An Introduction to behavioural insights and its application to physical activity

Transcription

1 An Introduction to behavioural insights and its application to physical activity Yorkshire Sport Foundation Partnership Day, 13 th of December 2016 Jet Sanders PhD student at the University of York and Former Behavioural Insights Research Fellow

2 Introducing behavioural insights Examples in physical activity Merging it into application

3 PHE Behavioural Insights Team Capacity building Advice giving Research (Focus on Obesity & Anti Microbial Resistance this year)

4 PHE Behavioural Insights Team Tim Chadborn Behavioural Insights Lead Researcher Anna Sallis Behavioural Insights Advisor Amanda Bunten Behavioural Insights Research Analyst Liz Castle Behavioural Insights Research Analyst Karen Tan Behavioural Insights Researcher Ildiko Tombor Behavioural Insights Research analyst

5 What is behavioural insights?

6 Behavioural Insights

7 Choice Architecture Thinking Fast and Slow Daniel Kahneman Cognitive Bias Nudge Richard Thaler Heuristics MINDSPACE The Nudge Unit

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9 Intensity of Interventions Intervention spectrum - combination approach Nuffield Council of Bioethics Intervention Ladder Rung of Ladder Eliminate choice Restrict choice Guide by disincentives Guide choice by incentives Guide choice by changing the default policy Enable choice Provide information Do nothing Example No smoking for minors No smoking in workplaces Taxes Stop smoking during pregnancy Plain packaging Free NRT and support Website leaflets and adverts

10 Behavioural Definition The application of behavioural science to policy and practice with a focus on (but not exclusively) automatic processes. Michael Hallsworth, The Behavioural Insights Team

11 Thinking Fact Thinking Slow System 1: Automatic System 2: Reflective Fast Automatic Emotional Logical Effortful Slow Impulses Reflective Habits Planning Beliefs Problem solving Behavioural Insights: DH Science Seminar

12 Daniel Kahneman wins the Nobel Prize in Economics for the formulation of Prospect Theory which better accounts for observed behaviour October 2002

13 Richard Thaler and Cass Sunstein publish the book Nudge. April 2008

14 Nudges are ways of influencing choice without limiting the choice set or making alternatives appreciably more costly in terms of time, trouble, social sanctions, and so forth. They are called for because of flaws in individual decision-making, and they work by making use of those flaws. (Hausman & Welch 2010, p. 126). Hausman, D. M., & Welch, B. (2010). Debate: To Nudge or Not to Nudge*.Journal of Political Philosophy, 18(1),

15 Easy - Defaults. Hausman, D. M., & Welch, B. (2010). Debate: To Nudge or Not to Nudge*.Journal of Political Philosophy, 18(1),

16 Choice Architecture refer to interventions that involve altering the properties or placement of objects or stimuli with the intention of changing behaviour. HollandsG, Shemilt I, Marteau T, Jebb S, Kelly M, Nakamura R, et al. Altering micro environments to change population health behaviour: towards an evidence base for choice architecture interventions. BMC Public Health. 2013;13(1):1218

17 Attractive - Salience

18 The Institute for Government and the Cabinet Office publish MINDSPACE. March 2010

19 Messenger Incentives Norms Defaults Salience Priming Affect Commitment Ego

20 Social - Messenger effects

21 Social - Messenger effects

22 Attractive - Incentives 18% increase in walking to school

23 The Behavioural Insights Team is established. 2010

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25 The Behavioural Insights Team publish Test, Learn, Adapt, June 2012

26 ; Haynes, L., Goldacre, B., & Torgerson, D. (2012). Test, learn, adapt: developing public policy with randomised controlled trials. Cabinet Office-Behavioural Insights Team.

27 ; Haynes, L., Goldacre, B., & Torgerson, D. (2012). Test, learn, adapt: developing public policy with randomised controlled trials. Cabinet Office-Behavioural Insights Team.

28 Scared Straight Program Petrosino et al. (2002) ; Petrosino, A., Turpin-Petrosino, C., & Buehler, J. (2003). Scared Straight and other juvenile awareness programs for preventing juvenile delinquency: A systematic review of the randomized experimental evidence. The Annals of the American Academy of Political and Social Science, 589(1),

29 The Behavioural Insights Team publish EAST Circa Winter 2013

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31 The White House Social and Behavioural Science Team is established. January 2014

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33 Examples of behavioural insights in physical activity

34 When to Commit How to commit Sticking to the commitment Recommitting

35 Behavioural Insights: DH Science Seminar

36 Behavioural Insights: DH Science Seminar

37 Behavioural Insights: DH Science Seminar

38 Please choose a snack for next week. Apple 100% 88% 80% 60% 51% 49% Chocolate 40% 20% 12% Banana 0% Healthy Snack Unhealthy Snack Crisps ; Read, D. and Van Leeuwen, B., Predicting hunger: Behavioural Insights: DH Science Seminar The effects of appetite and delay on choice. Organizational behavior and human decision processes, 76(2), pp

