An alternative approach to influencing behaviour: Adapting Darnton's Nine Principles framework for...

Kyungeun Sung, Sustainable Consumption Research Group, School of Architecture, Design and the Built Environment

Kyungeun Sung Supervised by Tim Cooper & Sarah Kettley Sustainable Consumption Research Group

School of Architecture, Design and the Built Environment

An alternative approach to influencing behaviour: Adapting Darnton’s Nine Principles framework for scaling up individual upcycling


Table of contents

Introduction

Darnton’s Nine Principles framework

Setting the scene

Adapted framework and application

Conclusion


Introduction


Introduction: Recent role of design in influencing behaviour

Traditional role: fulfilling needs and wishes of consumers

New role: influencing human behaviour for desirable outcomes

Application: sustainability, crime prevention, health enhancement, safety (Niedderer, 2013)

Outcomes: changing undesirable behaviour / reinforcing desirable behaviour


Introduction: Research on design for influencing behaviour

Feasibility of design-led approaches to influence user behaviour to reduce negative social impacts (Lilley, 2007)

Framework to bridge the social-psychological theories and design interventions to reduce environmental household impacts (Tang, 2010)

Application of Community Based Social Marketing for design interventions (Clune, 2010)

Design with Intent Method, innovation tool, for improving user performance (Lockton et al., 2010)

…


Introduction: Gaps in current knowledge

Focus on products or communication information and graphics

relative lack in interventions beyond product and communication design (e.g. service design)

Increasing interest in design for policy and service innovation in the public sector (Bason, 2014; 2010; Boyer et al., 2011; European Commission, 2012)

call for more general or wide-ranging approaches to design and policy interventions


Introduction: Aims of the paper

Critically review Darnton’s Nine Principles framework (Darnton, 2008) as an overarching framework for design and policy interventions

Show how the framework can be adapted for relatively unexplored behaviour with insufficient resources

Demonstrate the application of the adapted framework through the case of scaling up individual upcycling


Darnton’s Nine Principles framework


Framework: Starting point for behaviour intervention

Behaviour understanding and behaviour change policies resting on behaviour models (i.e. antecedents/determinants/factors behaviour)

Darnton’s framework designed to “integrate behaviour models with theoretical understanding of effective approaches and change. The framework provides a starting point for selecting [appropriate] models and developing behaviour change interventions” (Darnton, 2008, p. 23)

Based on theory-based guidance for planning interventions – e.g. Community Based Social Marketing (McKenzie-Mohr & Smith, 1999), Stern’s Principles (Stern, 2000) – yet emphasis on models (Darnton, 2008)


Framework: Nine Principles

1. Identify the audience groups and the target behaviour

2. Identify relevant behaviour models and list influencing factors

3. Select the key influencing factors to design objectives for the intervention

4. Identify effective intervention techniques

5. Engage the target audience for the intervention

6. Develop a prototype intervention

7. Pilot the intervention and monitor

8. Evaluate impacts and processes

9. Feedback learning from the evaluation


Framework: Nine Principles framework


Framework: Assumptions in Darnton’s framework

Identify target behaviour and actor = understand behaviour/audience

Extract key factors from the models and past empirical research = valid and appropriate in all cases

Co-create an intervention prototype with actors = prerequisite for developing interventions


Framework: Need for adaptation

What if…

Behaviour under investigation not explored empirical research required

Not sufficient resources (e.g. time, financial support) for prototyping and piloting


Setting the scene


Setting the scene: Project background

UK target: Reduction in GHGs by 80% by 2050

Government’s commitment: RCUK Energy Programme establishing six EUED centres

CIE-MAP: focus on materials and embodied energy reduction

PhD research: explore the emerging household behaviour of upcycling as an important opportunity to reduce carbon emissions related to materials and energy consumption


Setting the scene: (Individual) upcycling

Creation or modification of any product out of used materials in an attempt to result in a product of higher quality or value than the compositional elements (Sung, et al., 2014) by individuals (at the household level)


Setting the scene: Benefits of upcycling when scaled up

Environmental benefits (Ali et al., 2013; Goldsmith, 2009; Szaky, 2014)

