motivational dynamics in health behavior change
DESCRIPTION
Health behavior change has proven to be extremely difficult to accomplish, and the adoption and maintenance of beneficial health regimens has surfaced as a daunting task for the average individual. While many people voice a desire to more frequently engage in healthy behaviors, the evidence is clear that human desire and motivation can be undermined and our commitments can be easily broken. If we, as designers, want to create systems to facilitate behavior change, we need to better understand how to initiate and support people's intrinsic motivations while balancing extrinsic design factors to optimize success. In this talk, we'll take a high level look at the psychology of motivation and deep-dive into key points to consider when creating systems to bridge the gap between people's intentions and their actions.TRANSCRIPT
GETTING A HORSE TO DRINK MOTIVATIONAL DYNAMICS IN HEALTH BEHAVIOR CHANGE
DUSTIN DITOMMASO VP, Experience Design [email protected] | @DU5TB1N | #hxdfconf
GETTING A HORSE TO DRINK ENGAGEMENT
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GETTING A HORSE TO DRINK ENGAGEMENT
INTRINSIC VALUE
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GETTING A HORSE TO DRINK ENGAGEMENT
EFFECTIVE BEHAVIOR CHANGE
INTRINSIC VALUE
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GETTING A HORSE TO DRINK
MOTIVATIONAL DESIGN?
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CHANGE IS HARD
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COM-B MODEL
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Michie et al
“ Motivation is the
process which gives
behavior its energy
and direction.”
JOHNMARSHALL REEVE
Understanding Motivation and Emotion, 2005 @DU5TB1N | #hxdconf
INTRINSIC VS. EXTRINSIC MOTIVATIONS Intrinsic Motivation
Extrinsic Motivation
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INTRINSIC VS. EXTRINSIC MOTIVATIONS
« Acts for the fun or challenge rather than because of external prods, pressures or rewards
« Feelings of satisfaction when engaged in interesting activities
Intrinsic Motivation
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Extrinsic Motivation
INTRINSIC VS. EXTRINSIC MOTIVATIONS
« Acts for the fun or challenge rather than because of external prods, pressures or rewards
« Feelings of satisfaction when engaged in interesting activities
Intrinsic Motivation
« Behaviors performed in order to obtain some separable outcome
« Such as a tangible reward, an avoidance of punishment, or the attainment of recognition, achievement, or approval
Extrinsic Motivation
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INTRINSIC OR EXTRINSIC MOTIVATION?
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SELF-DETERMINATION CONTINUUM
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AMOTIVATION NON-REGULATION Lacks intentionality and a sense of personal causation Results from not valuing an activity (Ryan, 1995)
Not feeling competent to do it (Deci, 1975)
Not believing it will yield a desired outcome (Seligman, 1975)
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EXTRINSIC MOTIVATION EXTERNAL REGULATION Operant Conditioning Activities are done purely to satisfy external demands Behavior is fueled by the possibility of reward and punishment Behaviors cease when reward or punishment is not explicitly applied People typically feel controlled or alienated performing externally regulated activities
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EXTRINSIC MOTIVATION INTROJECTED REGULATION Based upon internal rewards and punishments Still controlled behavior, but represents a greater degree of internalization Avoid guild or anxiety Boost the ego with pride
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EXTRINSIC MOTIVATION IDENTIFIED REGULATION Conscious valuing of a behavioral goal Individual "identi!es with" or personally values the behaviors they engage in Ways of thinking and behaving are seen as personally important Behaviors persist independently of environmental rewards
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EXTRINSIC MOTIVATION INTEGRATED REGULATION Occurs when Identi!ed regulations have been fully assimilated into the self Values, behaviors and needs brought into congruence with other values, behaviors and needs Rivals intrinsic motivation in the relative autonomy experience by the actor
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INTRINSIC MOTIVATION INTRINSIC REGULATION Pinnacle of self-determined activity Activity is carried out purely for the inherent satisfaction of doing so
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SELF-DETERMINATION CONTINUUM
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GETTING A HORSE TO DRINK
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GETTING A HORSE TO DRINK Tell it that water is good for it
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GETTING A HORSE TO DRINK Tell it that water is good for it
Show it enticing pictures of refreshing water
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GETTING A HORSE TO DRINK Tell it that water is good for it
Show it enticing pictures of refreshing water
Offer it money
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GETTING A HORSE TO DRINK Tell it that water is good for it
Show it enticing pictures of refreshing water
Offer it money
Warn it that if it doesn’t it will be punished
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GETTING A HORSE TO DRINK Tell it that water is good for it
Show it enticing pictures of refreshing water
Offer it money
Warn it that if it doesn’t it will be punished
Set up a water-drinking skills training program
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GETTING A HORSE TO DRINK Tell it that water is good for it
Show it enticing pictures of refreshing water
Offer it money
Warn it that if it doesn’t it will be punished
