This project aimed to persuade Warwick Retail to abolish the unfair charge for non-dairy milk, particularly soy in campus cafes. There is currently a 10p charge for soy milk in hot drinks and a 30p charge for almond or coconut milk.
2. Why the problem is important and evidence
With PETA citing a 155% rise in sales from dairy alternative milks in the past 2 years, it is clear that the demand for dairy-free milk alternatives is ever-increasing. This increase in demand reflects the massive increase in veganism; the website ‘Livekindly’ which reports the latest vegan and plant-based news report that from 2016 to 2018, there was a 700% growth in veganism meaning that in 2018, 7% of the UK’s population is now vegan (Webber, 2018). According to ‘VeganLife’, young people make up the largest proportion of individuals who have tried veganism in 2018 with 56% of people aged between 16 and 29 having attempted a vegan-based diet. With the vast majority of university students falling into this age bracket, it is imperative that their dietary needs are catered for free of charge.
In addition to vegans, there are also individuals who cannot consume cow’s milk due to health reasons. An example of this is lactose intolerance which has a prevalence rate of 75% worldwide (Mäkinen, Wanhalinna, Zannini & Arendt, 2016). It is shocking that lactose intolerant individuals have to pay a surcharge for something that is not a controllable lifestyle choice.
There is also a huge environmental impact of dairy milk. According to Poore and Nemecek (2019), having a vegan diet “is probably the single biggest way to reduce your impact on planet Earth” and Weber and Matthews (2008) state that consuming a meat-based diet is just as bad as driving an extra 20 miles in your car every day. Warwick Retail claim they are “continuously implementing initiatives that optimise our use of natural resources and helping the nation to meet its climate change commitment”. Promoting non-dairy alternatives to milk is a key way Warwick Retail can help achieve their aim of combating climate change and therefore should be offered free of charge.
To sum up, why should individuals who follow a vegan diet, are lactose intolerant or who simply want to do their bit to help the environment, have to pay extra in order to accommodate their needs?
3. Timeline of events
Step 1: First email
We first contacted Warwick Retail by email and stated our cause. The Theory of Planned Behaviour (Ajzen, 1991) states key variables of behaviour as one’s ‘Normative Beliefs’ and ‘Subjective Norms’. According to Ajzen, a behaviour becomes more likely if there are strong pressures from ‘relevant others’ to perform or not to perform a behaviour. We first aimed to change Warwick Retail’s normative beliefs by highlighting the social normative pressures from students at Warwick – their ‘relevant others’ – in presenting statistics about the prevalence of veganism. “We think this is a big issue on campus because, as you quoted, there were at least 542,000 vegans in the UK in 2017 meaning many students in the university are likely to follow this lifestyle.” We used a statistic that they had previously given in an article themselves, so that they would perceive this as a credible source of information.
We also targeted Warwick Retail’s Subjective Norms, which are considered to be a function of salient normative beliefs (Armitage & Conner, 2001). We did this by informing them that their competitor brands, such as Costa and Starbucks, had already demonstrated their commitment to helping the environment by offering non-dairy alternatives for no extra cost. As such, this significant pressure would encourage Warwick Retail to consider following the actions of their competitors.
Changing Warwick Retail’s subjective norms, we believed, would work by implicating that they had moral responsibility for students at Warwick, of whom dietary requirements are important to their wellbeing. “As the university cares about student welfare, it is important to cater to the needs to everyone, meaning a free alternative should be offered.” Azjen further emphasised that in certain contexts, it is important not only to consider the impact of perceived social pressures, but also personal feelings of moral obligation to perform a certain behaviour. Suggesting that Warwick Retail’s choice of whether or not to perform this behaviour carried significant moral consequences - not only to their students but also the environment - was expected to have considerable influence over their behavioural intention (Gorsuch & Ortberg, 1983).
Initial rejection from Warwick Retail
On the basis of our initial email, Warwick Retail rejected our request for a free non-dairy alternative. They reasoned that due to increased costs of alternative milks at present from their suppliers, they were unable to provide these at no additional costs. They also added that large corporate retailers such as Starbucks and Costa are able to buy in bulk, making their unit costs are significantly cheaper.
