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Behaviour Change. Achieving Success

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

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Behaviour Change. Achieving Success

  1. 1. Behaviour ChangeAchieving Success2012Mark FrancasGlobal HeadTNS Behaviour Change Institute A world class approach for TNS’ social and government clients ©TNS 2012
  2. 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. 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. 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. 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. 6. Behavioural Economics does not have all the answers !Effective policy development needs a holistic approach Behavioural Behavioural Theory Economics ©TNS 2012 6
  7. 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. 8. The 4 primary ways to influence behaviour… Inform, advise, build awareness, encourage, debunk myths and misconceptions ©TNS 2012 8 8
  9. 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. 10. The 4 primary ways to influence behaviour… Legislate, regulate, enforce, tax, require, set standards ©TNS 2012 10 10
  11. 11. The 4 primary ways to influence behaviour… Set environmental & physical context, design, engineer, availability, distribution ©TNS 2012 11 11
  12. 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. 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. 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. 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. 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. 17. Tobacco control Road Safety HIV AIDS
  18. 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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