(-) need for new products > (-) materials and industrial energy > (-) GHGs

(-) municipal solid waste > (-) additional landfill spaces

Economic benefits (Frank, 2013; Lang, 2013)

Money saving SMEs (e.g. Sarah Turner in Sung & Cooper, 2015)

Sociocultural & psychological benefits (Sung, Cooper & Kettley, 2014)

Learning & empowering Sense of community & relaxing …


contemporary Maker Movement (Anderson, 2012; Lang, 2013)

readily available physical resources (e.g. Hackspaces)

shared digital resources (e.g. Instructables, Etsy)

Setting the scene: Recent trend in upcycling


Setting the scene: Research question

Despite growing interest, still a marginal activity + considering potential benefits scaling up (Ceschin, 2012; van den Bosch, 2010)

How can this emerging, yet still marginal activity, be scaled up into a mainstream everyday activity in households (and possibly also in industries) to make a bigger impact on the environment and society?


Adapted framework and application


Adapted framework: Rationale

Focus on early stage activities in behaviour intervention

Understand relatively unexplored behaviour for valid key factors (premise: identified specific behaviour to target)

Design effective interventions with limited resources

Does NOT suggest: prototyping and piloting are unnecessary

Suggest: split cycle between research-led intervention generation process and the rest for half-way decision-making and planning

effectively invest resources in prototyping and piloting of the prioritised intervention options


Adapted framework: Adapted framework with three stages


Adapted framework:

Crucial first step

a) “Different behaviours are driven by different factors and in different combinations” (Darnton, 2008, p.25)

b) Models determine the scope of the understanding (number of factors)

Darnton’s ‘practical guide’ to models (Darnton, 2008): table with 8 behaviour domains and matching behaviour models

Stage one: Understanding behaviour and consumers

1. Identify behaviour model for exploration


Case application:

Thorough literature review

Behaviour is complex and should be understood by both internal (e.g. attitude) and external (e.g. situational conditions) factors (Egmond & Bruel, 2007;

Jackson 2005; Kallbekken, Rise & Westskog, 2008; artiskainen, 2007)

Triandis’ Theory of Interpersonal Behaviour (TIB): recommended through an extensive review on behaviour models by Jackson (2005) and Martiskainen (2007); factors shared with a number of comprehensive models (e.g. Feola &

Binder, 2010; Klöckner & Blöbaum, 2010; Kallbekken, Rise, & Westskog, 2008); wider applicability (e.g. technology adoption behaviour, civic behaviour, dietary behaviour, sustainable consumption)


1. Identify behaviour model for exploration


Adapted framework:

Darnton’s original model: identify actors and behaviour to target

Could be more exploratory for designers

Investigate each behaviour factor, consumer profiles

Qualitative research (e.g. interviews, focus groups, observation)


2. Understand behaviour & consumers


Case application:

Semi-structured interviews with 23 UK-based consumers

Based on TIB (perceived benefits, social factors, emotions, habits, facilitating conditions)

A variety of elements in each factor

Potential group differences


2. Understand behaviour & consumers


Adapted framework:

Make sure that the selected model is operationalisable for quants

Refine the behaviour model

Identify tested instrument by further literature review

Stage two: Key behaviour factors identification

1. Refine behaviour model for operationalisation


Case application:

Issues in TIB: a) no operational definition of variables (Araujo-Soares &

Presseau, 2008); b) differences in a few adapted models (e.g. Gagnon, et al.,

2008; Bamberg & Schmidt, 2003; Knoeri & Russell, 2014)

Combine TIB and TPB (Ajzen, 1991; Ajzen & Fishbein, 1980) – one of the widely used models but with limited prediction/explanation power – for improved operationalisability and explanation power


1. Refine behaviour model for operationalisation


Adapted framework:

Through quants (e.g. survey) based on the selected model

Use variables and items identified from the qualitative (e.g. interview)

Statistical analysis (e.g. regression analysis): how much behaviour variance by the model; which factors more influential


2. Identify key drivers, facilitators and barriers


Case application: Stage two: Key behaviour factors identification

2. Identify key drivers, facilitators and barriers

Internet survey with 122 British residents


Adapted framework:

