Potential for including an understanding of human and organisational behaviour Chris Clegg...
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Transcript of Potential for including an understanding of human and organisational behaviour Chris Clegg...
Potential for including an understanding of human and
organisational behaviour
Chris Clegg
14.05.09
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Centre for Socio-TechnicalSystems Design
• New centre, £2m+ investment by Leeds University• Focus on human and organisational behaviour in
complex systems• Inter-disciplinary -- Business School, Mech. Eng, Civil
Eng, Process Eng, Computing, Psychology, Geography, Health Services, …..
• Directed by Chris Clegg• Focused on
– Design of new ways of working (incl. computer systems)– Design of new buildings and infrastructures
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Socio-technical Systems
(Chris Clegg, 2008)
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Capability maturity
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Simulation of Process
• Routinely simulate products• Long-standing and improving capability (taken
years to develop)• Extend logic and capability to process• One way of climbing the S-curve• Early days -- modest expectations but develop
capability now for future benefits
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Relevant projects• Modelling retail behaviours
– Funded by EPSRC (Nottingham)– Undertaken in John Lewis
• Modelling engineering design teams – Funded by DTI and Rolls-Royce (Soton)– Undertaken in Rolls-Royce and Jaguar
• Understanding crowd behaviours– Funded by Cabinet Office/ Emergency Planning College– Included analysis of simulation models and gaps
• Modelling energy provision and use– Funded by EPSRC (just about to start) (Nottingham)– Undertaken in Leeds City
• Reducing energy (and water) usage in existing office buildings– Draft proposal to EPSRC and/ or TSB– Arup, Amey, Imperial, RCA
• Modelling human behaviour in financial systems– Seeking funding for a scoping study
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Customer Agent
Global Parameters
Leadership quality, length of service, competencies,
training etc.
Customer Agent
Sales Agent
Manager Agent
Customer AgentShopping need, attitudes,
demographics etc.
Customer Agent
Attitudes, length of service, competencies, training etc.
Sales Staff Agent
Number of customers, sales staff, managers etc.
Visual Dynamic Stochastic Simulation Model
Interface for User Interaction during Runtime
Performance Measures
Staff utilisation, average response time, customer
satisfaction etc.
Data Envelopment Analysis
Inputs for DEA Outputs for DEA
Emergent behaviour on macro level
Understanding about interactions of entities within
the system
Identification of bottlenecks
Relative efficiency of different simulated scenarios
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What psychology might be able to offer?
• Offer and test valid theories of human behaviour• Collate and collect valid and reliable data• Develop and use typologies for humans and
organisations• Help select and populate parameters in models• Help develop rules of behaviour• Offer a different mindset• Develop and test new hypotheses• Ask different questions• Introduce additional techniques
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• Offer and test valid theories of human behaviour (e.g., theories on attitude and behaviour change)
• Collate and collect valid and reliable data (e.g., using surveys, games, observations, behaviour sampling, knowledge elicitation techniques)
• Develop and use typologies for humans and organisations (e.g., Innovators, Early Adopters, …. Laggards)
• Help select and populate parameters in models (e.g., for households, is it income, family size, ‘green commitment’, group membership and norms, or what?)
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• Help develop rules of behaviour (e.g., if short-term perceptions of child safety > perceived longer-term social costs of driving, then school run will persist)
• Offer a different mindset (e.g., humans and organisations are pragmatic creatures of habit and routine, but also subject to social influence, and they can be ‘nudged’)
• Develop and test new hypotheses (e.g., human behaviour at home spills over into behaviour at work)
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• Ask different questions (e.g., how can we understand and address ‘resistance to change’? how do we address habits and routines at home and at work? how can we get users to ‘own’ their energy use and costs? what is the role of good design?)
• Introduce additional techniques (e.g., scenarios planning, social network analysis, behaviour sampling)
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Theory of Planned Behaviour (Ajzen 1991)
Attitude toward the behaviour
Subjective Norm
Perceived Behavioural
Control
Control Beliefs
Normative Beliefs
Behavioural Intentions
Behaviour
Outcome Beliefs
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Influence Network
Support StaffConsultantsReciprocal relationshipNon-reciprocal relationshipMaleFemale
Percentage of overall work time designers of different grades spent using different computer software [sum=variable for each grade]
0
2
4
6
8
10
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14
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Computer software
% o
f ove
rall
wor
k tim
e
Technologist 14.12 6.12 3.18 2.37 0.72 13.28 2.58 0.48 0.16 0.04 1.37 1.41 0.04 3.06
Advanced Technologist 12.67 6.68 3.55 1.88 0.84 12.35 2.40 1.46 0.28 0.45 1.77 2.09 0.07 2.61
Principal Technologist 15.10 6.19 3.60 2.26 1.85 7.68 2.23 1.41 0.04 0.07 1.22 0.52 0.07 2.67
Staff Technologist 13.99 11.59 4.91 3.44 1.15 7.62 1.77 0.73 0.00 0.94 0.52 0.84 0.00 4.28
E-mail MS Word MS ExcelMS
Pow er Point
MS Project
CAD PDM SAPKey
SystemSC03 Intranet Internet DRed
Other softw are
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What psychology might be able to offer?
• Offer and test valid theories of human behaviour• Collate and collect valid and reliable data• Develop and use typologies for humans and
organisations• Help select and populate parameters in models• Help develop rules of behaviour• Offer a different mindset• Develop and test new hypotheses• Ask different questions• Introduce additional techniques
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Nudge
• Richard Thaler and Cass Sunstein, 2008, Yale University Press, New Haven
• Core ideas
• Design can nudge people’s behaviour, in part because busy people in a complex world adopt rules of thumb to get by
• Social norms and expectations matter
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Examples
• Stripes on the road that get closer together to persuade drivers to slow down
• Ceramic fly in the bowl to help men aim better
• Wattson (smart meter)
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Business SchoolCentre for Organisational Strategy, Learning And Change
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Nuances
• Drinking – Montana– Most students (81%) have < 5 alcoholic drinks a week– Most Montana teens (70%) are tobacco free– Most of us exaggerate problems because of
availability bias (e.g., use of knives)– Aiming for accurate perceptions
• Tax compliance -- Minnesota– Told taxes went to good works– Risk of punishment– How to get help– > 90% already complied in full
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• Energy use in California (c. 300 households)• Informed of actual energy use + average use• The above average reduced• The below average increased (boomerang
effect)• Then given a non-verbal signal (emoticon)• Above average reduced even more• Below average stayed low