Step 2: Petition
The first step in appealing Warwick Retail’s decision involved creating a petition on Change.org. In conducting a petition for our cause, we attempted to provide evidence for the social normative pressures to perform the behaviour of removing the 10p surcharge. With approximately 300 signatures for our cause, this was irrefutable evidence for the large demand on campus for the provision of a free non-dairy alternative.
https://www.change.org/p/warwick-retail-offer-free-soy-milk-as-a-dairy-free-alternative-in-campus-cafes?recruiter=121175885&utm_source=share_petition&utm_medium=facebook&utm_campaign=psf_combo_share_initial.pacific_post_sap_share_gmail_abi.gmail_abi&utm_term=share_petition&recruited_by_id=152ee060-043c-11e4-b9a2-8ff442b6ba8f&utm_content=fht-14297770-en-gb%3Av5&fbclid=IwAR3vP2A_JtPGHASeOZ9tUrHtC9RB7Pq0KqBdnRSrJtrcXcNP2xhZ0IUM3qY
Step 3: Second email:
After the initial rejection, we decided to write another email using other persuasive techniques in an attempt to change their opinion. As Warwick Retail are well informed on the benefits and challenges of using soy milk, we decided that using a two-sided argument would be the most effective. By mentioning the challenges such as buying power that were stated in Warwick Retail's initial reply, we acknowledged the opposite side to our argument. We found specific solutions to these problems which refuted the opposing argument. This makes the opposing argument weaker and therefore makes our argument more persuasive (Hovland, Janis, & Kelley, 1953).
As well as being well informed, Warwick retail are also more motivated to pay attention to the message of our email. This is because it is something that will affect their business so is important to them. As shown in the heuristic-systematic model of information processing, Warwick Retail would use effortful and detailed processing therefore stating statistics from an expert source is key (Chaiken & Trope, 1999). We used statistics from PETA for this reason.
To support these statistics, we included the petition we ran. This highlights the number of people on campus who disagree with the soy-milk charge. As this information has been repeated throughout the email it comes to mind more easily, therefore it seems that a larger proportion of Warwick Retail's target market would appreciate the proposed change. This supports our argument that Warwick Retail as a business would benefit from our proposed ideas. Repeating the statistics on veganism also illuminates how big veganism is outside of Warwick University through the availability heuristic. By increasing the availability of veganism in the minds of Warwick Retail, it creates the perception that veganism is an important subject norm that they should be adhering to therefore makes the charge for soy milk seem even more unfair and increases the pressure to conform and get rid of the charge (Ajzen & Fishbein, 1980).
Following this, we decided to exploit the phenomenon of cognitive dissonance to demonstrate how the values Warwick Retail promote are not reflected in their decision to enforce a surcharge on non-dairy milk. We drew their attention to the fact that they encourage environmentally-friendly practices in students by offering an increased 20p discount for all customers when a hot drink is purchased using a reusable cup; yet they choose to discourage consumers from choosing dairy milk alternatives by introducing an additional charge. We alluded to the fact that veganism and reducing dairy and meat consumption represents the most effective way to lower environmental impacts than any reusable products. Given this discrepancy between the principles Warwick Retail endorse and their business practices, we hoped to encourage them to re-evaluate their non-dairy milk surcharge. Research such as that by Stone and Fernandez (2008) demonstrates the powerful effect of hypocrisy on behaviour by making individuals aware of inconsistencies in their attitudes and actions which motivates adjustment of inconsistent behaviour. This has been found to be particularly effective in relation to environmental beliefs as environmentally-friendly behaviours are likely to be highly correlated and people are motivated by a drive to behave consistently (Thøgersen, 2004).
Additionally, by stating startling information such as the reality that a vegan diet is “the single biggest way to reduce your impact on planet Earth” (Poore & Nemecek, 2019), we employ one of the peripheral behaviour change techniques defined in the MINDSPACE mnemonic, specifically salience (Dolan, Hallsworth, Halpern, King, Metcalfe, & Vlaev, 2012). Previous research has found that information that is simple and novel is most attended to (Liu, Vlaev, Fang, Denrell, & Chater, 2017) as, not only does this surprising information stand out and capture the reader’s attention, but will be better remembered (Santangelo, 2015). Given the nature of our target audience, the central route to persuasion is the most appropriate method and we composed coherent and clearly described arguments in a problem-solution format to adhere to techniques discussed in the heuristic-systematic model of information processing and the Elaboration Likelihood Model. Using statistics from expert sources such as distinguished researchers takes advantage of the Yale Attitude Change Approach as sources perceived as credible are more likely to be trusted than less dependable informants (Demirdöğen, 2010), and continuously repeating and summarising our fundamental point increases approval and authenticity of our message (Koch & Zerback, 2013).
Finally, we exploited the Incentive and Ego components of MINDSPACE (Dolan et al., 2012) by emphasising the possible benefits Warwick Retail could yield by adhering to our suggestion and removing the additional charge on non-dairy milk. We highlighted that this would establish the retailer as an environmentally- aware and sustainable organisation, making it appear respectable and responsible in the eyes of the ethically-conscious student population on campus. In addition, we applied the concept of information proliferation to reinforce our message by presenting an abundance of information in logical arguments to ensure our essential message would become the most salient, and therefore the most attended to.
