Introduction
Chapter
6
'You are not normal!' Understanding the influences on behaviour
In Chapter 5 of The Method book, we explained how to identify and prioritise behaviour/s. Now, in Chapter 6 (available for download right), we introduce you to the Deep Dive phase of The Method, where we try to understand WHY our audience/s do the things they do, what really matters to them and what's likely to change their behaviour.
You're not normal!
Having prioritised the behaviours we want to change, we may be tempted to jump straight to interventions, only to discover they haven’t worked as well as we would have hoped. In the end, our interventions might have targeted the wrong influences on behaviour, based on misplaced assumptions.
In Chapter 6, which marks the beginning of the Deep Dive phase, we introduce you to a practical synthesis of these influences to remove the guesswork and misplaced assumptions around your behaviour change endeavours.
Further resources
Influences, further reading and blog posts related to this chapter.
Practical Guide: An overview of behaviour change models and their uses
The founder of Research and Analysis, Andrew Darnton, guides you through the social and psychological factors underpinning individual and group behaviour and how to influence these behaviours to achieve change.
Reference Report: An overview of behaviour change models and their uses
This report accompanies the Practical Guide to Behaviour Change models. It provides a descriptive account of over 60 social-psychological models and theories of behaviour and issues to consider when using such models.
Theoretical Domains Framework
Open access
Selected influence resources
Social Norms
TED talk: How behavioural science can lower your energy bill, by Alex Laskey.
Science of persuasion – an animated video that describes the six universal Principles of Persuasion that have been scientifically proven. Narrated by Dr Robert Cialdini and Steve Martin.
Habit
Emotion
The Shannon Company campaigns for WorkSafe Victoria (videos) ‘Homecomings’ and ‘Who’s there?’
Biases
Are we in control of our decisions? Video by Dan Ariely.
Context
The Fun Theory 1 Piano Staircase Initiative by Volkswagen – a humorous (but unsustainable) example of how changes to the environment lead to a change in behaviour
Education & training
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Research
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