The closest thing we have to a law of behavior, as gravity is a law of physics, is that behavior is a function of its consequences. Many attempts to get the public to go green have not applied behavioral consequences in a way that is consistent with what behavior analysis, the science of behavior, knows about how to change behavior to the point that it becomes the new norm. In other words, how to make it last and become a habit. Whether at the individual level or the corporate level, long-term commitment to environmental concerns requires a sophisticated application of effective consequences. In this session, Dr. Lattalwill present a tool for analyzing the effectiveness of consequences in current green initiatives and a simple framework for recycling ineffective initiatives into successful ones.

Review Darnell Lattal’s biographical statement.