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The SPREAD Framework Explained
The Cultural Currents Institute's proprietary SPREAD framework is ideal for testing and refining messages and strategies at the conceptual phase, diagnosing and troubleshooting campaigns that may be struggling after launch, and accelerating efforts that have already found some success. The core concepts of the framework are introduced here. Simple to Remember and Share Plausible to its Intended Audience Relatable to Common Lived Experience Emotional and Evocative Actionable With Clear Steps Duplicable With Low Effort and High Fidelity
On the conversational persuasiveness of GPT-4 | Nature Human Behaviour
Our study suggests that concerns around personalization and AI persuasion are warranted, reinforcing previous results by showcasing how LLMs can outpersuade humans in online conversations through microtargeting. We emphasize that the effect of personalization is particularly remarkable given how little personal information was collected (gender, age, ethnicity, education level, employment status and political affiliation) and despite the extreme simplicity of the prompt instructing the LLM to incorporate such information (see Supplementary Section 2.5 for the complete prompts). Even stronger effects could probably be obtained by exploiting individual psychological attributes, such as personality traits and moral bases, or by developing stronger prompts through prompt engineering, fine-tuning or specific domain expertise.
The Handbook of Social Psychology | Open Publishing
Full article: The identifiable victim effect: a meta-analytic review
The solution to the challenge of evaluating place-based systems change - Renaisi
Today Renaisi launches a new model for evaluating place-based systems change. Lily O’Flynn, Principal Consultant for Place-based Evaluation & Learning, describes the model and why it solves the problem of evaluating change in places for funders, commissioners, and practitioners.
Impact on help‐seeking behaviours of a campaign perceived to decrease stigma and increase openness around mental health - Donovan - 2024 - Health Promotion Journal of Australia - Wiley Online Library
Ute Schauberger | Universal Barriers to Access
What works better is grouping the reasons someone struggles with a service, rather than segmenting the people who experience those struggles. This is the basis of the Universal Barriers to Access approach. Over time, the Government Digital Service received thousands of calls from people unable to use parts of its services. By analysing this data, we identified 11 common barriers—recurring patterns that explain why services fail for users, regardless of their background or situation.
Nudges and Nudging: A User's Manual by Cass R. Sunstein, Harvard Public Law RPS Submitter :: SSRN
The wholegrain revolution! How Denmark changed the diet – and health – of their entire nation | Food | The Guardian
Complex Systems Frameworks Collection - Simon Fraser University
Welcome to the Complex Systems Framework Collection, where you will find ways to consider the differences between simple, complicated, complex and chaotic. Whether you're a problem solver, leader, and/or learner, we hope you will find ideas here that resonate, challenge conventional wisdom, and push your thinking about complex problems in new directions.
Should Public Communication of Vaccination Rates Assume Rationality, Normativity or Reasonableness? Insights from Three Preregistered Experiments - Aleksandra Lazić, Iris Žeželj, 2025
Alongside a weak descriptive norm, the self-benefit message worked better than other- and collective-benefit messages. We argue that public health messaging should incorporate both theoretical approaches, closer to the notion of reasonableness (rather than pure rationality or normativity), which is context-sensitive and pragmatic.
Improved hypertension care requires measurement and management in health facilities, not mass screening - The Lancet
Lollies to be given to Leeds city clubbers to keep them quiet
How to Translate Behaviour Change Techniques into Project Ideas | LinkedIn
Our Publications - Behavioural Science Unit
All Behavior Change publications in one place
Evaluating Behaviour Change Interventions - World Health Organization Collaborating Centre On Investment for Health and Well-being
Written in collaboration with the Central Evaluation Team and Public Health Wales, this is a practical and interactive tool that identifies key points to take into consideration when you’re planning how to test and evaluate your behaviour change intervention.
Identifying and Applying Behaviour Change Techniques - World Health Organization Collaborating Centre On Investment for Health and Well-being
A practical, interactive tool that introduces Behaviour Change Techniques, considered to be the ‘active ingredients’ of behaviour change interventions. The tool walks you through how to identify and deliver Behaviour Change Techniques, drawing on the COM-B model and Behaviour Change Wheel.
Behavioural Discovery Tool - World Health Organization Collaborating Centre On Investment for Health and Well-being
A practical, online tool to walk you through the essential considerations to understanding and influencing behaviours that may be at play in your better-health issue.
