1.
7
BEHAVIOUR
CHANGE
PROJECT
DESIGN
PRINCIPLES
AND
THEIR
APPLICATION
TO
MARKET
SYSTEMS
DEVELOPMENT
PROJECT
DESIGN

2. Behaviour
Change
Principle
Principle
1:
• Facilitate
self-­‐control
through
commitment
devices
Challenge:
• Imbalance
between
inten-on
and
ac-on;
• difficulty
maintaining
discipline
•
Project
Design
Principle
Make
the
follow
through
on
a
commitment
easier
•
Iden-fy
ways
to
encourage
ac-ons
that
s-ck
to
the
plan
•
Introduce
expensive
and/or
aggressive
contracts
or
penal-es

3. Behaviour
Change
Principle
Principle
2:
• Reduce
the
need
for
Self-­‐
control
Challenge:
• Lumpy
and/or
front-­‐ended
income
• Difficulty
managing
cash
flow
•
•
Project
Design
Principle
Avoid
exacerba-ng
exis-ng
self-­‐control
problems
Reduce
the
need
for
people
to
exert
self-­‐control

4. Behaviour
Change
Principle
Principle
3:
• Remove
Snags
to
Choosing
Challenge:
• Default
op-on
(‘do
nothing’)
is
dispropor-onately
significant
•
•
Project
Design
Principle
Reduce
the
number
of
things
people
have
to
do
to
take
advantage
of
it
The
default
should
align
with
the
desired
behaviour
change;
make
the
poor
have
to
opt
out
through
ac-on
–
they
have
to
ac-vely
select
not
to
do
something

5. Behaviour
Change
Principle
Principle
4:
• Use
Micro-­‐IncenMves
Challenge:
• Small
incen-ves
are
enough
for
large
consequences
•
Project
Design
Principle
Size
of
an
incen-ve
only
needs
to
be
as
large
as
the
barrier
that
caused
the
problem
•
Incen-ves
are
both
economic
and
non-­‐
economic

6. Behaviour
Change
Principle
Principle
5:
• Reduce
InaNenMon:
Reminders
and
ImplementaMon
IntenMons
Challenge:
• Inten-on
to
do
something
requires
several
steps
and
so
mul-ples
possibili-es
of
forgeOng,
or
accidental
or
wilful
neglect
or
abandonment
•
•
Project
Design
Principle
Help
people
to
remember
Make
wilful
neglect
difficult
and
abandonment
harder
to
carry
out

7. Behaviour
Change
Principle
Principle
6:
• Maximize
the
Impact
of
Messaging:
Framing
Effects,
Social
Comparisons,
Norms
Challenge:
• Message
to
relate
the
person’s
psycho-­‐social
percep-on
on
self
to
the
intended
outcome/goal
•
•
•
•
Project
Design
Principle
Pay
aSen-on
to
both
the
benefits
of
doing
something
and
the
costs
of
not
doing
it
Create
peer
comparisons
Message
around
what
is
a
‘normal
behaviour’
Using
mul-ple
media:
informa-on
campaigns,
billboards,
leSers,
television
or
radio
adver-sements,
and
now
personalized
messaging
through
phones

8. Behaviour
Change
Principle
Principle
7:
• Frame
Messages
to
Match
Mental
Models
Challenge:
• Exis-ng
mental
models
some-mes
stand
in
the
way
of
people
adop-ng
beneficial
investments
•
Project
Design
Principle
Provide
informa-on
or
evidence
that
directly
targets
the
beliefs
at
the
core
of
the
flawed
mental
model
has
a
beSer
chance
of
success