understanding motivators and evaluating snap/ebt incentive outcomes in farmers markets
TRANSCRIPT
Understanding Motivators and Evaluating SNAP/EBT Incentive Outcomes in Farmers Markets
Stacy Miller, Farmers Market Coalition Migdalia Loyola, Blue Cross and Blue Shield of Minnesota Amy Gilroy, Oregon Public Health Institute Richard McCarthy, marketumbella.org
Repetitive action-reward combination can cause the action to become habit.
Motivation is mediated by environmental events. Applying proper motivational techniques can be
much harder than it seems. A person's actions always have social
ramifications; if actions are positively received people are more likely to act in this manner, or if negatively received people are less likely to act in this manner.
In•cen•tive theory
From Latin incentivus (circa1400): … “setting the tune.”
A reward, tangible or intangible, presented after the occurrence of a behavior with the intent to cause the behavior to occur again.
Associates positive meaning to the behavior.
In•cen•tive
When we reward A, while hoping for B, are we achieving the intended outcome?
Is the external reward the only reason for continuing a behavior?
“Incentives are no substitute for good management”
In•cen•tive
Motivations Intrinsic motivation ◦ Driven by an interest or enjoyment in the task
itself, and exists within the individual rather than relying on any external pressure. Individuals attribute results to factors under their own control
Extrinsic motivation ◦ Driven from factors outside of the individual. e.g. money, grades, trophies, or threat of punishment.
Intrinsic Motivators
Reduced cost to taxpayers Formation of partnerships that increase
effectiveness/efficiency Ability to engage new and regular
volunteers Ability to raise funds; write successful grants Adding accessibility and equity to marketing
and promotion themes Improved individual well-being and
community health
Motivators for Communities
Taking care of the family Sense of belonging Most value for $ spent
(finding a good deal) Ability to learn something;
impart knowledge to peers Variety of product choices Developing relationships
with producers of similar cultural heritage
Motivators for Individuals
Access to brand new customer base
Increased customer loyalty
Building reputation for high value
Capturing new product niches
Financial literacy
Motivators for Farmers & Producers
What is the “desired behavior?”
What is the “reward?”
Accomplishment
Sense of Belonging
Opportunities to Get Engaged
Learning a Skill
Define success in the beginning, and identify its expected short term and long term indicators ◦ Economic indicators: sales and per person
spending increase, dollars circulated locally ◦ Social indicators: relationships, equity of access,
ethnic, age, and language diversity at market ◦ Human indicators: skills learned, habits changed,
knowledge gained Locate or collect all pertinent baseline data
What is success?
Lawrence Peters
“If you don't know where you are going, you will probably end
up somewhere else.”
What has become clearer?
What questions do you still have?
Reflection
What defines success to your stakeholders? What indicators have you used to measure less
tangible intrinsic motivators being met (like increased sense of belonging?)
What and how much data is it appropriate to collect from incentive participants?
What examples can you share about unconventional incentives? What intrinsic motivator is it seeking to satisfy?
Discussion
Real Food, Real Choice: Connecting SNAP Recipients with Farmers Markets
farmersmarketcoalition.org/real-food-real-choice
Farmers Market Manager FAQ farmersmarketcoalition.org/managerfaq
Information Marketplace Webinars farmersmarketcoalition.org/information-marketplace
Seven Ways, Seven Days to Celebrate Farmers Markets www.farmersmarketcoalition.org/seven-days-seven-ways-2011
Oregon Public Health Institute www.orphi.org
Blue Cross and Blue Shield of Minnesota www.preventionminnesota.com
Resources