Behaviour Change Strategies

Prof. Erik BichardUniversity of Salford

Policy and Behaviour Change

• Influencing behaviour is central to public policy• Changing minds based on traditional carrot and stick

strategies assumes that people make ‘perfectly rational’ decisions, but this is not the case

• Changing the context within which people make decisions is likely to have more success

(conclusions from Dolan et.al., (2010) Mindspace report

Denial

Confusion

‘Information does not necessarily lead to increased awareness, and increased awareness does not necessarily lead to action [These] must be backed up

by other approaches’

From demos/Green Alliance report Carrots, Sticks and Sermons (2003)

Common Reasons for Inaction• Climate change is not happening• It is, but it is overstated• We (UK) are only a tiny part of the problem• It is important, and something should be done but…

– The government should fix it– Technology will save us– The market will rectify the problem– Other polluters (China, US etc.) go first– Why should I do something if others don’t– The problem is too big for me to influence– I would act, but don’t like any of the low carbon choices

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From work done by CDSM

Consumer concern mapped against level of consumer action

Not strongly concerned about global warming, but willing to take actions where clearly signposted and supported by incentives and social norms

Concerned about global warming, willing to take make an effort, empowered to take significant action

Do not see global warming as an issue to be personally concerned about, or take any action

Concerned about global warming but challenged to see how their action could make a difference

Level of Concern

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10% 9%

6% 75%

After Accountability/Consumer International Survey 2007

What are Attitudes and Behaviours• Attitudes are ‘certain regularities of an individual’s

feelings, thoughts and predisposition to act towards some aspect of his/her environment’. (Secord and Backman, 1969)

• Emotions (affective) + Thought (cognitive) + Willingness to act (behaviour) = Attitude

• Willingness is tempered by a belief that the action will be effective, but also that it will be well received by others (Ajzen and Fishbien (1980)

Sustainable Decision-making

Is there a problem?

Do I care?

Do I know what to do about it?

Will the Solution Work?

What will my peers think of my behaviour?

After Ajzen and Fishbien (1980) Theory of Reasoned Action

The Fear of Making the Wrong Decision is Very Powerful

Reacts to Problems by…

Searches for…

Pioneers Doing something about it themselves

Something new and exciting

Prospectors Organising with others

Something that feels good

Settlers Calling for someone to do something

Something that is safe

After Rose, Dade and Scott (2007)

Values-Based Segmentation

Triple Track Strategy• Intervene with the right information at the

optimum point in the decision-making process• Use incentives that support the proposition• Surround doubters with evidence that others

accept the change and would approve of those who join them.

Intelligent Education and Awareness

• It is important to avoid the temptation to lead the horses to the water and then go off for a cup of tea

• Schultz’s light bulbs• PVC and the pregnant

woman

Smarter Education and Awareness

After Goodhew, Pahl and Auburn, 2010

The Power of Other People• Norm-based behaviour is an essential element

in motivating change• The close your eyes exercise • Cialdini’s hotel and restaurant experiments• Amec’s ‘dramatic’ transformation

Incentives• Peer competition- -Lovins’ Dow story• Reward culture – FRC (brave, creative,

passionate and professional)

Putting it all together• Visible cues – BSkyB• Salford University’s ‘boilers for fruit’

experiment