Positive Behaviour Modification is a Matter
of thoughtful design.
Behaviour modification fundamentally means
making someone do something that they are not habituated to doing.
For years this has been attempted through
various means – starting from childhood,
school -in professional domain, in a society in relationships.
From the simple Carrot & stick, soft
bribe, cajole to the more complex auto suggestion, ridicule, threat and even physical violence, different methods have been used.
While all these may have worked to whatever
extent, and there is no judgment about good or bad , here, just from an
objective view, do behaviours change – long term?
Before we begin any attempt to shift
behaviours
Two questions to ask:
1. Is
it Love based or Fear based:
Which means the “experience” of this
modification does it make the individual feel good and happy about himself? Or
does it make him feel bad and guilty. There is enough research about how Oxytocin, popularly know as the love hormone, is associated with boosting trust
and Empathy – and makes you want to do the action even more.
On
the other hand – fear pushes Cortisol hormone which pushes the body in a
fight/flight mode, an indicator os stress and does not want to make you do something’s unless you have
to . It creates unpleasant and unhappy
feeling .
2.
Is it Intrinsic :
Do they Want to or do
they Have to - Which means does it come
from “Inside” – voluntarily from a Happy place –
because this will then ensure repeatability and eventually create a habit. And, more importantly - does the Individual fundamentally change as a human being in doing that action.
The
Shift :
A Simple Mental Model to adopt while thinking
about a solution is that:
Human Beings fundamentally want to contribute – They just don’t know how.
Experience Design can play a big role in Capitalising this perspective and building the experience around it. Irrespective of what the behaviour shift is.
3 Steps to Behaviour modification through Experience Design:
There is NO moral imperative attached –
Most people KNOW what is good and bad, right and wrong – so you are not adding
to anything – except – guilt. Because this ends up making people feel wrong- small and bad. How can you do Good
when you are feeling Bad?. I know this from experience, I have an 18yr. old son.
2. Link
Undesired behaviour “linked” through
experience design into positive impact. Create
a correlation between how a single act of theirs is Creating an Impact, a
positive one on the world outside – no matter how small. It's the classic Star
fish story.
(In the attached Video the undesired:
behaviour of using plastic bottles, and littering - Positive impact – feeding a
dog)
3.Make
it Visible
Often people are numbed to feedback loops –
positive or negative – They feel their behaviour only, at the most impacts them. And
if they can live with the cost – It’s OK. If the distance between action and
their positive impact is shortened AND
made visible. – if people can literally SEE how their small actions can
actually create contribution - they are
intrinsically motivated to DO that behaviour more – because we are hardwired for
“giving” and wanting to make a difference.
Use of Plastic Bottles – Littering
Donating for a child
