上周我们讨论了一种 Daniel Stokols: Last week we talked about a type of
环境导向的行为 集中于空间调整 behaviour towards the environment which focused on
我们因此调整个人空间 spatial adjustment so we adjust our personal space or
或创造 防卫自己的领域 以调节 we create and defend territory in order to regulate
促进我们与其他人的互动 and improve our interaction with other people.
今天我们要讨论一种行为 Today we're talking about a kind of behaviour
即我们对环境起作用 影响环境质量 where we act on the environment to affect its quality,
污染它 或保护它 to contaminate it, to preserve it.
我们称其为环保行为 So we call this Environmentally Protective Behaviour
我们将讨论保护自然资源 and we'll be talking about conserving natural resources
以及保护全球与 and protecting the quality of our global and
当地环境质量 local environments.
近年来 一些担忧突然出现 Now some of the concerns that have been cropping up
有关人类对环境的影响 in recent years about human impacts on the environment
尤其是臭氧层的消失 are especially depletion of the ozone layer which was
这是由于人们大量使用氟氯烃 bought about largely by people using the CFCs,
我们学校加州大学尔湾分校的研究者 chlorofluorocarbons which researchers here
很遗憾 地球科学的舍伍德罗兰上个月去世 at UCL Professor Sherwood Rowland in earth sciences who sadly
他曾获得诺贝尔奖 passed away last month but he won a Nobel Prize for
因为发现南极洲上空的臭氧层空洞 discovering the hole in the ozone layer in Antarctica.
我们也必须担忧温室效应 We also have to be concerned about the greenhouse
及全球变暖 effect and global warming and what that is is that
那导致大量二氧化碳排出 there's so much carbon production, carbon dioxide
我们的汽车 化石燃料燃烧产生二氧化碳 production from our cars and from burning fossil fuels
这创造了一种环境热屏 that this creates a kind of heat shield over
将地球的热能罩住 the environment. It traps the heat of the earth
无法散至太空 so that it doesn't let it escape into space.
这是温室效应 So this is the greenhouse effect where you have
人们排出废气 these gasses that people are creating through
经由他们的日常行为 如开车去上班 their everyday behaviours like driving their cars to
而不合伙用车之类的 work not carpooling, things like that.
人类活动创造了这些废气 然后地球留住了它们 Human activities create these gasses and then the earth
这就像温室大棚 traps them and you have kind of like a greenhouse
种植植物 而温室的玻璃 where you grow plants the glass of that greenhouse
将热量留在温室内 热气不能逃离 traps the heat inside, it can't escape and you have a
地球的环境逐渐变热 gradual warming of the earth's environment resulting in
对我们的自然生态系统造成许多损害 a lot of damage to our natural ecosystems.
我们如何让人们参与至阻止 So how do we get people engaged to try to prevent
一些问题的发生呢? some of these problems from occurring?
生态资本指的是这些良好的自然资源 Ecological capital refers to these nice natural
我们的树 海滩 清洁空气 resources, our trees, our beaches, clean air and also
还有丰饶的表土层 未受污染的海洋 nutrient rich topsoil, unpolluted oceans.
这些提供了各种服务 帮助鱼类繁殖 These provide services, they help produce fish and
谷物生长 那是我们所需的 other crops that we need so they're essential
因此这些自然资源对食物产出很重要 水循环 for food production. The hydrological cycle cleans out
将污染物从河流和海洋中清除 pollutants from our rivers and oceans.
所以那些生态服务 So those are the kind of services the ecological or
或生态系统服务是来自这些自然资源 ecosystem services that come from these natural
这种自然资本 resources, this natural capital. Now one of the ways
我们能影响生态系统服务的一种方法就是 we can affect ecosystem services is by bringing
将自然资本带入我们的屋顶 natural capital to our rooftops.
许多城市有这种完全铺满沥青的房顶 Most cities have this totally paved asphalt on roofs,
大城市 摩天楼 large cities, sky scrapers; and there's a growing
有个愈来愈大的运动叫做绿色屋顶活动 movement called the Green Roofs Movement.
例如 这是芝加哥市政厅 This is the Chicago city hall for example,
这是日本福冈一栋公共建筑 and this is a public building in Fukuoka Japan
那儿一直都有人集中努力 where there's been a concentrated effort to
将自然资源 土壤 植物 bring natural capital, the soil, the plants and
和这例子中的收集太阳能的太阳能板 in this case the solar panels which harvest
带入屋顶 the suns energy, to the rooftops.
这些资源在我们的房顶 What these resources do on our rooftops by
通过收集到达屋顶的自然资本 bringing that natural capital up to the roof we have
我们能通过自然滴注法减少自然能耗 reduced energy cost through natural instillation.
收集雨水 这样就无需 The capacity to absorb storm water so you don't need
昂贵的雨水沟系统 as expensive storm drain systems.
这也帮助改善空气质量 因为植物 This helps improve air quality because the plants
会释放氧气 并吸收二氧化碳 give off oxygen and they trap carbon, carbon dioxide.
植物能为人和动物创造恢复空间 They create restorative places for people and animals
所以很多时候 你会发现鸟儿在上面筑巢 so a lot of times you find birds nesting up here
而人们去到房顶花园 and people going to the rooftop gardens to kind of
远眺城市景象放松自我 园艺 relax from the urban scene. Gardening,
一些绿色房顶也有园林设施 some of the green rooftops have gardening provisions
这减少了所谓的 as well and then it reduces what's called
城市热岛效应 the urban heat island effect which is the tendency for
那是指建筑物和大城市会吸收热量 heat to get trapped by buildings and large cities
所以房顶园林帮助控制一些极温现象 and so it helps regulate some of that temperature
那在大城市区域常有发生 extreme that you often get in large urbanised areas.
这是个有趣例子 So this is an interesting example of using
关于使用自然资本来产生并提高 that natural capital to generate and enhance
这些生态系统服务 these kinds of ecosystem services,
这些是自然资本的益处 these are the benefits of the natural capital.
我们说过资本 无论是金融资本 We talk about capital whether it's financial capital
也就是被投入到股市里去创造股息或 that's being invested in stocks to create dividends
利润 抑或是我们谈论的智慧资本 or profit or we talk about intellectual capital.
你们去到大学受教育 You going to college to gain an education and
拿文凭 这样你们的就业机会 a degree to that your employment opportunities
在你们毕业时也变多了 那就是智力或人才资本 improve once you graduate, that's intellectual or
稍后我们会讲 human capital. Later in the course we'll talk about
社会资源 人们投资他们的时间 social capital where people invest their time and
与精力到其社会环境中 energy in their social environments,
他们的社群创造某种社会红利 their communities to create certain social dividends
我们现在谈的是自然资本 and here we're talking about natural capital
我们投资这些自然资源 where we're investing these natural resources
到房顶上来创造 up here on the rooftop to create and
并提高这儿的生态系统服务 enhance these ecosystem services over here.
很多时候 当我们评估或 And a lot of the times when we value or
当我们试图获得经济花销或 we try to derive the economic costs or
城市发展的花销 我们忘记了 urban development's we forget that
当我们建个停车场 而数乌鸦乐团 when we put on a parking lot and Counting Crows
详细谈论那停车场 was talking over the parking lot what happens
结果是减少了可用土地的数量 is you reduce the amount of available land
可用土地是我们可以种植植物并因此产生氧气的土地 where you can grow plants and you can produce
世界的城市化 that oxygen. So the rapid rate in which the world
与创造城市空间的速率 is urbanising and creating city spaces is
常常与需求背道而驰 我们需要创造 often counter to the need to cut a create and
保护这些生态系统服务 protect these ecosystem services.
所以生态资本结合了 So ecological capital is really the combined
我们的自然资源 土壤 树木 store of our natural capital, the soil, the trees,
不受污染海洋以及 the unpolluted oceans and some of those are
不可再生资源 如石油 矿藏 non-renewable resources like oil, minerals
它们被从生态系统中挖出 that are extracted from the ecosystems and then
然后我们还有可再生资源 如鱼 we have our renewable resources such as fish,
树木 饮用水 wood, drinking water that are produced and
那是由生态系统产生且维持 maintained by ecosystems and those are
那些是自然资本 the natural capital and when you
当你将这些与生态系统服务放置一起 put those together with the ecosystem services
它们所产生的包括气候加工 that they produce including climate processes,
控制 水循环 regulation, the water cycle,
循环土壤 recycling the new trasgeneration of soils,
经由蜜蜂和其他物种农作物授粉 pollination of crops by bees and other species.
维持浩大的遗传基因库 Maintenance of a vast genetic library,
我们有许多药物来自 we have a lot of medications that have come from
亚马逊森林 因为那个生态系统如此多样 the Amazon forest because there's such a diversity
或是说物种繁多 or species living in that ecosystem.
所以这些服务 So these are the services that go hand in hand
与自然资源联合构建 with natural capital and together get constitute
这一生态资本 this ecological capital that we have so one of
我们因此有一个环境心理学的问题 the questions for environmental psychology,
我们要如何保存或保留那自然资本? how do we preserve and protect that natural capital?
我们也知道世界人口 We also know that world population has really
从1800年至今真是急速增长 spiked since the 1800's to the present.
在1810年 世界的人口首次破10亿 In 1810 the world reached its first billion population
你们可以看见那之后发生了什么 and you can see what's happened after that,
到1999年 有了60亿人口 到2011年 by 1999 we had 6 billion people, by 2011 we have
70亿 现在你们知道我们正朝80亿前进 7 billion and now you know we're going on 8 billion.
你们可以看到此处的快速人口增长 You can see the rapid rise of population here
下一张图是图表式的 and the next slide sort of makes that very graphic.
从当地人类史开始直至1800年左右 From modern human history up to 1800 or so
人口首次破10亿 然后是20亿 first billion people and then the second billion,
30亿 40亿 然后或许到2024年是80亿 third billion, fourth billion and the eighth billion
而世界97%的人口增长 probably by about 2024. And 97% of this population
都是发生在发展中国家 growth in the world is occurring in the developing
就在这 你们可以看见 nation's right here, and you can see that the rate of
发达国家的人口增长率 population growth in the developed countries
一直相对平稳 看看 has been relatively flat. And if you look at a country
像中国这样有着14亿人口的国家 like China with 1.4 billion people
他们有十分严厉的计划生育 where they've had a very stringent one child policy,
他们面临着人口挑战 they're facing a demographic challenge where they're
他们将会有大量老龄人口 going to have an over abundance of older people and
没有足够的年轻人维持那经济负担 not enough younger to kinda maintain that burgeoning economy,
所以这些政策与法规 so there's some really interesting demographic
真的是很有意思的人口学暗示 implications of these policies and regulations.
我想说的一件事 One of the things that I want to say about
关于人口的快速增长 一方面 the rapid growth of human population, on the one hand
它显示我们有了很大进步 it shows that we've made a lot of progress,
通过药物与公共卫生 through medication and public health people are
人们的寿命更长了 我们有更安全的环境 living longer and we have safer environments
从各种意义上说 所以在某些方面 你可以说 in many cases so in some ways you could say well
这种人口增长将继续下去 this population increase is going to keep going and
我们会有80 100 110 120亿人口 且不感觉有问题 we could go 8, 10, 11, 12 billion and not feel a problem.
但当你看看韦恩爱德华的文章 But when you look at the Wynne Edwards article that
你们上周读了 关于生态系统的承载力 you read last week on the caring capacity of
会有什么上限吗? an ecosystem, are there some upper limits at which
上限被设定 超过就成问题 you start to reach? Limits are problems that set in for
例如 学校质量 以及 example the qualities of schools and the opportunities
教育机会开始下降 全球变暖 for education starts to go down, the global warming,
二氧化碳产出不断增加 the carbon dioxide production keeps going up
我们有这些环境改变问题 so we have these environmental change problems
开始创造各种疾病可能性 that start to create certain kinds of disease potentials
伤害农作物生长 造成洪灾 and hurt crops and increase flooding.
所以或许正如韦恩爱德华几十年前说的 So there may be as Wynne Edwards talked about
或许有这种 some decades ago there may be these sort of
天花板密度 或我们人类生态体系的 ceiling densities or carrying capacities for
承载能力 这种人口增长 our human ecosystem and this population growth
不可能无限延续下去而不触碰 can't go on indefinitely without bumping up
那些限制 against those kinds of limits.
