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PSYCHOLOGICAL PROCESS (MINDSPACE (Components: MINDSPACE is a checklist of…
PSYCHOLOGICAL PROCESS
MINDSPACE
Rationale: Individuals' behaviour is guided not by the perfect logic of a super computer that can analyse the costs-benefits of every action; instead is led by the very human, sociable, emotional and sometimes fallible brain. Broadly speaking, there are 2 main ways of changing behaviour:
Rational/cognitive model: influencing what people consciously think; used by traditional interventions in policy; presumption that people analyse pieces of info and act in ways that reflect their interest; limited capacity but more systematic analysis
Context/automatic model: automatic processes of judgment and influence; focus on altering the context within people act; recognises that people are sometimes irrational and inconsistent with their choices; changing behaviour without changing minds; processes things separately, simultaneously and unconsciously; more superficial - takes shortcuts.
Components: MINDSPACE is a checklist of influences on behaviour that operate largely through automatic processes.
Messenger: we give more attention to the person talking to us than to the message itself. Authority/Expertise/Trustworthiness/Similarity/Feelings for messenger
Incentives: People respond to incentives (economics + psychology side). Loss aversion/reference points/misweight of probabilities/mental accounting/hyberbolic discounting. Critique: incentives can lower intrinsic motivation and increase extrinsic to do a behaviour.
Norms: we are social animals and we want to like people around us. Spread desirable norms/relate the norm to the target audience/consider social networks/norms may need reinforcing/careful with undesirable norms.
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Salience: people respond to info that is novel, relevant, encodable and simple. Consider anchoring when there is no initial knowledge.
Priming: most unconscious effect - people's behaviour may be altered if first exposed to certain sights, words or sensations (French music - French wine)
Affect: we act on how we feel - emotional associations can shape our actions. Emotional responses are rapid and automatic/all perception contain an emotion.
Commitment: people seek to be consistent with their public promises and reciprocate act. Public commitment - effective as the costs for failure increase. Inhibits impulsive behaviours/reputational damage if commitment is broken
Ego: people want consistent narratives of themselves, to make behaviour consistent with actions and to act in ways that makes them feel better about themselves. That's the way we view the world - through a set of attributes that makes us feel good/self-consistency.
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INTRODUCTION
Many of the goals to which governments aspire—such as bringing down levels of crime, reducing unemployment, increasing savings and meeting targets for carbon emissions—can be achieved only if people change their behaviour. Consequently, understanding how to change the behaviour of populations should be a concern for any government if it is to be successful. Recent examples of behaviour change initiatives that have had significant success include policies to reduce smoking and drink-driving and to increase the use of condoms to protect sexual health.
Governments can use a variety of different types of policy interventions to change the behaviour of the population. These range from providing information or undertaking campaigns of persuasion that promote certain behaviour, to taxation and legislation.
Behavioural economics advocates a range of non-regulatory interventions that seek to influence behaviour by altering the context or environment in which people choose, and seek to influence behaviour in ways which people often do not notice. This approach differs from more traditional government attempts to change behaviour, which have either used regulatory interventions or relied on overt persuasion. The current Government have taken a considerable interest in the use of “nudge interventions”.
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