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Behaviour Change. Achieving Success
Behaviour Change. Achieving Success
Behaviour Change. Achieving Success
Behaviour Change. Achieving Success
Behaviour Change. Achieving Success
Behaviour Change. Achieving Success
Behaviour Change. Achieving Success
Behaviour Change. Achieving Success
Behaviour Change. Achieving Success
Behaviour Change. Achieving Success
Behaviour Change. Achieving Success
Behaviour Change. Achieving Success
Behaviour Change. Achieving Success
Behaviour Change. Achieving Success
Behaviour Change. Achieving Success
Behaviour Change. Achieving Success
Behaviour Change. Achieving Success
Behaviour Change. Achieving Success
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Behaviour Change. Achieving Success

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Marc Francas' DNA://12 - Perth Presentation: Behavior Change. Acieving Success

Marc Francas' DNA://12 - Perth Presentation: Behavior Change. Acieving Success

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  • 1. Behaviour ChangeAchieving Success2012Mark FrancasGlobal HeadTNS Behaviour Change Institute A world class approach for TNS’ social and government clients ©TNS 2012
  • 2. What I will cover…..1. Latest thinking in the behavioural sciences  Dual process model  Behavioural economics2. Examples of Behaviour Change programs around the globe3. The TNS Behaviour Change Framework4. Success stories in Behaviour Change ©TNS 2012
  • 3. Behaviour change & social policy….Many of the goals of government Improving health and well-being of citizens Reducing anti-social behaviour Achieving environmental targetsIncreasing savings and retirement planning ……can only be achieved if people change their behaviour !Thus……understanding how to change peoples’ behaviour needs to beat the forefront of effective policymaking and implementation ©TNS 2012
  • 4. Understanding behaviour : Dual process theory• Modern ‘behavioural science’ - psychology, neuroscience, behavioural economics – hastaught us a lot about human behaviour over last 20-30 years• Consensus is that behaviour is influenced by an interaction of two systems: 1. Reflective system 2. Automatic system • Conscious behaviour • Unconscious behaviour • Rational / planned • Non-deliberative • Reflects values and beliefs • Based on habit / impulse• Understanding both systems is important• But…..policymakers have assumed rational, planned decisionmaking Enter BEHAVIOURAL ECONOMICS…… ©TNS 2012
  • 5. Behavioural Economics = Psychology + Economics Main contributions of Behavioural Economics to the behaviour change debate: 1. Importance of the physical environment in influencing behaviour 2. Concept of ‘choice architecture’ and ‘nudging’ 3. Role of heuristics and biases in the way people make decisions ©TNS 2012
  • 6. Behavioural Economics does not have all the answers !Effective policy development needs a holistic approach Behavioural Behavioural Theory Economics ©TNS 2012 6
  • 7. A Systematic Approach to Behaviour Change… Behavioural Environment audit Beliefs diagnosis Behavioural Research (external influences) (internal influences) Segmentation Strategy Policy Environmental Service Communication Delivery Interventions restructuring Programmes Campaigns Evaluation ©TNS 2012 7
  • 8. The 4 primary ways to influence behaviour… Inform, advise, build awareness, encourage, debunk myths and misconceptions ©TNS 2012 8 8
  • 9. The 4 primary ways to influence behaviour… Engage, motivate, create positive attitude, put the issue on the social agenda ©TNS 2012 9 9
  • 10. The 4 primary ways to influence behaviour… Legislate, regulate, enforce, tax, require, set standards ©TNS 2012 10 10
  • 11. The 4 primary ways to influence behaviour… Set environmental & physical context, design, engineer, availability, distribution ©TNS 2012 11 11
  • 12. The 4 primary ways to influence behaviour…Your Behaviour Change program needsto find the best ‘mix’ of the 4 strategytools for your situation ©TNS 2012 12 12
  • 13. A Systematic Approach to Behaviour Change… Behavioural Environment audit Beliefs diagnosis Behavioural Research (external influences) (internal influences) Segmentation Strategy Policy Environmental Service Communication Delivery Interventions restructuring Programmes Campaigns Evaluation ©TNS 2012 13
  • 14. Theory of Planned Behaviour (Ajzen) Theory of Trying (Bagozzi & Warshaw)Theory of Reasoned Action (Fishbein) Health Belief model (Becker) Diffusion theory (Rogers) Social learning theory (Bandura) Cognitive dissonance theory (Festinger) Theory of Interpersonal Behaviour (Triandis) Social influence theory (Kelly & Thibaut) Protection motivation theory (Rogers) Attribution theory (Heider) Social capital theory (Bourdieu) ©TNS 2012
  • 15. The TNS Behaviour Web Morality Costs and Habit Benefits Behavioural Theory Efficacy Behaviour Heuristics Legitimacy Physical Environment Social and Behavioural Economics Cultural Norms ©TNS 2012 15
  • 16. The TNS Behaviour Web Morality Costs and Habit BenefitsREFLECTIVE AUTOMATIC Efficacy Behaviour Heuristics Physical Legitimacy Environment Social and Cultural Norms ©TNS 2012 16
  • 17. Tobacco control Road Safety HIV AIDS
  • 18. Behaviour ChangeAchieving Success2012Mark FrancasGlobal HeadTNS Behaviour Change Institute A world class approach for TNS’ social and government clients ©TNS 2012

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