现在 人类主要的生态系统使用 Now one major of humans use of their ecosystem
被叫做生态足迹 is called the ecological footprint and its basically
以其基本的生态产出土地量 例如 the amount of biologically productive land for example
丰饶的土地和水区域 像湖泊 河流 nutrient rich soils and water areas like lakes and
那产出了人类所使用的 rivers that produce what humans are using and
和所排出的废物 get rid of the waste through prevailing technologies
通过那些消耗的流行技术 that come from all of that consumption.
这是人类影响当地和全球生态系统的一种措施 So it's a measure of human impact on local and
以及所要求的 global ecosystems, the amount of land required to
减少维持我们生活的食物 燃料和纤维的土地量 reduce the food, fuel and fibre to sustain our
这存取了必须的雨水区的有产土地 lifestyle. And it accesses the productive land in
以生产来自那消耗的 the rain areas required to produce all these resources
我们使用并吸收相应废物的 we're using and to absorb the corresponding waste
各种资源 coming from that consumption.
现在全球过量显示了这种形势 Now global overshoot refers to a situation
即我们超越了我们生态系统的上限 where we're exceeding the limits of our ecosystem.
我们超越了我们的生物圈补给或再生能力 We're exceeding our biospheres supply or regenerative
那意味着 capacity and what that means is that down here
当我们在讨论星球等量时 when we talk about planet equivalents, the number of
能够承载人类生态足迹的地球数量 earth's it would take to support humanities
在2006年 世界平均生态足迹是 ecological footprint in 2006 the worlds average
1.4个地球 ecological footprint was 1.4 planet equivalents and
那意味着我们需要1.4个地球 what that means is that we would need 1.4 earth's,
或是我们使用资源的速度是 or we're using our resources 1.4 times as fast as
地球再生那些资源的1.4倍 the earth can regenerate them. And that number
那个数字实际在2007年又上升了一点 变成了1.5 has actually gone up a bit in 2007 it was 1.5 planet
这意味着我们使用资源的速度 equivalents which mean we're using our resources
是再生速度的1.5倍 1.5 times as fast as we can regenerate them.
所以如果那数字继续上升 那地球会开始 So if that keeps going up then the earth starts to
限制其重新补给所有自然资本的能力 limit its ability to resupply all the natural capital
我们将那些都用光了 地球有大约4.5个 that we're using up. The earth has about 4.5
生物生产公顷供给世界上的每个人 biologically productive acres for each person
如果现在世界上有80亿或70亿人 in the world if you take the 8 or 7 billion people
那你可以算算人均数字 right now in the world and you divide that up per capita
也就是每人有大约4.5个生物产出公顷 there's about 4.5 biologically productive acres
但在美国 我们的人均生物足迹 for each person. But in America our average biological
大约为24公顷 或是比5个城市街区还大 footprint is about 24 acres or more than 5 city blocks
显然 有一些不同或差异 so there are obviously some real disparities or
出现在我们自然资本 discrepancies between how quickly our natural capital
和生态资源的消耗速度上 and our ecological resources are being consumed in
世界不同地区这一数字不同 different parts of the world depending on the
取决于那些不同地区的技术 technologies, the economies in those different regions.
是的 一个问题 能说出你的名字吗? Yeah a question. Do you want to say your name?
凯文 Man: Kevin.
凯文 Daniel. Kevin.
你提及了使用区别 Kevin: You touched upon the line about the disparities
因为看人口曲线时 of use because when you look at the population curve
发展中国家人口众多 there's a lot of population in the developing countries
但他们消耗的却更少 but they use a lot less expenses...
没错 那是个很好的点 Daniel: Right, that's a very good point so that
在幻灯片里 我给你们展示了 in the slide that I showed you comparing the
发展中与发达国家的对比 developing and the developed nations in terms of
就之后的人口增长而言 later population growth even though the population
即使人口增长了 但发展中国家的人均资源消耗 is going up the per capita consumption of resources
要比我们 is less than what we have in some of
发达国家的少 the developed countries right here,
那造成了美国人均为24.5公顷 and that's why you have that 24.5 acres needed
而世界的人均生物产出公顷为4.5 per American whereas there's about 4.5 acres
所以我们 for each person in the world so we're sort of
远远超越了你所认为的 going way past what you might consider to be the norm
一般人口均数生物产出公顷 given the number of people we have in the world.
早些课上 我们谈论了许多关于生态学的 We've talked a lot about ecology in the early part of
那就是考虑人的环境关系 this course which is looking at people environment
其作为一个系统 或是动物环境关系 relations as a system or animal environment relations
作为一个系统 我们可以讨论 as a system and we can talk about the ecology of
联合环境或环境保护行为的生态学 co environmentally or environmentally protective
后者是另一种说法 behaviour, that's another way of saying it.
有相互影响 And there are mutual influences on what we do
就我们个人所作的保护或伤害环境而言 as individuals to protect or hurt our environment.
例如 这上面的绿箭头 For example this green arrow up here
有双箭头表示 which has the double arrow head suggests that
通过我们的行为 我们在导致 through our behaviour we're contributing to
全球环境变化和全球变暖 global environment change and global warming
例如 选择燃烧许多化石燃料 by for example choosing to burn a lot of fossil fuels
或合开车去上班 同时 or not ride sharing to work. At the same time the arrow
箭头指示这个方向表明 going this way means that the enormity of
这巨大的改变有时令我们震惊 these changes are sometimes overwhelming us to
使得我们放弃或感到无助 the point where we give up and we feel helpless
对它做什么都无济于事 这个箭头 这儿的粉箭头 to do anything about it. This arrow, here the pink arrow
表明社会规范和 suggests that social norms and what's going on
社会层面或许会对 at the societal level may have a dramatic effect on
人类环境保护行为有重大影响 people environmentally protective behaviour.
当我们看见中国在08年奥运会时 And we saw that in China during the Olympics
政府强制人们 in 2008 the government mandated that people could
双数车牌号的人只能在某天开车 only drive cars with even numbered license plates could drive
而第二天 on a particular day and the next day only people
只有单数车牌号的人才能开车 with odd numbered licensed plates,
车牌号的最后一个数字 you know the last number of a license plate
有奇有偶 结果是 这大大 ending in an odd or even number. And that dramatically
降低了北京的空气污染 reduced air pollution in Beijing and also reduced
并减少了污染引起的急救病人 during that period emergency room visits and
呼吸问题数量 respiratory problems in the population and
这些都被医学调查记录下来 that's all been documented through medical research.
所以如果要创造某种社会力量 So if you could create certain kinds of societal forces
或规则 它们会对 or norms they could have a tremendous impact on
我们个人对环境的作用产生巨大影响 what we do as individuals toward the environment.
当然 And of course there's even a play between
社会规则或组织所作的甚至有互动 阿曼达? social norms or what organisations do. Amanda?
我想问个问题 I want to ask a question maybe I don't know,
我听过许多关于我们能做什么的 I hear so much about what we can do and people
人们在讨论这些 但受到震撼后 talking about it but going back to getting overwhelmed
有多少讨论是关于 has there been any talk of how much longer we have for
这个问题是否可反转 我们是否有机会呢 this stuff to be reversible, for us to have a chance?
那方面有许多讨论 我想 Daniel: There's a lot of talk about that and I think
如果你看看我们今天国家的政治纷争 if you look at our political divides in our country today,
例如有些共和党的人 some in let's say the republican party there are
有许多人会说 a lot of people that would say that putting
我们在可再生资源和绿色能源上花太多钱 too much money into renewable fuels and green energy is
增加了我们的赤字 所以他们十分担忧 contributing to our deficits so they're very concerned
美国的赤字增长 about the growth of our deficit in the US.
另一方面 On the other hand you'll have people from
有民主党的人说 如果我们不这样做 the other parties saying well if we don't do that and
我们不在这方面投资 你我或许 we don't put that investment in we only have maybe
只剩25-30年了 在我们到达 25-30 years before we're going to reach that
那承载能力或所有事情都崩塌前 caring capacity or before everything's going to crash
因为我们将会遭受洪水 because we're going to have flooding, cities
像威尼斯这样的城市的将被海水淹没 like Venice are going to be overwhelmed with sea water.
威尼斯已在担忧那个问题 They're already worrying about that in Venice,
他们有洪水减少或逆转项目 they have a flood reduction or reversal programme
所以这方面有许多辩论 going in that city. So there's lot of debate about that
这引出了当我谈论 and what this brings out when I talk about you know
我们是否处于解释行为模式时 whether we're in the interpretive active mode where
即你们发展自己的环境认知图 you're developing a cognitive map of your environment,
你们相信全球变暖是否是个问题 whether you believe for example that there is a problem
或那只是个小问题 或那是编造的谎言 with global warming or its trivial and its made up
我们不应对其做任何事 那些态度 and we shouldn't do anything about it, those attitudes
和那些谋士 那些观点 and those schemers and those perceptions
会产生许多影响 in our head have a lot of impact on
通过我们决定采取什么行为 what we decide to do in our behaviour.
所以认知解析行为和 So the cognitive interpretive mode and
确认行为和行为模式 the validation mode and the behaviour mode,
它们都一同作用 they're all kind of working together,
它们相互影响 they influence each other,
不是各自分离 there not sort of separated exclusively.
所以我们的观点 我们态度决定了 So our perceptions and our attitudes determine
我们是否要改变自己的行为 whether we're going to change our behaviour or not
且我们的政治意识形态显示 and our political ideology showed that there are
美国人的态度有巨大分歧 huge divides in terms of our attitudes in this country
就环境改变 about whether environmental change, global
和全球环境变化而言 认为它是否是个严重问题 environmental change is a serious problem or it's not.
所以生态措施显示 So the ecological approach suggests that
我们从社会规则 there are many layers on our environment protective
做出的环境保护有许多层面 behaviour from the social norms that we encounter
我们在社会中会遇见工作场所和组织 in society to the work places and organisations
我们去工作 去学校 where we go to work or we go to school and
正如UCI里有个绿色模拟基金 just as there's a green imitative found at UCI that
可以影响学生对这个问题的认知 can affect students perceptions of this problem,
或对绿色屋顶行动的认知 or the green roofs movement.
所以所有那些层面的影响 So all of those layers of influence according to
是依据我们的生态行为倾向 the ecology of prone on our behaviour are
影响个人及他们决定 affecting individuals and what they decide to do
对环境做什么 towards the environment. Now just to
现在只要给你个例子 关于社会规则或社会现实 give you an example of how social norms or social facts
是如何影响这些进程的 涂尔干是 affect these kinds of processes. Emile Durkheim is
位十分著名的社会学家 他想出了 a very famous sociologist who came up with the notion
社会现实或社会某种力量 例如贫困 of a social fact or a force on society could be poverty,
可能是环境不公 it could be environmental injustice,
种族歧视 它们在社会上很普遍 racial discrimination; they're wide spread in society
这些条件 它们会影响 these conditions and they exert power and influence
人们的行为及健康 over people's behaviour and well being and
然而 即使它们客观可受观察 yet even though they're objectively observable
但很多时候 我们甚至未意识到它们 a lot of the times we're not even aware of them.
你知道 人们没有意识到 You know individuals don't perceive that
有环境不公 there's an environmental injustice necessarily,
罗伯特博伊德等人做研究 it takes some research by someone like Robert Boyd
通过他在亚特拉大记录数据 to document that through his data in Atlanta and other
和南方的其它城市 所以这在社会很普遍 cities in the south. So there wide spread in society,
它们有这种能力影响 但很多时候 they have this power over us but a lot of times
我们甚至没有意识到 那是在社会层面 we don't even perceive it, it's at a social level
而非心理认知层面 rather than at a psychological perceived level.
这些社会现实 这些规则和 Now these social facts, these norms and conditions
这社会条件确实会影响 in society do have an effect on
我们所说的心理现实 我们的认知 what we call psychological facts, our perceptions,
和我们的行为 所以例如 and our behaviour. So for example when you have
当有个社会正经历高速发展 societies going through very rapid change
那社会规范通常会有破裂 there's often a kind of breakdown of social norms,
涂尔干称其为社会反常或不规则 Durkheim called him Anomie or dis-regulation,
这些社会条件能导致 and these conditions in society can lead to
个人心理焦虑 psychological individuals feelings of anxiety,
无助 缺乏控制 powerlessness, lack of control. There are a variety of
有许多行为紊乱 被动 behavioural dysfunctions, passivity's,
不想做任何事来 not wanting to do anything to try and improve
提升环境 或对其感到绝望 the environment or being depressed about it,
不觉得我们能对此做什么 not feeling like there's anything we can really do.
