Here is another example of how social constructs can have a significant impact on sustainable behavior. In this case, though, it is a completely artificial construct.
A friend of mine recently suggested that I check out the Garrison Institute’s videos of their 2013 Climate Mind and Behavior Symposium. There I came across Cees Midden’s interesting talk on using technology to shape sustainable behavior. What is particularly interesting about his work is his investigation into the use of artificial social cues. Using an avatar, in this case a smiling plastic cat, Midden demonstrates that people’s behaviors can be driven just a well by artificial social cues as real social cues.
Here is his presentation:
This expands the possibilities for design, no? Social drives behavior, but that social construct can actually be completely artificial. While, as in the case of the lobster tagging (previous post) an artificial indicator was used to indicate a real social community action, in this case the user has no reason to think that the plastic cat has any connection with the real world. Despite this, the user still responds to the avatar as if it is representative of real social behavior.
Ransom's Notes 