Source: MICHIGAN STATE UNIV submitted to
THE INFLUENCE OF SHORT-TERM FINANCIAL INCENTIVES ON SOCIAL NORMS AND BEHAVIORS
Sponsoring Institution
National Institute of Food and Agriculture
Project Status
TERMINATED
Funding Source
Reporting Frequency
Annual
Accession No.
1002327
Grant No.
(N/A)
Project No.
MICL02297
Proposal No.
(N/A)
Multistate No.
(N/A)
Program Code
(N/A)
Project Start Date
Mar 1, 2014
Project End Date
Feb 28, 2019
Grant Year
(N/A)
Project Director
Lapinski, MA.
Recipient Organization
MICHIGAN STATE UNIV
(N/A)
EAST LANSING,MI 48824
Performing Department
Communication
Non Technical Summary
This project focuses on the effects of short-term monetary incentives on social systems and on longer-term behavior. Worldwide, there is a movement towards incentive-based programs to promote environmental conservation, vaccination, school attendance, and other socially desirable behaviors, but most such programs are government- or donor-funded, with budgets subject to political processes and availability of funds. This makes them vulnerable to elimination, raising the question of what will happen to behaviors afterward. Economic models that drive the design of such programs are ill-equipped to address this question. Some evidence suggests that financial incentives can undermine or "crowd out" other sources of motivation derived from social norms, but the reasons are poorly understood. Although communication science has the potential to explain the effects of social norms and other psycho-social factors on behaviors, it has not incorporated the effects of monetary payments. Our research integrates economic models and the theories of the influence of social norms to explain and predict the ways in which monetary incentives influence social norms and behaviors. Specifically, we will use interviews and surveys with research subjects to develop culturally specific quantitative measures of social norms and related variables. We will run a series of field experiments with them to test the causal linkages posited among communication, monetary incentives, social norms and behaviors. Finally, we will translate our theoretical and empirical results to make policy recommendations for the design of incentive-based environmental conservation programs in our study region. This research will help improve the design of incentive-based environmental conservation programs that are becoming increasingly popular worldwide, through a better understanding of their effects. By integrating elements of economic theory and communication theory, we can improve societal understanding of how financial incentives and social norms interact to influence behavior while also advancing the fields of both communication science and economics. Results from preliminary experiments that we have already conducted demonstrate the advantages of incorporating constructs from both economic and communication theories in explaining and predicting behavior. This project has the potential to explain, predict and overcome the motivation crowding out effects of monetary incentives. The study region, Qinghai province in China provides a compelling social, ecological, and political system for addressing the study hypotheses because of a strong existing conservation ethic among the Tibetan people and the potential introduction of a large-scale PES program. The project will train doctoral students and other student researchers, thus helping instill in the next generation of researchers the kind of interdisciplinary approach taken in this project. By working to explain to project managers and policymakers how motivation crowding out operates this project will also help make the next generation of environmental incentive-based social programs be more effective. This project is supported through the NSF Interdisciplinary Behavioral and Social Sciences Research (IBSS) competition. Acknowledgements Thisresearch was seeded by Sustainable Endowed Michigan Partnership at MSUwith a small grant to the team. This research is supported by National Science Foundation Interdisciplinary Behavioral and Social Science Research Program SMA-1328503. Two of the investigators are researchers for Michigan AgBio Research at MSU.
Animal Health Component
0%
Research Effort Categories
Basic
50%
Applied
50%
Developmental
(N/A)
Classification

Knowledge Area (KA)Subject of Investigation (SOI)Field of Science (FOS)Percent
90360993030100%
Goals / Objectives
The proposed research will explore the effects of short-term monetary incentives on normative systems and on longer-term behavior. This work is framed in the integration of economic concepts and the theory of normative social behavior in order to explain and predict the ways in which monetary incentives influence social norms and behaviors. Methodologically, we adopt approaches from both communication science and economics to address our research questions and hypotheses. As such, our work integrates research from several disciplines and is organized to accomplish the following overarching objectives: Develop culturally specific measures of social norms and related variables in real world settings. Understand and predict the effects of short-term interventions including: How short-term monetary and communication interventions affect social norms, both within and beyond the intervention period; How social norms, short-term incentives, and information about the ecosystem affect behavior. Translate the study's theoretical and empirical findings to make policy recommendations for the design of PES interventions. The proposed research will explore the effects of short-term monetary incentives on normative systems and on longer-term behavior. This work is framed in the integration of economic concepts and the theory of normative social behavior in order to explain and predict the ways in which monetary incentives influence social norms and behaviors. Methodologically, we adopt approaches from both communication science and economics to address our research questions and hypotheses. As such, our work integrates research from several disciplines and is organized to accomplish the following overarching objectives: Develop culturally specific measures of social norms and related variables in real world settings. Understand and predict the effects of short-term interventions including: How short-term monetary and communication interventions affect social norms, both within and beyond the intervention period; How social norms, short-term incentives, and information about the ecosystem affect behavior. Translate the study's theoretical and empirical findings to make policy recommendations for the design of PES interventions.
Project Methods
Objective 1 Qualitative data collection and analysis: Qualitative interview data will form the basis for the survey questionnaire design to develop a culturally specific measure of social norms and related variables in our theoretical model. The interviews will address the following broad research questions: RQ1: With whom do participants talk about their behaviors (identification of referents)? RQ2: What is the nature of interpersonal communication about their behaviors (identification of norms)? RQ3: What are the dominant norms, beliefs about outcomes, behaviors, and attitudes addressed by participants? Participants in the interviews will be drawn from a convenience sample of pastoralists in two villages. One village will be in Yu Shu Prefecture, a four-hour drive from Yu Shu airport, and the other in a more remote location in Golok Prefecture, with different social and cultural characteristics related to remoteness. A minimum of 30 one-hour interviews will be conducted but interviews will continue until saturation is reached. Interviews in the study villages will be conducted by four staff members of Shan Shui, at least two bi-lingual, identified by Co-I Lu. The interviews will be semi-structured, following interview protocols but allowing interviewers to ask follow-up and clarifying questions. All interviewers will be trained on the protection of research participants and the interview protocol and will be fluent in the local variation of the Tibetan language and proficient in English. The interview protocol has been modeled after previous work by the investigators (Shen et al. 2012) that examined cultural drivers of normative influence. It was developed in English, will be translated into Tibetan with flexibility for local variations on the language, then back-translated to English to check for accuracy in interpretation and to avoid cultural biases. The protocol will be pilot tested with 5 community members. Interviews will be conducted in private settings, and last approximately one hour each. In keeping with local custom, following the interview, participants will be offered small gifts. Interviews will be recorded with digital voice recorders, then transcribed, translated into English, and back-translated by native language-speakers to check for translation accuracy. All study procedures will follow institutional review board protocols and local review procedures.Data from this qualitative investigation will function descriptively and serve as the basis for instrumentation refinement for the survey and the experiments. Survey data collection and analysis: The survey research component of our project is designed to: a) Develop and refine culturally derived quantitative measurements of the constructs in our model following standard measurement development procedures; and b) Test hypotheses about the interrelationships among the normative factors (perceptual) in our model and their influence on behavioral intent. The measurement design aspects of this study are necessary to ensure that there are culturally derived measures of the model variables; these in turn will be used to test hypotheses in this portion of the project and the experiments which address our second objective. These hypotheses derive directly from our theoretical model including: outcome expectations (H1), group identification (H2), and injunctive norms (H3) will moderate the influence of descriptive norms on behavior. Study participants will be a convenience sample of pastoralists drawn from attendees at an annual pastoral festival that Shan Shui organizes each July. This event draws thousands of people from a large geographic area including pastoralists dispersed across hundreds of miles on the plateau. It provides a forum for collecting data from a unique population to which access might otherwise be impossible. Four of our trained data local collectors will be running the survey during the event. Procedures will follow standard survey research procedures analogous to the author's previous research with special populations (e.g., Lapinski et al., in press, Tan & Zhao, 2012, forthcoming). Objective 2: To understand the interactions among short-term monetary incentives, communication interventions and social norms, we will undertake experiments in the lab (at MSU) and field (at a festival that Shan Shui organizes). Framed in our theoretical model, these experiments will examine the effects of monetary incentives and communication treatments on social norms, as well as the effects of interactions among these variables on behaviors. Specific hypotheses are: H4: PES affects descriptive and injunctive norms in different and possibly opposite ways; H5: the long-run effects of PES are mediated by perceived injunctive and descriptive norms, and the effects of norms are more significant in more strongly identified groups; H6: properly designed PES and communication treatments can improve pro-social behavior in the long run, but poorly designed PES programs can have undesirable long-run effects. Field experiments will represent public goods problems (reflecting decisions about participating in anti-poaching patrols) and common pool resource problems (reflecting decisions about grazing management). These experiments will be designed to simulate PES programs and vary parameters of the design. These experiments will expand upon the experiments that we have already conducted in our preliminary research at MSU. They follow the same approach of examining cooperative behavior and tracking normative measures over several rounds and incorporating a temporary incentive treatment. Major additions to the experimental design will include framing the experiment around a real management problem, incorporating outcome expectations (separate from expectations of monetary incentives) related to ecosystem change that results from individual actions, incorporating a stronger set of normative measures based on the proposed work for Objective 1, and examining the impacts of both cash- and noncash incentives. We will develop the new experiments at MSU prior to conducting them at the festival. We will construct econometric models based on our theoretical framework to analyze the experiment data, extending the econometric model we developed for use in our campus experiment designed above. The preliminary campus experiment results clearly demonstrated the advantages of incorporating constructs from both economic and communication theories in raising the explanatory power of the econometric models. The proposed project allows more detailed measurement of norms and related variables, enables tests of more elements of our theoretical framework, and provides more comprehensive guidance for practical PES design. Objective 3: In order to maximize the impacts of our research on conservation policy, we plan to work closely with conservation researchers, practitioners and policymakers throughout the course of our project. Shan Shui will play an essential role in this regard because it already has strong relationships with the concerned actors. A significant portion of the final year of our project involves determining the lessons it holds for PES policy and discussing those implications with stakeholders. As the director of the Environmental Science and Policy Program at MSU, Co-I Zhao has significant experience with similar activities.