所以社会现实与 So the social facts have a very important relationship to
我们的心理认知和态度有很重要的关系 the psychological perceptions of ours and our attitudes
例如 在中国 In China as an example there's a huge number of
那个国家正发生许多资源变化 sources of change happening in that country
如从高速经济发展和 from very rapid economic development and
贫困改善 所以中国的GDP poverty alleviation so there's the growth of China's GDP
正以十分快的速度发展 at tremendously fast rates, massive migration of
大量人口流动至东部大城市寻求工作机会 people seeking employment in the Eastern mega cities
像到上海和北京 like Shanghai and Beijing. How many of you
你们中多少人到过北京或中国? 中国大陆? have been to Beijing or to China? Mainland China?
好的 所以很多人曾到过那儿 Okay so a lot of you have been there you've seen
你们看见了其中一些有高速发展 some of these rapid changes. Elevated levels of
大城市区域的污染水平提升 pollution happening in large urban areas.
而肥胖危机 你不会想到在中国会有这种问题 And obesity crisis, you wouldn't think that in China
你们知道大米消耗量很大 with you know a lot of the rice consumption and
他们饮食较合理 那是他们的传统 sort of a sensible diets that they've had traditionally
但会有肥胖危机 there would be an obesity crisis.
因为桑德斯上校(肯德基创始人) But what's happening is you've got Colonel Sanders
和小卡尔斯被引入亚洲 and Carl's Junior is being imported into Asia
速度十分快 at very fast rates and we're starting to
那些国家正有肥胖危机 get an obesity crisis in those countries.
快速现代化与历史保护 Rapid modernisation versus historic preservation
那是引起社会注意的问题 that's attention going on in that society, you know
推倒传统的庭院 bulldozing traditional courtyard neighbourhoods
建起摩天大楼 使更多人 to put up sky scrapers where a lot of people
能在高耸的公寓楼里居住 can live in a high rise apartment building.
许多少数民族与汉族的冲突 Various ethnic minority and Han majority tensions,
网络用户的飞速增长 那意味着 surging rates of internet use that means that
传统中国正经受着 traditional Chinese are being exposed to influences
世界各地的影响 from all over the world because they're
因为他们通过因特网彼此连接 connected virtually through the internet
所以那个社会经历的是十分混杂的快速增长 so this is a very large mix of rapid change
一些改变在这被举例出来 in that society. And some of those changes are
其中一些改变列举在这 你们可以看到 illustrated here where you've got these traditional
这些传统的胡同 这儿的标志 courtyard Hutong neighbourhoods, this symbol here
意味着这附近一带要被拆除 means that this neighbourhood is slated for demolition,
他们要拆掉这里 they're going to get rid of it. And they're going to
他们或许要建起一栋高楼 put up probably a larger high rise situation.
这是北京的一个环路 This is one of the ring roads in Beijing which
显示出快速现代化与 shows this contrast between rapid modernisation
传统房屋及其他建筑的区别 and traditional forms of housing and other structures.
所以这样高速的社会变化 So these kind of social changes at a very rapid rate
会对人口产生某些挑战 create certain challenges for the population and
会使得大家更难 it makes it more difficult to get everyone
达成共识 on the same page focusing on,
无论是能源节约 还是公共健康 whether its energy conservation or it's a public health
尽管他们在那上面都很成功 imitative although they were very successful
在北京08年奥运会期间 in doing that around the Beijing Olympics in 2008.
这是你知道 and this is you know kind of what's happening with
美国快餐链流入亚洲后发生了什么 the influx of American fast food chains into Asia;
记得我们看了摩根斯普尔洛克的纪录片 remember we saw the Morgan Spurlock
《超码的我》 documentary Super Size Me.
所以当你看到 So when you look at these social changes
像中国等国家的社会变化 going on in countries like China and we have a lot of
我们国家也有许多社会巨变 rapid social change in this country as well and
我们有许多政治分歧和冲突 we have a lot of political divides and tensions
在罕见的平等上 并不是我们的社会平静 in uncommon equality, it's not like our societies placid
和谐 平等 and harmonious in equilibrium.
许多现代国家 A lot of modern countries are going through
正经历巨变和动荡 very rapid change and turmoil.
所以美国心理协会 So the American psychological association created
组织了一个任务小组以研究 a task force to study what psychology can
心理学如何能推动环境保护 contribute to promoting environmental protection,
提高环境质量 他们发现了 improving the environment. And what they found
人们经历有许多心理事实 was that there are a lot of psychological facts
或条件 or conditions that people experience,
一种不确定感 a feeling of uncertainty. Is there a problem with
是否有全球变暖的问题? global warming or not? You know, is there enough data
是否有足够数据能发出那样的警告? to really make that call? Mistrust of messages
对科学家或政府官员的不信任 from scientists or government officials there
不知道那是否是个问题 there's a problem or not a problem.
否认存在问题 Denial that there actually is a problem occurring,
许多人相信气候变化不在发生 a lot of people believe that climate change
缺少控制 is not occurring. Lack of control, a sense of
感觉不能控制周遭的事 not being able to control what's going on around you.
习惯 例如开车而不是骑自行车或走路 Habits, you know driving instead or biking or walking.
这些是心理学声明 So these are psychological states that have a
会深深影响我们是否 profound influence on whether we're going to
会改变我们的环境行为 change our behaviour toward the environment
它们也会受到 or not and they're also influenced by these more
更流行的社会大环境影响 prevailing macro-conditions in society,
还有社会规范和力量的影响 the social norms and the social forces.
所以心理学会对 So what does psychology have to say about
不同种类的环境和保护行为给什么建议 different kinds of environmental and protective
从了解使用这些能源 behaviours? From you know using these energy
从灯泡变亮到投资风能 efficient light bulbs to investing in wind power,
太阳能 我们要看看 solar power. So we're going to take a look at some of
一些研究 一个重要区别 that research today. One distinction that's
是清楚 an important one to be aware of is this distinction
主动与被动行为的区别 between active and passive behaviours or
或能源保护的干涉行为的区别 interventions for energy conservation.
积极干涉是指 An active intervention is one where you as
个人必须投入努力 an individual have to put in some effort like
像关掉或替换节温器 turning the lights off or changing your thermostat
必须记得主动那样做 so you have to remember to do that actively.
被动干涉是指个人无需 A passive intervention is one that doesn't require
任何个人注意或行为改变 any individual attention or change in habit;
那是内建在系统里的 所以如果想 it's built in to the system. So if we want to protect
使人们不受汽车事故或伤害的影响 people from auto-mobile accident or injuries
我们要安装安全气囊 它们能自动充气 we install air bags that inflate automatically
当发生冲撞时 人们不必思考 when they're in a crash, they don't have to think about
但在主动的层面上 人们必须 that but at an active level they do have to
想到系好安全带 think about buckling up their seatbelts
这是两种很不相同的干预 so those are two very different interventions.
但出于同样的原因 你们可以 But by the same token you can build certain systems
在设备里构建某种系统 into our facilities that turn the lights off
人们出房间后关掉灯 因为他们有 when people go out of the room because they have
这些运动传感器 那是个被动干预 these motion sensors on them that would be a
我们需要收获那两者 passive intervention. So we kind of need to harvest
当我们创造新政策来 both of those when we create new policies to improve
推动能源保护 我们必须意识到 energy conservation, we have to be aware of
人们能主动做什么? what can people do actively?
什么样的建构系统和 And what kind of building systems and
科技系统能够依赖 technological systems can be relied on to sort of
帮助他们 而他们自己不必想太多 help them in those efforts where they don't have to
且他们可以做正确的事 think about it as much and they can do the right think
也就是说可以不必主动思考 so to speak without having to actively contemplate
他们的行为 稍后我们的一位助教贝斯卡琳 their behaviour. Later Beth Karlin one of our TA's
将来报告一些调查 is going to present some research that she's been
她一直在研究某些行为 doing on targeting certain behaviours that
会造成深深影响的行为 have a profound impact, they're called
它们被称为高杠杆行为 在家我们知道 high leverage behaviours. In the home we know
例如 一大部分能源 for example that a large proportion of energy is
是在交通中被消耗 所以你购买的车种 consumed by transportation so the kind of car
会极大影响 you buy has a tremendous impact on the impact of
家庭整年的能源使用 the energy use of that household throughout the year.
在这特殊评估中 那个数字近43% And in this particular estimation it was about 43%
尽管那些数字总是改变 although those number change all the time
因为 例如 当我们创造越来越多 because for example as we create more and more
技术 没有数字装置 technologies without digital devices that
我们在家插好插头 we're plugging into our walls at home and
给手机充电 we're charging our cell phones and
给ipad和其他东西充电 we're charging our iPads and everything else,
那就是给那样的装置充入更多电荷 that's putting more load on those kind of devices.
所以这些部分改变四周 但我们确实知道 So these proportions change around but we do know
人们生产的汽车种类 that the type of auto-mobile that people produce,
会对家庭的 big impact, heavy hitter in terms of one households
年均能源消耗有很大影响 use by way of yearly energy consumption.
加热和采暖通风系统同样如此 By the same token their heating and ventilation system.
我们家中的空调和 You know the kinds of air conditioning and
加热系统的种类 heating systems we have in our homes,
那些是全年能源的消耗大户 those are huge consumers of energy throughout the year
所以我们想规定那样东西 so we want to target those kinds of things and
以及那些单触发装置的指标 some of those are one shot instillations.
安装正确类型的系统 You put in the right type of system or
或购买正确类型的能源有效车 you buy the right type of energy efficient car
这会让你获得回报 从全年的能源保存 it gets you dividends in terms of energy conservation
和环境保护而言 and environmental protection throughout the whole year.
所以贝斯之后将要 So Beth's going to elaborate on some of
更详细说一些特别发现 those particular findings a little bit later.
我们必须清楚的另一件事实 The other thing that we have to be aware of is
许多环境能源保护的调查 a lot of the research on environmental energy
已发生在居民区内 conservation has happened in the residential sector
然而一些评估表示 近2/3的 and yet some estimates are that close to two thirds
能源都为政府和 of energy use happens in the government and
公司使用 所以我们也必须 in the corporate sector, so we also have to target
为那些区域订立指标 我们不能只试着 those sectors, we can't just try to change the minds
改变人们在家中或公寓的思想与行为 and the behaviours of people living in their homes
我们还得深入 and apartments. We also have to get to the
公司决策者 是他们制定 corporate decision makers who make decisions
如何构建其大楼的能源系统 about how to build energy systems into their buildings
例如被动干涉 as passive interventions for example.
主动与被动干涉的 Another important distinction between the active
另一个重要区别是 and passive categories is the personal and
个人与其它指令类型环境行为的区别 other directive types of environmental behaviours
一个个人例子是 so a personal example would be you personally
你个人采取行动条件自己的能源 take action to modify your energy by turning off
如离开办公室时 关掉灯 the lights in your office when you leave.
或是一个居民决定参加 Or a resident decides to participate in a municipal
一个市政回收项目 所以那些是 recycling programme so those are things
我们个人可以做的 以影响我们的环境 we do personally to affect our environment.
其它指令行为是 Other directive behaviours are things where a person
个人或群体采取行动改变其他人的能源使用行为 or a group takes action that modifies others energy
这或许是个公司经理 use patterns. So this might be a manager at a
决定在整栋楼安装 company deciding to install occupant sensors
使用者感应器或节能灯泡 throughout the building or efficient bulbs,
那会影响所有人的能源使用 and that effects everybody's energy use,
所以作为雇员 so you don't as an individual employee
你不必决定经理已经 you don't have to decide to do that the managers
同时为几百名其它雇员 already made that decision for hundreds of
所作的决定 other employees at a time.
同样地 市议会可以投票 By the same token the city council can vote to
制定一个路边回收项目 implement a curb side recycling programme and
借此影响许多居民的行为 thereby affect the behaviour of thousands of residents.
尔湾市有这样一个项目 Irvine, the city of Irvine has one of those programmes.