Set up a water-drinking skills training program
Devise water-drinking regulations
@DU5TB1N | #hxdconf
GETTING A HORSE TO DRINK Tell it that water is good for it
Show it enticing pictures of refreshing water
Offer it money
Warn it that if it doesn’t it will be punished
Set up a water-drinking skills training program
Devise water-drinking regulations
Put up signs pointing the way to the pond
@DU5TB1N | #hxdconf
GETTING A HORSE TO DRINK Tell it that water is good for it
Show it enticing pictures of refreshing water
Offer it money
Warn it that if it doesn’t it will be punished
Set up a water-drinking skills training program
Devise water-drinking regulations
Put up signs pointing the way to the pond
Show another horse doing it
@DU5TB1N | #hxdconf
GETTING A HORSE TO DRINK Tell it that water is good for it
Show it enticing pictures of refreshing water
Offer it money
Warn it that if it doesn’t it will be punished
Set up a water-drinking skills training program
Devise water-drinking regulations
Put up signs pointing the way to the pond
Show another horse doing it
Give it straw
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GETTING A HORSE TO DRINK EDUCATION
PERSUASION
INCENTIVISATION
RESTRICTION
TRAINING
COERCION
ENVIRONMENTAL RESTRUCTURING
MODELING
ENABLING
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REGULATORS, RIDE! EDUCATION
PERSUASION
INCENTIVISATION
RESTRICTION
TRAINING
COERCION
ENVIRONMENTAL RESTRUCTURING
MODELING
ENABLING
Tell it that water is good for it
Show it enticing pictures of refreshing water
Give it straw
Offer it money
Warn it that if it doesn’t it will be punished
Set up a water-drinking skills training program
Devise water-drinking regulations
Put up signs pointing the way to the pond
Show another horse doing it
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+ Promote Iden,fied Regula,on +
PUTTING IT TOGETHER
1. Provide the rationale for doing the activity
2. Acknowledge that the person might not want to do what you are asking them to do
3. Ensure that the language and style used to initiate participation in the activity involves minimal pressure
+ Promote Identi!ed Regulation +
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+ Promote Iden,fied Regula,on +
PUTTING IT TOGETHER
1. Seek out ways to make uninteresting and boring activities not boring
2. Enhance the challenge offered by an activity to test participant’s skill
3. Add novelty and variety to repetitive tasks, where possible
4. Frame the context within story or even fantasy
5. Behavior Change Games FTW!
+ Promote Interest +
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+ Promote Iden,fied Regula,on +
PUTTING IT TOGETHER
1. Provide clear instructions and individualized goals
2. Break complex tasks down (Make it easy!)
3. Tolerate and forgive failures
4. Provide positive (& juicy!) feedback
5. Use extrinsic rewards to mark achievement not to motivate action
+ Promote Competence +
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“ There is nothing
so practical as a
good theory.”
KURT LEWIN
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“ Buy it Beer! ”
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SOME REFERENCES Baumeister, R. F., Heatherton, T. F., & Tice, D. M. (1994). Losing control: How and why people fail and self-regulation. San Diego, CA: Academic Press.
DeCharms, Richard (1968), Personal Causation: The Internal Affective Determinants of Behavior. New York: Academic Press.
Deci, E.L., & Ryan, R.M. (1985). Intrinsic motivation and self-determination in human behavior. New York: Plenum Press.
Deci, Edward L., Halah Eghrari, Brian C. Patrick, and Dean Leone (1994), “Facilitating Internalization: The Self-Determination Theory Perspective,” Journal of Personality, 62 (1), 119–42.
Deci, E. L., & Ryan, R. M. (2000). The ‘‘what’’ and ‘‘why’’ of goal pursuits: Human needs and the self-determination of behavior. Psychological Inquiry, 11, 227–268.
Michie et al.: The behaviour change wheel: A new method for characterising and designing behaviour change interventions. Implementation Science 2011 6:42.
Ryan, R. M. (1995). Psychological needs and the facilitation of integrative processes. Journal of Personality, 63, 397–427.
Ryan, R. M., Frederick, C. M., Lepes, D., Rubio, N., & Sheldon, K. M. (1997). Intrinsic motivation and exercise adherence. International Journal of Sport Psychology, 28, 335–354.
Ryan, R. M., and Edward L. Deci (2000a), “Intrinsic and Extrinsic Motivation: Classic De!nitions and New Directions,” Contem-porary Educational Psychology, 25 (1), 54–67.
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SOME MORE REFERENCES Vallerand, R. J., & Bissonnette, R. (1992). Intrinsic, extrinsic, and amotivational styles as predictors of behavior: A prospective study. Journal of Personality, 599–620.
Vallerand, R. J., & Reid, G. (1984). On the causal effects of perceived competence on intrinsic motivation: A test of cognitive evaluation theory. Journal of Sport Psychology, 6, 94–102.
Vallerand, R. J. (1997). Toward a hierarchical model of intrinsic and extrinsic motivation. In M. P. Zanna (Ed.), Advances in experimental social psychology (pp. 271–360). New York: Academic Press.
Williams, G. C., Grow, V. M., Freedman, Z., Ryan, R. M., & Deci, E. L. (1996). Motivational predictors of weight loss and weight-loss maintenance. Journal of Personality and Social Psychology, 70, 115–126.
Cover: http://wallpaper-s.org/12__Color_Flow_Light_Effect.htm Smoke: http://portablewheelchairrampsguide.com Burger: http://us.123rf.com/ KettleBell: http://3.bp.blogspot.com/ Kurt Lewin (MIT) HorseDrinking Painting: salliesart.blogspot.com HoseHorse: DineDashDeadlift.com BeerHorse: Lee Sanders/newsteam.co.uk 22/09/09
IMAGE CREDITS
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“ Give it Beer! ”
THANK YOU ! !
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DUSTIN DITOMMASO VP, Experience Design [email protected] | @DU5TB1N