The document discusses behavior change and TNS's approach. It covers the latest thinking in behavioral sciences, including the dual process model and behavioral economics. It then discusses TNS's behavior change framework, which takes a systematic approach using behavioral research, environment audits, belief diagnosis, and behavioral segmentation to develop strategies. The strategies can include policies, environmental restructuring, services, and communication campaigns. Case studies are also discussed. The goal is to understand behavior and influence it through informing, motivating, regulating, and setting contexts to design effective behavior change programs.

1. Behaviour Change
Achieving Success
2012
Mark Francas
Global Head
TNS Behaviour Change Institute
A world class approach for TNS’ social and government clients
©TNS 2012

2. What I will cover…..
1. Latest thinking in the behavioural sciences
 Dual process model
 Behavioural economics
2. Examples of Behaviour Change programs around the globe
3. The TNS Behaviour Change Framework
4. Success stories in Behaviour Change
©TNS 2012

3. Behaviour change & social policy….
Many of the goals of government
 Improving health and well-being of citizens
 Reducing anti-social behaviour
 Achieving environmental targets
Increasing savings and retirement planning
……can only be achieved if people change their behaviour !
Thus……understanding how to change peoples’ behaviour needs to be
at the forefront of effective policymaking and implementation
©TNS 2012

4. Understanding behaviour : Dual process theory
• Modern ‘behavioural science’ - psychology, neuroscience, behavioural economics – has
taught us a lot about human behaviour over last 20-30 years
• Consensus is that behaviour is influenced by an interaction of two systems:
1. Reflective system 2. Automatic system
• Conscious behaviour • Unconscious behaviour
• Rational / planned • Non-deliberative
• Reflects values and beliefs • Based on habit / impulse
• Understanding both systems is important
• But…..policymakers have assumed rational, planned decisionmaking
Enter BEHAVIOURAL ECONOMICS……
©TNS 2012

5. Behavioural Economics = Psychology + Economics
Main contributions of Behavioural Economics to the
behaviour change debate:
1. Importance of the physical environment in
influencing behaviour
2. Concept of ‘choice architecture’ and ‘nudging’
3. Role of heuristics and biases in the way people
make decisions
©TNS 2012

6. Behavioural Economics does not have all the answers !
Effective policy development needs a holistic approach
Behavioural
Behavioural Theory Economics
©TNS 2012
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7. A Systematic Approach to Behaviour Change…
Behavioural Environment audit Beliefs diagnosis Behavioural
Research (external influences) (internal influences) Segmentation
Strategy
Policy Environmental Service Communication
Delivery Interventions restructuring Programmes Campaigns
Evaluation
©TNS 2012 7

8. The 4 primary ways to influence behaviour…
Inform, advise, build
awareness, encourage,
debunk myths and misconceptions
©TNS 2012 8 8

9. The 4 primary ways to influence behaviour…
Engage, motivate, create
positive attitude, put the issue
on the social agenda
©TNS 2012 9 9

10. The 4 primary ways to influence behaviour…
Legislate, regulate,
enforce, tax, require,
set standards
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11. The 4 primary ways to influence behaviour…
Set environmental & physical context,
design, engineer, availability,
distribution
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12. The 4 primary ways to influence behaviour…
Your Behaviour Change program needs
to find the best ‘mix’ of the 4 strategy
tools for your situation
©TNS 2012 12 12

13. A Systematic Approach to Behaviour Change…
Behavioural Environment audit Beliefs diagnosis Behavioural
Research (external influences) (internal influences) Segmentation
Strategy
Policy Environmental Service Communication
Delivery Interventions restructuring Programmes Campaigns
Evaluation
©TNS 2012 13

14. Theory of Planned Behaviour (Ajzen) Theory of Trying (Bagozzi & Warshaw)
Theory of Reasoned Action (Fishbein) Health Belief model (Becker)
Diffusion theory (Rogers) Social learning theory (Bandura)
Cognitive dissonance theory (Festinger)
Theory of Interpersonal Behaviour (Triandis) Social influence theory (Kelly & Thibaut)
Protection motivation theory (Rogers)
Attribution theory (Heider)
Social capital theory (Bourdieu)
©TNS 2012

15. The TNS Behaviour Web
Morality
Costs and
Habit
Benefits
Behavioural Theory
Efficacy Behaviour Heuristics
Legitimacy Physical
Environment
Social and
Behavioural Economics Cultural Norms
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16. The TNS Behaviour Web
Morality
Costs and
Habit
Benefits
REFLECTIVE
AUTOMATIC
Efficacy Behaviour Heuristics
Physical
Legitimacy
Environment
Social and
Cultural Norms
©TNS 2012 16

17. Tobacco control Road Safety HIV AIDS

18. Behaviour Change
Achieving Success
2012
Mark Francas
Global Head
TNS Behaviour Change Institute
A world class approach for TNS’ social and government clients
©TNS 2012