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Design for Behavior Change
1. Design for Behavior Change
Think about:
What behaviors would you like to see
changed?
Julie Dirksen, Usable Learning
2. There’s a question I’ve been thinking
about most of my professional life…
3. Why do people do the wrong*
things?
It’s a simple question, but it has
a complicated answer.
*By wrong, I don’t mean morally wrong…
4. Why do people do the wrong*
things?
It’s a simple question, but it has
a complicated answer .
*By wrong, I don’t mean morally wrong…
5. Answer 1: They don’t know any better
I can’t buy printer
paper from my brother-
in-law?
It has to go
How do you figure
through
sales tax, again?
purchasing? 1800 Calories?
Seriously???
6. Answer 1: They don’t know any better
Fast Food Smoking
Texting while
driving
People don’t still smoke because nobody happened to mention it was a bad
idea, so why does it still happen?
7. I know, but…
“I know it’s a bad idea, and I never do it (except when
Texting while I do, and then I feel guilty).”
driving
“I know it’s a bad idea, but I only do it once in a while,
and I’m very careful.”
“I know it’s a bad idea for other people, but I can do it
because I’m really good at it.”
“Huh? What’s the big deal?”
Except for the last, none of these are knowledge
problems, so adding more information probably
won’t change things.
13. The Rider can hold out for a while…
… but it gets tired quickly.
Shiv, B. and A. Fedorikhin. 1999
14. Answer 3: We learn from experience
How many of you know that
it’s bad to text while driving?
How many of you learned
this through personal
experience?
15. What do we really mean
when we say “We learn from
experience?”
A friend of mine got two free personal training
session with her YMCA membership.
She thought she was getting oriented, but the
trainer put her through a monster workout.
She was so sore the next day she could barely
move.
So, what did she learn from that experience?
16. Here’s the thing..
…the elephant isn’t stupid. This sucks…I am
not doing this
again…
17. So let’s go back to our texting
example…
What are each
of these
drivers
learning from
their
experiences?
18. Answer 4: Urgency matters
We are creatures of urgency:
Maybe I should
consider
retirement
planning…
19. Which do you think works better:
I guess I’ll
be glad I
know this
someday…
I’m really
glad I know
this now…
22. Visceral Matters
Remember the fruit salad vs cake?
The effect was much more pronounced if people were looking at the cake and fruit salad
when they made their choice.
31. Answer 6: Sometimes the changes are
downright fraught
Characteristics of a fraught decision:
• Benefits Now – Costs Later (or Costs
Now – Benefits Later)
• Degree of Difficulty
• Frequency
• Feedback
• Knowing What You Like
32. Answer 7: We lack self-efficacy
How do your learners feel?
Things just I do
happen to me
no control in control
fixed mindset growth mindset
Mindset, by Carol Dweck
33. Answer 8: We don’t have enough
willpower
Think heads or
Were you right?
tales.
42. We listen to authority figures, but…
…you have to have the right authority figure.
If you are talking to kids about drug and alcohol use, who is the real authority figure?
http://www.projectalert.com
59. Now you try
• Make it immediate
• Create opportunities to practice
• Meet people where they are
• Have people learn from experience
• Avoid cycles of failure
• Design for the elephant
• Opinion leaders, testimonials, success stories
• Use good models
• Fix the environment
How can you use some or all to address the behavior you
want to change?
61. References
• Shiv, B. and A. Fedorikhin. 1999. Heart and Mind in Conflict: Interplay of Affect and Cognition in Consumer
Decision Making. Journal of Consumer Research 26 (December): 278–282.
• Haidt, Jonathan, The Happiness Hypothesis (book)
• Gery, Gloria, Electronic Performance Support Systems (book)
• Haier, R.J., B.V. Siegel Jr., A. MacLachlan, E. Soderling, S. Lottenberg, and M.S. Buchsbaum. 1992 Regional
glucose metabolic changes after learning a complex visuospatial/motor task: a positron emission
tomographic study. Brain Research 570: 134–14.
• Thaler, Richard and Sustein, Cass. Nudge (book)
• Okita, S.Y., J. Bailenson, and D.L. Schwartz. 2008. Mere Belief of Social Action Improves Complex Learning.
Proceedings of the 8th International Conference for the Learning Sciences.
• Johnson, Eric J. and Goldstein, Daniel G., Do Defaults Save Lives? (Nov 21, 2003). Science, Vol. 302, pp.
1338-1339, 2003. Available at SSRN: http://ssrn.com/abstract=1324774
• Norman, Donald, The Design of Everyday Things (book)
• Greene and Paxton, Patterns of Neural Activity Associated with Honest and Dishonest Moral Decisions,
PNAS 106:12506-12511 (July 28, 2009).
• Prochaska, JO; Norcross, JC; DiClemente, CC. Changing for good: the revolutionary program that explains
the six stages of change and teaches you how to free yourself from bad habits. New York: W. Morrow;
1994
• Rogers, Everett Diffusion of Innovations (book)
• Pronin E, Olivola CY, & Kennedy KA. (2008) Doing unto future selves as you would do unto others:
psychological distance and decision making. Personality and social psychology bulletin, 34(2), 224-36.
