higher influence interaction
Interviewed contact
Somewhat close tie
Very close tie
C’s Coworkers
S’s CollegeFriends
Craig and Siobhan McAdam
S’sFamily
FoodCo-op
1st Circle
2nd Circle
3rd Circle
4th Circle
CasualAcquaint.
Stranger
Immediate Family
Current Coworkers
Wife and In-Laws
FormerCoworkers
Soci
al P
roxi
mity
to E
d R
anch
ro
Ed Ranchero
Closefriends
Neighbors
XX
XX
XX
XX
Not contacted by ego
Lower influence interaction
Mod influence interaction
Higher influence interaction
Interviewed contact
Somewhat close tie
Very close tie
1st Circle
2nd Circle
3rd Circle
4th Circle
CasualAcquaint.
Stranger
South CalFamily Bay Area Family
Soci
al P
roxi
mity
to E
thel
Pot
ter
Ethel Potter
Current Coworkers
Other Friends
Pottery Class
1st Circle
2nd Circle
3rd Circle
4th Circle
CasualAcquaint.
Stranger
A’s Family
A’s OldWork FriendsChurch
Friends
K’s Family
Soci
al P
roxi
mity
to th
e Pe
trov
s
K’s CollegeFriends
Adam and Katrina Petrov
K’s MoldovaFriends
Neighbors
1st Circle
2nd Circle
3rd Circle
4th Circle
CasualAcquaint.
Stranger
Family
Soci
al P
roxi
mity
to th
e B
etty
Ear
hart
Work Clients
Betty Earhart
Coworkers
School Friends
Real EstateFriends
Boyfriend
Ex
1st Circle
2nd Circle
3rd Circle
4th Circle
CasualAcquaint.
Stranger
Close Family
Soci
al P
roxi
mity
to B
rett
and
Julie
Brett and Julie Fort
XX Interviewed contact
J’s Boyfriend and Family
B’s CoworkersNeighbors
J’sSchoolFriends
Friends
FormerNeighbors
Prius Strangers
B’s Military Friends
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1. Diffusion
2. Translation
— Who am I? (Identity)
— Does it benefit society?— Does it benefit me?
— What does it do? — It exists
Ideas:Influence:
3. Reflexivity
Simple
Complex
Interactions and Influence
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3.Reflexivity
2. Translation
1. Diffusion
Assessment
Self-concept
Layers: Consumer
Awareness
Adopt?BehaviorProcessesof influence:
Otherpeople
Contextual factors
Reflexive Layers of Influence (RLI)
Whatbenefits?
Whatis it?
Whoam I?
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Assessment
Self-concept
Layers: Consumer
Awareness
Adopt?Behavior
Otherssupportenviro.value
Contextual factors
RLI: Develop Enviro. Values?
Open/Transition
Whatbenefits?
Aware/under-stand
3 Conditions:
-Social support of value
-Liminality: open lifestyle
-Functional Awareness
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Assessment
Self-concept
Layers: The Forts
Awareness
Behavior
Intervieww/ PHEV
researchers
Contextual factors
Smart, fun,enviro?
Enviro?Safe?
Weenie?
PHEVsexist
Example: The Forts
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Assessment
Self-concept
Layers: The Forts
Awareness
Behavior
Contextual factors
Smart, fun,enviro?
PHEVsexist
Example: The Forts
Enviro?Safe?
Weenie?
Prius driverswave“hello”
Enviro!Safe!
Weenie?
Smart, fun,enviro!
Want HEVor PHEV
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Assessment
Self-concept
Layers: The Forts
Awareness
Behavior
Contextual factors
PHEVsexist
Example: The Forts
Enviro!Safe!
Weenie?
Smart, fun,enviro!
Want HEVor PHEV
Lindsay
PHEVsexist
Saves $Easy
charge
Familyfirst
Want SUVPHEV
Intervieww/ PHEV
researchers
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Assessment
Self-concept
Layers: Consumer
Awareness
Adopt?Behavior
Contextual factors
Policy Considerations
Identity
Benefits?
Aware-ness Information
Rebates
Energy/GHG
labeling
Vehiclestandards?
HOV sticker
EnergyAudit
15Some Take Home Points
1. Awareness: - Disseminate awareness and functional information
2. Flexible identity:- Target “transitional” consumers
3. Social network support:- Market to social networks- Inform discussions of enviro. benefits- Make benefits visible
Policy Design: gauge effects at each “layer”
Publications and working papers:http://phev.ucdavis.edu/people/jonn-axsen