HOW NON-PROFITS CAN LEVERAGE MODELS OF BEHAVIOR CHANGE TO CHANGE THE WORLD Better Behaviors for a Better World Ben Malakoff – Georgetown University - Cause.

HOW NON-PROFITS CAN LEVERAGE MODELS OF BEHAVIOR CHANGE TO

CHANGE THE WORLD

Better Behaviors for a Better World

Ben Malakoff – Georgetown University - Cause Consulting – Fall 2013

Agenda

Learning ObjectivesWhy Behavior Change?Behavior Change 101COM-B TheoryReal World ApplicationsConclusion

Objectives

Gain an understanding of the different models of behavior change

Gain an understanding of how to apply the principals of these models to accomplishing the missions of nonprofits 

Why Behavior Change?

Behavior Change 101

The Many Models

Transtheoretical (TTM)/Stages of ChangeSocial Ecological ModeHealth Belief ModelChoice Architecture Theory of Planned BehaviorTheory of Reasoned ActionSocial Learning/Social CognitiveHealth Action Process Approach And more...

The Many Models

Transtheoretical (TTM)/Stages of ChangeSocial Ecological ModelHealth Belief ModelChoice Architecture Theory of Planned BehaviorTheory of Reasoned ActionSocial Learning/Social CognitiveHealth Action Process Approach And more...

TTM/Stages of Change

Social Ecological Model

Health Belief Model

Choice Architecture

a.k.a. Nudge TheoryWe are predictably irrational creaturesPaternal Libertarianism

COM-B Theory: One model to rule them all?

COM-B Theory

COM-B Theory

Target Behavior

COM-B Theory

Target Behavior

Design Intervention

Intervention Functions

Behavior Change Techniques (BCTs)

General Information Inform of consequences Social norming Intention formation Barrier identification Provide encouragement Set graded tasks Instruct Demonstrate Social comparison Self talk Stress management Motivational interviewing

Set goals Review goals Self-monitoring Provide feedback Reward Prompts/cues Behavioral contracts Practice Follow-up Social support Role model Relapse prevention Time Management

COM-B Theory

Target Behavior

Design Intervention

Deliver Intervention

Policy Categories

The Behavior Change Wheel

Putting Theory into Practice

Be Active/Gym for Free Campaign

Problem: Low levels of physical activity contributing to poor health and childhood obesity.

Goal: Increase rates of physical activity.

Be Active/Gym for Free Campaign

Capability:: Provide free access to the city’s civic recreation facilities

Motivation: Had to go to a recreation facility at least 4x a month to maintain free access

Opportunity: Not just gym access, but other activities including tai chi, mother/child activities, and family sports sessions

Be Active/Gym for Free Campaign

Intervention functions: Enablement Incentivisation Education

BCTs: Inform of consequences Behavioral contracts Set goals Social norming

Policy Categories: Fiscal measures Communications/Marketing Service provision

Be Active/Gym for Free Campaign

90 regular gym users to 6,555 in seven months 300,000 participants in two years 74% had not previously been members of recreation

centers

Increased demand for weight loss and smoking cessation programs

Closing Thoughts

No one theory is perfectLarge scale behavior change takes a long

timeIncorporating different components of each

model maximizes chances for success

Sources

Glanz (n.d.) Social and behavioral theories. Office of Behavioral and Social Science Research. http://www.esourceresearch.org/portals/0/uploads/documents/public/glanz_fullchapter.pdf

Kotler and Lee (2011) Social Marketing: Influencing behaviors for good, 4th Ed.

Michie et al (2011) The Behaviour Change Wheel: a new method for characterising and designing behaviour change interventions, Implementation Science.

Thaler and Sunsteing (2009) Nudge: Improving decisions about wealth, health, and happiness.