Changing behaviour through communication
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Transcript of Changing behaviour through communication
![Page 1: Changing behaviour through communication](https://reader033.fdocuments.us/reader033/viewer/2022061222/54c1e3844a7959777f8b4612/html5/thumbnails/1.jpg)
Stephen Donajgrodzki
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SAVE LIVES
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SAVE MONEY
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SAVE THE PLANET
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SAVE TIME
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We can’t change behaviour, but we can help people to change their own behaviour.
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START
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START!
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STOP
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preventPREVENT
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MODIFY
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Psychology
• Psychology – academic and applied discipline involving the study of cognitive processes and behaviours
• Some fields use models e.g. social psychology
• Models are “…concepts that will help people use their heads”
•Common factors include: Values, Beliefs, Attitudes, Norms, Self-efficacy, Habit, Affect
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Gibbons & Gerrard’s Prototype/Willingness model 2003
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Behavioural economics
• Economic + psychological understandings
• ‘Bounded rationality’
• Two ‘systems’ - Automatic and Reflective
• Heuristics = mental shortcuts
• Principles seek to explain the ‘errors in the judgement’ of individuals
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strategic&
tactical
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A BEHAVIOURAL MODEL FOR SMOKING CESSATION
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Interventions framework
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Creating the delivery journey
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Legislation
Marketing
Marketing
NHS services
NHS services
Natural Triggers (Supported by
Marketing)
Creating the delivery journey
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Quit attempt
Get a cold -natural trigger
Advertising as a triggerPositive environment - legislation
Knowledge of how to quit – NHS services
The desired customer journey
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Tactics
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Tactics: priming and norms
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Tactics: opt ins vs opt outs
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QUESTIONS