If you want to stimulate change don’t let common sense guide you

Just came across another very palatable video on triggering behavioural change, a TEDx talk by Jeni Cross.

Enjoy!

 

In this talk, Prof. Cross mentions three common sense myths and suggests that if you want to stimulate change, don’t let those myths guide you.

#1 Education will change behaviour

  • Info is not enough.
  • Presentation of info matters, it needs to be tangible, personalised and at best include social interaction.
  • The message should be framed as loss rather than as gain.

#2 You need to change attitudes to change behaviour

  • Attitudes follow behavior instead of predicting it.
  • Setting behavioural expectations (e.g. through prompts).
  • Understand underlying values and connect message to existing values.

#3 People know what motivates them to take action

  • e.g. social norms are more effective than people think: through social comparisons (e.g. seeing someone else already doing it (–> role model))

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