W12 reflections

Question 1

Why is behaviour change so difficult? - common errors

Answer 1

• it is just common sense
• it is just about getting the message across
• knowledge and information drive behaviour
• people act rationally
• people act irrationally
• it is possible to predict behaviour accurately

Question 2

“it is just common sense”

Answer 2

• understanding behaviour is complex, change requires sustained effort, support and resources
• behaviour results from the interplay of automatic and reflective responses, choice calculation and is located in complex social, political, economic and cultural environments
• behaviour can be of interest to commercial profit industries

Question 3

“it is just about getting the message across”

Answer 3

• behaviour change needs more than communication

- messaging can be effective but is only one part of a broad multi-level approach

Question 4

“knowledge and information drive behaviour”

Answer 4

• behaviour is influenced by more than knowledge

- change needs more than education

Question 5

“people act rationally”

Answer 5

• behaviour may not be reflective
• behaviours can be influenced by automatic processes, e.g. habit, emotions
• behaviours can be triggered by social and environmental cues

Question 6

“people act irrationally”

Answer 6

• influences on behaviour may not be obvious

- persistent behaviours may be meaningful and functional

Question 7

“it is possible to predict behaviour accurately”

Answer 7

• prediction is difficult

- predicting behaviour and behaviour change is hard, particularly over time

Question 8

Nudging

Answer 8

• involves making small changes in the environment to make specific behaviours more likely
• can also be known as ‘choice architecture’
• a behavioural nudge is getting you to do something without restraining your freedom of choice or changing financial incentives

Question 9

NICE competencies

Answer 9

• awareness of behaviours that adversely affect people, and benefits of prevention and management
• understand factors that may affect behaviour, including psychological, social, cultural, and economic factors
• select, design, implement and evaluate appropriate evidence-based interventions
• able to assess peoples needs and interpret relevant data on local or national needs and characteristics
• understand local policy and demographics
• know how an intervention works (mechanism of action)
• recognise the specific BCTs used in change interventions
• address inequalities by tailoring interventions to peoples specific needs, inc cultural, social and economic factors