Progress 03/01/14 to 02/28/19

Outputs
Target Audience:Conservation Policy-Makers People Interested in Ecosystem Services Policy Issues Academics Changes/Problems: Nothing Reported What opportunities for training and professional development has the project provided?Key training activities involve graduate research assistants at Michigan State University (MSU), our work with the Chinese team at Shan Shui Conservation Center, and our work with an undergraduate student at MSU who gained experience assisting to program the field experiment. The PIs have developed significantly over the course of this project. We provided important training to the staff of our collaborating organization, Shan Shui Conservation Center. Most significantly, our main contact point and the person who led all the data collection efforts in China spent a week with us at MSU to plan the experiment and plan research articles that we plan to write together. Finally, the MSU investigator have received a great deal of information and training from our collaborators on the project. In particular, staff from Shan Shui Conservation Center (especially Tsering Bum now a doctoral student at Emory University) and our CoIlaborator Lu Zhi taught the MSU team a great deal about conservation issues and policies, culture, and social dynamics in our study area. The investigators have shared these new ideas and skills with other colleagues through presentation and invited talks as well as through our courses. How have the results been disseminated to communities of interest?Our results have been disseminated through journal articles, conference presentations, invited seminars, and a day-long workshop in Beijing for an audience of government officials, conservation NGO representatives, and university researchers. In addition to numerous academic publications, we have produced policy briefs, both in English and Mandarin Chinese, that will make the findings more accessible to relevant practitioners. What do you plan to do during the next reporting period to accomplish the goals? Nothing Reported

Impacts
What was accomplished under these goals? As of May 2018 all of the goals of the project were completed except the final activites for Objective 3, dissemination of the results and writing of final papers. The remainder of 2018 and 2019 have been spent on doing this. THe accomplishments toward the first two objectives are described in prior reports. To address objective 3, we worked to summarize across all of the project data, the activities of our partner organization, and new literature in economics and communication science to do two key things: a.Identify what we know from these sources about the role of PES and social norms with an emphasis on the findings from our project data and findings. This involved summarizing all our major findings and identifying consistencies and inconsistencies in them. b.Identify the policy and implementation implications of our project findings for organizations that design and implement PES. This involved contextualizing our research findings into practice. We did this through discussions with our team and other experts in this area. We drafted a report containing these implications in English and Mandarin. The team convened for a week at Peking University to meet with our partner NGO (Shan Shui Conservation Organization) to review and revise all the recommendations in order to be consistent with existing policies and practices. We also drafted other papers and products from the data. The final recommendations were synthesized into a report presented at a symposium at Peking for academics, policymakers, and NGO leadership and staff. The findings were discussed and directions for future activities were identified. A one page "policy brief" has been created and has been disseminated to conservation organizations in our network. The results of the meeting are being summarized for publication in Conservation Letters. Other publications reporting on the specific findings of our data are still being completed although a number of them have already been reported.

Publications

  • Type: Journal Articles Status: Published Year Published: 2018 Citation: Chung, M., & Lapinski, M. K. (published online, April 2018). Culture and social norms: Testing the theory of normative social behavior to predict hand-washing behavior among Koreans. Health Communication. https://doi-org.proxy2.cl.msu.edu/10.1080/10410236.2018.1461586
  • Type: Journal Articles Status: Published Year Published: 2018 Citation: Quilliam, E.T., McKay, B.A., Lapinski, M.K., Viken, G., Plasencia, J., Wang, Z., and Fraser, A. (2018). A content analysis of hand hygiene educational materials targeting elementary age children. Health Education Research. https://doi.org/10.1093/her/cyy033
  • Type: Journal Articles Status: Published Year Published: 2018 Citation: Lapinski, M. K., Liu, R. W., Kerr, J., Zhao, J., & Bum, T. (2018). Characterizing interpersonal influence for grassland conservation behaviors in a unique population. Environmental Communication. https://doi.org/10.1080/17524032.2018.1436579
  • Type: Journal Articles Status: Published Year Published: 2018 Citation: Zhuang, J., Lapinski, M., & Peng, W. (2018). Crafting messages to promote water conservation: Using time- framed messages to boost conservation actions in the United States and China Journal of Applied Social Psychology. DOI: 10.1111/jasp.12509
  • Type: Book Chapters Status: Published Year Published: 2018 Citation: Lapinski, K. M, Silk, K., Liu, R., Totzkay, D. (2018). Models for environmental communication for unique populations: Cases from the field. In B. Takahashi & S. Rosenthal (Eds.). Environmental communication for minority populations. Routledge Press.
  • Type: Conference Papers and Presentations Status: Accepted Year Published: 2018 Citation: Quilliam, E., Lapinski, M.K., McKay, B., Zhuang, J., Chao, M., Leone, C., Frazier, A. (2018, November). User-generated content to promote hand hygiene among elementary school children. Paper presented in the Health Communication division of the annual meeting of the National Communication Association, Salt Lake City, Utah.
  • Type: Conference Papers and Presentations Status: Accepted Year Published: 2018 Citation: Lapinski, M. K., Liu, R. W., Kerr, J., Zhao, J., & Bum, T. (2018, May) Culture and social norms: Behavioral decisions about grassland conservation among ethnically-Tibetan pastoralists. Paper presented in the Environmental Communication division at the annual meeting of the International Communication Association, Prague, Czech Republic 24-28, May, 2018.
  • Type: Conference Papers and Presentations Status: Accepted Year Published: 2018 Citation: Lapinski, M.K. (2018, May). Grant funding for early career research. Invited presentation for the Health Communication Early-Career Mentoring Preconference. Annual meeting of the National Communication Association. Salt Lake City, Utah.
  • Type: Other Status: Other Year Published: 2018 Citation: Lapinski, M.K. (2018, Dec). Social norms communication interventions: Key considerations. Colloquium presented to the Gates Foundation supported research group at George Washington Univ. School of Public Health.
  • Type: Other Status: Other Year Published: 2018 Citation: Lapinski, M.K. (2018, October) Risk Communication and Social Media Podcast recorded for Food Safety Matters! Food Safety Magazine. https://www.foodsafetymagazine.com/podcast/ep-38-maria-lapinski-risk-communication-social-media/


