Past amp current theories of how to get people from thinking to doing Part 3 of 3 Corinne Hodgson Corinne S Hodgson amp Associates Inc November 2013 Part 1 Traditional theories such as ID: 301580
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Slide1
Behaviour Change
Past & current theories of how to get people from thinking to doing
Part 3 of 3
Corinne Hodgson
Corinne S. Hodgson & Associates Inc.
November, 2013Slide2
Part 1
Traditional theories such as
Transtheoretical Model, Model of Reasoned Action/Planned Behaviour, and Social Cognitive TheoryOpportunities from other areas of psychology: achievement theory, self theory, and self-determination theoryPart 2: Health Action Process Approach and Self-RegulationPart 3: New models from interactive health (Fogg, Eyal)
CSH Associates - From thinking to doing
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OverviewSlide3
B = mat
To get a specific
Behaviour you need at the same timeSufficient level of Motivation +Sufficient level of Ability +Trigger
Source: http://www.behaviormodel.org
CSH Associates - From thinking to doing
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Fogg
Behavioural ModelSlide4
CSH Associates - From thinking to doing
4B= mat
MOTIVATION
High
Motivation
Low
Motivation
Hard to Do
Easy to Do
ABILITY
Triggers
a
ren’t
effective
Triggers
ARE
effective
Activation Threshold
BJ
Fogg
www.behaviormodel.orgSlide5
Three basic motivators:
Sensation – pleasure vs. pain
Anticipation – hope vs. fearSocial cohesion – social rejection vs. acceptanceNotice:Motivators can be either approach goal (e.g., pleasure) or avoidance goal (in this case, pain)Social cohesion motivator reflects relatedness in Self-Determination TheoryHow strong is the sense of motivation?
CSH Associates - From thinking to doing
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Motivation in
Fogg
Behavior ModelSlide6
Do you have the skills to change?
Do you have the resources to change?
TimeMoneyKnowledge or skillsPhysical or mental resources (think self-regulation!)Are you asking the person to do something that is easy or hard?“Simplicity is a function of your scarcest resource at that moment.”CSH Associates - From thinking to doing
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Ability in the Fogg
Behavior ModelSlide7
Behaviours will not happen without a trigger
Triggers can be:
External (e.g., ping on your phone)Environmental (e.g., walking into cafeteria triggers urge to eat)InternalIn Fogg model there are 3 types of triggers:Facilitator: in situations of high motivation but low abilitySpark: situations of high ability but low motivation
Signal: situation of both high ability & motivation
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Triggers in the
Fogg
Behavior ModelSlide8
15 ways behaviour can change
Cross-tabulation of 2 dimensions
The time frameOne-timeLimited durationPermanent changeThe type of behaviour changeA new, unfamiliar behaviourA familiar behaviourIncreasing behaviour intensity or duration
Decreasing behaviour intensity or durationStopping a behaviour
CSH Associates - From thinking to doing
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Fogg
Behavior Grid Slide9
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Fogg Behavior Grid/Behavior Wizard
For
more information go to
http
://captology.stanford.edu/projects/behavior-wizard-2.htmlSlide10
For each path, should match target behaviour with solutions
Examples:
For Green Dot Behaviour (to do a new behaviour one time), you need to couple the trigger with a motivational element, increase ability by explaining the novel behaviour in terms of one that is familiar, and increase motivation by highlighting benefitsFor Black Path behaviour (e.g., quitting smoking forever), you need to remove the trigger, reduce the motivation to smoke, and reduce the ability to smoke.For more information, go to http://www.behaviorwizard.org/wp/
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Behavior WizardSlide11
Basic interest is in creating habit-forming apps and products but has ramifications for behaviour change – especially when using digital resources
Habits are created when there are 4 elements:
TriggerActionVariable rewardInvestmentCSH Associates - From thinking to doing
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Hooked (
Nir
Eyal
)Slide12
CSH Associates - From thinking to doing
12Hooked Model
INVESTMENT
ACTION
TRIGGER
REWARD
Hooked, How to Build Habit-Forming Products
,
Nir
Eyal
with Ryan HooverSlide13
External triggers:
Paid triggers such as ads
Earned triggers such as viral videos or news storiesRelationship triggers - recommendation from a friendOwned trigger – e.g., icon on display or phoneInternal triggers:Emotions such as boredom, loneliness, frustration or confusionDesire to be entertainedCSH Associates - From thinking to doing
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Trigger in Hooked ModelSlide14
Whether or not person takes action depends upon several factors
Uses Self-Determination Theory (see Part 2) and
Fogg Behavior Model to explain shift from inaction to actionSimplicity can help movement into actionCSH Associates - From thinking to doing14
Action in Hooked ModelSlide15
