Understanding Motivators and Evaluating SNAP/EBT Incentive Outcomes in Farmers Markets

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  • 1. Understanding Motivators andEvaluating SNAP/EBT IncentiveOutcomes in Farmers Markets  Stacy Miller, Farmers Market Coalition  Migdalia Loyola, Blue Cross and Blue Shield of Minnesota  Amy Gilroy, Oregon Public Health Institute  Richard McCarthy, marketumbella.org
  • 2. In•cen•tive theory  Repetitive action-reward combination can cause the action to become habit.  Motivation is mediated by environmental events.  Applying proper motivational techniques can be much harder than it seems.  A persons actions always have social ramifications; if actions are positively received people are more likely to act in this manner, or if negatively received people are less likely to act in this manner.
  • 3. In•cen•tive  From Latin incentivus (circa1400): … “setting the tune.”  A reward, tangible or intangible, presented after the occurrence of a behavior with the intent to cause the behavior to occur again.  Associates positive meaning to the behavior.
  • 4. In•cen•tive  When we reward A, while hoping for B, are we achieving the intended outcome?  Is the external reward the only reason for continuing a behavior? “Incentives are no substitute for good management”
  • 5. Motivations  Intrinsic motivation ◦ Driven by an interest or enjoyment in the task itself, and exists within the individual rather than relying on any external pressure.  Individuals attribute results to factors under their own control  Extrinsic motivation ◦ Driven from factors outside of the individual. e.g. money, grades, trophies, or threat of punishment.
  • 6. Intrinsic Motivators
  • 7. Motivators for Communities  Reduced cost to taxpayers  Formation of partnerships that increase effectiveness/efficiency  Ability to engage new and regular volunteers  Ability to raise funds; write successful grants  Adding accessibility and equity to marketing and promotion themes  Improved individual well-being and community health
  • 8. Motivators for Individuals  Taking care of the family  Sense of belonging  Most value for $ spent (finding a good deal)  Ability to learn something; impart knowledge to peers  Variety of product choices  Developing relationships with producers of similar cultural heritage
  • 9. Motivators for Farmers & Producers  Access to brand new customer base  Increased customer loyalty  Building reputation for high value  Capturing new product niches  Financial literacy
  • 10. What is the “desired behavior?”What is the “reward?”
  • 11. Accomplishment
  • 12. Sense of Belonging
  • 13. Opportunities to Get Engaged Learning a Skill
  • 14. What is success?  Define success in the beginning, and identify its expected short term and long term indicators ◦ Economic indicators: sales and per person spending increase, dollars circulated locally ◦ Social indicators: relationships, equity of access, ethnic, age, and language diversity at market ◦ Human indicators: skills learned, habits changed, knowledge gained  Locate or collect all pertinent baseline data
  • 15. “If you dont know where youare going, you will probably end up somewhere else.”   Lawrence Peters
  • 16. Reflection  What has become clearer?  What questions do you still have?
  • 17. Discussion  What defines success to your stakeholders?  What indicators have you used to measure less tangible intrinsic motivators being met (like increased sense of belonging?)  What and how much data is it appropriate to collect from incentive participants?  What examples can you share about unconventional incentives? What intrinsic motivator is it seeking to satisfy?
  • 18. Resources  Real Food, Real Choice: Connecting SNAP Recipients with Farmers Markets farmersmarketcoalition.org/real-food-real-choice  Farmers Market Manager FAQ farmersmarketcoalition.org/managerfaq   Information Marketplace Webinars farmersmarketcoalition.org/information-marketplace   Seven Ways, Seven Days to Celebrate Farmers Markets www.farmersmarketcoalition.org/seven-days-seven-ways-2011   Oregon Public Health Institute www.orphi.org   Blue Cross and Blue Shield of Minnesota www.preventionminnesota.com