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The Science Behind Behavior Change: Keynote talk given at the Welltok Health Optimization Summit
- 1. The Science Behind Behavior Change @ehekler Dr. Eric Hekler Arizona State University Welltok Health Optimization Leadership Summit March 7, 2014 Flickr -Espen_Faugstad
- 2. Why now? Consumer-driven health Image courtesy of Jawbone @ehekler Healthcare incentives shifting Flickr - echo0101
- 3. Technology is becoming very powerful Deep Blue Watson Flickr - jntolva @ehekler
- 4. Just in Time Adaptive Interventions @ehekler
- 5. The DIY Self-Experimentation Toolkit Home-based Sensing/feedback Selftracking ? Design Portal @ehekler
- 6. Married male, 47 • Symptoms – Tired – Lack of concentration – listlessness • Self-reported behaviors – – – – @ehekler Smokes Inactive Eats only fast food Not sleeping very much Flickr – DES Daughter
- 7. Scenario Flickr – DES Daughter
- 8. What drives behavior? @ehekler Flickr - JHTNS-
- 9. Image courtesy of Dr. BJ Fogg
- 11. Image courtesy of Dr. BJ Fogg
- 12. The COM-B system: Behaviour occurs as an interaction between three necessary conditions Psychological or physical ability to enact the behaviour Reflective and automatic mechanisms that activate or inhibit behaviour Physical and social environment that enables the behaviour Michie et al (2011) Implementation Science Slide courtesy of Dr. Susan Michie
- 13. Slide courtesy of Dr. Susan Michie
- 14. Interventions Interventions: activities designed to change behaviours Slide courtesy of Dr. Susan Michie
- 15. Intervention functions Policies: decisions made by authorities concerning interventions Michie et al (2011) The Behaviour Change Wheel: a new method for characterising and designing behaviour change interventions Implementation Science Slide courtesy of Dr. Susan Michie
- 17. Married male, 47 • Symptoms – Tired – Lack of concentration – listlessness • Self-reported behaviors – – – – @ehekler Smokes Inactive Eats only fast food Not sleeping very much Flickr – DES Daughter
- 18. What behaviors would you prescribe? • 30 minutes of physical activity per day • 5 Fruits & Veggies per day • Avoid processed foods @ehekler • Stop smoking Flickr – DES Daughter
- 19. How might you help him to enact the prescribed behaviors? • Refer to evidencebased/informed program • If doesn’t exist… – Identify the driver of the behavior – Use appropriate techniques @ehekler Flickr – DES Daughter
- 20. • Rider – Define destination – Script critical moves • Elephant – Focus on the feeling – Shrink the change • Path – Build habit chains @ehekler http://iprofs.files.wordpress.com/2013/07/elephant_rider_path
- 22. Define the destination @ehekler Flickr - lamont_cranston
- 23. Script critical actions @ehekler Flickr- Infidelic
- 25. Focus on the feeling @ehekler
- 26. Shrink the change @ehekler Flickr - fisheye.at
- 28. Build habit chains @ehekler Flickr - Vanhap
- 29. • Trigger – “Hot” Triggers • Ability – Tiny Habits® • Motivation – Ride the “Wave” @ehekler Image courtesy of Dr. BJ Fogg
- 30. Image courtesy of Dr. BJ Fogg
- 31. Hot triggers @ehekler Flickr - Waffles n'Nanas
- 32. Image courtesy of Dr. BJ Fogg
- 33. Tiny habits® After I [existing routine or anchor], I will [new tiny behavior]. @ehekler Flickr - Awesome Joolie
- 34. Image courtesy of Dr. BJ Fogg
- 36. • Motivation – Incentivize – Persuade – Support Choice (not too much) • Capability – Educate – Tighten the feedback loop – Model • Opportunity – Choice architecture – Restructure environment – Use Social Norms Michie et al (2011) The Behaviour Change Wheel: a new method for characterising and designing behaviour change interventions Implementation Science
- 37. Michie et al (2011) The Behaviour Change Wheel: a new method for characterising and designing behaviour change interventions Implementation Science
- 39. Consistency Persuade Authority Social Proof Scarcity Reciprocit y @ehekler Robert Cialdini et al, Persuasion
- 40. Support choice @ehekler William Miller et al, Motivational Interviewing Flickr - doctorhandshake
- 41. Remember the paradox of choice @ehekler
- 42. Michie et al (2011) The Behaviour Change Wheel: a new method for characterising and designing behaviour change interventions Implementation Science
- 44. Tighten the feedback loop @ehekler
- 46. Michie et al (2011) The Behaviour Change Wheel: a new method for characterising and designing behaviour change interventions Implementation Science
- 47. Build effective choice architectures @ehekler
- 48. Restructure the environment Social http://www.mfauscette.com/enterprise-social-network.jpg @ehekler Built Flickr - MyWheelsareTurning
- 49. Use social norms Descriptive Injunctive Flickr - thatmushroom @ehekler Flickr - Leo_Reynolds Robert Cialdini et al, Social Norms
- 51. How to promote behavior change? • Define the behavior and specific actions • Identify what drives that behavior • Find the right technique(s) • Iterate and support changes over time @ehekler Flickr -Espen_Faugstad
- 52. • Rider – Define destination – Script critical moves • Elephant – Focus on the feeling – Shrink the change • Path – Build habit chains @ehekler http://iprofs.files.wordpress.com/2013/07/elephant_rider_path
- 53. • Trigger – “Hot” Triggers • Ability – Tiny Habits® • Motivation – Ride the “Wave” @ehekler Image courtesy of Dr. BJ Fogg
- 54. • Motivation – Incentivize – Persuade – Support choice (not too much) • Capability – Educate – Tighten the feedback loop – Model • Opportunity – Choice architecture – Restructure environment – Use social norms Michie et al (2011) The Behaviour Change Wheel: a new method for characterising and designing behaviour change interventions Implementation Science
- 55. Why now? We have the need. @ehekler We have the means.
- 56. Thank you Dr. Eric Hekler Arizona State University ehekler@asu.edu @ehekler Flickr -Espen_Faugstad
Notes de l'éditeur
- What’s the problem here?What are solutions?What’s the normal medical solution? Tell them what to do.
- Are they going to do it?
- What’s the problem here?What are solutions?What’s the normal medical solution? Tell them what to do.
- What’s the problem here? Big thing to talk about in WellTok – it is all about creating personalized itineraries; the actions you need to take; if you take these small actions, hopefully we will change your behavior. What are solutions?What’s the normal medical solution? Tell them what to do.
- Goal
- Big thing to talk about in WellTok – it is all about creating personalizeditineries; the actions you need to take; if you take these small actions, hopefully we will change your behavior.
- Touch on changing motivation – It will be iterative, my motivation will suddenly change compared.
- Big thing to talk about in WellTok – it is all about creating personalizeditineries; the actions you need to take; if you take these small actions, hopefully we will change your behavior.
- Touch on changing motivation – It will be iterative, my motivation will suddenly change compared.
- Mention the art and the science of it. Intrinsic vs. extrinsic motivation ; Self determination theory - Incentive design and reward platform ; theirs is mostly extrinsic motivation; particularly a way to offer them money; we are trying to analyze those data to predict if we offer this amount of money or a gift card vs. cash vs. paycheck; what will get an action; in our Café Well platform, we are building more of the intrinsic motivators; earning badges, and getting recognition, and what not; building on what people’s motivations are, there are a mix of different rewards; some might require a monetary reward; will get more from intrinsic motivation. Immediate behaviors vs. more long-term behaviors for incentive and reward; lose 5% of BMI.
- Get into Cialdini’s rules of persuasion