Rebranding Health as Well-Being with Michelle Segar

Rebranding Health As Well-being:

A science-based story about creating

sustainable behavior change

Michelle Segar, PhD, MPH Director, The Sport, Health, and Activity Research and Policy Center

Faculty Associate, Center for Positive Organizations, Ross School of Business

University of Michigan

Author, “No Sweat: How the Simple Science of Motivation

Can Bring You a Lifetime of Fitness” (Amacom, 2015)

Michelle’s Perspective:

20 Years of Research & Real Life

Sam and Hannah’s

TOMORROW

External

Feedback

Internal

Promoting

The Wrong “Whys”

Is Expensive

Part I: Motivation

MOTIVATION

is a result of

“The Why”

Bagozzi, et al., (2003), J Behav Decis Mak 2003,16:273-295; Carver & Scheier, (1998) On the Self-regulation of Behavior;

Maes & Gebhardt (2000), Handbook of Self-regulation,343-368;Segar, et al., (2008) Women’s Health Issues,18,281-291.

Lutz, et al., (2008) Psychol Sport Exerc, 9, 559-575;Eccles (2005), Handbook of Competence and Motivation,105-121;

Teixeira, et al., IJBNPA (2012: 9); Sheldon & Elliot (1998) Personality and Social Psychology (24)

Not all Whys are created equal.

Reasons Motives Goals

“I have

zero interest

in exercising”

“My doctor

told me

to exercise”

“I know

I should

exercise”

“Exercise

is valuable

daily life”

“Exercise

feels good

to do”

Continuum of Motives

Should

Outside

Pressure

Interest

Self-Determination Theory - Ryan & Deci (2000) American Psychologist, 55(1)

Higher Quality Motivation (FUEL)

“A better today”

EMOTIONAL “A healthier tomorrow”

LOGICAL

Should

Outside

Pressure

Interest

Higher Quality Motivation (FUEL)

But, People Do Value

“Better Health”

Segar et al., (2012) IJBNPA, 8, 94

Value Behavior

Segar et al., (2012) IJBNPA, 8, 94

The Gap

Intentions Behavior

Rhodes & de Bruijn (2013) Br J Health Psychol, May;18(2):296-309

Decisions

Sustainable Behavior

is Made Up of

Consistent Decisions

TWO INFORMATION PROCESSING SYSTEMS

EMOTION

• Experiential

• Non-verbal

• Implicit

• “Impulsive”

• Fast (automatic)

• Effortless

Bargh, et al., (2001) JPSP, 81; Nosek, (2007) Current Directio,; Hofmann,, et. al, (2009) Health Psychology Review, 1-27.

• Analytic

• Verbal

• Explicit

• “Reflective”

• Slow

• Effortful

•FUTURE •NOW

Chang & Pham, 2013, Journal of Consumer Research, 40, 42-46

What drives

decision making

in the NOW?

Types of Self-Care Decisions?

• Leaving for exercise class or not.

• Picking a snack when hungry.

• At 11:30pm, deciding to stay on Facebook at or

go to sleep.

FEELINGS UTILITY

Which has more weight, our feelings

about the outcome or it’s usefulness?

Feelings Trump Utility

•Feelings are information.

•The closer the outcome is to the decision,

the more that feelings trump function.

• Leaving for exercise class or not.

• Picking a snack when hungry.

• At 11:30pm, deciding to stay on Facebook at or

go to sleep.

. Chang & Pham, 2013, Journal of Consumer Research, 40, 42-46

Emotional rewards

Logical Ones in Teens

Sirriyeh, Lawton & Ward (2010) British Journal of Health Psychology, 15, 825-840

Gellert, Ziegelmann, & Schwarzer (2012) Psychology & Health,(7):816-828.

Emotional rewards

Logical Ones In the Elderly

Landro (2012) The Wall Street Journal

Experiences/Emotional Rewards

TRUMP Logical Ones

Among Chronically Ill Populations

•"Quality of life…is the most important

factor in motivating people to deal with

an illness.”

• "People aren't motivated to follow their

clinical regimen if it doesn't improve the

way they function and…manage day to

Noreen Clark (1943 –2013)

Past Director

Center for Managing Chronic Disease

University of Michigan

Feelings:

decider

“If you ask me why [I exercise], weight control

may be my first answer, followed by a desire to live

long and well….