39 Easy Goal setting in a cold state increases chances of adherence. Behavioural Insights: DH Science Seminar

40 ; Williams, B.R., Bezner, J., Chesbro, S.B. and Leavitt, R., The effect of a behavioral contract on adherence to a walking program in postmenopausal African American women. Topics in Geriatric Rehabilitation, 21(4), pp

41 ; Williams, B.R., Bezner, J., Chesbro, S.B. and Leavitt, R., The effect of a behavioral contract on adherence to a walking program in postmenopausal African American women. Topics in Geriatric Rehabilitation, 21(4), pp Control Group (n=19) Intervention Group (n=16)

42 ; Williams, B.R., Bezner, J., Chesbro, S.B. and Leavitt, R., The effect of a behavioral contract on adherence to a walking program in postmenopausal African American women. Topics in Geriatric Rehabilitation, 21(4), pp Control Group (n=19) Intervention Group (n=16)

43 ; Williams, B.R., Bezner, J., Chesbro, S.B. and Leavitt, R., The effect of a behavioral contract on adherence to a walking program in postmenopausal African American women. Topics in Geriatric Rehabilitation, 21(4), pp Control Group (n=19) Intervention Group (n=16)

44 Social Commitment contracts help individual to stick to to planned behaviour

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47 Loss Aversion

48 Control Group (n=19) Intervention Group (n=19) $3 daily deposit Monthly weigh-in Monthly weigh-in $3 matched ; Volpp, K.G., John, L.K., Troxel, A.B., Norton, L., Fassbender, J. and Loewenstein, G., Financial incentive based approaches for weight loss: a randomized trial. Jama, 300(22), pp

49 Control Group (n=19) Intervention Group (n=19) $3 daily deposit Monthly weigh-in Monthly weigh-in $3 matched ; Volpp, K.G., John, L.K., Troxel, A.B., Norton, L., Fassbender, J. and Loewenstein, G., Financial incentive based approaches for weight loss: a randomized trial. Jama, 300(22), pp

50 ; Volpp, K.G., John, L.K., Troxel, A.B., Norton, L., Fassbender, J. and Loewenstein, G., Financial incentive based approaches for weight loss: a randomized trial. Jama, 300(22), pp Control Group (n=19) Intervention Group (n=19) 1.8kg 6.4kg

51 Attractive Loss aversion can be used to structure financial incentives for goal adherence most effectively Behavioural Insights: DH Science Seminar

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58 Diet Mon

59 Please choose when you would like to receive your personalised goal reminder from a list below.

60 March Tues 15th March Wed 16th March Thurs 17th March Fri 18th March Sat 19th March Sun 20th March Mon 21st Control Group Intervention Group March Tues 15th March Wed 16th March Thurs 17th March Fri 18th March Sat 19th March Sun 20th March Mon 21st The first day of spring.

61 March Tues 15th March Wed 16th March Thurs 17th March Fri 18th March Sat 19th March Sun 20th March Mon 21st Control Group Intervention Group March Tues 15th March Wed 16th March Thurs 17th March Fri 18th March Sat 19th March Sun 20th March Mon 21st The first day of spring.

62 Timely The Fresh Start Effect Allows re-adherence allows individuals to anchor their behaviour new patterns onto a fresh start ; Read, D. and Van Leeuwen, B., Predicting hunger: Behavioural Insights: DH Science Seminar The effects of appetite and delay on choice. Organizational behavior and human decision processes, 76(2), pp

63 When to Commit How to commit Sticking to the commitment Recommitting e.g. Goal setting in a cold state e.g. Commitment contracts e.g. Incentives Loss aversion e.g. The Fresh Start Effect

64 Merging behavioural insights into application

65 Designing a behavioural intervention Problem Identification Behavioural Target Intervention Opportunities & Delivery Mode Identify Behavioural Outcome Measures Behavioural Analysis Intervention Design Evaluation Design Implement

66 The Problem The Outcome The Behaviour? Brisk walking for 150 minutes a week Reduced cardiovascular disease? High rates of sedentary behaviour

67 The Problem High rates of sedentary behaviour The Outcome Reduced cardiovascular disease The Behaviour Brisk walking for 150 minutes a week

68 Group Example The Problem The Outcome The Behaviour? Reduce Calorie Intake High Rates of Obesity? Weight Loss

69 The Problem High Rates of Obesity The Outcome Weight Loss The Behaviour Reduce Calorie Intake Who could our intervention target?

