The Business of Behavior Change - ndworksitewellness.org€¦ · The Business of Behavior Change [When Success Depends on Doing] Joshua Klapow, Ph.D. Chief Behavioral Scientist .

The Business of Behavior Change [When Success Depends on Doing]

Joshua Klapow, Ph.D.

Chief Behavioral Scientist ChipRewards, Inc.

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My Journey

3 Proprietary & Confidential

• A refresher of concepts you may have learned in an intro psych class.

• New ways to think about putting behavioral science to use in your organization.

What should you expect today?

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Behavioral Science: An empirical approach to understanding, evaluating and changing human behavior.

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What is Behavioral Science?


Are You in the Business of Behavior?


The Common Denominator

BEHAVIOR


• Outcomes define success.

• Behavior drives outcomes.

• The collective behavior of the population decides the game.

• Individuals must behave in certain ways to produce certain outcomes.

Behavior


• Human behavior is not random; it is explainable, predictable and lawful.

• Behavior can be influenced using scientific

principles.

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Why turn to Behavioral Science?


Influencing Behavior


• Despite ample data and support, the routine application of behavioral science has not been fully leveraged.

• Behavioral science can be the missing link to long-term engagement in products, services and activities.



(YES WE CAN)

Can We Quantify and Predict Behavior?


• Learning Theories (Skinner/Pavlov)

• Health Belief Model (Rosenstock)

• Theory of Reasoned Action (Ajzen & Fishbein)

• Social Cognitive Theory (Bandura)

• Transtheoretical Model (Prochaska & DiClemente)

• Information/Motivation/Behavioral Skills Model (Fisher & Fisher)

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Models of Behavior Change


A Quote to Consider

“…behavior is followed by a consequence, and the nature of the consequence modifies the organisms tendency to repeat the

behavior in the future.” - B.F. Skinner


The Mechanics

CUE


The Mechanics


The Mechanics

CUE


The Application

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Cost (behavioral)

• Complex vs. Simple • Hard vs. Easy • Unpleasant vs. Desirable • Frequent vs. Infrequent

The Application


Consequence (reinforcement/punishment)

• Mild vs. Severe • Embraced vs. Avoided • Frequency, Intensity & Duration

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The Application


Culture (environment)

• Norm vs. Outlier • Facilitated vs. Complicated • Expected vs. Unexpected • Regulated vs. Voluntary

The Application


Communication (cue/prompt)

• Educate vs. Persuade • Repeated • Clear & Appropriate

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The Application


Probability of Behavior Change

(likelihood, not guarantee)

The Application


The Application


Meet Sheila

Female, Over 40

Diabetes

Brand Name Rx

Thinking about what we have learned about Behavioral Science – what are some considerations for helping Sheila take better care of herself?


One Solution

Cost (behavioral): 12 timely diabetic medication refills

Consequence: Copay waiver after 3 on-time refills

Communication: Home mailer with program overview & email when signing up

C

P

C

C

C Probability: 80% (likelihood of timely refills increased by 30%)

Culture: Benefit shift to consumer-directed plan

x

x

x

=


Where’s Sheila?


Sheila @ Scale (Population)

Track Behaviors

Structure Consequences

Quantify Impact

The science does not change. We need technology to enable the science.


Behavioral science combined with effective technology can improve our efforts to move the needle on critical issues facing our society and our organizations.



Integrating behavioral science into the development, implementation and evaluation of workforce productivity and health programs will optimize their potential.



“Its not in the dreaming, its in the doing.” “Growing up, we are repeatedly told to dream big, to never stop dreaming and to believe in our dreams. However, we are not told enough that dreams are accomplished by taking action. Dreams are merely thoughts; the doing is more powerful than the dreaming. The doing is what changes the world and impacts people in unforeseen ways. Dream of being a physical therapist; apply to physical therapy school and go from there. Dream of being a politician; get involved in local campaigns and work your way up. Dream of being a writer; apply to Elite Daily and start writing. We have more control over the “doing” than we give ourselves credit. If you spend all of your time dreaming, you will never grant yourself the opportunity to see what you are truly capable of accomplishing.” (Mark Cuban)


More Information

For more information about how to use technology to leverage behavioral science in your organization: [email protected]

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The Business of Behavior Change - ndworksitewellness.org€¦ · The Business of Behavior Change [When Success Depends on Doing] Joshua Klapow, Ph.D. Chief Behavioral Scientist .

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