…But that’s not what gets me out of bed before

dawn to bike to the Y ...

It’s how these activities make me feel: more

energized, more productive, more engaged, and

yes, happier -

Jane Brody (New York Times Columnist)

The New York Times (August, 2012) “Changing Our Tune on Exercise”, Interview with M.Segar

- better able to smell the roses and cope with

the inevitable frustrations of daily life.”

“Emotions powerfully,

predictably, and

persuasively influence

decision making.”

Lerner, Piercarlo Valdesolo, & Kassam, 2015, Annual Review of Psychology, 66, 799-823

Marketing 101

Target the

Levers of Success:

The Right “Whys”

Reward

Substitution

Rath, et al., Well-being: The Five Essential Elements (2010); Ariely, Predictably Irrational (2009);

Ariely, http://bigthink.com/ideas/20760

Part II: Prioritizing

Henderson, Knight, Richardson. J Posit Psychol 2013;8(4):322-36.

Broadens

Psychology and Physiology

• Regulates negative

emotional experiences

• Increases creativity and

flexible thinking

• Buffers depressive

symptoms

• Helps recovery from

stressors of daily life

Builds

Trajectories of Growth

• Relationships

• Resilience

• Better Health

Momentary Positive Emotions Broaden

and Build Better Health and Lives

Fredrickson, B. L. (2013), Advances in Experimental Social Psychology, 47, 1-46; Fredrickson, B. L.

(2013), American Psychologist, in press; Fredrickson & Joiner (2002). Psychological Science, 13, 172-175

Promoting

The Right “Whys”

A New Tool to Help Your Scale and

Operationalize These Evidence-based Ideas

How to Operationalize and Scale These Ideas

to Create Sustainable Change

Our ultimate goal is not behavior change.

Instead, it’s helping people internalize the

VALUE of the behavior into their sense of

selves and daily lives.

For sustainable behavior change…

Low Quality

Motivation

High Quality

Motivation

Priority Low

Priority

Sustainable

Change

The It’s Your Move!™ game board

Introduced in: No Sweat: How the Simple

Science of Motivation Can Bring

You a Lifetime of Fitness

Free color high-resolution poster

available soon on michellesegar.com

Create a New Social Norm and Conversation

The My Self-Care Hierarchy™

worksheet in: No Sweat: How

the Simple Science of

Motivation Can Bring

You a Lifetime of Fitness

Interview in Mindful Magazine (June, 2014)

At our company…..

We make sure people know that taking

care of themselves is a priority,

And that when they do that they’re

not just helping themselves but

helping our company as well.

Interview in Mindful Magazine (June, 2014)

At our company…..

We make sure people know that taking

care of themselves is a priority,

And that when they do that they’re

not just helping themselves but

helping our company as well.

* DECISIONS BY INDIVDUALS DETERMINE THE HEALTH OF A GROUP

“Emotions powerfully,

predictably, and

persuasively influence

decision making.”

Lerner, Piercarlo Valdesolo, & Kassam, 2015, Annual Review of Psychology, 66, 799-823

"...We need this remarkable book." - Dan Pink (Drive)

"Michelle Segar has cracked the elusive code of behavior

change in health." - Jane Sarasohn-Kahn (Health care 2.0

expert)

"I'm going to buy copies of No Sweat for my entire team to

read." - Rex Wilcox (IMA Health Risk Management)

"This book is the ultimate resource for motivating others

and ourselves..” - Adam Grant (Give and Take)

“Segar shows us how to get better behavioral outcomes

with patients…” - Halley S. Faust, MD, MPH, MA (Past

President, American College of Preventive Medicine)

Available Now

MichelleSegar.com

Rebranding Health as Well-Being with Michelle Segar

value segar

value behavior segar

journal of consumer

logical feels good i

sustainable behavior

rebranding health

activity research

higher quality motivation

Health & Medicine

Detroit Rebranding

Rebranding Jogja

Allwrite Rebranding

Rebranding Qwiky's

Rebranding HR

Rebranding Healthas Well-Being · 2016-04-07 · Dr....

TTIPEC: Rebranding

Ellesse Rebranding

Universidade Técnica de Lisboa “REBRANDING...

Rebranding Alagio

PANO Rebranding

L3 rebranding

Cultural Rebranding Rebranding Places 1. Watch this video .....

Rebranding 1

Digicorp Rebranding

KategoriC: Industri...