Behavioural Diagnosis – Selecting implementation types - World Health Organization Collaborating Centre On Investment for Health and Well-being
A practical, interactive tool to help you consider which implementation types may be the most appropriate for delivering your chosen intervention.
Behavioural Diagnosis – Mapping insights and selecting intervention functions - World Health Organization Collaborating Centre On Investment for Health and Well-being
A practical, interactive tool to help you consider which implementation functions may be the most appropriate for delivering your chosen intervention.
Deciding on a target behaviour and target population tool - World Health Organization Collaborating Centre On Investment for Health and Well-being
A practical, interactive tool to help you consider and define your target behaviour and target population, as you create a ‘behavioural specification’.
Behavioural Diagnosis: How to collect behavioural insights - World Health Organization Collaborating Centre On Investment for Health and Well-being
A practical, interactive tool to help you develop a systematic understanding of the influences of your target behaviour, in your target population.
Color Psychology - Online Guide | Behavioral Design Academy
The ups and downs of visual orientation: The effects of diagonal orientation on product judgment - ScienceDirect
🎓 Research: Diagonally tilting text increased purchase intentions up to 44.5% for some products 🔬As part of 4 experiments and an analysis of 256 Amazon products, scientists found that: - People liked an exercise-related product more and were 44.5% more likely to say they would buy it when its logo tiled upward (vs downward) - When a resort was advertised as relaxing, people liked the resort 17.7% more when the text tilted downwards - When a resort was framed as adventurous with an upward-tilting logo, people liked the resort 23% more 🧠 Why? - We associate diagonal tilting with motion - Tilting upwards feels like going up, which requires energy and symbolizes striving for something - Going downwards (e.g. walking down a slope) is easier and more relaxing, having the opposite effect - When product’s context matches its orientation, we subconsciously like it more 📈 So if your product is associated with energy or relaxation, tilt the text or logo on your packaging or in your ads. People will like it more, and be more likely to buy.
Using Science to Audit Your Marketing Creative - YouTube
Barriers and Facilitators to the Uptake and Maintenance of Healthy Behaviours by People at Mid-Life: A Rapid Systematic Review | PLOS ONE
Introducing the Behavior Change Score
100+ Items, 14 Mechanisms, 1 Journey Our goal with BCS is to offer a systematic yet adaptable methodology that makes it easier for product teams to capture the important details necessary for effective behavior change. To allow for that, we have chosen to focus on 14 Behavioral Science mechanisms as opposed to focusing on individual nudges which may or may not generalize to the unique context.
Using Artificial Intelligence to improve Behavioural Research - webinar
Make it Toolkit - 15 Strategies
(PDF) Short and extra-short forms of the Big Five Inventory–2: The BFI-2-S and BFI-2-XS
(PDF) The Next Big Five Inventory (BFI-2): Developing and Assessing a Hierarchical Model With 15 Facets to Enhance Bandwidth, Fidelity, and Predictive Power
Introducing the Behavior Change Score
Our goal with BCS is to offer a systematic yet adaptable methodology that makes it easier for product teams to capture the important details necessary for effective behavior change. To allow for that, we have chosen to focus on 14 Behavioral Science mechanisms as opposed to focusing on individual nudges which may or may not generalize to the unique context.
SBCC Summit report 2022
Just-in-Time Adaptive Interventions (JITAIs) in Mobile Health: Key Components and Design Principles for Ongoing Health Behavior Support | 10.1007/s12160-016-9830-8-Sci_hub
Personalizing Behavioral Nudges Using AI
Bucher will discuss how she uses artificial intelligence (AI), specifically reinforcement learning, in her work at Lirio to personalize at scale
(PDF) The potential of generative AI for personalized persuasion at scale
Introduction to Just-in-Time Adaptive Interventions – d3center
Largest Quantitative Synthesis to Date Reveals What Predicts Human Behavior and How to Change It | Annenberg
Full article: An implementation framework for transformative gamification services
Determinants of behavior and their efficacy as targets of behavioral change interventions: A meta-meta-analysis
The authors conducted a meta-meta-analysis to identify the most effective individual and social-structural determinants of behaviour change across various domains. Habits, access, and social support were found to be the most effective intervention targets, while knowledge, general skills, general attitudes, beliefs, and trustworthiness showed negligible effects. The paper argues that policymakers should prioritize interventions that enable individuals to overcome obstacles and facilitate behaviour change, rather than focusing on less effective determinants like knowledge and beliefs. The findings challenge the conventional wisdom that increasing knowledge and changing attitudes are the primary keys to behaviour change, suggesting a shift towards targeting contextual factors.
