One Size Does Not Fit All: Applying the Transtheoretical Model to Energy Feedback Technology Design Helen Ai He, Saul Greenberg, Elaine M

One Size Does Not Fit All: Applying the Transtheoretical Model to Energy Feedback Technology Design Helen Ai He, Saul Greenberg, Elaine M. Huang University of Calgary. Calgary, AB, Canada [hahe or saul.greenberg]@ucalgary.ca, [email protected] ABSTRACT one’s energy usage. Feedback is often presented as raw Global warming, and the climate change it induces, is an energy use (e.g., watts), personal cost (e.g., money), or en- urgent global issue. One remedy to this problem, and the vironmental impact (e.g., CO2). While feedback can be ef- focus of this paper, is to motivate sustainable energy usage fective [4], most technologies are limited as they use a behaviors by people. One approach is the development of “one-size-fits-all” solution – that is, they provide the same technologies that provide real-time, continuous feedback of feedback to differently motivated individuals, at different energy usage. However, there is one problem - most tech- stages of readiness, willingness and ableness to change. nologies use a “one-size-fits-all” solution, providing the Unless the energy consumer already holds a strong goal to same feedback to differently motivated individuals at dif- use energy sustainably [36], feedback only informs, but ferent stages of readiness, willingness and ableness to does not necessarily motivate sustainable energy action. change. In this paper, we synthesize a wide range of motivational psychology literature to develop a motivational Motivating sustainable energy behavior change is a psycho- framework based on the Transtheoretical (aka Stages of logically, socially, and culturally complex problem [46]. Behavior Change) Model. For each stage, we state the mo- While all perspectives offer important insights, we ap- tivational goal(s), and recommendation(s) for how technol- proach this problem from the psychological perspective. ogies can reach these goals. Each goal and recommendation From this perspective, we explore the following question: is supported by a rationale based on motivational literature. How can energy feedback technologies leverage existing Each recommendation is supported by a simple textual ex- techniques and theories within motivational psychology to ample illustrating one way to apply the recommendation. more effectively motivate sustainable energy usage beha- Author Keywords viors? In approaching this question, we argue that designers Sustainability, feedback, motivational theory, design. of such technology need to consider two points: ACM Classification Keywords 1. Different people hold different attitudes, beliefs and val- H5.m. Information interfaces and presentation (e.g., HCI) ues [5], and are motivated by different things. General Terms 2. Intentional behavior change does not occur as an event, Design, Human Factors, Theory but rather, as a process in a series of stages as defined by the Transtheoretical Model [38]. Individuals move from INTRODUCTION being unaware or unwilling to acknowledge the problem, Global warming, and the climate change it induces, is an to considering the possibility of change, to preparing to urgent global issue. Moving towards an environmentally make the change, to taking action, and finally, to main- sustainable lifestyle is recognized as a partial solution to taining the desired behavior over time [38]. this problem. The development of energy-efficient technol- We make three contributions: 1) we frame motivational ogy (e.g. cars, homes, appliances) is one approach. While psychology literature as key notions for designers of tech- important, this is only a partial solution as people do not nology that aim to motivate sustainable energy behavior always use this technology in energy-efficient ways [46]. change, 2) we show how these notions can be used to assess We must also focus on a people solution: understanding existing feedback technologies from a motivational pers- how and why people use energy [46], so we can develop pective, 3) we offer a motivational framework based on the technologies that can motivate sustainable energy behavior. Transtheoretical Model where we propose specific strate- Within products and HCI, one approach to motivating sus- gies that aim to target individual attitudes, beliefs and val- tainable energy usage behaviors is the development of tech- ues held at each stage of behavior change. nologies that provide real-time, continuous feedback of DEFINING MOTIVATION Motivation is “an inquiry into the why of behavior” [16]. It Permission to make digital or hard copies of all or part of this work for is “an internal state or condition (sometimes described as a personal or classroom use is granted without fee provided that copies are need, desire, or want) that serves to activate or energize not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. To copy otherwise, behavior [31]. Motivation is closely tied to emotional or republish, to post on servers or to redistribute to lists, requires prior processes [29]. Emotions may be involved in the initiation specific permission and/or a fee. of behavior (e.g. the emotion of loneliness might motivate CHI 2010, April 10–15, 2010, Atlanta, Georgia, USA. the action of seeking company). Alternatively, the desire to Copyright 2010 ACM 978-1-60558-929-9/10/04....