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Disruption of the 'Usual' -
Rethinking Behavior Change and
Communication in Nutrition
Education
R. Craig Lefebvre, PhD
chief maven, socialShift
Lead Change Designer, RTI International
Research Professor, Florida Prevention Research Center at
the University of South Florida College of Public Health
Theory: The Frames We Use to
Understand and Solve Problems
The Power of Theory
• Explains how or why things are related
• Guides us to identify what’s important
• Suggests what questions to ask
• Creates assumptions about what we should do about the problem
• Proposes what objectives to set
• Determines how we measure success
Changing Scales of Reality
• The Frame Problem – It is impossible
to know all the potentially relevant
facts and determinants of a puzzle,
given the overwhelming number of
possibilities and combinations of
variables.
• The Micro-Macro Problem – Our
desire to achieve macro outcomes, ones
that involve changes among large
numbers of people, or in society as a
whole, are driven by the micro actions
of individuals; changes at different
levels of organization are emergent,
not simply an adding up of the
components.
“Social change programs need to
consider more than one scale of reality
at a time.”
Micro-Macro Gap
X 85 bn≠
Sources of Program Failure
• Insufficient intervention resources
• Nonsupportive social and political environment
• Measurement and evaluation design
• Wrong theory used to understand problem and develop strategies
Where Theory Can Make a
Difference
• What problem to
tackle - and how
• What the program
objectives should be
• Which priority
audiences to choose,
and how to
characterize them
• What questions to ask
in formative research
• Which approaches may
be the best to use with
specific groups of
people
• How to best promote
behaviors, messages,
products, and services
Theories of Change
Stages of Change Health Belief
Model
Social-
Cognitive
Theory
Diffusion of
Innovations
Social
Networks
Precontemplation Susceptibility Reciprocal
determinism
Relative
advantageOpinion
leaders
Contemplation Severity Behavioral
capability
Compatibility Groups
Preparation Threat Expectations Complexity Adding or
removing
members
Action Perceived
benefits
Self-efficacy Trialability Bridging
groups
Maintenance Perceived
barriers
Observational
learning
Observability Rewiring
groups
Decision balance Cues to action Reinforcement Network
weaving
The Rational Person
The New Model
The New Model
Rational
Deliberate
Forward looking
Gets loss in analysisEmotional
Instinctive
Immediate needs
Lazy
Behavioral Economics
The study of the allocation of psychological (mental) resources to decision-making and behavioral choices.
Personal Biases
• Loss Aversion - People are more averse to losing things than they are inclined to
gaining things.
• Status Quo Bias - One of the best predictors of our future behavior is our
current behavior. This is because inertia is so powerful.
• The Dual Self - People have competing preferences, with different preferences
dictating different actions at different times.
• Attention Constraints - People get distracted. Simply paying attention to one’s
goals is often half the battle in reaching them.
• Defaults - People make passive choices based on how the choices are presented
to them.
• Resource Slack - In planning for the future, people realistically assumed that
money will be tight, but they expect free time to magically materialize.
Scarcity is the fundamental
economic problem of having
seemingly unlimited human
wants and needs in a world of
limited resources.
Scarcity
Bandwidth
Limited Resources
• Scarcity of cognitive capacity –
• Cognitive resources available to people at any moment
are limited and can be depleted by being used for other
activities. So increasing the cognitive demands of
nutrition programs may in fact be making them less
likely to succeed.
• Rules-of-thumb; simplify Choices.
Limited Resources
• Scarcity of self-control –
• Think of self-control as a psychic “commodity” of
which we have a limited stock, so that using some up
for one task (“continuing to exercise when you want to
stop”) depletes the amount available for other tasks
(“resisting the extra cookie after your workout”).
• Defaults; Time Management skills; explicit
Commitments
Scarcity
Tunneling
Limited Resources
• Scarcity of attention –
• Think of attention as another precious commodity –
people do not have unlimited attention and may not
pay attention to the ‘right’ things – they are busy paying
attention to others.
• Prompts and reminders; Incentives.
Scarcity
Multi-Tasking
Limited Resources
• Scarcity of understanding –
• People’s mental models of how the world works (or
what makes a food ‘healthy’) may be incomplete; not
all underlying causal relationships are correctly or
accurately understood.
• Tailoring of messages to existing mental models.
Scarcity & Bandwidth
Framing Effects, Social
Comparisons, Norms
• Link reminders to a specific goal they have set.
• People are more responsive to what they will lose
than what they will gain by (not) doing something.
• Compare what people do with their peers.
• Most individuals make efforts to conform to what
they perceive the social norm to be.
Behavioral Economics: So
What?
“Stop berating people for not being responsible and
start to think of ways instead of providing the poor
with the luxury that we all have, which is that a lot of
decisions are taken for us. If we do nothing, we are on
the right track. For most of the poor, if they do
nothing, they are on the wrong track.” – Esther Duflo
Diffusion on New Ideas and Behaviors
Characteristics of SegmentsInnovators Early Adopters Early Majority Late Majority Laggards
Venturesome Respect Deliberate Skeptical Traditional
High tolerance of risk
Opinion leaders Very local perspective
Sensitive to peer pressure and norms
The traditionalists –tried and true
Fascinated with novelty
Well-connected socially and locally
Very engaged in peer networks
Cautious Keepers of the wisdom
Willingness to travel to learn
Resources and risk tolerance to try new things
Rely on personal familiarity before adoption
Usually scarce resources
Near isolates in their social networks
Seen as mavericks, not opinion leaders
Self-conscious experimenters
How does this help me?
