Knowledge transfer. Working method. Communicate the functional and affective benefits of the desired behaviour. Knowledge Attitude Ability

Transcription

1 Knowledge transfer

2 Knowledge Attitude Ability Working method Knowledge transfer Communicate the functional and affective benefits of the desired behaviour. Example: NL-Alert - Provision of information about the functionality and benefits of the Alert system in order to stimulate people to install NL-Alert.

3 Cognitive dissonance

4 Habits and automatisms Intention Self image Working method Cognitive dissonance Make use of this tendency to align their values/attitudes and behaviour, by emphasising the dissonance between these two. Example: Tax - A tax form which starts with people having to confirm the statement: I confirm the truth of the information I provide on this form to remind them of their moral values (honesty) stimulates people to fill in the form honestly.

5 Concrete action perspective

6 Ability Intention Working method Concrete action perspective Give the target group concrete tips and pointers in order to give them the confidence that they will be able to perform the desired behaviour. Example: More safety on the Street-giving concrete action perspectives (call 112, take photos) to encourage people to take action in the case of violence on the Street.

7 Implementation intentions

8 Ability Intention Habits and automatisms Working method Implementation intentions Stimulate the target group to formulate concrete plans to implement the desired behaviour in specific situations: in situation X I do Y. Example: Safe sex - Tips about the time and place where the target group can start the discussion about condom use in order to increase condom use; start talking about condoms before you remove your trousers.

9 Kludges

10 Intention Habits and automatisms Working method Kludges Stimulate/facilitate the target group to give themselves a nudge to steer themselves. Example: Study gain - Apps that students use during the exam periods, which disable social network sites.

11 Interpersonal communication

12 Social environment Knowledge Attitude Intention Working method Interpersonal communication Stimulate the target group to talk to each other about the subject. Examples: Abuse of the elderly - Facilitating discussions among elderly people at the 50+ trade fair to stimulate discussion about elder abuse.

13 Injunctive norm

14 Social environment Attitude Working method Injunctive norm Link social approval to the desired behaviour. Example: Zero18 - Communicate the norm no alcohol and cigarettes below 18 in order to reduce alcohol and smoking among young people.

15 Feedback nudge

16 Physical environment Attitude Intention Habits and automatisms Working method Feedback nudge Give the target group direct feedback on the behaviour in the situation where the behaviour occurs. Example: Matrix speed signs in the built-up area indicating how fast motorists are driving and expressing approval/disapproval with colours (green/red) or an icon (smileys) to stimulate motorists to stay within the speed limit.

17 Descriptive norm

18 Social environment Attitude Ability Working method Descriptive norm Demonstrate that the desired behaviour is displayed by the majority of other people (who are important to the target group). Example: Organ donation - Communicating actual registration percentages of towns (43% of Haarlem says Yes) in order to stimulate registration of organ donors.

19 Use of messengers - Authority

20 Attitude Intention Self image Working method Use of messengers - Authority Use a messenger who is regarded by the target group as an authority, to send the signal that the behaviour is good/desired. Example: Paying attention behind the wheel using an authority/expert to reduce telephone use while driving.

21 Use of messengers - Fame

22 Attitude Ability Intention Self image Working method Use of messengers - Fame Use a messenger who is known to the target group in order to link a positive feeling and association to the desired behaviour. Example: Organ donation - During the Donor week famous Dutch people recruit organ donors personally.

23 Use of messengers - Role model

24 Attitude Ability Intention Self image Working method Use of messengers - Role model Use a messenger who has similarities with the target group to show that the target group can display the behaviour. Example: Forced marriages - using tales of personal experience on the blog Yarah to stimulate young women who are at risk of being forced into a marriage with someone they do not know to read/talk about the subject.

25 Entertainment Education

26 Social environment Attitude Ability Intention Emotions Working method Entertainment Education Use entertainment and an interesting storyline to engage the target group, in order to teach the desired behaviour in an implicit way. Example: Roes (Dutch drama series) - Engaging the target group via a television series with powerful stories about the influence of drink and drugs, based on or inspired by reality, in order to teach them something about this subject.

27 Gamification

28 Social environment Physical environment Attitude Ability Intention Working method Gamification Making use of gaming techniques in an environment where that is not usually done, in order to motivate the target group by means of gaming elements. Example: Attention behind the wheel - using the game Tweet, Chat, Like & Drive to enable motorists to experience the fact that social media do not mix with driving.

29 Commitment & Consistency

30 Intention Self image Emotions Habits and automatisms Working method Commitment & Consistency Stimulate the target group to form an (emotional) bond with the desired behaviour. Example: BOB - making a BOB agreement with friends before going out, to stimulate people to stick to an agreement not to drink any alcohol.

31 Identity

32 Social environment Self image Emotions Working method: Identity Convince the target group that the desired behaviour fits with their self-image. Example: Join Burgernet - Explicitly emphasising the identity of being a resident in a neighbourhood to stimulate membership of Burgernet in the area.

33 Reciprocity

34 Attitude Intention Emotions Working method Reciprocity Give the target group the impression that he/she is being given a gift, to encourage the tendency to do something in return. Example: Tax authority - Emphasise receiving a message in good time (before 1 July) if the tax return is submitted before 1 April, in order to stimulate people to submit their tax returns on time.

35 Emotions

36 Attitude Intention Emotions Working method Emotions Link positive feelings to the desired behaviour, or negative feelings to the undesired behaviour. Examples: Organ donation - Appealing to the emotions by using friends of the target group in order to stimulate donor registration: Which of your friends lives might you be able to save by becoming a donor?

37 Scarcity

38 Physical environment Attitude Working method Scarcity Emphasise limited availability of something so that people will value scarce products/services more highly. Example: Tax authority - Create a feeling of scarcity by stating the limited number of days still available for submitting tax returns, in order to stimulate people to submit the returns on time.

39 Framing

40 Social environment Attitude Emotions Working method Framing Refer to something in such a way that positive or negative associations become attached to it. Example: Animal-rights, Plofkip - The use of words that appeal to the imagination, like Plofkip (stuffed chicken), in order to generate negative associations.

41 Stimulus Nudge

42 Physical environment Habits and automatisms Working method Stimulus Nudge Nudge the target group by introducing specific features into the physical environment. Example: Toilet hygiene - a picture of a fly in urinals, in order to stimulate men to aim carefully.

43 Default nudge

44 Physical environment Habits and automatisms Working method Default nudge Introducing conscious changes to the architecture of choices in order to push the target group in a particular direction, whilst retaining freedom of choice. Example: Donor registration - Establishing an opt out system, whereby people would need to actively opt out of donor registration, to make it more difficult for people not to register.

45 Priming

46 Social environment Physical environment Attitude Emotions Working method Priming Use words and pictures which generate feelings and associations automatically within the target group, in order to stimulate the desired behaviour. Example: Placing a picture of a child behind a speed limit sign maximum speed 30 is a prime for vulnerability, in order to stimulate people to adhere to the speed limit in residential areas.