BEHAVETowards the development of Towards the development of TheoryTheory-- and Evidenceand Evidence--Based Based behaviouralbehavioural change programschange programs

Madrid, 16 April 2007Madrid, 16 April 2007RuudRuud JonkersJonkersResConResCon, , HaarlemHaarlem (Netherlands)(Netherlands)

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Content of Content of presentationpresentation

Characteristis Characteristis of of succesful succesful programsprogramsContribution Contribution of (the of (the application application of ) of ) theorytheory, , especially with especially with respect respect totoNeeds assessment Needs assessment and program and program developmentdevelopmentTwo examplesTwo examplesConclusions Conclusions and and recommendationsrecommendations

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Characteristics of successful Characteristics of successful programsprograms

PlanningPlanning

Needs AssessmentNeeds AssessmentDeveloping & Implementing a ProgramDeveloping & Implementing a ProgramEvaluating the EffectivenessEvaluating the Effectiveness

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State of the ArtState of the Art

Significant enhancements in:Significant enhancements in:–– Needs assessmentNeeds assessment–– Program evaluation and implementationProgram evaluation and implementation–– TheoryTheory

Slow progress in:Slow progress in:–– Applying theories and evidence in Applying theories and evidence in

practicepractice

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Why Why a a theoretical theoretical basisbasis

Theories Theories are are helpful helpful in in making making proper proper choices for effective choices for effective programsprogramsTheyThey are are certainly not meant certainly not meant as goal as as goal as such such ((testing theorytesting theory))SoSo: : use them use them in in an instrumental way an instrumental way One theory never explains whatever One theory never explains whatever kind of kind of behavior completelybehavior completelyNothing Nothing is as practical as a is as practical as a good theorygood theorySoSo: : How about theory shoppingHow about theory shopping??

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Examples Examples of of useful theoriesuseful theories

Social Cognitive TheorySocial Cognitive TheoryEloboration LikelihoodEloboration Likelihood ModelModelDiffusion Diffusion of of Innovations theoryInnovations theoryTranstheoretical Transtheoretical Model of Stages of Model of Stages of ChangeChangeAttribution Attribution & & Relapse Prevention TheoriesRelapse Prevention TheoriesSelf Regulation TheoriesSelf Regulation TheoriesStages of Stages of Organizational Change TheoriesOrganizational Change TheoriesAgenda Building Agenda Building TheoryTheoryPolicy Window TheoryPolicy Window Theory

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Some helpful conclusions from Some helpful conclusions from behavioral theorybehavioral theory

Attempts to influence behavior will be Attempts to influence behavior will be more more successful ifsuccessful if::

•• They They meet meet individual individual wishes, wishes, needs needs and and problems problems of the target of the target group group ((predisposingpredisposing))

•• TheyThey are are able to facilitate able to facilitate and and reward reward desired behaviordesired behavior and / and / ororgive negativegive negative feedback feedback on undesired on undesired behaviorbehavior ((reinforcingreinforcing))

•• You take into You take into account account that individual that individual behavior takesbehavior takes place in a place in a ‘‘contextcontext’’ : : desireddesiredbehaviorbehavior needsneeds toto bebe facilitatedfacilitated ((enablingenabling).).

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PRECEDE/PROCEEDPRECEDE/PROCEED

ContextExternaldeterminants

Personaldeterminants

EnergyConservation

Sustainable Society

Energy behaviour

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ContextContext

Individual

Interpersonal

Organization

Community

Society

Richard et al, 1996

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Characteristics of successful Characteristics of successful programsprograms

PlanningPlanning

Needs AssessmentNeeds AssessmentDeveloping & Implementing a ProgramDeveloping & Implementing a ProgramEvaluating the EffectivenessEvaluating the Effectiveness

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Needs assessmentNeeds assessment

1.1. What What is the is the problemproblem? Of ? Of whomwhom? ? 2.2. What behaviors What behaviors and and environmental environmental

conditionsconditions are are involvedinvolved??3.3. What What are are determinantsdeterminants of of behaviors behaviors

and and environmental conditionsenvironmental conditions??

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Needs assessmentNeeds assessment

What What is the is the problemproblem? Of ? Of whomwhom? ?

SenseSense of of urgencyurgency

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Needs assessmentNeeds assessment

What What kind of kind of behaviorsbehaviors are are involvedinvolved??

