Stephen Donajgrodzki
SAVE LIVES
SAVE MONEY
SAVE THE PLANET
SAVE TIME
We can’t changebehaviour, but wecan help people to change their own    behaviour.
STAR   T
START!
STOP
PREVENTprevent
MODIFY
Psychology• Psychology – academic and applied disciplineinvolving the study of cognitive processes andbehaviours• Some fie...
Gibbons & Gerrard’s Prototype/Willingness model 2003
Behavioural economics• Economic + psychological understandings• ‘Bounded rationality’• Two ‘systems’ - Automatic and Refle...
strategic& tactical
A BEHAVIOURALMODEL FORSMOKINGCESSATION
Interventions framework
Creating the delivery journey
Creating the delivery journey       Legislation       Marketing                     Natural                     Triggers  ...
The desired customer journey            Knowledge of how to quit –            NHS services                                ...
Tactics
Tactics: priming and norms
Tactics: breaking habits /defaults
Tactics: opt ins vs opt outs
QUESTIONS
Changing behaviour through communication
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Changing behaviour through communication

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Presented by Stephen Donajgrodzki, Senior Partner at Equal, at Another Marketing Conference 2012 (www.another.uk.com)

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Changing behaviour through communication

  1. 1. Stephen Donajgrodzki
  2. 2. SAVE LIVES
  3. 3. SAVE MONEY
  4. 4. SAVE THE PLANET
  5. 5. SAVE TIME
  6. 6. We can’t changebehaviour, but wecan help people to change their own behaviour.
  7. 7. STAR T
  8. 8. START!
  9. 9. STOP
  10. 10. PREVENTprevent
  11. 11. MODIFY
  12. 12. Psychology• Psychology – academic and applied disciplineinvolving the study of cognitive processes andbehaviours• Some fields use models e.g. social psychology• Models are “…concepts that will help peopleuse their heads”•Common factors include:Values, Beliefs, Attitudes, Norms, Self-efficacy, Habit, Affect
  13. 13. Gibbons & Gerrard’s Prototype/Willingness model 2003
  14. 14. Behavioural economics• Economic + psychological understandings• ‘Bounded rationality’• Two ‘systems’ - Automatic and Reflective• Heuristics = mental shortcuts• Principles seek to explain the ‘errors in the judgement’ of individuals
  15. 15. strategic& tactical
  16. 16. A BEHAVIOURALMODEL FORSMOKINGCESSATION
  17. 17. Interventions framework
  18. 18. Creating the delivery journey
  19. 19. Creating the delivery journey Legislation Marketing Natural Triggers (Supported by Marketing) Marketing NHS services NHS services
  20. 20. The desired customer journey Knowledge of how to quit – NHS services Get a cold -natural trigger Quit attemptPositive environment - Advertising as a triggerlegislation
  21. 21. Tactics
  22. 22. Tactics: priming and norms
  23. 23. Tactics: breaking habits /defaults
  24. 24. Tactics: opt ins vs opt outs
  25. 25. QUESTIONS

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