7  BEHAVIOUR  CHANGE    

PROJECT  DESIGN  PRINCIPLES      

AND  THEIR  APPLICATION  TO    MARKET  SYSTEMS  DEVELOPMENT  

PROJECT  DESIGN    

Behaviour  Change  Principle  Principle  1:    •  Facilitate  self-­‐control  

through  commitment  devices    

   Challenge:  

•  Imbalance  between  inten-on  and  ac-on;  

•  difficulty  maintaining  discipline    

Project  Design  Principle  •  Make  the  follow  through  on  

a  commitment  easier  

•  Iden-fy  ways  to  encourage  ac-ons  that  s-ck  to  the  plan  

•  Introduce  expensive  and/or  aggressive  contracts  or  penal-es    

Behaviour  Change  Principle  Principle  2:    •  Reduce  the  need  for  Self-­‐

control        

Challenge:  •  Lumpy  and/or  front-­‐ended  income  

•  Difficulty  managing  cash  flow    

Project  Design  Principle  •  Avoid  exacerba-ng  exis-ng  

self-­‐control  problems  

•  Reduce  the  need  for  people  to  exert  self-­‐control    

Behaviour  Change  Principle  Principle  3:    •  Remove  Snags  to  Choosing  

   Challenge:  •  Default  op-on  (‘do  

nothing’)  is  dispropor-onately  significant  

Project  Design  Principle  •  Reduce  the  number  of  

things  people  have  to  do  to  take  advantage  of  it    

•  The  default  should  align  with  the  desired  behaviour  change;  make  the  poor  have  to  opt  out  through  ac-on  –  they  have  to  ac-vely  select  not  to  do  something    

Behaviour  Change  Principle  Principle  4:    •  Use  Micro-­‐IncenMves  

   Challenge:  •  Small  incen-ves  are  enough  

for  large  consequences    

Project  Design  Principle  •  Size  of  an  incen-ve  only  

needs  to  be  as  large  as  the  barrier  that  caused  the  problem  

 •  Incen-ves  are  both  

economic  and  non-­‐economic    

Behaviour  Change  Principle  Principle  5:    •  Reduce  InaNenMon:  

Reminders  and  ImplementaMon  IntenMons  

   Challenge:  •  Inten-on  to  do  something  

requires  several  steps  and  so  mul-ples  possibili-es  of  forgeOng,  or  accidental  or  wilful  neglect  or  abandonment    

Project  Design  Principle  •  Help  people  to  remember  

•  Make  wilful  neglect  difficult  and  abandonment  harder  to  carry  out    

Behaviour  Change  Principle  Principle  6:    •  Maximize  the  Impact  of  

Messaging:  Framing  Effects,  Social  Comparisons,  Norms  

   Challenge:  •  Message  to  relate  the  

person’s  psycho-­‐social  percep-on  on  self  to  the  intended  outcome/goal    

Project  Design  Principle  •  Pay  aSen-on  to  both  the  

benefits  of  doing  something  and  the  costs  of  not  doing  it  

•  Create  peer  comparisons  •  Message  around  what  is  a  

‘normal  behaviour’  •  Using  mul-ple  media:  

informa-on  campaigns,  billboards,  leSers,  television  or  radio  adver-sements,  and  now  personalized  messaging  through  phones    

Behaviour  Change  Principle  Principle  7:    •  Frame  Messages  to  Match  

Mental  Models        

Challenge:  •  Exis-ng  mental  models  

some-mes  stand  in  the  way  of  people  adop-ng  beneficial  investments    

Project  Design  Principle  •  Provide  informa-on  or  

evidence  that  directly  targets  the  beliefs  at  the  core  of  the  flawed  mental  model  has  a  beSer  chance  of  success