Reasoned behaviorReasoned behaviorHabitual behaviorHabitual behavior

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Needs assessmentNeeds assessment

What What kind of kind of determinantsdeterminants are are involvedinvolved??PersonalPersonal: : under under the the individualindividual’’s s controlcontrol: attitudes, : attitudes, selfself--efficacyefficacy, , habitshabitsExternalExternal: : outside outside the the individualindividual’’s s controlcontrol: : availablityavailablity, , costscosts, , normsnorms

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Reasoned behaviourReasoned behaviour and and habitual behaviourhabitual behaviour

Attitudes

Social Norm

Self efficacy

Intention BehaviourHabitual behaviour

+++

_ _

Awareness

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Understanding habitsUnderstanding habits

AutomaticallyAutomatically: : people repeat actions people repeat actions in in stable circumstancesstable circumstancesHabits reduce thought Habits reduce thought and and deliberationdeliberation, , curtail information searchcurtail information search

----> > limited role limited role of of communication communication in in changing habitschanging habits

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Changing habitsChanging habits

Successful interventions Successful interventions must must change change the the cues cues that maintain habitsthat maintain habits(break (break through through ‘‘the loopthe loop’’))Consumers Consumers must must identify identify these cuesthese cues(f.e. (f.e. costscosts of of energyenergy) and ) and understand how understand how to avoid or control their exposure to to avoid or control their exposure to these these cuescuesCreate new reinforcements Create new reinforcements ((how to reduce how to reduce expenses due to energy useexpenses due to energy use))‘‘NewNew’’ habits habits ((new associations between new associations between actions actions and environments)and environments)

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DeterminantsDeterminants of of behaviourbehaviour

AttitudesAttitudesEmotionsEmotionsSocial influenceSocial influence: : expectations from expectations from othersothersTrust in Trust in own abilitiesown abilitiesHabitsHabitsBarriers Barriers / / stimulants to perform stimulants to perform behaviorbehavior

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Determinant analysisDeterminant analysis

Relative impact of factors that influence Relative impact of factors that influence bahaviorbahaviorTarget group segmentationTarget group segmentation

Both important steps to:Both important steps to:

Defining Program ObjectivesDefining Program ObjectivesSelecting Methods and StrategiesSelecting Methods and Strategies

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Program Program ObjectivesObjectives

WhatWhat must must bebe learnedlearned byby the program the program participantsparticipants and and whatwhat must must bebechangedchanged in the contextin the context

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ExampleExample::

Increasing intention to Increasing intention to ((consumerconsumer) ) energy conservation energy conservation in in generalgeneral

SituationSituation: : awareness awareness of of global global warming and warming and contribution contribution of of ‘‘humanhuman factorfactor’’((‘‘An inconvenient truthAn inconvenient truth’’))

Motivational Motivational factorsfactors: : risk risk perception perception ((perceived severity perceived severity of of problem problem x x perceived perceived ‘‘susceptibilitysusceptibility’’))avoidablity by own behavior avoidablity by own behavior ((self efficacyself efficacy))

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Program Program objectivesobjectives

Risk perception high

Risk perception low

Avoidablity highAvoidability low

I II

IIIIV

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((CommunicationCommunication) ) Intervention StrategyIntervention Strategy

II Focus Focus on on training, training, guidance guidance in in taking actiontaking action

IIII ‘‘MaintenanceMaintenance’’IIIIII ‘‘Forget itForget it??’’IVIV Increase Increase risk risk perception perception

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ExampleExample::‘‘Smart meterSmart meter’’ (1)(1)

ProblemProblem: : use use of of electricity electricity is is too too highhighBehaviorBehavior: : reductionreduction ((or or more more effectiveeffective) ) ofof useuse of of appliances appliances and and lighteninglightening

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ExampleExample::‘‘Smart meterSmart meter’’ (2)(2)DeterminantsDeterminants::

Attitude:Attitude: plays no roleplays no role, , though one though one is is awareawareof of rising prices rising prices of of energyenergySocial Social norm:norm: latent latent feelingfeeling of of guiltguilt aboutaboutwaistwaist of of energy energy HabitHabit:: one forgets to think about itone forgets to think about itSelf efficacySelf efficacy:: one one does does not exactly know not exactly know what to what to dodoBarrierBarrier:: no specific information about no specific information about impact impact of of changing behaviorchanging behaviorRewardReward:: change change in in behavior will lead to behavior will lead to ((substantialsubstantial)) lower energy billslower energy bills

