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Navigating Environmental Attitudes$
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Thomas A. Heberlein

Print publication date: 2012

Print ISBN-13: 9780199773329

Published to Oxford Scholarship Online: January 2013

DOI: 10.1093/acprof:oso/9780199773329.001.0001

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Avoiding the Cognitive Fix Keeper Hole

Avoiding the Cognitive Fix Keeper Hole

(p.123) 8 Avoiding the Cognitive Fix Keeper Hole
Navigating Environmental Attitudes

Thomas A. Heberlein

Oxford University Press

Keeper holes are places where the water swirls, turns on itself, and traps your craft. You go around and around, sometimes upside down and, occasionally, even drown. The cognitive fix is a big keeper hole. We get caught in it and can’t think beyond it. This chapter shows how you can avoid keeper holes by designing technical and structural fixes with attitudes rather than trying to change attitudes. These case studies show how structural fixes reduced driving into central Stockholm, conserved vast amounts of energy on a university campus, stopped power-plant construction in the Pacific Northwest for almost three decades and made millions of hotel guests turn off the lights every time—all these successes without changing attitudes.

Keywords:   attitudes, cognitive fix, congestion charges, energy conservation, energy consumption, retro-fitting, structural fix, technological fix

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