Result
Though Warwick Retail were unable to make immediate changes, they told us that as part of their end of year review, they will look at the cost of dairy alternatives and try to negotiate this with their suppliers to keep costs down. As of October 2019, cafes across campus will hopefully be seeing a non-dairy alternative being supplied free of charge.
References
Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211.
Armitage, C. J., & Conner, M. (2001). Efficacy of the theory of planned behaviour: A meta‐analytic review. British journal of social psychology, 40(4), 471-499.
Demirdöğen, Ü. D. (2010). The roots of research in (political) persuasion: Ethos, pathos, logos and the Yale studies of persuasive communications. International Journal of Social Inquiry, 3, 189-201.
Dolan, P., Hallsworth, M., Halpern, D., King, D., Metcalfe, R., & Vlaev, I. (2012). Influencing behaviour: The mindspace way. Journal of Economic Psychology, 33, 264-277
Gorsuch, R. L., & Ortberg, J. (1983). Moral obligation and attitudes: Their relation to behavioral intentions. Journal of Personality and Social Psychology, 44(5), 1025.
Koch, T., & Zerback, T. (2013). Helpful or harmful? How frequent repetition affects perceived statement credibility. Journal of Communication, 63, 993-1010.
Liu, C., Vlaev, I., Fang, C., Denrell, J., & Chater, N. (2017). Strategizing with biases: making better decisions using the Mindspace approach. California Management Review, 59, 135-161.
Mäkinen, O.E., Wanhalinna, V., Zannini, E., & Arendt, E.K. (2016). Foods for special dietary needs: Non-dairy plant-based milk substitutes and and fermented dairy-type products. Critical Reviews in Food Science and Nutrition, 56, 339-349.
Poore & Nemecek. (2019). “Reducing food’s environmental impact through producers and consumers”. Retrieved from: https://josephpoore.com/Science%20360%206392%20987%20-%20Accepted%20Manuscript.pdf On 22nd February 2019
Santangelo, V. (2015). Forced to remember: when memory is biased by salient information. Behavioural Brain Research, 283, 1-10.
Stone, J., & Fernandez, N. C. (2008). To practice what we preach: The use of hypocrisy and cognitive dissonance to motivate behavior change. Social and Personality Psychology Compass, 2, 1024-1051.
Thøgersen, J. (2004). A cognitive dissonance interpretation of consistencies and inconsistencies in environmentally responsible behavior. Journal of Environmental Psychology, 24, 93-103.
VeganLife (2018). “Over 50% of young people in the UK have tried veganism, according to new data”. Retrieved from: https://www.veganlifemag.com/over-50-of-young-people-in-the-uk-have-tried-veganism-according-to-new-data/
Step 3: Second email:
After the initial rejection, we decided to write another email using other persuasive techniques in an attempt to change their opinion. As Warwick Retail are well informed on the benefits and challenges of using soy milk, we decided that using a two-sided argument would be the most effective. By mentioning the challenges such as buying power that were stated in Warwick Retail's initial reply, we acknowledged the opposite side to our argument. We found specific solutions to these problems which refuted the opposing argument. This makes the opposing argument weaker and therefore makes our argument more persuasive (Hovland, Janis, & Kelley, 1953).
As well as being well informed, Warwick retail are also more motivated to pay attention to the message of our email. This is because it is something that will affect their business so is important to them. As shown in the heuristic-systematic model of information processing, Warwick Retail would use effortful and detailed processing therefore stating statistics from an expert source is key (Chaiken & Trope, 1999). We used statistics from PETA for this reason.
To support these statistics, we included the petition we ran. This highlights the number of people on campus who disagree with the soy-milk charge. As this information has been repeated throughout the email it comes to mind more easily, therefore it seems that a larger proportion of Warwick Retail's target market would appreciate the proposed change. This supports our argument that Warwick Retail as a business would benefit from our proposed ideas. Repeating the statistics on veganism also illuminates how big veganism is outside of Warwick University through the availability heuristic. By increasing the availability of veganism in the minds of Warwick Retail, it creates the perception that veganism is an important subject norm that they should be adhering to therefore makes the charge for soy milk seem even more unfair and increases the pressure to conform and get rid of the charge (Ajzen & Fishbein, 1980).
Following this, we decided to exploit the phenomenon of cognitive dissonance to demonstrate how the values Warwick Retail promote are not reflected in their decision to enforce a surcharge on non-dairy milk. We drew their attention to the fact that they encourage environmentally-friendly practices in students by offering an increased 20p discount for all customers when a hot drink is purchased using a reusable cup; yet they choose to discourage consumers from choosing dairy milk alternatives by introducing an additional charge. We alluded to the fact that veganism and reducing dairy and meat consumption represents the most effective way to lower environmental impacts than any reusable products. Given this discrepancy between the principles Warwick Retail endorse and their business practices, we hoped to encourage them to re-evaluate their non-dairy milk surcharge. Research such as that by Stone and Fernandez (2008) demonstrates the powerful effect of hypocrisy on behaviour by making individuals aware of inconsistencies in their attitudes and actions which motivates adjustment of inconsistent behaviour. This has been found to be particularly effective in relation to environmental beliefs as environmentally-friendly behaviours are likely to be highly correlated and people are motivated by a drive to behave consistently (Thøgersen, 2004).
