Helicopter overview of behaviour change models
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Subtasks of Task XXIV Subtasks of Task XXIV social media and social media and Task XXIV Task XXIV Dr Sea Rotmann, Operating Agent NZ expert workshop, February 15, 2013 IEA DSM TASK 24 Helicopter overview of models and theories of behaviour change
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This is a short overview of various models of understanding behaviour and theories of change, which will be analysed in depth using case studies from the countries participating in IEA DSM Task 24 (www.ieadsm.org). The presentation was given at the NZ workshop for Task 24 on February 15, 2013 in Wellington.
Transcript of Helicopter overview of behaviour change models
Subtasks of Task XXIVSubtasks of Task XXIVsocial media and social media and
Task XXIVTask XXIV
Dr Sea Rotmann, Operating Agent NZ expert workshop, February 15, 2013
IEA DSM TASK 24IEA DSM TASK 24
Helicopter overview of models and theories of behaviour
change
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Subtask I - Helicopter OverviewPremise for Task XXIVsubtask Isubtask I
• Overview of models, theories, frameworks used in case studies
• Overview of definitions
• Inventory of experts
• Inventory of evaluation metrics and contexts
• Navigation tool to translate theory to be useful by practitioners
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Subtask I - Helicopter OverviewPremise for Task XXIVsome definitionssome definitions
Models of behaviour help us to understand specific behaviours, by identifying the underlying factors which influence them. There are individualistic models and social models.
By contrast, theories of change show how behaviours change over time, and how they can be changed.
Behavioural theory is diagnostic, and change theory is more pragmatic.
Both are important to understand when designing interventions.
Subtasks of Task XXIVSubtasks of Task XXIVfeedback from feedback from
workshopsworkshops
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Subtask I - Helicopter OverviewPremise for Task XXIV some cautionsome caution
Models are concepts, not representations of behaviour There is a limit to how far models will stretch Models don’t tend to differentiate between people Factors don’t always precede behaviour Factors are not barriers
Subtasks of Task XXIVSubtasks of Task XXIVhow to frame the how to frame the
modelsmodels
Subtasks of Task XXIVSubtasks of Task XXIVhow to chose the most how to chose the most
appropriate modelsappropriate models
Developed from Chatterton and Wilson (2011)
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Subtask I - Helicopter OverviewPremise for Task XXIV main modelsmain models
INDIVIDUALISTIC (A-B-C Models)
Rational choice models based on cost-benefit calculations (classical economics)
Information deficit models are based on linear assumptions: information generates knowledge, which shapes attitudes, which lead to behaviour (classical economics)
Bounded rationality models include psychological principles such as cognitive biases and environmental constraints (behavioural economics)
Value Action Gap shows the difference of what people say and what they do (social psychology)
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Subtask I - Helicopter OverviewPremise for Task XXIVmain modelsmain models
INDIVIDUALISTICTheory of Planned Behaviour (social psychology)
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Subtask I - Helicopter OverviewPremise for Task XXIVmain modelsmain models
INDIVIDUALISTIC
Value Belief Norms Theory (social psychology)
Cialdini’s Focus Theory of Normative Conduct (social psychology)
Schwartz’ Norm Activation Theory (social psychology)
Triandis’ Theory of Interpersonal Behaviour includes habit (social psychology)
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Subtask I - Helicopter OverviewPremise for Task XXIVpsychologypsychology
DUAL PROCESS Models of CognitionTriandis’ Theory of Interpersonal Behaviour (TIB) (social psychology)
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Subtask I - Helicopter OverviewPremise for Task XXIV main modelsmain models
SOCIALLY ORIENTED MODELS
Needs Opportunities Abilities Theory (sociology)
Theory of Consumption as Social Practices (socio-technical studies)
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Subtask I - Helicopter OverviewPremise for Task XXIVsociology sociology
Practice Theory (worked example line drying)
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Subtask I - Helicopter OverviewPremise for Task XXIV theories of changetheories of change
Central to many conceptions of change is the merging of theory and practice. Applied approaches: Social Marketing, Intervention Mapping, Defra’s 4 E Model etc
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Subtask I - Helicopter OverviewPremise for Task XXIV changing habits - changing habits -
individualsindividuals
Unfreezing/Refreezing Vigilant Monitoring Implementation Intentions
==> But: individuals need to be pre-motivated, they need to be done quickly and intensely and they may not be easily scaleable
Moments of Change
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Subtask I - Helicopter OverviewPremise for Task XXIV changing habits - changing habits -
practicepractice
Re-arrange the elements that hold certain practices together Social practices are by their nature habitual and arise from interaction of people with social world (looped feedback) People are not originators of behaviour, but carriers of practice which they reproduce Have to address elements in social world which support a particular practice
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Subtask I - Helicopter OverviewPremise for Task XXIVTheory of change - Theory of change -
practicepractice
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Subtask I - Helicopter OverviewPremise for Task XXIVexamples in task 24 examples in task 24
Theory of Planned Behaviour - fuel consumption (CH)
Norm Activation Model - transport (CH)
MINDSPACE - building retrofits (UK)
Energy Cultures - building retrofits (NZ)
