Many government and NGO-led campaigns and interventions promote pro-environmental behaviour. Change in specific ‘catalyst' behaviours is frequently targeted as these changes are thought to ‘spill over' into changes in other, related behaviours: if person X can be encouraged to do behaviour Y, they will then be more likely to do behaviour Z. This "self-sustaining chain reaction of positive outcomes over and above the scope of an intervention" is highly appealing as it "represents a potential ‘multiplier effect' of benefits" (Austin et al. 2011). However, the evidence base for these spillover effects is weak. Much of the evidence comes from correlations between self-reported frequencies of behaviour (e.g., Barr et al. 2011). There have been few longitudinal studies or field trials to test causation.

Related to the spillover of behaviours ‘within subjects' are questions of how behaviours spill over or diffuse ‘between subjects': if person X starts doing behaviour Y, then person Z will also be more likely to do behaviour Y. Diffusion of innovations (Rogers 2003) and cultural evolution (Henrich et al. 2008) offer different theoretical perspectives on how behaviours may spread through a population. Mechanisms include role modelling and imitation, compliance with norms, and peer-to-peer communication.

The aim of this project is to explore both ‘within subject' and ‘between subject' spillover effects with pro-environmental behaviours. This is a broad aim, and applicants are encouraged to define their own more specific area of research. This could focus on particular types of behaviour, particular causal mechanisms, particular intervention designs, or particular interactions between subjects and spillover effects. As an example relating to ‘within subject' spillover, the project might follow Thogerson & Crompton (2009) in asking: how do different types of behaviour change incentives interact with people's intrinsic motivations for pro-environmental behaviour? As an example relating to ‘between subject' diffusion, the project might ask: how does the perceived status or social ‘visibility' of different behaviours influence diffusion?

Within these broad terms of reference, applicants are encouraged to design their own research approach with appropriate methods. The contribution of this project should be to make more robust the evidence base for designing pro-environmental behaviour change interventions. Experimental designs to test causal mechanisms will therefore be encouraged, either in the lab or in real world settings through field trials. Well designed experimental work may require initial scoping or exploratory studies using a combination of quantitative (e.g., surveys) and qualitative methods (e.g., focus groups). The applicant should have experience in at least some of these methods, and an appetite to learn and be trained in others.

The successful applicant will have proven research capabilities, and Masters-level or equivalent qualifications in a relevant social scientific discipline. (Applied or vocational experience in a related field are encouraged).

Austin, A., J. Cox, J. Barnett and C. Thomas (2011). Exploring catalyst behaviours: A report to the Department for Environment, Food and Rural Affairs. Brook Lyndhurst for Defra, London.

Barr, S., A. Gilg and G. Shaw (2011). "'Helping People Make Better Choices': Exploring the behaviour change agenda for environmental sustainability." Applied Geography 31(2): 712-720.

Henrich, J., R. Boyd and P.J. Richerson (2008). "Five Misunderstandings about Cultural Evolution." Human Nature 19: 119-137.

Rogers, E.M. (2003). Diffusion of Innovations. New York, Free Press.

Thogerson, J. and T. Crompton (2009). "Simple and Painless? The Limitations of Spillover in Environmental Campaigning." Journal of Consumer Policy 32: 141-163.