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ExampleExample::‘‘Smart meterSmart meter’’ (3)(3)MethodMethod::

General information that makes people General information that makes people aware aware of the impact of (high) of the impact of (high) energy energy of of electricity electricity (and gas) (and gas) on energy costson energy costsMore frequent More frequent ‘‘cuescues’’ to to break break through habitsthrough habitsSpecific Specific ((rewardingrewarding) feedback) feedback

--> > communication communication ((internal motivationinternal motivation) +) +((externalexternal) ) structural provisionstructural provision

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Reasoned behaviourReasoned behaviour and and habitual behaviourhabitual behaviour

Attitudes

Social Norm

Self efficacy

Intention BehaviourHabitual behaviour

+++

_ _

Awareness

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ExampleExample::‘‘Smart meterSmart meter’’ (3)(3)MethodMethod::

General information that makes people General information that makes people aware aware of the impact of (high) of the impact of (high) energy energy of of electricity electricity (and gas) (and gas) on energy costson energy costsMore frequent More frequent ‘‘cuescues’’ to to break break through habitsthrough habitsSpecific Specific ((rewardingrewarding) feedback) feedback

--> > communication communication ((internal motivationinternal motivation) +) +((externalexternal) ) structural provisionstructural provision

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ExampleExample::‘‘Smart meterSmart meter’’ (4)(4)

InterventionIntervention::The The Dutch energy distribution company Dutch energy distribution company

OXXIO offers OXXIO offers their clients their clients ((freefree) ) ‘‘Smart Smart metersmeters’’, , that that help help consumers to consumers to conserve energy conserve energy ((electricity electricity and gas).and gas).

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ExampleExample::‘‘Smart meterSmart meter’’ (5)(5)Smart meters:Smart meters:

Provide Provide frequent frequent ‘‘tailoredtailored’’ feedback of feedback of energy use through energy use through the meter the meter itself itself and via and via a a personalizedpersonalized internet pageinternet pageIncluding Including the impact (the impact (on energy useon energy use) of ) of specific appliances used specific appliances used in the in the householdhousehold,,consequensesconsequenses of of current use on current use on the the ‘‘end end bill bill at the end of the at the end of the yearyear’’ and and Suggestions on how to reduce energy useSuggestions on how to reduce energy use..

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ExampleExample::‘‘Smart meterSmart meter’’ (6)(6)Steps:Steps:1.1. Analysis Analysis of of problemproblem, (, (habitualhabitual) ) behavior behavior

and and determinantsdeterminantsHigh High energy useenergy useLatent Latent feeling feeling of of guiltguiltLack Lack of of specific specific cues cues to to break break through through habitual behaviorhabitual behaviorPositivePositive feedback (feedback (rewarding behaviorrewarding behavior))

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ExampleExample::‘‘Smart meterSmart meter’’ (7)(7)Development Development of of intervention intervention program:program:

Leading to energy conservation withLeading to energy conservation withProfits for Profits for the the consumerconsumer: : reduction reduction of of costscosts, , contribution to solution contribution to solution of of societal problemsocietal problem, , less feelings less feelings of of guilt guilt andandProfits for Profits for the the distribution company distribution company ((external actorexternal actor) ) who gets who gets more and more more and more satisfied clientssatisfied clients

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Summary Summary and and conclusionsconclusions

Develop Develop programs in a programs in a plannedplannedand and systematic waysystematic way::Make use Make use of planning models: of planning models: PrecedePrecede –– ProceedProceedMake use Make use of of theorytheoryAnalyse Analyse behavior before you behavior before you start start changing behaviorchanging behavior

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Methods for Determinants of Methods for Determinants of energy behavior and energy behavior and EnvironmentEnvironment

ContextualCondition

Personaland ExternalDeterminants

Personaland ExternalDeterminants

Sustainable society

BehaviorContextual

Agent

EnergybehaviorMethod

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RecommendationsRecommendations

BEHAVE:BEHAVE:Promotion (at a Promotion (at a European levelEuropean level) of steps ) of steps to to be be taken in taken in planned planned and and systematic systematic programs programs to influence consumer energy to influence consumer energy behaviorbehaviorDatabase Database with critical successwith critical success factors factors ((related to experiences with related to experiences with these steps) these steps) accesible for accesible for program program developersdevelopers..