所以有其它指令 So these are other directive where people are
人们作为中间人做出决定 intermediaries are making those decisions to
来影响许多人的能源使用 effect the energy use of a lot of people,
这些是更个人的行动 these are more personal individual actions
我们可以把这当做一个重要的差别 we can take so that's an important distinction,
你们想要利用那些 you want to sort of draw on both of those and
同时不遗漏关键决策者 not leave out the key decision makers that are
他们做出决定 公司和政府 deciding within companies and within government
使用什么类型的能源 sectors what types of energy to use,
执行什么样的回收项目 what kinds of recycling programmes to implement
等等 and those kinds of things.
现在 当我们看其中一个最有效方法 Now when we look at one of the most effective
改变人们的环境行为 ways of changing people behaviour towards the
至少有4个不同策略 environment there are at least four different
一个是给钱 那是现金奖励 strategies. One is to pay them, and that's cash rewards
那证明在行为改变上 And that proves to be pretty effective in getting
十分有效 people to change their behaviour.
你可以给他们信息 You could also give them information,
你可以说 有个全球环境变化问题在发生 you could say there's a global environmental change
有全球变暖问题 problem happening, global warming and you really
你真的必须对此做些事情 合开车 ought to do something about it and ride share
而不是自己开车去上班 instead of drive solo to work to
减少二氧化碳产出 reduce your carbon dioxide production.
那是给人信息 So that's giving people information.
你也可以给人反馈 口头的或书面的 You can also give people feedback, verbally or
关于他们使用多少能源 written about how much energy they're using
你每月可以从南加州爱迪生公司那获得清单 so you get a monthly bill from Southern California
告诉你你家里 Edison and it tells you what your household
在上个月用了多少能源 你可以试图调整 has used in the past month and you can try to modify
或无视 那就是反馈 that or ignore it so that's feedback.
然后还可以表扬人们 And then you can also praise people,
可以给他们一些 他们做对事情后 you can give them some stoke for doing
你可以给他们一些鼓励 环境问题 the right thing when it comes to the environment
或是南加州爱迪生公司的能源清单 and some of these energy bills that come from
或其他市民 Southern California Edison or other municipalities
他们会给你一个笑脸 当你家里 they'll give you a smiley face if your household
在上月减少了平均能源使用 reduced your average energy consumption over
但他们也会给你个哭脸 the last month but they'll give you a frown
如果你消耗过多能源 if you were sort of an energy hog and you were
比你社区其他家庭用的能源高得多 much higher than the rest of your community.
所以那些是不同的策略 我们发现 So those are different strategies and we find that
单单提供信息不太管用 providing information alone doesn't really do a lot,
人们可以不理会 换台 people can tune it out and change the channel
无视它 可以给人们许多信息 and ignore it. You can give people a lot of information
关于什么有利健康 about what's good for their health,
什么利于环境 what's good for the environment
但他们能很好地筛掉信息 but they're very good sort of screening it out.
我们要看更多的不同策略 So we're going to look more at these different
我们谈论了 strategies here, when we talk about providing
提供财务奖励 一个例子是 financial incentives. One example of that is here
在萨克拉门托 市政使用区 in Sacramento this municipal utility
付钱给公司 给他们购买设备回扣 district pays companies, gives them rebates on
当他们订购那些公司的 equipment that they order for their corporate facilities
节能之星设备 if they're energy star rated.
如果设备在节能方面有效 If they're rated as being efficient in terms of
他们就能获得回扣 energy use they get rebates and those add up to
那节省了公司的开支 这儿 corporate savings. Here you've got a home
尔湾的这个家庭装上了太阳电池板 in Irvine where a solar panel instillation
而南加州爱迪生公司 has been put in and Southern California Edison
也支持这种行为 给予税收抵免 also supports that through tax credits
所以人们可以或者购买此系统 so you can either purchase such a system
分几年付清 而节约下来的能源 and pay it off over the years and your energy savings
经过10年或15年会很值得 will you know, make it worthwhile after about ten
或者可以让公司 or fifteen years. Or you can get companies to
来免费安装 然后 come in install it for free and then you pay them
用每月的能源账单上百分之几的钱来支付 a certain percentage of your energy bill each month
你甚至不必投资 and you don't even have to invest in it and
总体而言 节约的能源足够 overall your energy savings are enough to justify
让那额外花销值得 所以有一些方法 that additional expense. So these are some ways of
可以提供财务奖励 sort of providing financial incentives for people to
让人们保护公司或 protect their environments at the corporate
居民区的环境 or at the residential level.
当我们奖励人们 When we talk about rewarding people for
的某种行为 奖励他们表现良好 a particular behaviour to try to shape it up to
且提高良好记录的出现率 make it increase in frequency a lot of
这来自B.F.斯金纳的学习理论 this comes from B. F. Skinners theory of learning and
他创造了自发反应这个词 he coined the term operant, any behaviour
意为个人对自己或环境施加的任何行为 by which an individual operates on his or
那是个很棒的词说 是的 her environment. So it's a fancy word for saying yeah
我们影响我们的环境 我们污染它 we affect our environment by polluting it,
保护我们的资源 by conservation of our resources,
改变我们的个人空间 构建领域 by changing our personal space, establishing territory
当我们对环境施加影响时 while operating on our environment.
是什么决定我们是否会继续那样做 Now what determines whether we keep doing that,
我们是否会继续回收 我们是否会 whether we keep recycling or whether we litter
在开车时扔垃圾 我们是否会因此受到惩罚 when we're driving is whether we get punished for
或受到奖励 那是 doing that or rewarded. So that's where this
整个奖励概念的源头 whole notion of incentives comes from and
一些此类调查源于斯金纳的老鼠研究 some of this research came out of Skinners rat studies
研究中他把几种动物 where he had different kinds of animals
装在这些斯金纳箱子里 他发现 in these Skinner boxes and he found that
它们的强化率 就接近食物盘而言 their reinforcement rates in terms of access to
是一种方式形成 food pallets was a way of shaping certain behaviours
他想要订立和建构的某种行为 that he wanted to target and build up.
然后通过惩罚那些动物 And then by punishing those animals
有时通过电击 which sometimes was done through electrical shock
或是不给他们吃食物 他能够 or from withdrawal of food, he was able to
减少某种行为发生 extinguish certain behaviours and that would be
那即是某种惩罚措施 所以 a kind of punishment schedule. So behaviour is
行为可以因其结果来被强化或减少 shaped or reinforced or extinguished by
那是B.F.斯金纳的基本假设 its consequences and that's a fundamental assumption
所以这个思想或许是 of B. F. Skinner. So the idea might be that
当我们给人们钱让他们乘公交 while we can pay people to ride the bus we can
让此花销值得 我们可以付钱给人们 make it worth their while we can pay people to
安装居民太阳系统 put in a residential solar system and
如果我们给他们足够的奖励 他们会那样做的 if we give them enough incentives they'll do that.
所以这是应用的一种方法 So one way that this was applied and before
我先前给过你们一个例子 关于乘坐公交研究 I give you an example of the bus riding study
你们今天读了我想要稍稍谈谈 which you read about today I want to talk a little
下一张幻灯片 也就是 bit about the next slide. Which is looking at
思考积极与消极影响 the positive and negative consequences,
我们要讨论交通行为 here we're going to talk about transportation behaviour.
某人是决定买辆悍马 Whether somebody decides to buy a hummer or
还是乘公交或地铁去上班 或骑自行车 to ride the bus or the train-line to work or to bike
或搭公交来这 这都取决于 or take the bus here. All of that depends on a sort of
某种强制与惩罚的平衡 balancing of re-enforcer's and punisher's.
有这些不同方式在城市通行 You've got these different ways of getting around
你们可以在交通高峰时 开着自己的车 the city, you can sit in rush hour, drive your own car;
人们决定 one of the reasons that people are deciding to
开自己的车一个原因是有某些与之相关的益处 ride their car is there are certain benefits
可以随时离开车子 associated with that. You can leave when you want to,
可以载某人 或不与某人同车 you can ride with someone else or you don't have too,
可以在车上吃午餐 听收音机 you can eat your lunch or listen to an audio tape
那些都是在你开车时能做的 所以 while you're driving so you have maximum control
你对那车的环境有最大控制力 over that car environment.
当你乘公交时 对环境的控制能力就小了 Here when you're taking the bus less control,
你必须迁就司机的安排 you've got to conform to the bus driver's schedules,
你得正确换乘 you've got to make the right change or
至少有正确的换乘地 at least have the right change available.
或是上班时将车开进空箱堆场 Or driving in a van pool to work.
尔湾的许多公司投资了 A lot of companies around Irvine have invested
许多钱 用于建立公司的空箱堆场 thousands of dollars in creating corporate van pools
所以个人被鼓励开车去上班 so individuals are encouraged to drive in a van to
这是很早的空箱堆场项目 work and this is an early sort of van pool programme
从福陆公司到迈克尔逊和少年团体大会 from Fluor Corporation over on Michelson and
所以我们强化了开自家车的影响 Jamboree. So here we've got reinforcing effects of
短旅行时间 高声望 driving your car, short travel time, high prestige,
你可以开着自己的宝马 选择旅行路径 you can drive your BMW, choice of travel route,
要什么时候离开是你自己的事 付费经常被延期 when you leave is up to you, costs are often deferred,
你可以将汽油费用信用卡结算 you can put the gas costs on your credit card and
可推后担心它 not have to worry about it till later.
你有更多的隐私权 可以带更多的行李 You have more privacy, you can carry more cargo.
而不开车的好处是 The advantages are the real force in the advantages
例如 坐公交或走路 of not driving your car let's say taking the bus
你会获得从责任中解脱的自由 or walking you've got freedom from responsibilities
例如说开车 停车 路径选择 let's say driving, parking and route selection,
可以获得有益健康的锻炼 如果你走路或骑车的话 you get healthful exercise if you're walking or
所以人们在权衡这些 riding the bike. So people are weighing these
强制他们决定开车 re-enforcer's that sort of in their decisions to
或选择其它东西 drive their car or do something alternative.
在这儿 你们会遭受开车的惩罚影响 Over here you've got the punishing effects of
像陷入交通拥堵 driving your car, like getting caught in traffic
或昂贵的汽油费 congestion or the high costs of gas,
它们会一直增长 and they keep going up. Versus some of
相对的走路 骑车或不开车的惩罚影响 the punishing consequences of walking, biking
后者更长的旅行时间 更低的声誉 or not driving, longer travel times, lower prestige,
路径少有选择 不灵活的安排 small choice of travel routes, inflexible schedules,
如果搭公交的话 还有公交费 这些花销是即刻的 costs like if you're taking the bus. Costs are immediate,
搭乘的时候就必须支付 经常很拥堵 you have to pay as you go, you're more crowded often,
更少的乘车空间 有时十分危险 less transport space and sometimes they can be
如果你在自由路 pretty dangerous when you're out on the free way
或街道到处骑车的话 or surface streets driving your bike around.
所以 你可以看见 So you can see that the re-enforcer's for
开车强化因素不利于 driving your car are stacked against the re-enforcer's
不开车的强化因素 同样 for not driving and by the same token the punisher's
不开车的惩罚不利于实际开车的更少惩罚者 for not driving are stacked against the fewer punisher's
所以那意味着人们 for actually driving, so what that means is people
典型地选择了自己的车 typically choose to drive their own car.
尤其在南加州 Especially in Southern California where
社会规范支持那种生活方式 the social norms kind of support that lifestyle,
在一些城市 他们不会支持 in some cities they wouldn't support that.
如果你去到瑞士苏黎世 If you go to Zurich Switzerland there's such a good
那儿有很好的电车轨道和铁路系统 tram system there and train system hardly anybody
很少有人有车 或开车到市区里逛 owns a car or drives it around the city,
他们要么骑车 要么做电车 their biking or their on the tram.
那是一部分社会规则 And that's part of the social norm,
我说的是 what I was talking about before how the societal
社会条件如何影响个人行为 conditions affect peoples individual behaviour,
但在南加州 情况就不是那样了 but in Southern California it's not that way.
在我们今天读的公交研究里 So in the bus study event we read today,
彼得埃弗雷特是 Peter Everett is a guy I went to grad-school
我在北卡罗莱纳州上研究生时的校友 with at North Carolina, he was in the experimental
他在心理系的实验心理专业 psychology wing of our psych department
他研究动物行为 so he was studying animal behaviour,
斯金纳理论 所以他决定 Skinnerian theory and he decided to get a minor
像我在做的城市规划的小版实验 like I was doing in urban planning and to apply
将斯金纳理论应用到乘公交与共乘上 Skinnerian theory to bus riding and ride sharing.
