From the Book - Regular Print
Chapter 1 Fostering Sustainable Behavior 1 --
Changing Attitudes to Influence Behavior 9 --
Promoting Economic Self-Interest 11 --
Community-Based Social Marketing: An Overview 15 --
Chapter 2 Uncovering Barriers and Benefits 19 --
Three Steps for Uncovering Barriers and Benefits 20 --
Some Closing Thoughts 43 --
Chapter 3 Commitment: From Good Intentions to Action 46 --
Understanding Commitment 48 --
Commitment and Sustainable Behavior 49 --
Building Commitment into Your Program 53 --
A Checklist for Using Commitment 58 --
Examples: Using Commitment to Foster Sustainable Behavior 59 --
Chapter 4 Prompts: Remembering to Act Sustainably 61 --
Prompts and Sustainable Behavior 61 --
Prompts and Source Reduction 64 --
Building Prompts into Your Program 65 --
A Checklist for Using Prompts 66 --
Examples: Using Prompts to Foster Sustainable Behavior 67 --
Chapter 5 Norms: Building Community Support 71 --
Social Norms and Sustainable Behavior 73 --
Using Norms Effectively 76 --
A Checklist for Using Norms 80 --
Examples: Using Norms to Foster Sustainable Behavior 80 --
Chapter 6 Communication: Creating Effective Messages 82 --
Use Captivating Information 84 --
Use a Credible Source 89 --
Carefully Consider the Use of Threatening Messages 90 --
Decide on a One-Sided versus Two-Sided Message 92 --
Make your Message Specific 93 --
Make Your Message Easy to Remember 93 --
Provide Personal or Community Goals 95 --
Emphasize Personal Contact 95 --
A Checklist for Effective Communications 101 --
Chapter 7 Incentives: Enhancing Motivation to Act 103 --
Incentives and Waste Reduction 103 --
Incentives and Energy Efficiency 106 --
Incentives and Transportation 107 --
Creating Effective Incentives 110 --
Examples: Using Incentives to Foster Sustainable Behavior 114 --
Chapter 8 Removing External Barriers 116 --
Examples of External Barriers to Sustainable Behaviors 119 --
Chapter 9 Design & Evaluation: Building Effective Programs 122 --
Design and Evaluation: An Example 123 --
Design and Evaluation Principles 129 --
Guidelines for Selecting Consultants 131 --
Public Consultation 133 --
Final Report: Getting the Word Out 135 --
Chapter 10 Concluding Thoughts 136 --
Overcoming Resistance in Yourself 136 --
Overcoming Resistance Among Colleagues 137 --
Quick Reference: Community-Based Social Marketing 150 --
Identifying Barriers 150 --
Tools of Behavior Change 153 --
Design and Evaluation 159.