Progress 10/01/17 to 09/30/18

Outputs
Target Audience:Student researchers, research faculty and NGO staff at Michigan State University and Beijing, China, and Haixu Township, China, resarchers in economics, sustainability, and communication sciences Changes/Problems: Nothing Reported What opportunities for training and professional development has the project provided?Key training activities involve graduate research assistants at Michigan State University (MSU), our work with the Chinese team at Shan Shui Conservation Center, and our work with an undergraduate student at MSU who gained experience assisting to program the field experiment. The PIs have developed significantly over the course of this project. This project included one graduate research assistant (Rain Wuyu Liu) who was a PhD student in the Department of Communication at MSU and funded by the NSF grant that was connected to this project. She gained a great deal of hands-on research experience, helping to prepare and pilot the survey in China, playing a large role in helping to conceptualize new ideas, collecting the experiment data, and completing papers on the project. She is co-author on several papers emerging from the project. She also worked on the measurement analysis in regards to Objective 1. She completed a project for her qualifying exam that drew on experimental methods similar to those we used in our project. Her dissertation explored some questions on the role of cultural mechanisms in normative influence that drew directly from some of the household and experiment data described above. Lapinski was her academic advisor and the co-investigators served on her guidance committee and assisted in the guidance of her research. Several other students from Community Sustainability and Economics also worked with the team and received guidance and mentorship from the investigators. Dr. Liu completed her PhD in mid-2017 and accepted a position as assistant professor at Bellarmine University in Louisville, KY. We used other resources at MSU to fund a second graduate research assistant. This student was a masters student in the Department of Community Sustainability at MSU. One of the project co-investigators was her academic advisor. Her task under our project was to conduct detailed thematic analysis of our qualitative data on social norms and financial incentives around herding behavior in our research site in Qinghai, China. This involved organizing the entire data set into emergent themes (under our guidance of course) and extracting quotes from the data set that help illustrate those themes. We used this work in preparing a paper on social norms around herding. We programmed both our campus experiment and field experiment in oTree, a program designed for cooperation experiments. We hired a professional programmer outside of MSU to write the program, but after the program for the campus experiment had been completed we hired an MSU undergraduate student to help adapt the program for use in our field experiment in China. This proved to be quite a learning experience for our student. We continued to require the services of the professional programmer, who provided guidance to the student in completing certain tasks while the professional programmer made sure that everything worked as required. We also provided important training to the staff of our collaborating organization, Shan Shui Conservation Center. Most significantly, our main contact point and the person who led all the data collection efforts in China spent a week with us at MSU to plan the experiment and plan research articles that we plan to write together. The PI and Co-I's on the project wrote him a joint recommendation letter for his graduate school applications and he is a student in the PhD program in Anthropology at Emory University. Finally, the MSU investigators have received a great deal of information and training from our collaborators on the project. In particular, staff from Shan Shui Conservation Center (especially Tsering Bum now a doctoral student at Emory University) and our Co-I Lu Zhi taught the MSU team a great deal about conservation issues and policies, culture, and social dynamics in our study area. The investigators learned from each other in terms of new data collection and analysis techniques, theories from each of the respective disciplines, and even norms for each discipline. All the investigators have shared these new ideas and skills with other colleagues through presentation and invited talks as well as through our courses. How have the results been disseminated to communities of interest?Our results have been disseminated to communities of interest through journal articles, conference presentations, invited seminars, and a one-day workshop in Beijing for an audience of government officials, conservation NGO representatives, and university researchers. In addition to numerous academic publications, we are producing policy briefs, both in English and Mandarin Chinese, that will make the findings more accessible to relevant practitioners. We have gathered contact information for people who administer, design and implement programs like those we studied and are sending them the brief. Finally, a case study of our study is being created by a student working for the Health and Risk Communication Center, which I direct, to be used in classes and presentation to stakeholders outside of academia. What do you plan to do during the next reporting period to accomplish the goals?We will continue to write papers from the data that we have collected and are disseminating the policy brief to conservation organizations.

Impacts
What was accomplished under these goals? Accomplishments towards our specific objectives are as follows: Objective 1: Develop culturally specific measures of social norms and related variables in real world settings. We developed, piloted, and implemented a culturally-derived protocol for eliciting information about social norms and the variables in our model. We trained project staff and interviewers in interviewing skills, human subjects and data protection. We completed interviews with 80 nomadic herdsmen from 4 villages on the Tibetan plateau. These interviews were transcribed and translated across 3 languages. A coding scheme was finalized, coders were trained and reliability was established. The coding and qualitative data analysis were conducted. From these data we were able to successfully design and test a measurement tool to assess the dimensions of social norms for our population. We also piloted a methodology for doing this that can be replicated in future projects. A survey instrument was developed and most of the data were collected. This effort continued and the survey data collection was completed. We conducted the measurement analysis of the household survey data, which contributed to setting up the experiments we conducted under objective 2. Objective 2: Understand and predict the effects of short-term interventions including: 1) How short-term monetary and communication interventions affect social norms, both within and beyond the intervention period; 2) How social norms, short-term incentives, and information about the ecosystem affect behavior. Building on the norms measurement work under objective 1, we designed and executed survey and an experiment to address these objectives. We conducted the survey in Qinghai during years and we conducted the experiment both on campus at MSU and in Qinghai in year 3. We and analyzed much of the data and drafted scientific reports. Through this work we identifeid the relationships among social norms, financial incentives, and participation in PES programs. Objective 3:Translate our theoretical and empirical findings to make policy recommendations for the design of PES interventions. The findings in objective 1 and 2 were used during our project team retreat and community forum in to identify policy implications of our work and make recommendations for how financial incentives influence social norms and normative responses. We prepared a final set of recommendations that we presented at a policy workshop and in a short policy brief in February, 2018 to academics, students, NGO's in Beijing, China. The team convened for a week at Peking University to meet with our partner NGO (Shan Shui Conservation Organization) to review and revise all the recommendations in order to be consistent with existing policies and practices. We also drafted other papers and products from the data. The final recommendations were synthesized into a report presented at a symposium at Peking for academics, policy-makers, and NGO leadership and staff. The findings were discussed and directions for future activities were identified. A one page "policy brief" was created. It is being sent to domestic and international conservation organizations and policy-makers in our network. The results of this meeting are being summarized for publication inConservation Letters.

