Issue 11. 9 August 2010.pdf - UWA Staff - The University of Western ...
Issue 11. 9 August 2010.pdf - UWA Staff - The University of Western ...
Issue 11. 9 August 2010.pdf - UWA Staff - The University of Western ...
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Peer pressure<br />
persuades people<br />
to go green<br />
by Science Communication student Astrid Cooling<br />
It’s hard to give up the luxury <strong>of</strong> fresh<br />
towels every day when staying in a<br />
hotel.<br />
But hotels use millions <strong>of</strong> litres <strong>of</strong> water<br />
and chemicals to meet our high<br />
expectations, which translates to $1 a<br />
towel.<br />
Psychologist Elliot Wood believes guests<br />
can help bring change to the industry.<br />
Most hotel bathrooms have signs<br />
inviting guests to consider the<br />
from another building,” she said. “<strong>The</strong>y<br />
are <strong>of</strong>ten isolated within an isolated city<br />
and we want to change that.”<br />
<strong>The</strong> <strong>Staff</strong> Social Club will be open to<br />
everybody who has a <strong>UWA</strong> staff number.<br />
“Membership will be just $1.50 a week<br />
and can be salary sacrificed from your<br />
pay each fortnight. It’s less than a cup<br />
<strong>of</strong> c<strong>of</strong>fee a fortnight to be connected<br />
with hundreds <strong>of</strong> people and to have<br />
functions and events available to you at<br />
a reduced cost. Anybody can come to<br />
our events, but they will pay more than<br />
the social club members.”<br />
Kim said the club would <strong>of</strong>fer different<br />
events both on- and <strong>of</strong>f-campus, with a<br />
mix <strong>of</strong> family outings, cultural, sporting<br />
and social gatherings including some<br />
no-alcohol events.<br />
environment and reuse their towels.<br />
<strong>The</strong>se signs are designed to change our<br />
behaviour. Dr Wood is working with the<br />
Water Corporation, experimenting with<br />
different versions <strong>of</strong> the signs to be<br />
placed in bathrooms <strong>of</strong> two big Perth<br />
hotels.<br />
Each sign will take a different angle in an<br />
attempt to influence the conservation<br />
behaviour <strong>of</strong> guests. Popular approaches<br />
include asking guests to help save the<br />
environment for future generations.<br />
Guests may also be invited to become<br />
co-operating partners <strong>of</strong> the hotel,<br />
helping them in their conservation<br />
efforts.<br />
Dr Wood explains that the wording<br />
<strong>of</strong> these messages is important.<br />
“Many, many thousands <strong>of</strong> dollars,<br />
huge amounts <strong>of</strong> energy and litres<br />
<strong>of</strong> water can be saved just by<br />
changing a sentence,” he said.<br />
So what phrasing has the biggest<br />
influence on our behaviour? Social<br />
psychology studies conducted in<br />
America have shown that the<br />
… join the club<br />
“Some people who don’t drink alcohol<br />
feel excluded from some social<br />
gatherings or they don’t want to pay a<br />
premium price for something that<br />
includes alcohol. So we will be catering<br />
for these people too.”<br />
She said Gary Ellis, general manager <strong>of</strong><br />
the <strong>University</strong> Club, was enthusiastic<br />
about the social club. Some <strong>of</strong> their<br />
events would be held at the Club.<br />
<strong>The</strong> Faculties and the Vice-Chancellor<br />
are all supportive <strong>of</strong> the intiative and<br />
Finance and Resources is supporting<br />
an administrative <strong>of</strong>ficer, Toni Mison, for<br />
one day a week, to run the social club’s<br />
affairs.<br />
“We will soon have a website and we<br />
welcome suggestions from<br />
everybody,” Kim said. “We want the<br />
guilt-trip conservation message is not<br />
good enough. <strong>The</strong> most effective way to<br />
persuade guest behaviour is to use peer<br />
pressure.<br />
Guests were more likely to use their<br />
towels more than once when invited to<br />
join their fellow guests to help save the<br />
environment. Guests were told that 75<br />
per cent <strong>of</strong> guests staying in that room<br />
had recycled their towels. Knowing the<br />
bathroom behaviours <strong>of</strong> the room’s<br />
former occupants encouraged an even<br />
higher reuse rate. Dr Wood is not<br />
surprised by these findings.<br />
“If people learn about what other people<br />
are doing, they are likely to follow,” he<br />
said.<br />
This kind <strong>of</strong> response is due to the<br />
‘social norms theory’, the foundation <strong>of</strong><br />
Dr Wood’s research. Social norms are<br />
the rules that people are expected to<br />
follow in society.<br />
Dr Wood hopes that the hotel towels<br />
findings will one day be used to improve<br />
the conservation behaviour <strong>of</strong> students<br />
and staff at <strong>UWA</strong>.<br />
<strong>Staff</strong> Social Club to reflect what the<br />
staff want.”<br />
Already in the pipeline are a children’s<br />
Christmas party at Claremont<br />
Showgrounds (one <strong>of</strong> many external<br />
events the social club will plug into)<br />
and a staff ball next year.<br />
“We will have regular family events,<br />
cultural events and Friday afternoon<br />
get-togethers, starting on Friday<br />
September 10.”<br />
<strong>The</strong> free launch party, which will<br />
include activities for children, will be in<br />
the Undercr<strong>of</strong>t from 4.30pm on Friday<br />
September 10. Come along and find<br />
out more about what the new <strong>Staff</strong><br />
Social Club can do for you.<br />
For more information, contact Toni<br />
Mison at toni.mison@uwa.edu.au<br />
<strong>The</strong> <strong>University</strong> <strong>of</strong> <strong>Western</strong> Australia <strong>UWA</strong> NEWS 9 <strong>August</strong> 2010 11