Not referring to incentives or virtual rewards such as virtual badges
Best reward is
anticipation of satisfying a needThree types of rewards:Rewards of the tribe (think relatedness)Rewards of the hunt - the most effective rewards may be variable so you never know when you’ll be rewardedRewards of the self – Self-Determination Theory’s autonomy and competence
CSH Associates - From thinking to doing
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Reward in Hooked ModelSlide16
More time and effort a person puts into an activity, product or service, they more he/she will value it
The more effort and time a person puts into something, the more likely they are to consistently do it/use it
The greater the investment, the greater the likelihood of responding to the next triggerCSH Associates - From thinking to doing16
Investment in the Hooked ModelSlide17
Don’t ask people how they are doing in making changes (progress reports)
Why not:
Focuses on performance rather than effort (entity rather than growth mindset)Reminding people of how good they’ve been gives them “license to sin”Alternative: ask people to reiterate why they want to change (reinforce expectancies & motivation)17Curiosities of science - 1
CSH Associates - From thinking to doingSlide18
Both good & bad behaviours are contagious in social networks (e.g., spread of obesity – see Christakis & Fowler
NEJM
2007 video; Gladstone’s The Tipping Point)Don’t reinforce negative behaviours by suggesting they are the norm (e.g., “ over 60% of Canadians are overweight”)Alternatives: position target behaviour as the normremind people of their goals to strengthen their immune response to others’ behaviours
18
Curiosities of science - 2
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Don’t tell people to avoid thinking about a negative behaviour (e.g., high fat foods)
Why: The more you try
not to think of something:the more you will think about it & the more compelling the idea will be (ironic rebound)the more likely you are to do the very behaviour you’re trying to suppress (e.g., food restrainers are more likely to overeat)Alternative (acceptance therapy): don’t try to suppress thought but recognize it for what it is, remind yourself you don’t have to act on it, & use breathing and positive imagery to control your physiological reaction to itLavel
University study found Health-At-Any-Size approach emphasizing what people can eat & do led to better long-term weight attitudes & management than standard dieting approaches (Gagnon-
Girouard J Obesity 2010)
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Curiosities of science - 3
CSH Associates - From thinking to doingSlide20
Bandura A.
Self-Efficacy in Changing Societies
. Cambridge University Press (1995)Decci EL, Ryan RM (eds). Handbook of Self-Determination Research. University of Rochester Press (2002)Elliot AJ, Dweck CS (eds). Handbook of Competence and
Motivation. Guildford Press (2005)Glanz K, Rimer
BK, Lewis FM (eds). Health and Behavior and Health Education, Theory, Research, and Practice (3
rd
ed
). Jossey-Bass (2002)Haggar
MS, NLD
Chatzisarantis
(
eds
).
Intrinsic Motivation and Self-Determination in Exercise and Sport.
Human Kinetics (2007)
Heckhausen
J,
Dweck CS (eds). Motivation and Self-Regulation Across the Life Span.
Cambridge University Press (1998)Sansone C, Harackiewicz JM (
eds). Intrinsic and Extrinsic Motivation, The Search for Optimal Motivation and Performance. Academic Press (2000)Sheldon KM, Williams G, Joiner T.
Self-Determination Theory in the Clinic, Motivating Physical and Mental Health. Yale University Press (2003)Stroebe W.
Dieting, Overweight and Obesity, Self-Regulation in a Food-Rich Environment. American Psychological Association (2008)20TextsCSH Associates - From thinking to doingSlide21
Dan
Bailis
research:PDF of Powerpoint http://sirc.ca/online_resources/2010SCRI/documents/Bailis_slides.pdfYouTube of presentation http://www.youtube.com/watch?v=iVLEbOXLL8k Baumeister RF,
Gaillot M, DeWall CN, Oaten M. Self-regulation and personality: how interventions increase regulatory success, and how depletion moderates the effects of traits on behavior.
J of Personality 2006;74:1773-1802Sniehotta
FF,
Scholz
U,
Schwarzer R. Bridging the intention-behaviour gap: Planning, self-efficacy, and action control in the adoption and maintenance of physical exercise.
Psychology & Health
2005;20:143-60
Hofmann W,
Baumeister
RF, Forster G,
Vohs
KD. Everyday temptations: an experience sampling study of desire, conflict, and self-control.
J of Personality & Social Psychology
2012;102:1318-1335
Boudreax MJ, Ozer
DJ. Goal conflict, goal striving, and psychological well-being. Motivation and Emotion. 2013;37:433-443Webb TL, Joseph J, Yardley L,
Michie S. Using the internet to promote health behavior change: a systematic review and meta-analysis of the impact of theoretical basis, use of behavior change techniques, and mode of delivery on efficacy. JMIR 2010;12(1):e4
Michie S, Prestwich A. Are interventions theory-based? Development of a theory coding scheme. Health Psychology 2010;29:1-8
CSH Associates - From thinking to doing21Other Key ResourcesSlide22
Corinne Hodgson
Corinne S. Hodgson & Associates Inc.
corinne@cshassociates.comCSH Associates - From thinking to doing22