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
Tactics
Tactics: priming and norms
Tactics: opt ins vs opt outs
QUESTIONS