Publications

  • Type: Theses/Dissertations Status: Published Year Published: 2017 Citation: Liu, R.W.. The Influence of Injunctive Social Norms on Food Waste Prevention Behaviors: Toward A Culturally-Based Social Normative Approach. (2017). Dissertation, Michigan State University.
  • Type: Websites Status: Published Year Published: 2017 Citation: http://hrcc.cas.msu.edu/research/projects.html
  • Type: Journal Articles Status: Published Year Published: 2018 Citation: Chung, M., & Lapinski, M. K. (published online, April 2018). Culture and social norms: Testing the theory of normative social behavior to predict hand-washing behavior among Koreans. Health Communication. https://doi-org.proxy2.cl.msu.edu/10.1080/10410236.2018.1461586
  • Type: Journal Articles Status: Published Year Published: 2018 Citation: Lapinski, M. K., Liu, R. W., Kerr, J., Zhao, J., & Bum, T. (2018). Characterizing interpersonal influence for grassland conservation behaviors in a unique population. Environmental Communication. https://doi.org/10.1080/17524032.2018.1436579
  • Type: Journal Articles Status: Published Year Published: 2018 Citation: Zhuang, J., Lapinski, M., & Peng, W. (2018). Crafting messages to promote water conservation: Using time- framed messages to boost conservation actions in the United States and China Journal of Applied Social Psychology. DOI: 10.1111/jasp.12509
  • Type: Journal Articles Status: Awaiting Publication Year Published: 2018 Citation: Quilliam, E.T., McKay, B.A., Lapinski, M.K., Viken, G., Plasencia, J., Wang, Z., and Fraser, A. (in press, July 2018). A content analysis of hand hygiene educational materials targeting elementary age children. Health Education Research.
  • Type: Book Chapters Status: Published Year Published: 2018 Citation: Lapinski, K. M, Silk, K., Liu, R., Totzkay, D. (2018). Models for environmental communication for unique populations: Cases from the field. In B. Takahashi & S. Rosenthal (Eds.). Environmental communication for minority populations. Routledge Press
  • Type: Conference Papers and Presentations Status: Accepted Year Published: 2018 Citation: Lapinski, M. K., Liu, R. W., Kerr, J., Zhao, J., & Bum, T. (2018, May) Culture and social norms: Behavioral decisions about grassland conservation among ethnically-Tibetan pastoralists. Paper presented in the Environmental Communication division at the annual meeting of the International Communication Association, Prague, Czech Republic 24-28, May, 2018.
  • Type: Conference Papers and Presentations Status: Accepted Year Published: 2017 Citation: Plasencia, J., Hoerr, S. Lapinski, M.K., Balkazar, H., Weatherspoon, L. (2017, October). Cultural sensitivity among registered dietitians counseling Mexican-Americans with Type II diabetes. Paper presented at the annual meeting of the Food and Nutrition Conference and Expo.
  • Type: Other Status: Other Year Published: 2018 Citation: Maria Lapinski, Tsering Bum, John Kerr, Rain Wuyu Liu, Jinhua Zhao (2018). Improving PES results with social data. Policy Brief, Health and Risk Communication Center, Michigan State University


Progress 10/01/16 to 09/30/17

Outputs
Target Audience:Student researchers, research faculty and NGO staff at Michigan State University and Beijing, China, and Haixu Township China, resarchers in economics, sustainability, and communication sciences Changes/Problems: Nothing Reported What opportunities for training and professional development has the project provided?Key training activities involve graduate research assistants at Michigan State University (MSU), our work with the Chinese team at Shan Shui Conservation Center, and our work with a student at MSU who gained experience assisting to program the field experiment. This project included a graduate research assistant who is a PhD student in the Department of Communication at MSU. She has continued to gain a great deal of hands-on research experience, helping to prepare and pilot the survey in China, playing a large role in helping to conceptualize new ideas, collecting the experiment data, and completing papers on the project. She also worked on the measurement analysis in regards to Objective 1. She is completed a project for her qualifying exam that drew on experimental methods similar to those we used in our project. Her dissertation explored some questions on the role of cultural mechanisms in normative influence that drew directly from some of the household and experiment data described above. Lapinski is her academic advisor and the co-investigators are serving on her guidance committee and assisting in the guidance of her research. We programmed both our campus experiment and field experiment in oTree, a program designed for cooperation experiments. We hired a professional programmer outside of MSU to write the program, but after the program for the campus experiment had been completed we hired an MSU undergraduate student to help adapt the program for use in our field experiment in China. This Finally, the MSU investigators have received a great deal of information and training from our collaborators on the project. In particular, staff from Shan Shui Conservation Center (especially Tsering Bum now a doctoral student at Emory University) and our Co-I LuZhi have taught us a great deal about conservation issues and policies, culture, and social dynamics in our study area. How have the results been disseminated to communities of interest?Through the conferences and academic meetings reported in the list of products, through meetings with undergraduate and graduate classes and meetings with the NGO staff at partner organizations. What do you plan to do during the next reporting period to accomplish the goals?During the next reporting period we intend to: Continue data analysis and reporting Prepare research papers covering all phases and all objectives under the project. Identify policy recommendations based on the work and begin dissemination to appropriate audiences.

Impacts
What was accomplished under these goals? Major activities Finalize the data collection and analyzed the household survey data During the prior reporting period we completed the data collection for the survey on norms, group identification, and financial incentives related to herd size reduction behavior. Herd size reduction is an important strategy for reducing the impact of grazing on grasslands and ultimately helping to preserve the watershed in this region. We completed the additional data collection on the household survey resulting in a total of 300 responses from villages all over Quing Hai Provence. The verbal summary of the findings from that analysis are below. Completed the Data Collection for Three Experiments In the prior reporting period we executed a two-part experiment to address objectives 2a and 2b listed above. We developed comparable experiments on campus with students at MSU and in the field with Tibetan herders in Qinghai. For the campus experiment, the problem context we selected is a decision of whether or not to participate in a group to discourage people from littering during tailgating at MSU football games. The experimental design was 2x3 with random assignment to conditions. Half the subjects received an injunctive norms message and half did not. One third of subjects received no financial incentive, one third receive a financial incentive in the middle set of rounds that is taken away in the final set of rounds, and one third received a financial incentive as well as a message downplaying the importance of the money. This data collection was completed in the Fall of 2016. For the field experiment in Quing Hai, the problem context was the decision of whether or not to participate in a patrol to confront poachers, and more specifically to remove traps set against wild animals. This experiment was 2x2: half the subjects received an injunctive norms treatment and half did not as with the campus experiment, and half receive a financial incentive in the middle set of rounds and half do not. Again the financial incentive is removed in the last set of rounds. For practical reasons (resource constraints and logistical challenges), in the field experiment we do not include a treatment to downplay the importance of the financial incentive. In the field experiment, the context was only hypothetical. This data completion was collected in the summer and early Fall of 2016. The third experiment, was led by the doctoral student who has served as a researcher on this project. She tested for the effects of online and mediated norms messages and cultural variables on injunctive norms and ultimately behaviors in large representative panels from China and the US. She did not include manipulations of financial incentives in her study but honed-in on the cultural mechanisms to explain differences in response to social norms in China and the US. This data collection was completed in the Summer of 2017. Analyzed the experiment data from 3 experiments We have done preliminary analysis of the data from the first 2 experiments listed above. The data from the third experiment was completely analyzed and the The data from the experiments show several key things. From the preliminary analysis of the experiment with Tibetan pastoralists in Qinghai, China, we find that a temporary payment for participation in a patrol against illegal wildlife trapping reinforces a perceived injunctive norm that the conservation behavior meets with public approval. This norm remains heightened even after the payment has ended, and it continues to positively influence the conservation behavior. Interestingly, the effects of the payment on behaviors were limited. We believe this finding is related to the framing of the payment and the communication of the injunctive norm but think it may be a function of the population in which we studied this issue. Specifically, we chose this population strategically because of their strong existing pro-conservation norms. In population where these strong norms do not exist, we are not confident we would see the same effects. The experiment which was Rain Liu's dissertation paper did not address financial incentives but it probed some questions about the cultural mechanisms behind norms effects. In particular, these data show that people from different nations respond differently to information in mass media campaigns and on the Internet about food waste prevention. It also provides insight into the mechanisms that explain this difference. We tested for the role of social norms in preventing food waste behaviors in the US and China. In short, we find that people from both countries have similarly positive attitudes toward food waste prevention, but that the kinds of messages that are most influential in driving their willingness to reduce their own food waste and to help prevent it depends on culture. People within cultures that tend toward direct communication (like the US) tend to respond better to explicit information about a social norm whereas the explicitness of the communication was not influential among people who prefer indirect communication. Prepared research papers and presented them at meetings. During this project period, we spent a portion of our time working on preparing papers for academic meetings and publication. These are listed below in the dissemination section. Began the development of document addressing the policy implications of our findings In May of 2017 the entire project team met in East Lansing at MSU for a week straight retreat to talk about all of our findings together and identify directions for policy recommendations. This is going to be an ongoing process. We have identified a path forward and the things that need to be in place to do this. It will be the focus of the final months on the grant.