Benchmark existing intervention strategies

E.g. 4Es model (Defra, 2005): Enable, Engage, Encourage and Exemplify

Based on key behaviour factors (to design and prioritise)

Strategic design (Manzini & Vezzoli, 2003) to come up with design and policy interventions

Stage three: Intervention strategies development

1. Design effective intervention strategies


Case application: Stage three: Intervention strategies development

1. Design effective intervention strategies

Initial ideas based on the key behaviour factors

Map onto the table of 4E actions + add extra ideas MECE

Enable action Intervention/policy category Elements to deliver ① Designer interventions Local authorities & government

interventions

Provide facilities (Remove

barriers)

Environmental restructuring /

Enablement / service provision /

Environmental or social planning

- Materials ②

- Tools ③

- Space

- Design tool hire/rent service

- Design toolkits for the novice

- Improve material provision service/system

- Improve community workshops

- Provide material collection centre or

reuse/upcycle centre

- Provide community workshops

- Subsidise design interventions

Ensure ability (Provide

skills and capacity)

Education ④ and training /

Enablement

- Curriculum

- Workshop sessions ⑤

- Training

- Events ⑥

- Competitions

- Business service ⑦

- Provide the best upcycling practices

- Provide skills and knowledge

- Provide inductions and training sessions

- Design community events and workshop

sessions

- Advance/develop curriculum in art and

design

- Organise or subsidise community

workshops, training, events,

competitions, and business service

Build understanding [+

provide inspiration]

Persuasion / Communication ⑧

and marketing

- Handbook / brochures

- Social marketing

communications

- Promotion campaigns

- Media demonstration

- Design effective communication and

demonstration materials in prints or online

- Design effective campaigns (wow experience)

- Disseminate print communication

materials

- Initiate and/or subsidise

communication activities


Adapted framework:

Important final step before developing prototypes with actors

Explore and evaluate draft strategies (e.g. by a panel of experts, actors)

Criteria: desirability, importance (potential impact on scaling up), feasibility (technical, economic, political)

Improve draft strategies based on the agreed evaluation results, suggestions, comments


2. Evaluate and improve the draft strategies


Case application:

Semi-Delphi method: questionnaire study + workshop with experts (n=25)

Expertise: policy (n=6), engineering (6), psychology (3), sociology (3), art and design (3), business management (2), and economics (2).

8 important interventions + 9 feasible interventions (out of 15)

Multiple suitable actors

Combination of interventions for short-term and long-term success


2. Evaluate and improve the draft strategies


Conclusion


Conclusion: Summary

Critically reviewed Darnton’s Nine Principle’s framework as an overarching framework to address the need for design and policy interventions

Identified limitations from Darnton’s framework

Introduced the case: individual upcycling

Illustrate the adapted framework with case application


Conclusion: Contribution

Theory- and evidence-based intervention generation process

higher chance of effectiveness in implementation + smooth buy-in from decision makers

More useful for strategic design

Wider applicability (to any behaviour domain)

Particularly useful for: a) understudied behaviour; and b) critical decision-making process (with higher managers, clients, LAs, funders) for the next steps (e.g. prototyping, piloting)

Kyungeun Sung, Sustainable Consumption Research Group, School of Architecture, Design and the Built Environment Image sources: http://image.slidesharecdn.com/clapresentation-talisopenday-march14-140328085008-phpapp01/95/cla-presentation-talis-open-day-march-14-14-638.jpg?cb=1395996639

Thank you! Any question?

[email protected] http://kyungeunsung.com https://www.researchgate.net/profile/Kyungeun_Sung

http://image.slidesharecdn.com/clapresentation-talisopenday-march14-140328085008-phpapp01/95/cla-presentation-talis-open-day-march-14-14-638.jpg?cb=1395996639



























mailto:[email protected]

http://kyungeunsung.com/

https://www.researchgate.net/profile/Kyungeun_Sung

An alternative approach to influencing behaviour: Adapting Darnton's Nine Principles framework for...

Design

Transcript of An alternative approach to influencing behaviour: Adapting Darnton's Nine Principles framework for...