Influencing Behavior: Four Strategies

Abstract

This chapter summarizes the book and suggests four strategies as a means to improve sustainable consumption. They are punishment (penalties), rewards (incentives), persuasion, and behavioral change through a combination of techniques or methods. It is suggested that the latter is probably the most effective. Behavioral change is more difficult than it appears especially if it involves overcoming or changing a behavior that is, at least initially, rewarding. According to part of the ancient Great Law of the Native American Iroquois people, "In every deliberation, we must consider the impact on the seventh generation." Understanding social influence is critical to our daily lives and our futures.