Behaviour Change

Behaviour ChangePast & current theories of how to get people from

thinking to doing

Part 3 of 3

Corinne HodgsonCorinne S. Hodgson & Associates Inc.

November, 2013

CSH Associates - From thinking to doing 2

Part 1 Traditional theories such as Transtheoretical

Model, Model of Reasoned Action/Planned Behaviour, and Social Cognitive Theory

Opportunities from other areas of psychology: achievement theory, self theory, and self-determination theory

Part 2: Health Action Process Approach and Self-Regulation

Part 3: New models from interactive health (Fogg, Eyal)

Overview


B = mat

To get a specific Behaviour you need at the same time

Sufficient level of Motivation +Sufficient level of Ability +

Trigger

Source: http://www.behaviormodel.org

Fogg Behavioural Model

http://www.behaviormodel.org/

http://www.behaviormodel.org/


B= MAT

MOTIVATION

HighMotivation

LowMotivation

Hard to Do Easy to DoABILITY

Triggers aren’t

effective

Triggers ARE

effective

Activation Threshold

BJ Foggwww.behaviormodel.org


Three basic motivators: Sensation – pleasure vs. pain Anticipation – hope vs. fear Social cohesion – social rejection vs. acceptance

Notice: Motivators can be either approach goal (e.g.,

pleasure) or avoidance goal (in this case, pain) Social cohesion motivator reflects relatedness in

Self-Determination Theory How strong is the sense of motivation?

Motivation in Fogg Behavior Model


Do you have the skills to change? Do you have the resources to change?

Time Money Knowledge or skills Physical or mental resources (think self-regulation!)

Are you asking the person to do something that is easy or hard?

“Simplicity is a function of your scarcest resource at that moment.”

Ability in the Fogg Behavior Model


Behaviours will not happen without a trigger Triggers can be:

External (e.g., ping on your phone) Environmental (e.g., walking into cafeteria triggers urge

to eat) Internal

In Fogg model there are 3 types of triggers: Facilitator: in situations of high motivation but low ability Spark: situations of high ability but low motivation Signal: situation of both high ability & motivation

Triggers in the Fogg Behavior Model


15 ways behaviour can change Cross-tabulation of 2 dimensions

1. The time frame One-time Limited duration Permanent change

2. The type of behaviour change A new, unfamiliar behaviour A familiar behaviour Increasing behaviour intensity or duration Decreasing behaviour intensity or duration Stopping a behaviour

Fogg Behavior Grid


Fogg Behavior Grid/Behavior Wizard

For more information go to http://captology.stanford.edu/projects/behavior-wizard-2.html


For each path, should match target behaviour with solutions

Examples: For Green Dot Behaviour (to do a new behaviour one time),

you need to couple the trigger with a motivational element, increase ability by explaining the novel behaviour in terms of one that is familiar, and increase motivation by highlighting benefits

For Black Path behaviour (e.g., quitting smoking forever), you need to remove the trigger, reduce the motivation to smoke, and reduce the ability to smoke.

For more information, go to http://www.behaviorwizard.org/wp/

Behavior Wizard

http://www.behaviorwizard.org/wp/

http://www.behaviorwizard.org/wp/


Basic interest is in creating habit-forming apps and products but has ramifications for behaviour change – especially when using digital resources

Habits are created when there are 4 elements:

1. Trigger2. Action3. Variable reward4. Investment

Hooked (Nir Eyal)


Hooked Model

INVESTMENT

ACTION

TRIGGER

REWARD

Hooked, How to Build Habit-Forming Products, Nir Eyal with Ryan Hoover


External triggers: Paid triggers such as ads Earned triggers such as viral videos or news stories Relationship triggers - recommendation from a

friend Owned trigger – e.g., icon on display or phone

Internal triggers: Emotions such as boredom, loneliness, frustration

or confusion Desire to be entertained

Trigger in Hooked Model


Whether or not person takes action depends upon several factors

Uses Self-Determination Theory (see Part 2) and Fogg Behavior Model to explain shift from inaction to action

Simplicity can help movement into action

Action in Hooked Model


Not referring to incentives or virtual rewards such as virtual badges

Best reward is anticipation of satisfying a need Three types of rewards:

Rewards of the tribe (think relatedness) Rewards of the hunt - the most effective rewards

may be variable so you never know when you’ll be rewarded

Rewards of the self – Self-Determination Theory’s autonomy and competence

Reward in Hooked Model


More time and effort a person puts into an activity, product or service, they more he/she will value it