这是他在宾州做的一个实验 So this is a study that he did at Penn State,
那是他在宾州获得的第一份工作 when he took his first job at Penn State.
他决定 And what he decided to do was to
在这个社区设计两种不同的公交 create two different buses in that community,
一种车上贴有大大的红星 one that had a big red star and if you got on
如果你乘红星车 你可以获得代币 the big red star bus you get tokens that
可以在社区消费时使用 you can redeem from merchandise in the town centre.
同一条路线的另一辆车 The other bus on that same route didn't have
没有大红星 不会给代币 a big red star and wasn't giving out tokens,
所以有两种车 so both of the buses and you can see some of
他们可以用一些代币 the things that they could redeem their tokens for
换香烟 香烟那时挺受欢迎 back in those days cigarettes were sort of fashionable,
现在不这样了 they're not any more. But this was back
但这是在70年代 他在做这个特别调查 in the 70's when he did this particular study,
下一张幻灯片 在实验第一部分 next slide along. So in the first part of the experiment
在前16天 两种车没有区分标志 the first 16 days the two buses were not
实验车上没有贴红星 distinguished in anyway, there was no red star
也没有人给代币 on the experimental bus, nobody was giving out
在实验阶段 tokens, during the treatment phase of that
实验车开始给代币 study the experimental bus began to give out
人们上车时 他们会收到代币 tokens so as people got on the bus they received
他们能用来买商品 token which they could redeem for merchandise
有这个大红星在车上 and there was a big red star on the bus
人们知道上哪辆车可以 so people knew that was the one to get on to
拿到代币 这事也在 get their tokens and this was advertised also
学校报纸上做了宣传 in the school paper that they could do this.
所以在那期间 So during that phase the rate of bus riding
实验车的乘车率上升了150% went up 150% in the experimental bus,
所以这意味着不合法的斯金纳理论 so this means that outlaw Skinnerian theory
实际上可以塑造人的乘车行为 you can in fact shape peoples bus riding behaviour
给他们钱 或强化他们共乘 and pay them or reinforce them to ride share.
那是个好消息对吗? So that's good news right? And then
当他们回到起点 when they returned to baseline and got rid of
去掉红星车 不再发代币 the red star and no more tokens being given out
红星车的乘车率将会回到初始时候的数字 on the red star bus the rates dropped back
换句话说 两种车是一样的 to baseline, in other words the two buses looked
有人想起 the same. Does anybody recall a problem that
研究结果中注意到的一个问题吗 was noticed in the results of that study?
代币强化 So the token reinforcement was very effective
在调整人的乘车行为上十分有效 in modifying people's bus riding behaviour.
但里面有什么问题吗? 阿以莎? But what was a problem with it? Aisha?
是走路的人 Aisha: Was it that the people who were walking them
也开始乘车了吗? also started taking the bus too?
是的 所以这儿的虚线是 Daniel: Right. So this dotted line here is
那群人在初始时的状态 what the groups were like at baseline,
这些栏是 so these columns here are during the
实验期间的数字 有代币条件 experimental phase you have the token condition
他们能获得代币 where they're getting tokens and then
那群人的行为是 what that group did when they went back to
在实验第三阶段 他们回到了初始状态 baseline in the third part of the experiment.
所以如果比较步行者和开车来 So if you compare walkers and car drivers coming into
宾州校园的人 人们确实 the Penn State campus, the people that really changed
在实验阶段改变了 during the experimental condition,
有代币期间 改变的是步行者 during the token condition were the walkers,
而开车人没有太大改变 the car drivers really didn't change that much
初始时和实验阶段都是一样的 between base line one and during the experimental
所以这群人 condition. So this group really went up
确实提高了乘车率 比起开车的人 in their taking the bus compared to the car drivers.
但到实验返回基线时 But by the time the experiment went back to
在第三阶段 the return to baseline in period three these people
这些人在基线之下 were below baseline one. The walkers were
步行者不再乘车 开车人 no longer riding the bus, the car drivers
的乘车率与 were sort of riding at the same rate they were
初始时相同 还有区别的是 in baseline one and then these breakdowns are
研究生和本科生 by graduate and undergraduate you had more
有代币期间 乘公交的本科生 undergraduates getting on the bus than graduate students
比研究生多 during the token phase. You had more trips
乘车上学的人比 for academic purposes getting on the bus than those,
乘车去学校 that may be staff members who are riding to
但与学术无关的工作人员多 the campus to do non academic roles,
但有趣的是这点 这是斯金纳的 but the interesting thing here is that the Skinnerian
代币强化策略 这十分十分有效 token reinforcement strategy was very very effective
在提高乘车率上 in increasing bus riding but it increased it
但提高的不是目标人群的乘车率 among the group you really didn't want to elevate bus
这些人是走路的人 riding in. These people were already walking,
他们没使用任何化学燃料去上学 they weren't using any carbon fuels to get to school
因为他们知道 and because they knew that they could get reinforced
他们上车时有代币拿 他们选择那样做 and get paid to get on the bus they chose to do that.
所以那是这些策略的一个问题 So that's a problem with some of these strategies
即给人奖励 where you pay people to get the reward for
让他们有环保行为的策略 doing environmentally protective behaviour.
他们知道何时 怎么做 They figure out when and how to do that
而一旦奖励系统消失 and then as soon as the reward system goes away
他们也回到初始状态 顺便说下 they go back to baseline and by the way
你想要影响的人 the people you were trying to influence,
开汽车的人很难在第一二阶段改变 the car drivers hardly changed between phase one
所以他们不会知道这个 and two. So they wouldn't have known this
如果他们没有将数据 if they hadn't disaggregated the data by these
拆分为这些不同种类 但他们发现 different categories, but they found out they had
他们影响最大的是行人 most impact on the walkers which was not the group
而不是他们想要影响的人群 有时这被叫做 they wanted to influence. Sometimes this is called
非有意干涉负面影响 unintended negative consequences of interventions.
你知道 你试图提升一些社会条件 You know you're trying to improve some condition
解决问题 of society and solve a problem and you wind up
但结果你创造了其他问题 solving other problems, or you wind up creating
那是无意的负面影响 other problems so that's the unintended negative
你将行人从人行道上 consequence, you're moving the walkers off
移至公车上 他们获得报酬 the side-walk onto the bus so they can get their pay.
我提提强化程序的 Now let me just mention two other things about
另两点 reinforcement schedules. There's a distinction
我们可以区分出非偶然强化 we can draw between contingent reinforcement and
和偶然强化 非偶然意味着 non-contingent. Contingent means every time
每次有人上车 他们都会获得1个代币 someone gets on the bus they get one token.
偶然意味着 他们每次上车 Non-contingent means every time they get on
会获得12个或20个代币 the bus they get 12 tokens or 20 tokens.
是的 你的名字 Yes? What's your name?
肖恩 Sean: Sean.
肖恩 是的 Daniel: Sean? Yeah.
在最后一点上 你是否认为 Sean: On the last point do you think that
司机乘车数字本会增长 如果项目信息 it would have increased maybe the information of
被今天的大众媒体传播 the programme through the mass media and
因为我们有因特网等等 now because we have internet and stuff maybe
或许开车的人会知道信息 it couldn't have got to the auto-drivers.
因为在我看来 Because it seems to me like the people that
那些走路的人乘车 有时 walked are on the bus sometimes probably
或许 想象 it would be reasonable to think that you have
你到学校若步行 时间则太久 further than walking distance so they might
所以他们发现 散播信息的渠道 have found out that way and it would have spread out.
今天用网络 Daniel: It might be that publicising the study
更广泛宣传这项研究 and the intervention more widely through
或许会促使一些 the internet today might have prompted some of
开车的人乘公交 但他们争论 those car drives to take the bus but what they argued
步行者去学校是顺路 was that the walkers were already going down that
他们或许生活在附近的公寓里 route to get to campus, maybe they lived in a dorm close
他们只是走着去上学 by and they'd just walk over to campus,
所以他们很容易跳上公交 so it's easy enough for them to just hop on the bus
增强这种行为 and get their reinforcement. Whereas somebody
然而有人从更远的郊外开车来学校 driving in from further outside town centre there
他们或许不会改变行为 saying probably wouldn't have changed the behaviour,
改变的话对他们而言太不方便 所以他们 it would have been too inconvenient to do that just to
不会只为获得代币乘公交 但那是个好问题 get a token so you know. But it's a good question
关于研究是否要宣传 about whether it was publicised in the study,
如果宣传的话 if they had done that more whether more car
是否会有更多开车人参与进来 drivers would have participated.
这张幻灯片只是指出 This slide is simply making a point that
当给人们偶然奖励 when you give people non-contingent rewards
换句话说 给他们12或25个代币 in other words you give them 12 or 20 rewards
奖励他们乘公交等 for doing something like riding the bus and
这是额外的实验研究 this was experimental study overtime.
能收到那些数量代币的公交 You see that the number of tokens returned
乘车人数 each time somebody rides the bus is lower for
即偶然小组 12个偶然代币 the non-contingent group, the 12 non-contingent
比非偶然1个代币公交人数少 tokens than it is for the 1 token, this is contingent.
就是这儿这条线 1个 或是3个代币 One for one, which is this line here, or three tokens
可以在这使用 for each one used which is here.
所以结果显示 非偶然强化 So contingent reinforcement turns out to be a lot
比偶然强化要更有效 more effective than non-contingent reinforcement
即使你付给人们双份的钱 even when you're paying people double to try to
试图改变他们的行为 如果是偶然 change their behaviour if its non-contingent they
他们也不会改变自己的行为 don't make that connection and change their behaviour.
斯金纳做出的另一个区分是 Another distinction that B. F. Skinner drew
变量与非变量比例强化 was between variable and non variable ratio
这儿 有个乘车游戏 reinforcement. And here you've got a bus riding game
变量比例意味着 where variable ratio means you're thinning out
减弱强化 每六次上车后 the reinforcement rate every sixth time you
你都会获得重新强化 get on the bus in that game you get a re-enforcer.
然而 持续意味着你每次上车 Whereas continuous means every time you get on
都会获得重新强化 而不是每六次 the bus you get a re-enforcer not every sixth time
是每次都会获得重新强化 here but every single time you get that re-enforcer.
这儿他们弱化得更厉害 And here they're thinning it out even more,
每上车36次 every 36th time you get on the bus, that's a little
那比持续稍低 到这说明 lower than continuous but what this is saying is
弱化奖励计划中的强化 you can thin out reinforcement on reward schedules
保持同样的力度 事实上 and still get the same bang for that buck in fact
会使人们更顺从 you can get even more compliance because people
因为人们会更努力地获得奖励 are working harder to get that reward even though
即使不是每次都有 it's not happening every time.
所以那被叫做可变比例强化计划 So that's called variable ratio reinforcement
对持续强化 schedules versus continuous, and here
初始时他们 you've got the baseline where they're not
根本没有强化 getting any reinforcement at all.
现在我想说 Now I want to kind of transition into more of
更多关于贝丝 some of the things that Beth is going to
等下要详细讲的 我们要在此说说 go into more detail on and we're going to talk here
亚利桑那州立大学的研究 about a study done at Arizona State University
关于人们入住宾馆时使用毛巾 on people's use of towels when they check into
你们多少人看过这种东西 a hotel. How many of you have seen these kinds
当你们去打宾馆时 of things here? When you go into a hotel?
好的 他们通常代表什么? Okay so what do they say usually?
是的 你叫什么? Yeah what's your name?
克莱尔 Claire: Claire.
克莱尔 好的 他说 Daniel: Claire. Good point so Claire is
这些毛巾挂卡的含义 saying that the message that's contained on
有多样 these towel hanger cards can vary, so this one at
这个爱达荷的Cour'de'Alene宾馆挂卡 the Cour'de'Alene in Idaho says 'towels left hanging
表明你想重新使用毛巾 indicate that you wish to reuse them.
放在地板上的毛巾 Towels that have been placed on the floor will be
会被新毛巾代替 replaced with freshly laundered towels'.
这对保护环境无关 So there's nothing about protect your environment
或是如果你做这个 我们将会为你做什么 or if you do this we'll do something for you.
我在芝加哥入住的这个宾馆说 This hotel that I was just at in Chicago says
请保护我们的自然资源 多次使用毛巾 'help preserve our natural resources, use your towels
帮我们节约每天用水 more than once to help reduce the amount of water,
能源和清洁剂 energy and detergents we use daily.