Publications

  • Type: Journal Articles Status: Published Year Published: 2017 Citation: Kerr, J.M., Lapinski, M.K., Liu, R. W., Zhao, J. (2017). Long-term effects of payments for environmental services: Combining insights from communication and economics Sustainability, 9(9), 1627; doi:10.3390/su9091627
  • Type: Journal Articles Status: Awaiting Publication Year Published: 2017 Citation: Wang, Z., Lapinski, M.K., Quilliam, E. Jaykus, L. & Fraser, A. (in press 2017). The effect of hand-hygiene interventions on infectious disease-associated absenteeism in elementary schools: A systematic literature review. American Journal of Infection Control.
  • Type: Journal Articles Status: Published Year Published: 2017 Citation: Hussain, A. & Lapinski, M.K. (2017). Nostalgic messages for smoking prevention. Communication Research Reports, 34 (1), 48-57. http://www.tandfonline.com/doi/pdf/10.1080/08824096.2016.1235557?needAccess=true
  • Type: Journal Articles Status: Published Year Published: 2017 Citation: Lapinski, M.K., Kerr, J., Zhao, J., Shupp, R. (2017). Social norms, behavioral payment programs, and cooperative behaviors: Toward a theory of financial incentives in normative systems. Human Communication Research. 43(1), 148-171. doi:10.1111/hcre.120
  • Type: Journal Articles Status: Published Year Published: 2016 Citation: Connolly, C., Pivarnik, J.P., Mudd, L.M., Feltz, D., Schlaff, R.A., Lewis, M., Silver, R., & Lapinski, M.K., (2016). The influence of risk perceptions and efficacy beliefs on leisure-time physical activity during pregnancy. Journal of Physical Activity & Health, 13, 494-503.
  • Type: Other Status: Published Year Published: 2017 Citation: Silk, K., Sheff, S., Lapinski, M.K., Hoffman, A. (2017). Communication campaigns that emphasize environmental influences on health and risk. In Oxford Research Encyclopedia of Communication, Ed. Jon Nussbaum. New York: Oxford University Press.
  • Type: Conference Papers and Presentations Status: Accepted Year Published: 2017 Citation: 1. Plasencia, J., Hoerr, S. Lapinski, M.K., Balkazar, H., Weatherspoon, L. (2017, July). Cultural influences of diet and physical activity among Mexican-Americans with Type II diabetes. Paper presented at the annual meeting of the Society for Nutrition Education and Behavior. Washington DC.
  • Type: Conference Papers and Presentations Status: Accepted Year Published: 2017 Citation: Kerr, J., Bum, T., Lapinski, M.K., Liu, R. Zhao, J. (2017, July). Social norms, financial incentives and motivation crowding: experimental evidence from the Tibetan Plateau. Paper presented at the 16th Biennial Conference of the International Association for the Study of the Commons. Utrecht, Netherlands.
  • Type: Conference Papers and Presentations Status: Accepted Year Published: 2017 Citation: Kerr, J., Bum, T., Lapinski, M.K., Liu, R. Zhao, J. (2017, June). Social norms, conservation, and the long-term effects of short-term financial incentives. Paper presented at the 9th biennial meeting of the United States Society for Ecological Economics. St. Paul, Minnesota.
  • Type: Conference Papers and Presentations Status: Accepted Year Published: 2017 Citation: Zhuang, J., Cheng, Y., Lapinski, M. K., Hussain, S. A., & Yue, G. (2017, May). The effects of social norms and value-relevant involvement on information processing and behavior. Paper presented to the Information Systems Division of the International Communication Association Annual Conference, San Diego: CA.
  • Type: Conference Papers and Presentations Status: Accepted Year Published: 2017 Citation: Chung, M., & Lapinski, M. K. (2017, May). Culture and social norms: Testing the Theory of Normative Social Behavior to predict hand-washing behavior among Koreans. Paper presented at the 67th Annual Conference of the International Communication Association, San Diego, CA.
  • Type: Journal Articles Status: Accepted Year Published: 2017 Citation: Liu, R. W., & Lapinski, K. M, (2017, May). The influence of social norms on behaviors: Toward a culturally-based social normative approach. Paper presented at the 67th International Communication Association Annual Conference, San Diego, CA. **Top paper award.
  • Type: Conference Papers and Presentations Status: Accepted Year Published: 2017 Citation: Jeon, G. Y., Lapinski, M., Funk, J. & Norby, B. (2017, May). Understanding the role of emerging technologies in veterinarians decision-making about antibiotic use: A One Health approach. Workshop presented at the annual meeting of the Computer and Human Interaction in the FoodCHI sessions.
  • Type: Conference Papers and Presentations Status: Accepted Year Published: 2016 Citation: Lapinski, M. K., Liu, R. W., Kerr, J., Zhao, J., & Bum, T. (2016, November). Characterizing interpersonal influence for grassland conservation behaviors in a unique population. Paper accepted for presentation in the Environmental Communication Division of the annual meeting of the National Communication Association 102nd Annual Convention, PA: Philadelphia.**Top paper award.
  • Type: Conference Papers and Presentations Status: Accepted Year Published: 2016 Citation: Zhuang, J. & Lapinski, M.K. (2016, November). Social norms, psychological involvement, and health and environmental behaviors. Paper accepted for presentation at the annual meeting of the National Communication Association 102nd Annual Convention, PA: Philadelphia.
  • Type: Journal Articles Status: Accepted Year Published: 2016 Citation: Neuberger, L., Lapinski, M. K., Grayson, K., & Landis, E. (2016, June). Examining a susceptibility threshold for high sensation-seekers. Paper to be presented at the annual meeting of the International Communication Association, Fukuoka, Japan.
  • Type: Conference Papers and Presentations Status: Accepted Year Published: 2016 Citation: 11. Zhuang, J. Lapinski, M. K., Rimal, R. Liu, W., & Yun, D. (2016, June). Using normative information to influence collective-efficacy and behavioral decision-making about water conservation. Paper to be presented at the annual meeting of the International Communication Association, Fukuoka, Japan.


Progress 10/01/15 to 09/30/16

Outputs
Target Audience:Student researchers, research faculty and NGO staff atMichigan State University and Beijing, China, and Haixu Township China Changes/Problems:Some of thefindings reported here are also reported in my annual project report to the National Science Foundation. What opportunities for training and professional development has the project provided?Key training activities concern two graduate research assistants at Michigan State University (MSU), our work with the Chinese team at Shan Shui Conservation Center, and our work with a student at MSU who gained experience assisting to program the field experiment. Our IBSS grant funded one graduate research assistant who is a PhD student in the Department of Communication at MSU. She has continued to gain a great deal of hands-on research experience, helping to prepare and pilot the survey in China, playing a large role in collecting data in the experiment at MSU, and helping to pilot the field experiment in China. She also participated in a training session for our colleagues at Shan Shui, discussed below. She co-authored a conference paper on social norms drawing on our qualitative data. She is currently completing a project for her qualifying exam that draws on experimental methods similar to those we are using in our project. Our PI is her academic advisor and the co-investigators are serving on her guidance committee and assisting in the guidance of her research. We used other resources at MSU to fund a second graduate research assistant. This student was a masters student in the Department of Community Sustainability at MSU. One of the project co-investigators was her academic advisor. Her task under our project was to conduct detailed thematic analysis of our qualitative data on social norms and financial incentives around herding behavior in our research site in Qinghai, China. This involved organizing the entire data set into emergent themes (under our guidance of course) and extracting quotes from the data set that help illustrate those themes. We used this work in preparing a paper on social norms around herding. After completing the thematic analysis of our herding data, the student conducted exactly the same kind of analysis on qualitative data she had collected in the summer of 2015 on human-wildlife conflicts in Nepal. Her experience under our IBSS project prepared her to conduct research on her own project much more effectively and rapidly. She completed her thesis and graduated in June, 2016. We programmed both our campus experiment and field experiment in oTree, a program designed for cooperation experiments. We hired a professional programmer outside of MSU to write the program, but after the program for the campus experiment had been completed we hired an MSU undergraduate student to help adapt the program for use in our field experiment in China. This proved to be quite a learning experience for our student. We continued to require the services of the professional programmer, who provided guidance to the student in completing certain tasks while the professional programmer made sure that everything worked as required. Finally, we provided important training to the staff of our collaborating organization, Shan Shui Conservation Center. Most significantly, our main contact point and the person who led all the data collection efforts in China spent a week with us at MSU to plan the experiment and plan research articles that we plan to write together. The PI and Co-I's on the project wrote him a joint recommendation letter for his graduate school applications and he will enter the PhD program in Anthropology at Emory University in August 2016. How have the results been disseminated to communities of interest?They have been disseminated during one-on-one meetings with our NGO collaborators, trainings with the entire team, publications, conference presnentations, and conference papers. What do you plan to do during the next reporting period to accomplish the goals?The next reporting period will focus on three major activities: 1. Analyzing, reporting, and synthesizing all project data 2. Working with the entire team to determine the practical and policy implications of our findings 3. Translating and disseminating the project findings to appropriate audiences 4. Crafting the follow-on studies and applying for funding to conduct those studies.