The more effort and time a person puts into something, the more likely they are to consistently do it/use it

The greater the investment, the greater the likelihood of responding to the next trigger

Investment in the Hooked Model


Don’t ask people how they are doing in making changes (progress reports)

Why not: Focuses on performance rather than effort (entity

rather than growth mindset) Reminding people of how good they’ve been gives

them “license to sin” Alternative: ask people to reiterate why they

want to change (reinforce expectancies & motivation)

Curiosities of science - 1


Both good & bad behaviours are contagious in social networks (e.g., spread of obesity – see Christakis & Fowler NEJM 2007 video; Gladstone’s The Tipping Point)

Don’t reinforce negative behaviours by suggesting they are the norm (e.g., “ over 60% of Canadians are overweight”)

Alternatives: position target behaviour as the norm remind people of their goals to strengthen their

immune response to others’ behaviours


Don’t tell people to avoid thinking about a negative behaviour (e.g., high fat foods)

Why: The more you try not to think of something: the more you will think about it & the more compelling the idea will be

(ironic rebound) the more likely you are to do the very behaviour you’re trying to

suppress (e.g., food restrainers are more likely to overeat)

Alternative (acceptance therapy): don’t try to suppress thought but recognize it for what it is, remind yourself you don’t have to act on it, & use breathing and positive imagery to control your physiological reaction to it

Lavel University study found Health-At-Any-Size approach emphasizing what people can eat & do led to better long-term weight attitudes & management than standard dieting approaches (Gagnon-Girouard J Obesity 2010)

19


CSH Associates - From thinking to doing

Bandura A. Self-Efficacy in Changing Societies. Cambridge University Press (1995) Decci EL, Ryan RM (eds). Handbook of Self-Determination Research. University of

Rochester Press (2002) Elliot AJ, Dweck CS (eds). Handbook of Competence and Motivation. Guildford

Press (2005) Glanz K, Rimer BK, Lewis FM (eds). Health and Behavior and Health Education,

Theory, Research, and Practice (3rd ed). Jossey-Bass (2002) Haggar MS, NLD Chatzisarantis (eds). Intrinsic Motivation and Self-Determination

in Exercise and Sport. Human Kinetics (2007) Heckhausen J, Dweck CS (eds). Motivation and Self-Regulation Across the Life

Span. Cambridge University Press (1998) Sansone C, Harackiewicz JM (eds). Intrinsic and Extrinsic Motivation, The Search

for Optimal Motivation and Performance. Academic Press (2000) Sheldon KM, Williams G, Joiner T. Self-Determination Theory in the Clinic,

Motivating Physical and Mental Health. Yale University Press (2003) Stroebe W. Dieting, Overweight and Obesity, Self-Regulation in a Food-Rich

Environment. American Psychological Association (2008)20

Texts


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Dan Bailis research: PDF of Powerpoint http://sirc.ca/online_resources/2010SCRI/documents/Bailis_slides.pdf YouTube of presentation http://www.youtube.com/watch?v=iVLEbOXLL8k

Baumeister RF, Gaillot M, DeWall CN, Oaten M. Self-regulation and personality: how interventions increase regulatory success, and how depletion moderates the effects of traits on behavior. J of Personality 2006;74:1773-1802

Sniehotta FF, Scholz U, Schwarzer R. Bridging the intention-behaviour gap: Planning, self-efficacy, and action control in the adoption and maintenance of physical exercise. Psychology & Health 2005;20:143-60

Hofmann W, Baumeister RF, Forster G, Vohs KD. Everyday temptations: an experience sampling study of desire, conflict, and self-control. J of Personality & Social Psychology 2012;102:1318-1335

Boudreax MJ, Ozer DJ. Goal conflict, goal striving, and psychological well-being. Motivation and Emotion. 2013;37:433-443

Webb TL, Joseph J, Yardley L, Michie S. Using the internet to promote health behavior change: a systematic review and meta-analysis of the impact of theoretical basis, use of behavior change techniques, and mode of delivery on efficacy. JMIR 2010;12(1):e4

Michie S, Prestwich A. Are interventions theory-based? Development of a theory coding scheme. Health Psychology 2010;29:1-8


Other Key Resources

http://sirc.ca/online_resources/2010SCRI/documents/Bailis_slides.pdf

http://www.youtube.com/watch?v=iVLEbOXLL8k

http://www.youtube.com/watch?v=iVLEbOXLL8k


Corinne HodgsonCorinne S. Hodgson & Associates Inc.

[email protected]

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Behaviour Change

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