挂着毛巾 你想重新使用他们 Hang the towels on the rack of you'd like to
或是把他们仍在地上 reuse them or leave them on the floor and
我们会为你提供干净毛巾 we will provide you will fresh towels'.
你认为这些信息会影响 Do you think those messages had many affect at all
人们重新使用毛巾吗 on people's compliance with the request to reuse
哪个更有效? their towels and which would be more effective?
你认为呢? 阿鲁纳 What do you think? Aruna?
好的 阿鲁纳…… Daniel: Okay so Aruna's got the...
她已经读了研究 很好 she's already read the study, very good.
她说的是 你可以刺激 So she's saying that yeah you can activate in
环保规范 例如 an environmental protection norm and say
如果重新使用毛巾 if you reuse your towels you're cutting down
就减少了能源和清洁剂使用 on the use of energy and detergents.
但在研究中 我告诉你们 But in the study I'm going to tell you about,
研究者所做的是 他们告诉顾客 what the researchers did is they told the guests
基于先前的数据 that based on previous data 75% or so of
75%左右顾客重新使用了毛巾 fellow guests reused their towels and as soon as
一旦让顾客知道 they gave them that descriptive norm of
其他人怎么做 人们就像遵守那种规范 what other people do it's like people wanted to
排队做正确的事 conform to that and get in line and do the right thing.
那叫做社会描述规范 So that's called a socially descriptive norm;
一个规则说为环境做正确的事 whereas a norm saying do the right thing for
这是指令规范 the environment is an injunctive norm,
这意味着那样做因为那是正确的事 it means do it because it's the right thing to do.
所以那是很有趣的研究 So this was a very interesting study,
这张幻灯片说的是 what this slide is saying here is they compared
他们比较了这些 the effectiveness of these different kinds of appeals
不同的毛巾挂卡诉求 on the towel hangers.
那是行为前规范诉求 So that's pre-behavioural normative appeal,
你入住宾馆 你还没使用他们的毛巾 you check into the hotel you haven't used
他们就敦促你做正确的事 their towels yet they're giving you a prompt to
行为后反馈 do the right thing. Post- behavioural feedback
就是 当你从使用公司拿到能源账单 is like when you get your energy bill from
这个人一直是能源消耗大户 the utility company and here this person has been
他们使用掉很多瓦电 an energy hog, they've used all these kilowatts
他们 and so they're calling them out relative to
与其邻里 和最节能的住户 相形见绌 their neighbours and their most efficient neighbours,
要更节能 他们还有慢慢长路走 they've got a long ways to go to be more
那是在萨克拉门托 conserving and that's in Sacramento.
那是种很有趣的方法 So it's a very interesting kind of approach.
这是一些毛巾挂卡 So these are some of the towel hangers
我对你们提起过 这是希尔顿宾馆的 I mentioned to you, this is one from the Hilton hotel
我们看看是否 over here so let's look at if we compare the
能比照规范规刺激 如果那样做 non normative prompt just if you do,
如果挂着它们 我们不会换毛巾 if you leave them hanging we won't change them
如果你把毛巾仍在地上 我们就会换 if you put them on the floor we'll change them.
这是他们呼吁环境保护的方式 Here they're appealing to this environmental
他们呼吁的是 protection norm. Here they're appealing to
社会责任规范 a social responsibility norm which is
希尔顿家族品牌 'the Hilton family of brands is committed to
致力于保护我国的自然资源 preserving our countries natural resources,
节省每天的清洁剂 无数加仑的水 everyday tons of detergent, millions of gallons of
被用于只洗一次的毛巾 water are used to wash towels that have been
这是可以保护环境的方式 used only once. Here's how you can help'.
所以可以帮助环保 那是种社会职责 So you can help, that's a social responsibility thing
他们说挂在架子上的毛巾意味着 and they say a towel on the rack means
我要再使用 而仍在地上意味着 请更换 'I'll use it again' a towel on the floor 'please exchange'.
所以他们呼吁你成为好公民 So they're appealing to your being a good citizen
或好邻居 这张幻灯片上的信息很多 or a good neighbour. So this is a kind of busy slide
但我要总结下 很简洁的 but I'm going to summarise it I think fairly briefly.
这个研究中有四个情景 There are four conditions in this study that
研究员为歌德斯坦 恰尔蒂尼等人 were done by Goldstein, Cialdini et al.
在亚利桑那州立大学 比较描述规范 At Arizona state university comparing descriptive
和指令规范推动毛巾使用 and injunctive norms to promote towel reuse.
在第一个情景下 他们说 In this first condition they're saying
请保护环境 'help save the environment' this is the norm of
这是环保规范 environmental protection, you can show respect
你可以表现出尊重自然 帮助保护环境 for nature and help save the environment
重新使用环境 by reusing towels during your stay. 38% of
近38%的人合作 the people that got that appeal complied and
重新使用毛巾 第二个情景 reused their towels. The second condition
注重环境合作规范 focused on the norm of environmental cooperation
与我们一起保护环境 'partner with us to help save the environment'
参与此项目 作为交换 in exchange for your participation in the programme
我们宾馆会捐 we at the hotel will donate a percentage of
一些节约的能源经费给 the energy savings to a non-profit environmental
非盈利环保组织 protection organisation.
环境值得我们的共同努力 The environment deserves our combined efforts;
你可以加入我们 重新使用毛巾 you can join us by reusing your towels.
36%的人合作了 36% of the people that got that norm complied
这个情况是 他们说 如果你做正确的事 and so here they're saying if you do the right thing
那宾馆也会做正确的事 then the hotel will do the right thing in
捐钱给组织 contributing to an organisation that supports
支持环境质量 有点像是等价交换 environmental quality you know, sort of a quid pro quo.
第三个情景是 描述规范 This third condition was the descriptive norm condition
是阿鲁纳提过的 加入客人中来 that Aruna mentioned 'join your fellow guests
帮助我们保护环境 in helping save the environment, almost 75%
近75%被要求 of guests who are asked to participate
参与到我们新节约项目的顾客 in our new resource savings programme do help
重用了毛巾 by reusing their towels more than once.
在宾馆期间重用毛巾 You can join your fellow guests to help
可以与其他顾客一起保护环境 save the environment by reusing your towels
48%的人合作了 during your stay'. 48% compliance there
这获得了更多10%的合作 so they were able to get 10% greater compliance
通过那十分简洁的诉求 by using that appeal which was pretty neat
因为你会想 because you would think just giving someone
只给某人某种描述规范 a kind of descriptive norm of what other people
内容为其他人怎么做 这比起社会责任 do wouldn't be as powerful as the social responsibility
或环保规范没那么有效 norm or the environmental protection norm.
但结果是 这种策略更有效 But it turned out to be quite powerful.
然后最后是这第四个情景 And then finally this fourth condition was
十分有趣 这是社会相互性 quite interesting, it was social reciprocity
我们在做环保工作 we're doing our part for the environment,
你们可以提供帮助吗 can we count on you. So what they said on
这则信息传达的是 因为我们要 that message was 'because we're committed to
保护环境 conserving the environment we have made a
我们要捐钱给非盈利环保机构 financial contribution to a non-profit environmental
代表宾馆的顾客 protection organisation on behalf of the hotel
如果你想帮助我们 and its guests. If you would like to help us
节约经费 in recovering the expense, while conserving
保护自然资源 请重用毛巾 natural resources, please reuse your towels'.
这则信息说的是 宾馆 So there they're saying that the hotel already
已经在做正确的事 did the right thing and invested in this
给这积极的组织投资 你可以帮助宾馆 positive organisation and you can help the hotel
有点是社会相互性 他们做正确的事 sort of social reciprocity, they did the right thing
你们能做正确的事 now you could do the right thing and help them
帮助他们弥补开销 重新使用毛巾 recover the costs by reusing your towels,
47%的合作率 所以这两个情景是 47% compliance. So these two conditions here
社会相互性和描述社会规范 social reciprocity and descriptive social norm,
其他人证明 what other people do turned out to be the
这些毛巾挂卡 most powerful message on these towel hangers for
在改变人的行为上最有效 很有趣的学习 changing people's behaviour; pretty interesting study.
贝丝今天要说说 Now what Beth is going to be talking about today
很有趣的研究 地点就是这所大学 is a really interesting study done here at UCI
有种电脑系统 where there was a computer based system
安装在大学山上的一些住户家中 installed in some homes in university hills to
给人们反馈每天的能耗 give people feedback on their daily energy use.
有很多技术 And there are a number of different technologies
可以用来提醒人们注意 that can be used that make people aware of
每天的能耗 their energy use throughout the day.
苹果手机上的应用 Applications on iPhones where you can
可以记录你每天的能耗 keep track of your energy use from your meter.
所以贝丝要更详细地说这点 So Beth's going to talk more about this
但这儿的关键标题是 but the key headline here is that people are
人们更想使用节能设备 more likely to use energy efficient appliances
如果他们被给予即刻能源反馈 if they're provided with an immediate energy use
给他们的反馈越多 feedback so the more you give them feedback
就像给他们钱一样有效 that's just as powerful as paying them,
给他们回报 所以反馈和表扬 as giving them a repay. So feedback and praise
证明更有效 turn out to be more efficient because you're not
因为不会用尽资源试图让人 using up resources trying to pay people to do
做正确的事 给他们反馈 the right thing you're giving them feedback
那被证明更有效 and that turns out to be just as powerful.
或许是描述反馈 It might be descriptive feedback you know,
75%的来到这宾馆的人 75% of the people that come into this hotel reuse
重新使用了毛巾 their towels and you jump on board and
你积极地照做 you do the same thing,
那很有效 有效花费 so that's pretty efficient, cost effective.
另一点是将这些策略 One other point is to tailor these strategies
适合改变人们的环境行为 for changing people's behaviour toward
依据社会规范 the environment in accord with social norms
和社会条件 所以在中国 and societal conditions so in China one of
对环境变化最积极的群体是 the most active groups for environmental change
更年轻的群体 are the younger population it's not so much
他们没有比老人更多地推动GDP增长 the older folks that are pushing GDP and
和现代化 但更年轻的人 modernisation but a lot of the younger folks
更全球化 他们更有效 who are more global they're more virtual,
更具联系性 他们组织这些运动 they're connected. They're organising these
保护环境 movements to protect the environment.
这来自北京08年奥运会 This is from the Beijing Olympics in 2008
这显示了人们可以做不同的事 which showed different things that people could do
来保护环境 而那全国的努力 to protect their environment and that nationwide effort
结果表明 那周 turned out to be really powerful in changing
人们的行为大大改变 people's behaviour during that week.
所以 总结地说 我说了许多 So in summary I've talked about t a lot of
影响人们 different strategies for influencing people's
环保行为的策略 environment protective behaviour from
策略从确定干预最高影响行为 identifying the highest impact behaviours for
确定高影响力的 your interventions, targeting high leverage
环保行为 pro environmental behaviours,
贝丝会讲更多 Beth will say more about that.
采取行为改变策略 Adopt behaviour change strategies that
强调规范信息 emphasise normative information,
行为反馈和社会赞美 behavioural feedback and social praise,
实际上不必付钱给人 you don't just have to pay people in fact that
那有时有缺点 has some drawbacks sometimes.
采取积极且被动的 Adopt active as well as passive energy
能源保护策略 把其它导向 conservation strategies, target other directed
和个人环保行为作为目标 as well as personal pro environmental behaviour.
试图影响决策者 So try to influence the decision makers
与住在家里或 as much as the individual people that are
在公司工作的个人 living in a home or working in a company.
最后使行为改变策略 And finally tailor you're behaviour change strategies
适合具体文化背景和规范 to specific cultural context and norms,
那是对此环境心理学 so that's a pretty good summary of
研究内容的 what the research has shown in this area of
很好总结 environmental psychology.
最后两张幻灯片 垃圾 And then the very last two slides, litter...