Impacts
What was accomplished under these goals? Conducted household survey among nomadic herders. During the reporting period we completed the data collection for the survey on norms, group identification, and financial incentives related to herding behavior. In the previous reporting period we reached our target of 300 participants, but upon initial inspection 60 of the surveys were unusable. We made arrangements to re-collect those 60 observations in July and August of 2016. Our team has been in the field in July and August leading additional data collection. 2. Completed thematic analysis ofinterviewdata and wrote a paper reporting these findingsIn the previous reporting period we completed categorical coding for the qualitative data and conducted analysis based on that coding, preparing figures and tables demonstrating trends in the data and conducting some simple regressions. In the current period we took an additional step in analyzing the qualitative data by conducting thematic analysis: categorizing quotes from the data into emergent themes pertinent to our research interests. We began by drafting an initial list of themes based on initial observation of the qualitative data. (We had done this in the previous reporting period.) Then we developed a codebook for the qualitative analysis in which we listed the theme, specified a rule for the conditions under which a given quote qualifies as being relevant to the theme, and then provided an example. From there, we went through the data thoroughly and assigned text to different themes. This was completed in early 2016 and we drafted a paper drawing on this analysis that is reported below. The data from this process informed the other study activities. 3. Developedfield experiments to address objective 2. We developed and began the execution of a two-part experiment to address objectives 2a and 2b listed above. We designed the experiment with the following characteristics: It requires participants to make a decision about whether or not to participate in a pro-social activity It involves a temporary financial incentives treatment It involves an injunctive norms treatment, i.e. subjects in the treatment are given a message reminding them that most people think the activity is important Participants can observe other participants' behavior, meaning that descriptive social norms can be established We developed comparable experiments on campus with students at MSU and in the field with Tibetan herders in Qinghai. For the campus experiment, the problem context we selected is a decision of whether or not to participate in a group to discourage people from littering during tailgating at MSU football games. They must decide how many hours they want to participate (between zero and five). The experiment is conducted over 15 rounds, but all rounds represent the same decision and at the end a single round is randomly selected to be binding. In the middle set of five rounds for groups with the financial incentive treatment, the payment is offered in exchange for participating in the anti-litter patrol. In the last set of five rounds the payment is taken away. There are two other treatments in addition to the financial incentive treatment. One is an injunctive norm message: randomly selected subjects are given a message indicating that most MSU students believe that it is important to confront litterers. The other is a message to downplay the importance of the financial incentive - to ask recipients of the money to think not of the money but of the importance of the work and to realize that the compensation is merely in recognition for the sacrifice the subject will be making by participating. The experimental design is 2x3 with random assignment to conditions. Half the subjects receive an injunctive norms message and half do not. One third of subjects receive no financial incentive, one third receive a financial incentive in the middle set of rounds that is taken away in the final set of rounds, and one third receive a financial incentive as well as a message downplaying the importance of the money. We predicted, among other things, the following: the injunctive norm message will increase participation but this increase depends on the extent of group identification and the attitude about the activity. the financial incentive will increase participation while it is in place removing the financial incentive will reduce participation below what it was originally, before introduction of the financial incentive For the field experiment, the problem context is the decision of whether or not to participate in a patrol to confront poachers, and more specifically to remove traps set against wild animals. Subjects have to decide how many days they would be interested in volunteering. This experiment is 2x2: half the subjects receive an injunctive norms treatment and half do not as with the campus experiment, and half receive a financial incentive in the middle set of rounds and half do not. Again the financial incentive is removed in the last set of rounds. For practical reasons (resource constraints and logistical challenges), in the field experiment we do not include a treatment to downplay the importance of the financial incentive. One important point about the field experiment is that the context is only hypothetical. Our collaborators at Shan Shui told us that based on their experience this approach is unavoidable. The reason is that offering our participants a real financial incentive that would be taken away once the experiment ends has a very strong risk of creating the kinds of problems that we hypothesize in our study. Shanshui has direct experience with this, as groups that have received payments from the Chinese government for conducting certain activities then refuse to undertake those activities in the future without payment. We cannot take the risk of creating such a situation through our research. We have taken great care to make it clear that the research scenario is hypothetical while also setting it up in a way that brings the situation to life and encourages people to take it seriously.The hypotheses to be tested are identical, with the exception of the one concerning the treatment to downplay the importance of the payment; this was not included in the field experiment due to the need to keep the number of cells small and reduce the need for a large sample (given the constraints of implementing the field experiment in this setting). 4. Execution of the experiment We began the data collection on campus this spring and hope to complete it in the fall semester of 2016. We also completed the data collection in Qinghai Province, China in August of 2016. Specific objectives Our work this year continued to focus on all three objectives. Concerning objective one, developing culturally specific measures of social norms, we focused on continuing analysis and write-up of the qualitative data that we collected in 2014, and on collection of new survey data for use in statistical analysis. Concerning objectives two and three, we are using both a survey and an experiment to address these objectives. We completed the survey during the reporting year and we prepared and piloted the experimental procedures. We completed the field experiment data collection. The findings from all of these activities will allow us to identify policy implications of our work and make recommendations for how financial incentives influence social norms and normative responses.

