Introduction to Behaviour Change Flashcards
(22 cards)
Health
-unhealthy beh are often rewarding
-healthy ben aren’t rewarding
-Ben protecting or saving others can be personally costly
Inequality + poverty
-Having resources, power is beneficial + rewarding
-personally costly to give away resources, power
sustainability
-need to inhibit exploiting a resource that can result in high short term gains
-some indiv sustainable options are expensive/less appealing
why is beh change needed?
-conflict between short + long-term costs/benefits
- How do you encourage people to act in their long term interests
-conflict between indiv + soc needs
Altruism/prosociality
-Beh that is costly to the donor + beneficial to recipient
-evolutionary stable strategy: benefits to donor
social norms
- uniquely human motivator of prosocial beh
- Are unwritten rules/expectation that guide values, believes, beh within a soc (Bicchieri, 2006)
- commonly enforced through social approval + disproval
- Most neurotypical humans actively manage their reputation to seek social approval
Beh changes in health
-challenges: stop harmful beh + promote beneficial beh
- communications:
-> gain-framed messages-emphasise benefit
-> loss- framed messages-highlight neg consequences of not adopting beh
-Toll et al found smoking reduction higher in gain-framed group
-Rothman et al-> gain framed effective when preventing onset. loss framed for when detecting presence
Health psychologists
-motivate people to decrease unhealthy + increase healthy habits
- examine nature + effects communication to help improve
EnV Beh change
- challenges: increase pro env beh
-reduce contamination in household by using recycle bins
-Timlett + Williamson: incentives + feedback cards most effective
EnV psychologists
-look at interaction between people + env
- key role is studying effective ways to promote pro-env ben
consumer Beh change
- challenge = persuading people to buy certain products
-classical conditioning -pair product with appealing thing (celebrities)
-salience: position in shop + on shelf-eye height, by checkout
-Brand change : look to buy from those with same values + people have cog dissonance when there is conflict between beliefs + beh
charitable giving + beh change
- challenge = persuading people to donate to charities
-message framing has mixed evidence - Erlandson et al found pos framed elicit more favourable attitudes to organisation, neg framed = more donations
Nudge Theory
-small subtle changes in env can change people’s decisions without restricting freedom of choice
1) Defaults -decision making is avoided 50 stick with default
2) message framing influences decisions
Nudge Theory continued
3) salience. peoples visual attention not equally distributed so placement influences
4) feedback influences future decisions
5) incentives encourage engagement (operant conditioning)
6) social norms- most want to conform to others
smith + McSweeney (2007) -3 types of norms
1) Descriptive - what others do
2) injective - what others expect + reputation management
3) Moral - is what the right Thing to do
Theory of Planned Ben (Azjen)
-Beh is driven by bet intentions
-Beh intentions is driven by:
1) Attitudes
2) social norms
3) perceived beh control
smith + McSweeney - revised theory of planned ben for charitable giving
-Beh intention predicted self-reported donating
- Attitudes, perceived beh control, injunctive norms, moral norms past beh predict beh intentions
Applying ben insight to charitable giving (UKCOV Beh insights team)
1) make it easy -reduce effort
-remove barriers to giving
-set default + opt out if want
-Hobbs -> very effective
2) Attract attention + make giving attractive
-personalised messages more effective at engaging
what makes giving attractive- feel good benefits
- most consider acting altruistically as morally right
- Being altruistic increases self-esteem + self-worth
-clear about pas impact g their contribution - clear tangible benefits = donate more (cyder et al)
what makes giving attractive -incentives
-operant conditioning: rewarding = more likely to happen again
-rewards can be resources or social (reputation)
-financial incentives increase giving but only when private
-reputation: offering to publicise donors increases donations(Cotterill + Richardson)
-incentives undermine feel good motives (small + cyder)
-donations are smaller when there is an incentive
-charities giving small thank you can reciprocate donation
Applying bet insights to charitable giving
-focus on the social
-endorsement by influential figures
-descriptive norms: what peers are doing
- conformity: joining workplace with lots of donors more likely to donate
-injunctive + moral norms pas associated with intent to donate (smith + McSweeney)
-increases in donations higher when asked to commit to future donations than immediately Breman)
empathy/sympathy
-driver of prosocial beh change (small + cyder)
-identifiable victim effect:
-feel stronger connection to single victim (kogut + Ritov)
-Name + photo key to identification
- more info isn’t necessarily better: stats inhibit donations
