Changing behaviour through communication

Stephen Donajgrodzki

SAVE LIVES

SAVE MONEY

SAVE THE PLANET

SAVE TIME

We can’t change behaviour, but we can help people to change their own behaviour.

START

START!

STOP

preventPREVENT

MODIFY

Psychology

• Psychology – academic and applied discipline involving the study of cognitive processes and behaviours

• Some fields use models e.g. social psychology

• Models are “…concepts that will help people use their heads”

•Common factors include: Values, Beliefs, Attitudes, Norms, Self-efficacy, Habit, Affect

Gibbons & Gerrard’s Prototype/Willingness model 2003

Behavioural economics

• Economic + psychological understandings

• ‘Bounded rationality’

• Two ‘systems’ - Automatic and Reflective

• Heuristics = mental shortcuts

• Principles seek to explain the ‘errors in the judgement’ of individuals

strategic&

tactical

A BEHAVIOURAL MODEL FOR SMOKING CESSATION

Interventions framework

Creating the delivery journey

Legislation

Marketing

Marketing

NHS services

NHS services

Natural Triggers (Supported by

Marketing)

Creating the delivery journey

Quit attempt

Get a cold -natural trigger

Advertising as a triggerPositive environment - legislation

Knowledge of how to quit – NHS services

The desired customer journey

http://sophiebury.ca/ocanada/wp-content/uploads/2009/10/dohenynesbitt2.jpg

http://www.google.co.uk/imgres?imgurl=http://www.ticketmedia.com/blog/wp-content/uploads/14211-12-nhs-smoking-hull.jpg&imgrefurl=http://www.ticketmedia.com/blog/tag/nhs/&usg=__5jR_LwkWFJvu5bI95G9VUrLtmrU=&h=274&w=288&sz=34&hl=en&start=7&um=1&itbs=1&tbnid=Mvaxon9Zj05yQM:&tbnh=109&tbnw=115&prev=/images?q=nhs+smoking&um=1&hl=en&tbs=isch:1

http://www.google.co.uk/imgres?imgurl=http://i.telegraph.co.uk/telegraph/multimedia/archive/01374/smoking_1374164c.jpg&imgrefurl=http://www.telegraph.co.uk/news/newstopics/politics/5066238/Government-advertisements-run-10000-times-a-day.html&usg=__gZgSWo7TzylwCqguwB3zv5MijOQ=&h=288&w=460&sz=50&hl=en&start=1&um=1&itbs=1&tbnid=0N3-NpPcPcqB_M:&tbnh=80&tbnw=128&prev=/images?q=nhs+smoking&um=1&hl=en&tbs=isch:1

http://www.google.co.uk/imgres?imgurl=http://www.co.cowlitz.wa.us/health/environmentalhealth/PHEPR/sneeze.jpg&imgrefurl=http://www.co.cowlitz.wa.us/health/environmentalhealth/PHEPR/StopGerms.html&usg=__2ZEZmYKtpZpZ6vP7f3dw_ySP6sw=&h=1024&w=1024&sz=191&hl=en&start=19&um=1&itbs=1&tbnid=UR3IctmTeXM4jM:&tbnh=150&tbnw=150&prev=/images?q=cough&um=1&hl=en&tbs=isch:1

Tactics

Tactics: priming and norms

Tactics: breaking habits / defaults

http://images.google.co.uk/imgres?imgurl=http://www.roadtraffic-technology.com/contractor_images/westcotec/3_30Slow-Down.jpg&imgrefurl=http://www.roadtraffic-technology.com/contractors/driver_info/westcotec/westcotec3.html&usg=__WsDZjmUvc0HGPHxIcgr8xw6eJyY=&h=496&w=320&sz=45&hl=en&start=3&um=1&itbs=1&tbnid=i1S8MwMA3b3o2M:&tbnh=130&tbnw=84&prev=/images?q=slow+down+road+signs&hl=en&um=1

Tactics: opt ins vs opt outs

QUESTIONS

Changing behaviour through communication

Documents

psychology psychology

social psychology models

cold natural trigger

wecan help people

systems automatic

applied disciplineinvolving

reflective heuristics

behavioural economics