我们还没讨论过垃圾 we haven't talked much about litter and
和人们如何糟蹋环境 how people despoil their environments
下一张幻灯片的关键点是 but a key point in this next slide is that
当杰乐和同事装饰这些罐子时 when Geller and his colleagues decorated these cans,
这些废料桶 把他们放进 these trash receptacles and put them in shopping malls
弗吉尼亚布雷克斯堡的大型购物中心 in Blacksburg Virginia the non decorated cans
没装饰废料桶里垃圾更少 鸟桶收到15磅垃圾 drew less trash, the bird cans drew 15 pounds,
非装饰垃圾桶只收到9.34磅垃圾 the non decorated cans only 9.34 pounds
那比鸟桶垃圾 so there was markedly less litter observed
少得多 where the bird cans were and then they were
鸟桶垃圾收到更多垃圾 所以垃圾桶 drawing more trash. So by making this trash
可更具想象力 在上面给提示 can more image-able, putting a prompt on it
让人们意识到 to get people to sort of be aware of
这个环境规则 this environmental norm, that was a much more effective
比起只是让垃圾在那 kind of trash can than just leaving it
没有装饰 没有描述更有效 non decorated and non descript.
好的 我们休息下 Okay so we'll take a little break,
让贝丝上台讲 give Beth a chance to get set up and then
她要在课上最后15分钟 she's going to present about 15 minutes for
陈述那个调查 the last part of class on the research that
她在做行为反馈 she's been involved in on behavioural feedback
与能源使用的研究 and energy use.
我要说的内容 斯多克尔教授 Beth: I'm going to talk about as professor Stokols
提及了一些 我一直与他 said some of the work that I've been doing with him
还有社会生态学院 and a few other colleagues in both the School of
电脑科学系 Social Ecology as well as the School of
物理科学能源保护的同事合作 Computer Science and Physical Sciences on
我们思考能源 energy conservation. So when we look at energies
思考如何让人 and we look at appeals how peoples
想斯多克尔教授说过的 (as professor Stokols was talking about)
如何让人节能 how do we get people to use less energy,
保存能源 许多研究近期显示 to conserve energy? A lot of research has shown
一些家庭有可能节约近40%的能源 recently that there's potential to save as much as 40%
通过使用更有效节能行为 of in home energy and that's using more efficient
而不是夜晚秉烛夜读 behaviour not just reading by candlelight by night,
而是我们往常使用能源 this is using energy that we're used to,
可以节约很多 我们思考了呼吁节能 we can save a lot. So when we look at conservation
我们看到人们常常说 appeals we see that people often talk about
节能 好像那是一种行为 saving energy as if it's one behaviour,
或我们看到一些广告 针对某种行为 or we see a lot of ads that target single behaviours
这两点都有问题 and there are issues with both of these.
首先 这个绿色社会 With the first this kind of go green or just
或只是呼吁节约能源 save energy appeal is that conservation,
保护节约能源不是一种行为 saving energy isn't one behaviour,
而是很多种独特行为 可在家中发生 it's a lot of unique behaviours that take place
如果我告诉你吃个苹果 in the home. If I told you to eat an apple and
你旁边有个苹果 there's an apple nearby you could put it
你可以把它放在嘴里 咀嚼 吃掉 in your mouth and chew on it and eat it
但当我说 节约能源 我实际要你做什么 but when I say save energy what am I actually asking
有500个实际行为 you to do? There are over 500 discreet behaviours
是我可能指涉的 然后 that I could be referring to, and then
当我们思考 而不是给人特别 when we think about instead giving people specific
目标行为指示 targeted behavioural suggestions there's
有这种信息过量倾向 this propensity towards information overload.
要贴多少张海报 才能告诉人们 How many posters would you need to tell people
他们可以做的所有节能事项? everything they can do to save energy?
所以当我们确指某事 如 So when we pinpoint one thing like turning off lights
离开屋子时关灯 我们倾向专指 when you leave a room we have a tendency to focus on
某种行为 that one behaviour and
人们常不太可能做其它事情 people are less likely often to do other things.
所以有另一个解决办法吗 So is there another solution? And one is to
一个是列个小单子 如你们 make kind of a short list, like one of the papers
读的课上阅读材料 you guys read for class to identify here
这儿标明了10大节能行为 the top ten things you can do to save energy.
如果你注意到 就连这儿的小单子文章里 But if you notice even here within the short list article,
加德纳和斯特恩的文章 他们谈论了 the Gardner and Stern article they talked about
两种行为 他们谈论了 two types of behaviours and they talk about
即刻低消耗 和更长期好消耗行为 immediate low cost and longer term higher cost actions
我们通常 and these are often what we refer to
那些常被谈论 我们通常将其称为 (those are discussed a lot) what we refer to is
行为维度 behavioural dimensions so there's this distinction
例如离开办公室是关灯 between for example turning off lights
与改装灯泡有区别 when you leave a room and changing a light bulb.
大多人 包括加德纳和斯特恩 And most people including Gardner and Stern
在他们其他文章中提及了 in some of their other works refer to these
这些缩减及有效行为 as curtailment and efficiency behaviour.
我们实际看到28个不同 We actually looked at 28 different definitions
行为维度定义 of behavioural dimensions and we found that
我们一次次发现 我们看到这个区别 over and over again we saw this distinction
例如慢慢开车与 between for example driving slower and buying
买辆高效车的区别 and efficient vehicle or bundling up in your home
天冷时穿暖和与让房顶 when it's cold versus insulating your roof
或墙壁稍稍绝热的区别 or walls a little bit better.
所以我们希望更多地 So we wanted to learn more about these
学习这些不同的行为维度 different behavioural dimensions,
人们真的有区别地行动 do people really engage in behaviours differentially
还是因为指示标准不同? 保护行为 or different predictors? So can conservation behaviours
能被归类为认得可靠行为吗? be classified reliably looking at actual people?
最能预测的变量是什么 And what variables might best predict,
如何行事 are there differences in how we engage,
和谁在行事是否会导致不同 who engages in this behaviours. So we did it,
所以我们进行了一项调查 我们问人们 we conducted a survey and we asked people about
80不同能源保护行为 eight different energy conservation behaviours and
我们确保包含进缩减 we made sure to include both curtailment and
与有效行为 首先来看看 efficiency behaviours. So first just looking at
人们做了什么 我们看到 what people did we see that there's variation within
有效行为与缩减行为间的变量 both the efficiency and the curtailment behaviours,
不是每个人做一件 就不做另一件 it's not that everybody did one and not the other
最频繁的是置换灯泡 but with the most frequent replacing light bulbs,
最不频繁的是频繁检查 and the least frequent checking for
热泄露 thermal leaks behaviours were reported
这在有效性方面被报告 所以看上去 in the efficiency domain. So it looks like there isn't
没有太大区别 如果你只看百分比报告 a big difference if you just look at percent reporting
但我们还看 它们是否在某个范围聚集 but what we also looked at is did they cluster
预测的变量中是否有不同 in dimensions? Were there differences in
不只看 what variables predicted? So not looking at just
被报告行为 还要看与之相关的变量? the reported behaviours but what other variables
性别?年龄?物主? correlated with them? Gender? Age? Home-ownership?
环境信仰? 动机? Environmental beliefs? Motivations?
我们确实发现 And we did find that two primary components one
紧缩行为的头两个构成因素 for our curtailment behaviours and one for
和有效行为的一个因素确实出现 efficiency behaviours did emerge. And if you see
如果你看到这个小行为偏斜 this little behaviour off to the side, which did emerge
确实出现 且有一定规模 as a their dimension, that was solar panels
我们将太阳能板视为 which we considered an alternative
能源购买行为的另一种选择 energy purchasing behaviour as opposed to
相对普通观测行为 a common observation behaviour,
所以有第三种范围 我们看见 so that was a third dimension. And we saw that
这两类行为的预测值 the predictors of these two types of behaviours
十分不同 所以我们看见 are different significantly, so we see that this
这两个行为有效性的重要预测值 significant predictors for both these behaviours for
我们看到的主要是人口方面的 efficiency we saw mainly demographic.
性别 年龄 婚姻状况 和最重要的 Gender, age, marital status and the most significant
你是否拥有房子 那才有意义 was whether you owned a home which makes sense
当你考虑给墙装绝缘 when you think about insulating your walls,
当你想安装太阳能板 when you think about putting in solar panels
但我们有像换灯泡 but we had behaviours like changing light bulb,
检查马桶是否漏水的行为 check your toilet tank for leaks. These are things
这些是租房户可以做的 所以这对我们来说 that renters can do. So it was somewhat interesting
既有趣又麻烦 and troublesome to us that people who don't own
人们不拥有房子 不会利用 their homes are not taking advantage of
这些低消耗行为 these low cost behaviours as well.
在紧缩行为中 我们看到 And then with curtailment we saw almost
几乎没有人口变量 no demographic variation but we did see
但我们确实看到最重要的预测值是环境动机 the most significant predictors were environmental
人们必须关心环境 motivation so people had to really care about the
做离开屋子时关灯等行为 environment to do awful things like turning off lights
你必须专注做 when we left a room. You have to be really dedicated
就像你必须是个中坚环保人士做的事 to do that like you have to be a hard core
像离开屋子时 environmentalist to turn off a light
关灯 when you're not in the room.
所以我们确实发现 或许 So we did find that that possibly there are
心理学上有不同行为模式 different behavioural models and in psychology
常有这两个 心理和其上的模式 there are these two often, psychology and beyond,
心理学 我想从奥兹到地下世界 psychology and I want to say From Oz to Underland...
绿野仙踪里的 我们常谈到这两个行为模式 Wizard of Oz. Often talk about these two models
我们的头脑与心 对吗 where behaviour, our head and our heart right?
理性模式与道德模式 A rational model and a moral model and
理性模式是注重 the rational model is really one that targets
经济刺激 给人们回扣不是 economic incentives, giving people rebates isn't
我的最佳利益 所以如果我们想让人节约资源 in my best interests so if we want people to
我们想要干涉他们的财政 conserve we want to make in in their financial or
或个人利益 而道德行为 otherwise personal interests. And the moral model
如果你想让人们关心 says so way you want people to care and
节约资源 what we're seeing with conservation is that
当我们干涉这两个范围 when we broke into these two dimensions
我们看见两种模式 但预测不同 we saw both models but differentially predictive.
但我们想就那么简单 But we wondered was it that simple?
我们看到紧缩与有效性的不同 So we did see this distinction between curtailment
这在我们的数据里表现得很明显 and efficiency bare out in our data but it seemed to
但似乎界限清楚 一边是忍受 draw this line between suffering on one hand
令一边是消耗 and spending on another.
我们想必须要这样吗 是这样吗 And we thought does it have to be that way? Is this is?
我们只有两种选择吗 Are these our only two options?
是穿暖和 还是慢慢开车 To bundle up, or drive slow?
那个更正确? Which seems horrible right?
比关灯更糟糕 Even worse than turning off lights.
或花钱 这些真的是我们的选择吗 Or spend money, are these really our options?
他们制定了这种方式 Are they being framed this way or
还是必须是这样 are they necessarily this way?
我们遗失了什么吗 So are we missing something?
我们做的就是我们确实看到了 So what we did was we actually looked at
定义本身 我们看到了 the definitions themselves and we looked at
不同方式 这些范围被定义 the different ways that these dimensions were defined
我们发现它们首先被 and we found that they're defined primarily
两个变量确定 即花费和频率 by two variables, by cost and by frequency.
如果有两个变量 那意味着 And if there are two variables that means
有四个可能单元 我们看到这两个 there are four possible cells so we looked at these two
我们看到遏制行为 and we saw that curtailment behaviours refer to
指频繁低花销行为 那有意义 frequent low cost behaviours, that makes sense things
即你做很多不花费任何东西的事 that you do a lot and that don't cost anything low to
而有效性是指高花费 no. And then efficiency tended to refer to high cost
或低频行为 花钱的事 or infrequent behaviours, things that cost money
但这遗失了两个单位 but there are two missing cells here.
这第三个单位 我们觉得很有意思 And this third cell we thought was really interesting
那未被讲过 所以如果你们看看 that wasn't being talked about. And if you look
一些作者是怎么说 where it has been talked about a few authors have
持续性的 但这个世纪没人这么讲 talked about maintenance but nobody in this century.
我们看到 在80年代 许多人说 So we did see in the 80's a lot of people saying
有个第三维度 there's a third dimension but what happens often
但语言常有二分性 with language especially with dichotomy is this
我们常渐渐加速 我们看到的非黑即白 we tend to just pick up steam and we go its black
你要么是个狗人 要么是个猫人 or its white, you're a dog person or a cat person.
没注意到或许有讨厌的人 Not noticing that there might be nuisance and
那是遗失的某些东西 that there could be something lost in that.