Minimize uncertainty of outcomes
Suspicious of innovation and change agents
Social networks transcend geographic boundaries
They are watched by others – and they know it
Want to see the proof locally
Adoption will not fail
Attributes of Innovations
• How is this better than what I currently do?
• How is it relevant to the way I go about my everyday life?
• Is it simple enough for me to do?
• Can I try it first?
• Can I watch others and see what happens to them when they do it?
The Innovation Chasm
Source: Moore, G.A. Crossing The Chasm. Capstone Publishing, 1998.
Creating Webs for Change
Social Networks Frame the Opportunities and Constraints for Change
Social
Networks
Opinion
leaders
Groups
Adding or
removing
members
Bridging
groups
Rewiring
groups
Network
weaving
Social Networks and Obesity
Adolescent Obesity and Social
Networks• Intervene with the family
system, rather than with
the individual.
• Tailor family-based
interventions to the
structure of the family.
• Design support
mechanisms for parents
and adult family members
on the basis of their social
ties within the
community.
• Use peer networks to
encourage increased
physical activity.
Source: Koehly LM, Loscalzo A. (2009). Adolescent obesity and social networks. Preventing Chronic Disease; 6(3):A99
New Technologies Expand The Scope and Capacity for Learning
Social Marketing
Designing products, services and
behaviors that fit people’s reality
Eating Well on $4.30 a DayOur columnist lives for six weeks as if he is on
the Supplemental Nutrition Assistance
Program, and learns something he didn't expect.
Brett Arends, The Wall Street Journal 14
December 2013
Eating reasonably well on $4.30 a day turned out to be a bit
like a Rubik's Cube puzzle: It seemed impossible until I
worked out the trick. Then it became surprisingly manageable,
if monotonous.
Positioning Behavior Change
What relevant behavior can
we ask people to engage in
rather than the one they are
currently doing?
How can we make this
behavior more compelling,
relevant, and potentially more
valuable to people
when they practice it, in
comparison to the
alternatives?
Brett’s Tricks
• I didn't eat out.
• I didn't eat any packaged or
processed foods.
• I didn't try to live on energy bars.
• I avoided cheap carbohydrates,
like white bread and noodles.
• I abandoned buying coffee out.
For my caffeine needs I carried
tea bags instead
Costs of Change
• Financial
• Energy
• Geographical distance
• Opportunity
• Social
• Psychological
• Physical
• Structural
Brett’s Costs
• Peanuts and peanut butter (which cost around $2.50 a pound).
• Eggs (20 cents each).
• Pulses or legumes, like split peas and lentils, which can cost not much more than $1 a pound.
• I rarely ate meats or fish. They were too expensive.
• Milk is expensive, but I had a cup—about 25 cents—a day.
• Healthy carbohydrates: oatmeal, whole-wheat pasta, brown rice, baked potatoes and sweet potatoes, and whole-wheat bread - which I made at home and cost a little more than $1 for a 1½-pound loaf.
• I ate plenty of bananas (sometimes just 20 cents each), and I bought frozen peas, corn and other mixed vegetables for around $1.30 a pound.
• I took a cheap multivitamin a day.
Creating equitable opportunities and
access
Where can we locate a service,
distribute a product, or create
opportunities for members of
our priority group to engage in
healthier behaviors?
Where Did Brett Go?
• I took the subway to the
bigger supermarkets.
• And I hunted
aggressively for deals.
• What's on sale is what's
on the menu. I found
the food aisles at
downtown drugstores
sometimes had
surprisingly good deals.
Communicating change in linguistically,
culturally relevant and ubiquitous ways
How Effective are Health
Communication Campaigns?
5%
Brett’s Message
My experience has changed how I eat. I am amazed at how cheaply one can eat
well—and mortified at how much I have spent needlessly over the years. I suspect I
am not alone.
Keys to increasing healthy
eating using social marketingSocial marketing
benchmark criteria
Keys to increasing healthy eating using social marketing
Behavioral objective Evaluate healthy eating using multiple behaviors
Tackle single behaviors serially over time
Audience segmentation Identify different groups
Serve each group with a unique solution
Formative research Conduct formative research
Research must be consumer oriented
Exchange Offer salient benefits – short-term benefits can be more salient than long-term
benefits
Consider trials, rewards and prizes to stimulate trial and repeated behavior
Marketing mix Move beyond communication – interventions must be multifaceted (e.g. more
than promotion and communication)
Efforts need to be directed at initiating new behavior and encouraging repeat
behavior
Competition Undertake competitive analysis
Know your direct and indirect competition
Source: Carins JE, Rundle-Thiele SR. (2013). Eating for the better: A social marketing review (2000-2012). Public Health Nutrition; 28:1-12.
Lessons
• Theories should be tools – not straight jackets
• Theories can inform – and blind (the “frame problem”)
• The one with the biggest toolbox wins
• It’s a complex world (the micro-macro gap).
• “There’s nothing so practical as a good theory”
Resources
• Lefebvre, R.C. & Bornkessel, A. (2013). Digital social networks and health. Circulation; 127:1829-1836.
• Mullainathan, S. & Shafir, E. (2013). Scarcity: Why having too little means so much. New York: Times Books.
• Snyder, L. (2007). Health communication campaigns and their impact on behavior. Journal of Nutrition Education and Behavior; 39(Suppl.):S32–S40.
• Valente, T.W. (2013). Network interventions. Science;337:49–53.
• Wakefield, M. A., Loken, B., & Hornik, R. (2010). Use of mass media campaigns to change health behaviour. Lancet; 376:1261–1271.