w3 - Behaviour Change #1

Question 1

statistical tecnique

What is segmentation?

Answer 1

segmenting a population into groups of people who similar to each other and different from other groups

based on attitudes, beliefs, behaviours

Question 2

How can segmenting be useful?

Answer 2

• Can allow groups to understand what messages should go to which people.
• Shows us how our community is split.
• Builds profiles of how our community is made up

Question 3

What is a *health halo *?

Answer 3

A marketing tecnique whereby the consumer assumes a range of health benifits due to the advitisor including vague healh claims.

i.e suger free = less alcohol

Question 4

When selling behaviour change, what are people resistant to?

Answer 4

“You should” claims

Question 5

behaviour change tecnique

What is the fear appeal? What three variables are usually measured?

Answer 5

Formula : Highlight the threat, provide the solution, amplify the emotion. Measures:
1. Fear (neg’ emo, high arousal)
2. Perceived threat (susceptibility and severity)
3. Perceived efficacy (self-efficacy and response efficacy)

Question 6

How is education used in behaviour change advertising ?

Answer 6

Explain the problem and provide the solution

Question 7

How is humour used in behaviour change advertising ?

Answer 7

used to grab attention and highlight a problem

Question 8

How is partnetship/influencer used in behaviour change advertising ?

Answer 8

Getting someone your audience admires to talk about the issue

Question 9

Explain the Extended Parallel Process Model ?

For fear appeals

Answer 9

The sucess of a fear appeal rests on a high threat, high efficacy communication
- Efficacy dependent on perceived susceptibility and severity

efficacy in that it promotes change rather than paralysis

Question 10

What is the main difficulty when analysising the efficacy of behaviour change advertisement?

Answer 10

To have a short term measureable outcome

Question 11

Researchers behind the Extended Parallel Process Model

High fear, high efficacy

Answer 11

• Witte & Allen
• Tannenbaum

Question 12

What does trhe UK Government Behavioural Insight Teams EAST framework stand for?

Answer 12

Easy : simple message, easy to follow through
Attractive : attentio grabbing
Social : promotes social norms
Timely : timed for when people are most likely to be receptive

Question 13

What is nudging ?

Answer 13

It is a stratergy that doesn’t take away anyones right to make a bad choice, but represents information that promotes the taking of the right choice.

Libertarian Paternalism

Question 14

What is Libertarian Paternalism?

Answer 14

Not taking away anyone’s rights to make a bad choice, constructing choices that nudge them to make better choices

Question 15

What is a Choice Architect ?

Answer 15

Anyone who had a job that includes providing people with a choice