THE VERDICT ON THIS ASSUMPTION: False
A core principle of microeconomics, “rational choice theory” suggests that people make decisions — often unconsciously — about how to act using a cost-benefit analysis. People assess the costs and benefits of competing courses of action and then generally act in their own self-interest, choosing the course that maximizes their individual gain.
While this assumption allows for elegant economic models, research from other research from other fields (including behavioral economics, psychology, anthropology and social psychology) provides a more accurate, comprehensive, and nuanced understanding of what factors shape an individual’s actions.
Frames Associated with This Assumption:
For example, some behavioral economics research found that even when people try to act in their self-interest, they often fail on account of a range of common biases and inaccurate assumptions 1 . In contrast to the theory of “rational choice,” human behaviors may be more aptly characterized as “predictably irrational” 2 .
Research across the social sciences challenges the assumption that we are predisposed to self-interest. Studies have examined how altruism, self-interest, and feelings of personal obligation impact environmentalism, including activist engagement and policy support 3 .
Perhaps surprisingly, research findings challenge what we have assumed about humans as self-interested creatures: people actually are highly-motivated to help and support others. As more social and cultural models are developed around empathy, altruism and community engagement, we can incorporate the messaging of those values into our climate change communication. The self-interest assumption, if unchallenged, can undermine our capacity to develop compelling, emotive, and inspiring campaigns that emphasize shared values, community, and feeling part of a larger and powerful movement. In fact, campaigns that highlight only self-interest reasoning, for example financial motivations, run the risk of decreasing environmental action in other areas or over the long-term 4 .
Environmental goals often focus on a commitment to the collective good: the well-being of other people and the health of the planet. People tend to engage in environmental activism when particular environmental values they possess are under threat, and when they believe taking action can help alleviate this threat 5 . Further, people who exhibit altruistic characteristics are more likely than those who do not to take action when nonhumans are threatened (for example, endangered species or ecosystems.) People who exhibit more self-interested characteristics, on the other hand, are more likely to take action based on threats to personal health and well-being.
Social psychologist Tim Kasser describes the difference between these two groups in terms of 'intrinsic vs. extrinsic values.' Kasser’s theory argues that in appealing to extrinsic goals (materialism, consumerism, goods, instrumental relationships) we may reinforce their potency. Similarly, when we frame our communication in terms of intrinsic goals (collective good), however, we support and foster them (See Assumption 8). While it is difficult to change values 6 , it is possible to stimulate people to act more upon their altruistic and biospheric value sets 7 . For example, it is possible to make values more salient in order to affect the way people prioritize their values in specific situations. In addition, normative reasons for taking action (it is the right thing to do) are likely to help people overcome self-interest values and considerations 8 . As always, advocates must consider their audience when deciding what kind of values-based messaging will be most effective.
- People vary in the degree to which they are motivated by self-interest or altruism. While both may serve as a means of encouraging people to take action, people’s sense altruism tends to be more effective than self-interest in engaging them and is effective on a much broader range of environmental actions.
- Campaigns rooted in self-interest are likely to be most effective when the focus is on narrow actions with a personal angle, for example promoting the purchase of environmentally friendly products such as more efficient appliances and furnaces.
- Self-interest, like short and long-term thinking, is largely socially and culturally contextual. Don’t assume that “people are just out for themselves,” as it can undermine more powerful campaign messaging.