我们还没有确定高花费频率行为 We haven't yet identified high cost frequent
我们感到 behaviours, we feel like there's not a large market
没有花销大的行为市场 for behaviours that cost a lot that you have to
你必须每天花销 我们不那么关心那些 spend every day. So we're not that concerned about
如果你能想到任何想让我知道的事 those, if you can think of any let me know and
我要交给欧普拉 但有可能 I'll pass it on to Oprah. But it is possible that
有这第三维度 但被我们忽视了 there is this third dimension that we're overlooking,
不是慢慢开车或 that instead of driving slower or buying an
买辆高效汽车 我们可以往轮胎里打气 efficient vehicle we could put air in our tyres.
不是多穿衣服 或是装绝缘墙 Instead of bundling up or putting in insulation
我们在墙里插这些孔 we can just plug some of those holes in the wall.
或许近期有些研究 And there might be even more there are a few
看到 more recent studies that are looking at distinctions
围护结构与气候化维护 between building envelope, between weatherisation
心理上的不同 maintenance and their already psychologically different
我们可以更好地预测 推动这些行为 and can we better predict and promote these behaviours.
所以回到我们的发现 我们确实看到一个变量 So back to our findings we did see one variable
只有一个变量预测到 and only one variable that predictive
遏制与有效性行为 both curtailment and efficiency behaviour,
我个人对此发现真的很激动 and I was personally really excited about this finding
因为在这发现中 一个主要事情 because either in this research one of the main things
如斯托金教授提到的 as professor Stokols mentioned that I study is
我研究了能源反馈使用 我们发现 the use of energy feedback. And we found that
唯一可预测的变量 the only variable that was predictive,
我们没有伪造这个 但我们很高兴发现它 we didn't doctor this but we were happy to find it,
那预测到了两种节约行为 that was predictive of both types of all conservation
都对清单有意识 behaviours was bill consciousness,
人们注意到了他们的能源清单有意识吗 do people pay attention to their energy bill?
我们想这点真的很有趣 Which we thought pointed really interestingly at
即能源反馈的潜力 能源反馈 the potential of energy feedback and energy feedback
我知道斯托金教授说过一点点 (I know professor Stokols talked about it a little bit)
我想学习反馈的一个重要地方时 I think one really great place to learn about feedback
在杂货店 到处都有价签 is at the grocery store, there are price-tags everywhere;
有黄色的标签表明东西在打折 there are bright yellow tags when things are on sale.
如果你想要这些配料信息 If you want information about the nutritional
你可以拿起任何一个包装 information you can pick up any package
因为那规定了包装必须 (because it's regulated that you have to
有配料信息 get nutritional information) and then
然后当你拿到这惊人的反馈 when you leave you get this amazing piece of feedback.
你或许从未那样想 You might have never thought of it that way
这个叫收据的东西会 called a receipt, and it gives you in great detail
告诉你所有花费的详细信息 the exact cost of everything you bought
如果你想花少时间 花少点钱 so if you wanted to spend less time, less money
下次你去到商店 你可以看着这个 the next time you went to the store you can look at this
说 天 美乃滋真贵 and say man margarine is expensive,
我的饭里不加这个了 I'm just going to eat my corn with nothing on it.
或是你可以看看其它一些东西 但想像 Or you might look at something else but imagine instead
如果你去到商店 你走进去 if you went to the grocery store, you could walk in,
推了个车 装满你想要的东西 grab a cart, fill it up with as much food as you wanted
然后离开 好的 那听上去很棒 但然后想象下 and just leave. Okay that sounds good but then imagine
到月底 你会有像这样的账单 that at the end of the month you get a bill that
谢谢在西夫韦消费 looks like this. Thank you for shopping at Safeway
你欠款527美元 你不清楚 you now owe us 527 dollars. And you have no idea
东西的价钱 你如何 how much anything costs, how could you possibly
做更好的决定 make better decisions and you think to yourself
你想自己上月在顶级拉面店吃了很多餐 I ate a lot of Top Ramen last month and
我还吃了很多山竹 我不知道 I also ate a lot of raspberries and I have no idea
哪个花的钱更多 which one costs more and for those of you
告诉那些不是自己买单的人 who don't pay your own grocery bills Ramen
拉面比山竹便宜多了 is much cheaper than raspberries just so you know.
但情况就是这样 But this is exactly what happens in the home,
我们没有能源使用的任何信息 we have almost no information about energy use,
我们在月末收到这愚蠢的账单 we get this one silly bill at the end of the month
我们有一个数字 and we have one number and we have no idea
但我们不知道消耗了多少能源 how much energy's being used.
很酷的事情是 现在有这很棒的机会 And the cool thing is there's this awesome opportunity
所以斯托金教授展示了 right now. So professor Stokols talk showed some kind
一些旧实验 即宾馆挂卡的实验 of old school kind of experimental door hangers
实验者会在窗户上贴标示 that the experimenters would put in peoples windows,
但我们读了他们的仪表后 but we don't actually have to put little signs on
不必在他们窗户上贴标示 peoples windows after reading their meters.
老旧的仪表 This old school meter for the most part is
大多被换成了所谓的智能仪表 being replaced with what are called smart meters,
而智能仪表意味着老仪表 and smart meters mean the old meters,
原先是我们获取数据的唯一方式 the only way we could get information from
一个是人们必须 one of them is that somebody would have to
看着这个转盘 获取数据的方式是 look at this dial and the way you'd get this bill
能源公司的人会派某人 is the energy company would send somebody out
开着卡车带着笔记板 他们读这个数字 in a truck with a clipboard and they'd read this number
然后记录上个月的用值 and then they'd subtract it from the number
他们会将那个账单发给你 the month before and they would put it on that bill
我们现在能自动发送那个信息 for you. And now we can automatically send
这使得我们 that information so it enables us, and this can not only
这不仅直接发送到公用设施 还直接发送到你家 go directly to the utility but it can go directly into
我们看见了这惊人的机会 your home. So we see this amazing opportunity for
这仪表发送的能源使用信息 information about our energy use from this meter
能直接到我们手上 to be given directly back into us and as
就像斯托金教授说的 professor Stokols said there's a team here
我们一直和一个小组合作 that we've been collaborating with that
设计系统 have been designing systems and we have been
我们也在进行测试 这使得我们有真实数据 testing them as well. This actually allows real time data;
这是展览的尔湾大学家庭系统 this is the display from the UCI home system
是物理学院大卫克比教授发明的 that Professor David Kirkby of the school of
这儿的这个 physics invented. This one right here is the now
是现在的流行谷歌能量仪表 de-funked Google power meter and then
这是另一个家庭装置 this is another in home device.
我们甚至能分解或消除数据 And we can even disaggregate or disambiguate data
因为所有使用电的东西 because everything that uses electricity has
被称为电力指标 what's called an electricity signature,
有点像是指印 我们能够 kind of like a fingerprint and what we can do if
如果我们将能量控制在小到粒度级别 we pull energy at small enough granular levels
那会以时间粒度旋转 我们实际 it spirals temporal granularity. We can actually
可区分X值与接收器 distinguish between your X-Box and your receiver
你实际可看到使用了多少 so you can actually see how much is being used,
超酷的东西 super cool stuff.
当我们看过去的研究 我们发现 So when we looked at past research we found over
有100多项研究 100 studies had been conducted and
而总体反应都是有效的 overall feedback has been shown to be affective.
我们还看到使用者 我们研究了 We also looked at users and we did some research
86位积极使用反馈的用户 我们发现 with 86 active users of feedback and we found that
他们确实说 "我不清楚 they did say things like 'I had no idea how much
电脑耗能多少 我们改变了我们的行为 energy computers use. We changed our behaviour
开始安装电源板 and started installing power strips'.
所以我们想反馈是有效的 So we think feedback's effective,
我们想反馈是有效的 we think feedback can be effective,
不总是 所以这是我们现在开始考虑的 not always and so this is what we're starting to
这个初始调查 我们发现 look at now, this initial research we found
反跳效应 both evidence of a rebound effect and
与缩减功能的证据 反跳效应是 diminishing utility. And the rebound effect is
当获得有效性时 the phenomenon which people tend to consume
人们倾向消耗更多的服务 more services when gains in efficiency are made.
所以有些人发现 So there are some people who have found
但人们换混合动力汽车 when people switch to hybrid cars they sometimes
他们开几英里 或是人们说 drive it for more miles. Or people said 'I've wound up
当我看见能耗这么少 我结果用了更多能源 using more energy when I see how little they use'.
我们看见一些缩减功能 We also saw some diminished utility
当过半的样本不再使用他们的装置 when over half of our sample no longer use
我觉得再没有用途了 their devices, I don't see a purpose for it anymore.
我检查了每个装置 I checked every device, it doesn't seem like
似乎不是持续使用 所以我们调查 continued use is full'. So we're investigating how
我们的反馈到底如何 因为我们看见 we're in this feedback because we see in studies
这可以研究 所以我们的下一步 that it can, so some of our next steps
是看信息框架 we're looking at message framing,
视觉展现 信息种类 visual displays and types of information.
所以信息框架指 So message framing refers to how you
如何设计信息表述 frame the presentation of information in a way
使得其能鼓励或不鼓励某些解析 that encourages or discourages certain interpretations
我们看到在广泛样本上 or others. So we're looking at board sample,
如果我们告诉你 关掉路由器 if we tell you that leaving your router on
当它不再使用 你可以节约能源 when it's not in use you save energy that might
或许能让人改变他们的行为 get some people to change their behaviour.
但如果我告诉你 But what if we told you we're not giving you
我们不给你很多信息 a lot of information, how many of
你们多少人家里有无线路由器 you have a wireless router at home?
你们多少人走的时候关了它 And how many of you turn it off when you leave?
你应该关 那会节约能源 Well you should it saves energy.
如果我告诉你 如果你开着会浪费钱 What if I told you it costs money if you leave it on,
那或许是个更有效的信息 that might be a more effective message,
如果我告诉你路由器开一天 what if I told you that a router left on all day uses
要使用0.07千瓦小时的电 这是真实反馈 0.07 kilowatt hours of electricity? Real feedback,
是1千瓦小时 对吗 0.7是个小数字 well it's a kilowatt hour right? And 0.7 is
好的让我们换算成钱吧 a small number. Okay let's translate it to dollars,
那不多 贝丝 你没欺骗我们对吧 right that's not much Beth you're not selling us right?
这都是完全相同的数据 And this is all identical information it's just
就是这样设计的 路由器开一整天 没错 how it's framed, a router left on all day (this is true)
等于37AA电池的耗电量 is the equivalent of 37 AA batteries,
电池并非难以置信的无效或 batteries are not incredibly efficient or
如果我告诉你 如果全美都关掉路由器 if I told you if all Americans switched off their router
我们可以一年节约 when not in use we could save almost
近30亿美元 所以有很多方法 three billion dollars a year. So there are lots of ways
呈现相同信息 of presenting the exact same information that
那或许又能鼓励或阻止某些行为 might again encourage or discourage certain behaviours.
我们也在看那实际是如何呈现的 We're also looking at how it's visually displayed,
所以有完全相同的月信息 so these are the exact same month of information
一周或一个月提供一次 given in a week or in a month and then with things
这些信息你可以周末得知 to help you get information on the weekend.
我们看到不同类型的反馈 And we're looking at different types of feedback
实际上班上的一个学生 卡桑德拉 and actually one student in this class (Cassandra?
卡桑德拉在这吗 好的在这 Is Cassandra here? Ah, right there) has been
他曾在一个项目里工作 working on a project where we've looked at
我们看到近200个装置 她和 about 200 devices, her and about a half a dozen
其他六个学生查看市场的200个装置 other students looked at 200 devices in the market
我们看他们多相似 and we're looking at how they're alike and
他们有何不同 how they're different and creating at database with
和我们的同事一起创建一个数据库 our colleagues at Cal 18 2.
所以封闭能源有效性 如我们的能源秘书 So enclosing energy efficiency as Steve Chu our
史蒂夫朱说的 那不是低挂的水果 energy secretary said 'it's not just low hanging fruit,
实际是跌落在地上的水果 it's literally the fruit hanging on the ground'.
那心理学将使我们 And the fell that psychology will enable us to
收获那些工程学和 seal those dividends where engineering and
经济办法不能有的红利 economic solutions haven't.
我很高兴跟你们在这 And I would be happy to talk to any of you
讨论我的研究 我们常有自由讨论 about my research; we always have openings,
请发邮件给我 如果你们有兴趣 feel free to e-mail me if you're interested in