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Making Change Easy Is Not Always Good

Author

Listed:
  • Gilles Grolleau

    (ESSCA - ESSCA – École supérieure des sciences commerciales d'Angers = ESSCA Business School)

  • Naoufel Mzoughi

    (ECODEVELOPPEMENT - Ecodéveloppement - INRAE - Institut National de Recherche pour l’Agriculture, l’Alimentation et l’Environnement)

  • Deborah Peterson

    (Crawford School of Public Policy – Australian National University)

Abstract

A first order law of behavioral change is to make change easy. Nevertheless, this recommendation can sometimes backfire, at least for some subgroups. We examine mechanisms which may cause application of this intuitively convincing rule to be counterproductive, namely lack of meaning, the moral licensing effect, and the boredom threat. We suggest a number of hypotheses, based on our review of the behavioral literature in this area, which could be empirically tested in future research. We also propose some practical ways to avoid the "making things easy" trap and make environmental change more attractive.

Suggested Citation

  • Gilles Grolleau & Naoufel Mzoughi & Deborah Peterson, 2022. "Making Change Easy Is Not Always Good," Post-Print hal-03843295, HAL.
    • Handle: RePEc:hal:journl:hal-03843295
    DOI: 10.1561/105.00000161
    Note: View the original document on HAL open archive server: https://hal.inrae.fr/hal-03843295v1
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    References listed on IDEAS

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    1. Tiefenbeck, Verena & Staake, Thorsten & Roth, Kurt & Sachs, Olga, 2013. "For better or for worse? Empirical evidence of moral licensing in a behavioral energy conservation campaign," Energy Policy, Elsevier, vol. 57(C), pages 160-171.
    2. Dolan, Paul & Galizzi, Matteo M., 2015. "Like ripples on a pond: Behavioral spillovers and their implications for research and policy," Journal of Economic Psychology, Elsevier, vol. 47(C), pages 1-16.
    3. George A. Akerlof & Rachel E. Kranton, 2005. "Identity and the Economics of Organizations," Journal of Economic Perspectives, American Economic Association, vol. 19(1), pages 9-32, Winter.
    4. Dütschke, Elisabeth & Frondel, Manuel & Schleich, Joachim & Vance, Colin, 2018. "Moral licensing: Another source of rebound?," Ruhr Economic Papers 747, RWI - Leibniz-Institut für Wirtschaftsforschung, Ruhr-University Bochum, TU Dortmund University, University of Duisburg-Essen.
    5. Brent, Daniel A. & Friesen, Lana & Gangadharan, Lata & Leibbrandt, Andreas, 2017. "Behavioral Insights from Field Experiments in Environmental Economics," International Review of Environmental and Resource Economics, now publishers, vol. 10(2), pages 95-143, May.
    6. Tania Ouariachi & Chih-Yen Li & Wim J. L. Elving, 2020. "Gamification Approaches for Education and Engagement on Pro-Environmental Behaviors: Searching for Best Practices," Sustainability, MDPI, vol. 12(11), pages 1-14, June.
    7. Grolleau, Gilles & Midler, Estelle & Mzoughi, Naoufel, 2017. "Behavioral Insights for the Analysis of Green Tips," Ecological Economics, Elsevier, vol. 134(C), pages 258-262.
    8. Maura L. Scott & Stephen M. Nowlis, 2013. "The Effect of Goal Specificity on Consumer Goal Reengagement," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(3), pages 444-459.
    9. George A. Akerlof & Rachel E. Kranton, 2000. "Economics and Identity," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 115(3), pages 715-753.
    10. George Loewenstein, 1999. "Because It Is There: The Challenge of Mountaineering… for Utility Theory," Kyklos, Wiley Blackwell, vol. 52(3), pages 315-343, August.
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    12. Binswanger, Mathias, 2001. "Technological progress and sustainable development: what about the rebound effect?," Ecological Economics, Elsevier, vol. 36(1), pages 119-132, January.
    13. Sonia Lequin & Gilles Grolleau & Naoufel Mzoughi, 2019. "Harnessing the power of identity to encourage farmers to protect the environment," Post-Print hal-01999647, HAL.
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    Cited by:

    1. Alice Falchi & Gilles Grolleau & Naoufel Mzoughi & Sanja Pekovic, 2023. "Eco-innovations and Job Satisfaction: A Moderated Mediation Approach," Journal of Innovation Economics, De Boeck Université, vol. 0(3), pages 185-199.

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    Keywords

    Behavioral change; environment; goals; public policy; public strategies;
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