$10.00. experience a particular emotion may also motivate action differences in the ranking of value importance [43] – e.g. [29] (e.g. the decision to run a marathon may be motivated Kim, an energy auditor, values being “logical” more than by the desire to experience a sense of accomplishment). she values being “imaginative” during an audit. Maslow’s value system is a hierarchical structure, where he believed CONSTRUCTS OF MOTIVATION humans seek to satisfy the lower level values (i.e. physio- Attitudes, beliefs and values are “learned psychological logical, safety) before the higher ones (i.e. constructs that motivate and influence behavior” [5]. Within love/belongingness, esteem, self-actualization) [35]. these constructs, attitudes are the least enduring (most likely to change), and values are the most enduring (least likely HOW BEHAVIOR CHANGE OCCURS to change) [5]. We discuss these constructs within the con- The Transtheoretical Model (TTM), also known as the text of sustainable energy behavior. “Stages of Change” Model, is an established theory of be- Attitudes are “learned predispositions to respond to a per- havioral change processes [41]. It states that intentional son, object, or idea in a favorable or unfavorable way” – behavior change is a process occurring in a series of stages, reflecting what one likes or dislikes [5]. For example, John rather than a single event [38]. Motivation is required for holds a favorable attitude towards water conservation: in the focus, effort and energy needed to move through the particular, taking short showers. stages [38]. The stages progress as follows. Precontemplation. The individual is unaware, uninformed, Beliefs are “the ways in which people structure their under- unwilling or discouraged to change the problem behavior standing of reality” – in other words, “what is true and what [38]. They are not intending to take action in the foreseea- is false” [5]. Most beliefs are based on previous experience ble future, usually measured as the next 6 months [41]. [5], e.g. recycling helps the environment. Contemplation. Individuals acknowledge their behavior is a Values are “central to our concept of self” [5], and can be problem [38], and intend to change in the next 6 months conceptualized as “behavioral ideals” or “preferences for [41]. Contemplators are open to information about the prob- experiences” [38]. As behavioral ideals, values function as lem behavior, though may be far from making an actual “enduring concepts of good and bad, right and wrong” [38], commitment due to feelings of ambivalence [38]. e.g. it is wrong to litter. As preferences for experiences, Preparation. The individual is ready to take action in the “values guide individuals to seek situations in which they immediate future (usually measured as the next month), and may experience certain emotions” [38], e.g. I bike to work aims to develop and commit to a plan [38]. At least one 24- because it makes me feel good. Throughout this paper, we hour change attempt was made in the past year [41]. draw upon a subset of values defined by Rokeach and Mas- Action: The individual takes action by overtly modifying low (See Table 1). Both proposed that people hold value their behavior, usually within the past 6 months [41]. systems – “a value hierarchy or priority structure based on Maintenance, Relapse, Recycling: The individual works to the relative importance of the individual values” [22]. Ro- keach believed that differences in behavior occur due to sustain the behavior change, and struggles to prevent relapse [41]. If relapse occurs, individuals regress to an earli- Behavioral Ideals Preferences for Preferences for (Rokeach) Experiences (Ro- Experiences - Low to er stage and begin to progress through the stages again [38]. keach) high level (Maslow) FACILITATING BEHAVIOR CHANGE Capable: Competent, A comfortable life: Physiological: Ho- Motivational Interviewing (MI) is a client-centered counsel- effective a prosperous life meostasis and appe- tites ing style often used in conjunction with the TTM that aims Helpful: Working for the Freedom: indepen- welfare of others dence and free Safety: Security of to facilitate behavior change [38]. In MI,

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