70 Identify the level of intervention Individual: Sticks to assigned diet Professional: Identify and recommend eligible individuals. Organisation: Removes calories from shelves Reduced calorie intake Behaviour occurs within a context and within a system of behaviours at different levels (individual, professional, system)

71 The Problem The Outcome The Audience The Behaviour High Rates of Obesity Weight Loss Individuals Purchase lower calorie items Intervention Point Delivery Mode Behavioural Measure Supermarket Physical store environment Sales Data

72 Thinking Fact Thinking Slow System 1: Automatic System 2: Reflective Behavioural Insights: DH Science Seminar

73 Add your post-it System 1: Automatic System 2: Reflective Behavioural Insights: DH Science Seminar

74 Designing your intervention The Problem The Outcome The Audience The Behaviour High Rates of Obesity Weight Loss Individuals Purchase lower calorie items Intervention Point Delivery Mode Behavioural Measure Supermarket Physical store environment Sales Data

75 Background to behavioural insights Practice/implementation reading Susan Michie et al.: The Behaviour Change Wheel; Theoretical Domains Framework; BCTv1; COM-B Behavioural Insights Team, Cabinet Office, NESTA: EAST. Four simple ways to apply behavioural insights Behavioural Insights Team, Cabinet Office, Applying behavioural insights to health Behavioural Insights: DH Science Seminar

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77 Easy Defaults Friction Costs Simplification Goal Setting Chunking Ordering Effects Substitution Checklists

78 Attractive Salience Loss Aversion Lotteries Mental Accounting Personalise Scarcity Framing Effect Endowment Effect

79 Social Descriptive Norm Reciprocity Network Nudge Relative Ranking Commitment Contracts Messenger Effects People Helping People Feedback

80 Timely Present Bias Implementation Intention Foot-in-the-Door Technique Prompts Head Start Deadlines Anchoring Priming Fresh start effect

81 The Problem The Outcome The Audience The Behaviour Intervention Point Delivery Mode Behavioural Measure Intervention NCMP/Change4Life Using EAST We are heavily influenced by who communicates information Behavioural Insights: DH Science Seminar

82 Introducing behavioural insights Examples in physical activity Merging it into application

83 Easy Behavioural Insights: Sports and Physical Activity Background: Using behavioural economics to promote physical activity (Zimmerman, 2009). Friction Costs We can be deterred from taking an action by seemingly small barriers. Effects of proximity on the choice to be physically active or sedentary (Raynor et al., 1998). Attractive Incentives Something that motivates ourbehaviour. Can be financial andnon-financial. Physical activity loyalty cards for behaviour change: a quasi-experimental study (Hunter et al. (2013) Gamification The concept of applying game mechanics and game design techniques to engage and motivate people to achievegoals. Using gamification to incentivize sustainable urban mobility (Kazhamiakin et al., 2015) Deconstructing gamification: evaluating the effectiveness of continuous measurement, virtual rewards, and social comparison for promoting physical activity (Zuckerman and Gal-Oz, 2014) Social Messenger Effect We are heavily influence by the communicator of information. The meta-volition model: Organizational leadership is the key ingredient in getting society moving, literally! (Yancey, 2009) Commitment Contracts When we actively commit to achieving a goal, we are more likely to achieve. Committing to exercise: contract design for virtuous habit formation (Goldhaber- Fiebert et al., 2010) Effects of public commitments and accountability in a technology-supported physical activity intervention (Munson et al., 2015) Timely Present Bias We disproportionately prefer rewards that come sooner and costs that are borne later. Naiveté, projection bias, and habit formation in gym attendance (Acland and Levy, 2015) NCMP/Change4Life For further information please contact: Elizabeth.Castle@phe.gov.uk Supporting the use of behavioural insights We are heavily influenced by who communicates information Behavioural Insights: DH Science Seminar

84 Take home literature list NCMP/Change4Life We are heavily influenced by who communicates information Behavioural Insights: DH Science Seminar

85 Other useful resources Ariely, D. (2008). Predictably Irrational: the hidden forces that shape our decisions. New York: Harper Collins Publishers. Dolan, P., Hallsworth, M., Halpern, D., King, D. & Vlaev, I. (2010). MINDSPACE: Influencing behaviour through public policy. UK Cabinet Office & Institute for Government. Kahneman, D. (2011). Thinking Fast and Slow. UK: Penguin. Michie, S., Atkins, L., & West R. (2014). The Behaviour Change Wheel. A Guide to Designing Interventions. London: Silverback Publishing. Service, O., Hallsworth, M., Halpern, D. et al (2014). EAST: Four simple ways to apply behavioural insights. Behavioural Insight Team, UK Cabinet Office & Nesta. Thaler, R., & Sustein, C. (2008). Nudge: Improving Decisions about Health, Wealth and Happiness. Yale University Press.

86 Thank you! Any thoughts or questions? Behavioural Insights: DH Science Seminar