Additionally, by stating startling information such as the reality that a vegan diet is “the single biggest way to reduce your impact on planet Earth” (Poore & Nemecek, 2019), we employ one of the peripheral behaviour change techniques defined in the MINDSPACE mnemonic, specifically salience (Dolan, Hallsworth, Halpern, King, Metcalfe, & Vlaev, 2012). Previous research has found that information that is simple and novel is most attended to (Liu, Vlaev, Fang, Denrell, & Chater, 2017) as, not only does this surprising information stand out and capture the reader’s attention, but will be better remembered (Santangelo, 2015). Given the nature of our target audience, the central route to persuasion is the most appropriate method and we composed coherent and clearly described arguments in a problem-solution format to adhere to techniques discussed in the heuristic-systematic model of information processing and the Elaboration Likelihood Model. Using statistics from expert sources such as distinguished researchers takes advantage of the Yale Attitude Change Approach as sources perceived as credible are more likely to be trusted than less dependable informants (Demirdöğen, 2010), and continuously repeating and summarising our fundamental point increases approval and authenticity of our message (Koch & Zerback, 2013).
Finally, we exploited the Incentive and Ego components of MINDSPACE (Dolan et al., 2012) by emphasising the possible benefits Warwick Retail could yield by adhering to our suggestion and removing the additional charge on non-dairy milk. We highlighted that this would establish the retailer as an environmentally- aware and sustainable organisation, making it appear respectable and responsible in the eyes of the ethically-conscious student population on campus. In addition, we applied the concept of information proliferation to reinforce our message by presenting an abundance of information in logical arguments to ensure our essential message would become the most salient, and therefore the most attended to.
Result
Though Warwick Retail were unable to make immediate changes, they told us that as part of their end of year review, they will look at the cost of dairy alternatives and try to negotiate this with their suppliers to keep costs down. As of October 2019, cafes across campus will hopefully be seeing a non-dairy alternative being supplied free of charge.
References
Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211.
Armitage, C. J., & Conner, M. (2001). Efficacy of the theory of planned behaviour: A meta‐analytic review. British journal of social psychology, 40(4), 471-499.
Demirdöğen, Ü. D. (2010). The roots of research in (political) persuasion: Ethos, pathos, logos and the Yale studies of persuasive communications. International Journal of Social Inquiry, 3, 189-201.
Dolan, P., Hallsworth, M., Halpern, D., King, D., Metcalfe, R., & Vlaev, I. (2012). Influencing behaviour: The mindspace way. Journal of Economic Psychology, 33, 264-277
Gorsuch, R. L., & Ortberg, J. (1983). Moral obligation and attitudes: Their relation to behavioral intentions. Journal of Personality and Social Psychology, 44(5), 1025.
Koch, T., & Zerback, T. (2013). Helpful or harmful? How frequent repetition affects perceived statement credibility. Journal of Communication, 63, 993-1010.
Liu, C., Vlaev, I., Fang, C., Denrell, J., & Chater, N. (2017). Strategizing with biases: making better decisions using the Mindspace approach. California Management Review, 59, 135-161.
Mäkinen, O.E., Wanhalinna, V., Zannini, E., & Arendt, E.K. (2016). Foods for special dietary needs: Non-dairy plant-based milk substitutes and and fermented dairy-type products. Critical Reviews in Food Science and Nutrition, 56, 339-349.
Poore & Nemecek. (2019). “Reducing food’s environmental impact through producers and consumers”. Retrieved from: https://josephpoore.com/Science%20360%206392%20987%20-%20Accepted%20Manuscript.pdf On 22nd February 2019
Santangelo, V. (2015). Forced to remember: when memory is biased by salient information. Behavioural Brain Research, 283, 1-10.
Stone, J., & Fernandez, N. C. (2008). To practice what we preach: The use of hypocrisy and cognitive dissonance to motivate behavior change. Social and Personality Psychology Compass, 2, 1024-1051.
Thøgersen, J. (2004). A cognitive dissonance interpretation of consistencies and inconsistencies in environmentally responsible behavior. Journal of Environmental Psychology, 24, 93-103.
VeganLife (2018). “Over 50% of young people in the UK have tried veganism, according to new data”. Retrieved from: https://www.veganlifemag.com/over-50-of-young-people-in-the-uk-have-tried-veganism-according-to-new-data/
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