The Science of Behavior Change

Does hearing behavior change make you feel nervous or that you're in no man's land? You often hear many people talk about it in the context of change, but what does it really mean and how can you get educated about what you need to do to drive behavior change, FAST? Luckily, you've come to the right spot!

There is science to behavior change (if you didn't know this - well, now you do). By using proven strategies like Nudge Theory and BJ Fogg’s Behavior Model, you can make meaningful improvements. In this article, I explore how these two models can help change behavior and provide you with 8 questions to guide your efforts.

1. Nudge Theory: Small Changes, Big Impact

Nudge Theory, introduced by Richard Thaler and Cass Sunstein in 2008, suggests that small changes in the environment can significantly influence behavior. Nudge Theory is based upon the idea that by shaping the environment, also known as the choice architecture, one can influence the likelihood that one option is chosen over another by individuals. Here are some ways to use this theory:

• Default Options: Make the desired behavior the easiest choice. Here's an extensive list of how e-marketers use Nudge Theory to drive decision making.

• Simplification: Make processes simple and easy to follow. This involves creating clear, step-by-step instructions or reducing the number of steps needed to complete a task.

• Feedback: Provide regular, constructive feedback to help people see their progress and stay motivated. For example, use email reminders to update people on their progress toward a goal.

2. BJ Fogg’s Behavior Model: Motivation, Ability, and Prompts

BJ Fogg’s Behavior Model, developed in 2009, says that behavior happens when motivation, ability, and prompts come together at the same time. B=MAP. Here’s how to apply this model:

• Motivation: Increase motivation by connecting the behavior to what people care about. For example, show how a new process can save time and make work easier.

• Ability: Make the behavior easy to enact. Break tasks into smaller steps and provide the necessary tools and training to help people succeed.

• Prompts: Use reminders and prompts to trigger the desired behavior. Digital notifications or scheduled check-ins can serve as effective prompts to remind people to take action.

Eight Questions to Drive Behavior Change

To understand what needs to happen to change behavior, consider asking the following questions:

1. What motivates you to change this behavior?

2. What barriers are preventing you from making this change?

3. What small changes can we implement to nudge you towards the desired behavior?

4. What choices can we offer to increase your autonomy in this change?

5. What support and feedback do you need to feel competent in this new behavior?

6. How can we highlight the positive behaviors of others to encourage change?

7. What resources or training do you need to feel capable of making this change?

8. What prompts or reminders can we use to trigger the desired behavior?
   

Small changes can make a big difference

By understanding and applying these theories, you can create effective strategies for changing behavior. These models show that small changes in the environment and well-timed prompts can make a big difference. Asking the right questions and tailoring your approach to fit the situation enable you to drive successful behavior change.