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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
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
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
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
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
42. Michie et al (2011) The Behaviour Change Wheel: a new method for characterising and
designing behaviour change interventions Implementation Science
46. Michie et al (2011) The Behaviour Change Wheel: a new method for characterising and
designing behaviour change interventions Implementation Science
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
56. Thank you
Dr. Eric Hekler
Arizona State University
ehekler@asu.edu
@ehekler
Flickr -Espen_Faugstad
Editor's Notes
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.
