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Lecture 2

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Department
Psychology
Course
PSY435H1
Professor
Betsy Bennett Purvis
Semester
Winter

Description
PSY435- Lecture 2 (Jan 23 , 2014) -system change activism -what is activism (organizations, petitions, protesting, etc.)  Activism/Foundation -brainstorm behaviours -how to get this activism to go viral in your social network, to get them talking to each other  Viral -raising awareness is not behaviour -behaviours would be to learn  i.e. reading a pamphlet, going to party, attend workshop, etc. -what behaviours are most sensible to target? -an impact by probability chart (x-y) -e.g. campaign to reduce carbon footprint -recycling- probability high, impact low -go vegan- probably low, impact high -one meat day a week- in the middle -organizations usually think of the high impact behaviours because of agenda and mandate -behaviours to lead people into the high impact goals (set of behaviours) -e.g. foot in the door strategy- using that to leverage another behaviour Paper 1- an impact by probability chart and a short justification/basic reasoning -creativity and educational guesses -select the appropriate behaviours for changing- behaviour selection -community based social marketing (mechanistic/behaviourist) -what are the reasons/drivers of behaviour? -a Barriers/Benefits analysis -choose some behaviour and do an in-depth analysis -barriers: obstacles from doing the behaviours -benefits: perceived benefits for doing the behaviour e.g. connection, friends, empowerment, fun, rebel, health, saving money, personal satisfaction, sense of meaning, etc. (you can guess these, and ask people in your community) -what resonates the most with people? -people believe it’s the right thing to do (positive attitude towards)  leads to behaviour -thus need to change attitudes and beliefs to change behaviour -but attitudes only have a moderate effect on behaviours -Theory of planned behaviour- intentionally chosen behaviour -what are the drivers of chosen behaviour? -attitudes play a role, but the key insight is that there are other drivers too -perception of social norms and perceptions of control -why don’t people do it? Sometimes has nothing to do with awareness -more you iterate your ideas, the better calibrated your campaign will be for your population -strategic thinking about the people in your population (who?)  niche marketing (subvalues of your population) -helping to connect people with things they care about (rather than selling something to them) The Tipping Point (Malcolm Gladwell) -nonlinear agents  less influence in their networks (called mavens, connectors and sales people) -people embedded in a community (trust) -mavens: people who know a lot about a topic (his word has nonlinear impact)  people trust their word -connectors: people who know lots of people and are able to knit groups of networks together -sales people: people who are particularly charismatic and magnetic (who can relate to people) -farmer bob: trustworthy folk in the community -Diffusion of Innovations (heuristic/model in marketi
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