Publications

  • Type: Conference Papers and Presentations Status: Accepted Year Published: 2016 Citation: Neuberger, L., Lapinski, M. K., Grayson, K., & Landis, E. (2016, June). Examining a susceptibility threshold for high sensation-seekers. Paper to be presented at the annual meeting of the International Communication Association, Fukuoka, Japan.
  • Type: Journal Articles Status: Accepted Year Published: 2016 Citation: Zhuang, J. Lapinski, M. K., Rimal, R. Liu, W., & Yun, D. (2016, June). Using normative information to influence collective-efficacy and behavioral decision-making about water conservation. Paper to be presented at the annual meeting of the International Communication Association, Fukuoka, Japan.
  • Type: Other Status: Other Year Published: 2016 Citation: Top Paper Award, Environmental Communication Division, National Communication Association, (November 2016)
  • Type: Other Status: Other Year Published: 2016 Citation: Delia Koo Award for Faculty Research, Asian Studies Center, Michigan State University; $5000 Stipend for research at University of Waikato, Hamilton, New Zealand. (January-June 2016)
  • Type: Journal Articles Status: Awaiting Publication Year Published: 2016 Citation: Lapinski, M.K., Kerr, J., Zhao, J., Shupp, R. (in press). Social norms, behavioral payment programs, and cooperative behaviors: Toward a theory of financial incentives in normative systems. Human Communication Research.
  • Type: Journal Articles Status: Awaiting Publication Year Published: 2016 Citation: Hussain, A. & Lapinski, M.K. (in press). Nostalgic messages for smoking prevention. Communication Research Reports.
  • Type: Journal Articles Status: Published Year Published: 2016 Citation: Connolly, C., Pivarnik, J.P., Mudd, L.M., Feltz, D., Schlaff, R.A., Lewis, M., Silver, R., & Lapinski, M.K., (2016). The influence of risk perceptions and efficacy beliefs on leisure-time physical activity during pregnancy. Journal of Physical Activity & Health, 13, 494-503.
  • Type: Journal Articles Status: Published Year Published: 2015 Citation: Rimal, R.N., & Lapinski, M.K. (2015). A re-explication of social norms, ten years later. Communication Theory, 25, 393409. doi:10.1111/comt.12080
  • Type: Other Status: Awaiting Publication Year Published: 2016 Citation: Silk, K., Sheff, S., Lapinski, M.K., Hoffman, A. (in press). Communication campaigns that emphasize environmental influences on health and risk. In Oxford Research Encyclopedia of Communication, Ed. Jon Nussbaum. New York: Oxford University Press.
  • Type: Conference Papers and Presentations Status: Accepted Year Published: 2016 Citation: Lapinski, M. K., Liu, R. W., Kerr, J., Zhao, J., & Bum, T. (2016, November). Characterizing interpersonal influence for grassland conservation behaviors in a unique population. Paper accepted for presentation in the Environmental Communication Division of the annual meeting of the National Communication Association 102nd Annual Convention, PA: Philadelphia.**Top paper award.
  • Type: Conference Papers and Presentations Status: Accepted Year Published: 2016 Citation: Zhuang, J. & Lapinski, M.K. (2016, November). Social norms, psychological involvement, and health and environmental behaviors. Paper accepted for presentation at the annual meeting of the National Communication Association 102nd Annual Convention, PA: Philadelphia
  • Type: Other Status: Other Year Published: 2015 Citation: Lapinski & Rimal (2005) paper selected as one of the journals most influential papers of the last 25 Years by Communication Theory (2015)
  • Type: Other Status: Other Year Published: 2016 Citation: Lapinski, M.K. Research on Social Norms and Culture. (2016, April) Department of Management Communication, School of Management, University of Waikato, Hamilton, New Zealand.
  • Type: Other Status: Other Year Published: 2016 Citation: Lapinski, M.K. Communication Research Methods in Culture and Communication Seminar (2016, May). Presented to doctoral students in the Department of Management Communication, School of Management, University of Waikato, Hamilton, New Zealand.
  • Type: Other Status: Other Year Published: 2015 Citation: Lapinski, M.K. (2015, September). Successful Proposal Writing. Panel presented to the Trifecta/Sparrow/MSU Innovation Center fall kickoff meeting.


Progress 10/01/14 to 09/30/15

Outputs
Target Audience:*Student researchers, research faculty and NGO staff at MSU and Beijing, China, and Haixu Township China Changes/Problems: Nothing Reported What opportunities for training and professional development has the project provided?Key training activities concern our graduate research assistant here at MSU, our work with the Chinese team at Shan Shui Conservation Center, and our work with coders who are coding the interview data. Our graduate RA is a PhD student in the Department of Communication at MSU. She has gained hands-on research experience in coordinating the activities and managing the logistics of two research teams in two different countries, developing open-ended questions for the qualitative investigation, and developing a code book for qualitative analysis. During the remainder of the reporting period she will continue to gain experience refining the codebook and carrying out the actual analysis. She is preparing a project for her qualifying exam that will draw on experimental methods to be used later in our project; she is working with our team to help her develop this skill. The other main training component involves working with Shan Shui Conservation Center in China to increase their understanding of social science research methods. We have trained their staff in human research protection (including data protection and data management) and interviewing and we will do the same regarding qualitative data analysis. From a professional development standpoint, because all of the investigators have been involved in all aspects of the project development to date, we regularly learn from each other new approaches and ways of thinking about concepts, data, and theory. The make-up of the project team from 3 disciplines and the open-mindedness of the team members means that we have a lot of opten discussions about project concepts and problem-solving which result in learning. How have the results been disseminated to communities of interest?The findings so far have been disseminated in several key ways. First, a report of the interview findings was written and presented verbally to our collaborators at Shan Shui Conservation Center. The findings were then presented to the field staff. Second, study findings have been presented at international conferences and manuscripts containing a portion of our findings is under review. What do you plan to do during the next reporting period to accomplish the goals?During the next reporting period we will be addressing objective 2 in additional depth and objective 3. Objective 2 will be addressed by the analysis of household survey data that is currently being collected and through some experiments we have planned later this year and next summer. Some of our findingsto date have implications for conservation policy (Objective 3) and we are beginning to identify those key results and determine whether there is additional evidence that is necessary.

Impacts
What was accomplished under these goals? Our work this year focused on Objective 1 and 2. A coding scheme was finalized, coders were trained and reliability was established. The coding and qualitative data analysis was largely completed. The survey instrument was developed and data is being collected now. The primary activity of this year has been the quantitative coding and thematic analysis of the qualitative data from 80 in-depth interviews and the development and pilot testing of a culturally-grounded quantitative instrument. In the second half of 2014 the team trained coders, established intercoder reliability, and coded all of the interview data. We formally analyzed the data on the management of herding and grazing lands, and used the findings to develop a survey instrument that was tested in focus groups in Haxiu Township in early January 2015. This resulted in revisions to the survey instrument, which were implemented and pilot tested in June 2015. The household survey data collection is being carried out in August and September 2015. The coding and thematic data analysis for protection against illegal hunting was completed in January-March 2015 (N=40) and due to some unexpected results from the data analyses, the team decided to shift the topical focus from the illegal hunting to the bear conflict prevention after consultation with our collaborators at Shanshui. This was done because the issue of bear-human conflict was highly relevant to our population and conservation policy, was appropriate for our theoretical framework, and allowed us to test our predictions about social norms. The survey instrument for bear-human conflict was developed in April and May 2015 and tested in focus groups in Yushu in May 2015. It has not been pilot tested and it may be necessary to drop this portion of the project due to constraints on access to data. In terms of Objective 2 we completed the analysis of and write up for 2 papers testing some of the hypotheses we have about this issue.