Kill the idea: motivation is not enough - MediaCat
So, think about how you could suggest or provide effective prompts that encourage commitment to an action. And let’s kill our reliance on motivation as means of behaviour change.
(PDF) Determinants of behaviour and their efficacy as targets of behavioural change interventions
We find that, acrossdomains, interventions designed to change individual determinantscan be ordered by increasing impact as those targeting knowledge,general skills, general attitudes, beliefs, emotions, behavioural skills,behavioural attitudes and habits. Interventions designed to changesocial-structural determinants can be ordered by increasing impactas legal and administrative sanctions; programmes that increaseinstitutional trustworthiness; interventions to change injunctivenorms; monitors and reminders; descriptive norm interventions;material incentives; social support provision; and policies that increaseaccess to a particular behaviour. We find similar patterns for health andenvironmental behavioural change specifically. Thus, policymakersshould focus on interventions that enable individuals to circumventobstacles to enacting desirable behaviours rather than targeting salientbut ineffective determinants of behaviour such as knowledge andbeliefs. (PDF) Determinants of behaviour and their efficacy as targets of behavioural change interventions. Available from: https://www.researchgate.net/publication/380329032_Determinants_of_behaviour_and_their_efficacy_as_targets_of_behavioural_change_interventions [accessed Jan 23 2025].
Understanding Users' True Motivations: A Guide to Motivational Interviewing (MI) in Product Design
(PDF) Synthesizing and Structuring Behavioral Solutions in Complex Systems through a Pattern Language
Personas and Behavioral Theories: A Case Study Using Self-Determination Theory to Construct Overweight Personas
Starting from Cooper's approach for constructing personas, this paper details how behavioral theory can contribute substantially to the development of personas. We describe a case study in which Self-Determination Theory (SDT) is used to develop five distinctive personas for the design of a digital coach for sustainable weight loss. We show how behavioral theories such as SDT can help to understand what genuinely drives and motivates users to sustainably change their behavior.
Frontiers | Personalized Digital Health Communications to Increase COVID-19 Vaccination in Underserved Populations: A Double Diamond Approach to Behavioral Design
The impact of using reinforcement learning to personalize communication on medication adherence: findings from the REINFORCE trial - PMC
Using Leading Questions to Reduce Resistance to Innovation - ScienceDirect
Leading questions encourage a form of paradoxical thinking by leading individuals to perceive their own views as irrational, senseless, or exaggerated, examples of which can be found below (Hameiri et al., 2014, 2016; Swann et al., 1988). Leading questions are paradoxical in that they require participants to answer statements that are consistent with yet more extreme or senseless than their dearly held beliefs (Swann et al., 1988). The psychological mechanism underlying paradoxical thinking is based on three components: (1) Identity threat, in which individuals strive to distance themselves from the exaggerated and extreme attitudes presented to them by changing their own (Swann et al., 1988); (2) Surprise, in that the shock individuals experience when facing these extreme attitudes causes their deeply-rooted beliefs to be shaken, allowing new pieces of information to be absorbed (Hameiri et al., 2018); and (3) General disagreement, in that paradoxical messages are generally closer to the individual's beliefs (albeit being rather extreme) than completely contrary messages, thus provoking less resistance.
(PDF) How to Measure Motivation: A Guide for the Experimental Social Psychologist
This article examines cognitive, affective, and behavioral measures of motivation and reviews their use throughout the discipline of experimental social psychology. We distinguish between two dimensions of motivation (outcome-focused motivation and process-focused motivation). We discuss circumstances under which measures may help distinguish between different dimensions of motivation, as well as circumstances under which measures may capture different dimensions of motivation in similar ways.
The Behavioral State Model (Part 4) | LinkedIn
To understand why a person is behaving the way they are, it’s important to understand their social standing. What social groups do they belong to? What are the smallest, most intimate groups they’re a member of? What are the values of those groups? Which social group is dominant in the relevant context? Which media does this person/group consume? What messages are the media promoting, and what behaviors or attitudes are they encouraging? Does this person consume any media sources specific to this behavioral domain? If so, what are they and what are their messages?