Publications

  • Type: Journal Articles Status: Awaiting Publication Year Published: 2015 Citation: Lapinski, M. K., Zhuang, J., Koh, H., Shi, J. Y. (in press, 2015). Social norms and involvement in health and environmental behaviors. Paper in press at Communication Research.
  • Type: Journal Articles Status: Published Year Published: 2015 Citation: Lapinski, M. K., Funk, J., & Moccia, L. (2015) Fundamental issues for the role of social science in one health. Social Science and Medicine, 129, 51-60.
  • Type: Journal Articles Status: Awaiting Publication Year Published: 2015 Citation: Rimal, R.N., & Lapinski, M.K. (in press, 2015). A re-explication of social norms, ten years later. Communication Theory, Paper invited as a result of award.
  • Type: Journal Articles Status: Submitted Year Published: 2015 Citation: Kerr, J., Lapinski, M.K., Zhao, J. (under review, 2015). Social norms, conservation, and the long-term effects of short-term financial incentives. Paper under review in Ecological Economic.
  • Type: Journal Articles Status: Under Review Year Published: 2015 Citation: Lapinski, M.K., Kerr, J., Zhao, J., Shupp, R. (under review, 2015). Social norms, behavioral payment programs, and cooperative behaviors: Toward a theory of financial incentives in normative systems. Paper under review in Human Communication Research.
  • Type: Journal Articles Status: Under Review Year Published: 2015 Citation: Connolly, Pivarnik, Lapinski et al. (under review, 2015). The Influence of Risk Perceptions and Efficacy Beliefs on Leisure-Time Physical Activity during Pregnancy. Paper under review at The Journal of Physical Activity & Health
  • Type: Conference Papers and Presentations Status: Accepted Year Published: 2015 Citation: Wang, Z., Fraser, A., Sharp, J., Lapinski, M.K., Quilliam, E.T.,& Balogh, B., (2015, July). Risk perceptions, efficacy beliefs, and serving practices of South Carolina food service workers. Paper presented at the annual meeting of the International Association for Food Protection, Portland Oregon.
  • Type: Conference Papers and Presentations Status: Accepted Year Published: 2015 Citation: Lapinski, M. K., Kerr, J., Zhao, J., & Shupp, R. (2015, May). Social norms, behavioral payment programs, and behaviors: Toward a theory of the role of financial incentives in normative systems (FINS). Extended abstract presented in the Information Systems Division for presentation at the annual meeting of the International Communication Association, Puerto Rico, USA.
  • Type: Conference Papers and Presentations Status: Accepted Year Published: 2015 Citation: Lapinski, M.K., & Funk, J. (2015, May). Recommendations for the role of communication research in one health. Paper presented in the Health Communication Division at the annual meeting of the International Communication Association, Puerto Rico, USA.
  • Type: Conference Papers and Presentations Status: Accepted Year Published: 2015 Citation: Lapinski, M. K., Zhuang, J., Rimal, R. N., Yun, D., Viken, G. Liu, W., Chung, M. (2015, May). Maverick or marine: Collective group orientation and response to normative information. Paper presented in the Environmental Communication Division at the annual meeting of the International Communication Association, Puerto Rico, USA.
  • Type: Conference Papers and Presentations Status: Accepted Year Published: 2015 Citation: Lapinski, M.K. (2015, May). The role of social norms in Ebola: Lessons for communication from other contexts. Panel presentation at the annual meeting of the International Communication Association, Puerto Rico, USA.
  • Type: Conference Papers and Presentations Status: Accepted Year Published: 2014 Citation: Quilliam, E.T., Fraser, A., Lapinski, M. K., Balogh, B., Viken, G., Plasencia, J., & Wang, Z. (2014, November). Sing happy birthday twice while washing your hands: A content analysis of hand hygiene curricula targeting elementary-age children. Paper presented at the annual meeting of the American Public Health Association, New Orleans, LA.


Progress 03/01/14 to 09/30/14

Outputs
Target Audience: *Student researchers and staffat MSUand Beijing, China Changes/Problems: Because there was a lapse in the finish and start of my new projects, my publications from 2013 were not reported. My Michigan Ag Bio affiliation is included in all publications. I have listed these below. Lapinski, M. K., Anderson, J., Shugart, A., & Todd, E. (2013). Social influence in childcare centers: a test of the theory of normative social behavior. Health Communication, 29(3), 219-32. DOI: 10.1080/10410236.2012.738322 Lapinski, M. K., Maloney, E. K., & Braz, M. E., & Shulman, H. C. (2013). Using normative messages to improve hand washing: A field experiment. Human Communication Research, 39(1), 21-46. Maloney, E. K., Lapinski, M. K., & Neuberger, L. B. (2013). Using the theory of reasoned action to promote a land preservation millage. Journal of Applied Social Psychology, 43(12):2377-2390. Lapinski, M. K., Neuberger, L., Van der Heide, B., Gore, M., & Muter, B. A. (2013). Shark bytes: Risk message design, message sensation value, and emotional appeals in shark dive websites. Journal of Risk Research, 16(6), 733-751. DOI: 10.1080/10410236.2012.738322 Muter, B. A., Gore, M. L., Riley, S. J. & Lapinski, M. K. (2013). Evaluating bovine tuberculosis risk communication materials in Michigan and Minnesota for severity,susceptibility and efficacy messages. Wildlife Society Bulletin, 37(1), 115–121. DOI: 10.1002/wsb.238. What opportunities for training and professional development has the project provided? This project involved training our local graduate student and our collaborators in China (students and staff)on interviewing techniques and social research methods. How have the results been disseminated to communities of interest? Because this project involves a community partner, the methods and processes of the study have been shared with the management and staff of the organization. What do you plan to do during the next reporting period to accomplish the goals? Goal 1: We will be analyzing the interview data and reporting its findings. These data will be used for the development of a household survey. Goal 2: We will be developing, piloting, and implementing a household survey toward addressing this goal. We will conduct several local experiments in preparation for field experiments to further probe this issues (scheduled to be conducted the following year). Goal 3: We will continue to work with our project partners to ensure the policy relevance of our work. We will examine the findings of the studies described above to draw lessons for the design of PES programs.

Impacts
What was accomplished under these goals? Goal 1. Toward this goal our team has: conducted field work and site visits to our study sites on the Tibetan plateau, reviewed the literature on culture and measurement design, met weekly with the team and monthly with our cultural insiders to develop study protocols and implement them, and collected 80 interviews with nomadic herders to provide the first step in developing these measures. I applied for a Fulbright to do additional work on this issue in New Zealand where they have a number of robust payment for ecosystem services programs that account for social factors in their design. Goal 2: We have conducted one experiment toward understanding this issue. We are currently designing a household survey and a series of additional experiments to address this goal. Goal 3: Our NGO collaborators have worked closely with us on the above activities to ensure the studies have policy relevance. We have presented one paper on this issue and have another in progress that will lay the groundwork for the policy implications of our work forpayment for ecosystem services (PES)design.

Publications

  • Type: Journal Articles Status: Published Year Published: 2014 Citation: Triezenberg, H. A., Gore, M. L., Riley, S. J., & Lapinski, M. K. (2014). Perceived risks from disease and management policies: An expansion and testing of a zoonotic disease risk perception model. Human Dimensions of Wildlife, 19(2) 123138.
  • Type: Journal Articles Status: Published Year Published: 2014 Citation: Lapinski, M., Anderson, J., Cruz, S., & LaPine, P. (2014). Social networks and the communication of norms about prenatal care in rural Mexico. Journal of Health Communication, 20, 1-9.
  • Type: Journal Articles Status: Published Year Published: 2014 Citation: Triezenberg, H. A., Gore, M. L., Lapinski, M. K. & Riley, S. J. (2014). The role of persuasive communication in achieving wildlife health goals. Manuscript published online: Wildlife Society Bulletin; DOI: 10.1002/wsb.462 (online)
  • Type: Journal Articles Status: Published Year Published: 2014 Citation: Silk, K. J., Hurley, A., Pace, K., Maloney, E. K., & Lapinski, M. (2014). A diffusion of innovations approach to understand stakeholder perceptions of renewable energy initiatives. Science Communication, 36, 646-669. doi: 10.1177/1075547014549891
  • Type: Journal Articles Status: Awaiting Publication Year Published: 2014 Citation: Lapinski, M. K., Funk, J., Moccia, L. (in press) Fundamental issues for the role of social science in one health. Social Science and Medicine.
  • Type: Conference Papers and Presentations Status: Accepted Year Published: 2014 Citation: Quilliam, E.T., Fraser, A., Lapinski, M. K., Balogh, B., Viken, G., Plasencia, J., & Wang, Z. (2014, November). Sing happy birthday twice while washing your hands: A content analysis of hand hygiene curricula targeting elementary-age children. Paper accepted for presentation at the annual meeting of the American Public Health Association, New Orleans, LA. https://apha.confex.com/apha/142am/webprogram/Paper301377.html
  • Type: Conference Papers and Presentations Status: Accepted Year Published: 2014 Citation: Lapinski, M. K., Zhuang, J., Koh, H., Shi, J. Y. (2014, May). Social norms and involvement in health and environmental behaviors. Paper presented at the annual meeting of the International Communication Association, Seattle, WA.
  • Type: Conference Papers and Presentations Status: Accepted Year Published: 2014 Citation: Koh, H. S. & Lapinski, M. K. (2014, May). The mediating effect of emotion on the comparison between descriptive norm information and recycling behaviors. Paper presented at the annual meeting of the International Communication Association, Seattle, WA.