an introduction to behavioural insightsyorkshiresport.org/wp-content/uploads/2016/12/yorkshire...the...

An Introduction to behavioural insights and its application to physical activity

Yorkshire Sport Foundation Partnership Day, 13th of December 2016

Jet Sanders – PhD student at the University of York and Former Behavioural Insights Research [email protected]

Introducing behavioural insights

Merging it into application

Examples in physical activity

Public Heath England – Yorkshire Sport Foundation Partnership Day

PHE Behavioural Insights Team


Capacity building Advice giving

Research

(Focus on Obesity & Anti Microbial Resistance this year)

Tim Chadborn

Behavioural Insights Lead Researcher

Anna Sallis

Behavioural Insights Advisor

Liz CastleBehavioural

Insights Research Analyst

Karen TanBehavioural

Insights Researcher

PHE Behavioural Insights Team

Ildiko TomborBehavioural Insights

Research analyst


Amanda BuntenBehavioural

Insights Research Analyst

What is behavioural insights?

‘Behavioural Insights’


Nudge

Choice Architecture

Cognitive Bias

Heuristics MINDSPACE

Thinking Fast and

SlowDaniel

Kahneman

Richard Thaler

The Nudge Unit


Intervention spectrum - combination approachNuffieldCouncilofBioethicsInterventionLadder

Rung of Ladder ExampleEliminate choice No smoking for minors

Restrict choice No smoking in workplaces

Guide by disincentives Taxes

Guide choice by incentives Stop smoking during pregnancy

Guide choice by changing the default policy Plain packaging

Enable choice Free NRT and support

Provide information Website leaflets and adverts

Do nothing

Intensity of Interventions


The application of behavioural science to policy and practice with a focus on (but not exclusively) ‘automatic’ processes.

Michael Hallsworth, The Behavioural Insights Team

Behavioural ‘Definition’


BehaviouralInsights:DHScienceSeminar

System1:Automatic System2:Reflective

FastAutomatic

Emotional

Impulses

Habits

Beliefs

SlowEffortful

Logical

Reflective

Planning

Problemsolving

Thinking Fact Thinking Slow


October2002

Daniel Kahneman wins the Nobel Prize in Economics for the formulation of

Prospect Theory which better accounts for observed behaviour


April2008

Richard Thaler and Cass Sunstein publish

the book ‘Nudge’.


Public Heath England – Yorkshire Sport Foundation Partnership DayHausman, D. M., & Welch, B. (2010). Debate: To Nudge or Not to Nudge*.Journal of Political Philosophy, 18(1), 123-136

“Nudges are ways of influencing choice without limiting the choice set or making

alternatives appreciably more costly in terms of time, trouble, social sanctions, and so

forth. They are called for because of flaws in individual decision-making, and they

work by making use of those flaws.”(Hausman & Welch 2010, p. 126)

.

Public Heath England – Yorkshire Sport Foundation Partnership DayHausman, D. M., & Welch, B. (2010). Debate: To Nudge or Not to Nudge*.Journal of Political Philosophy, 18(1), 123-136

.

Easy - Defaults

“Choice Architecture refer to interventions that involve altering the properties or

placement of objects or stimuli with the intention of changing behaviour.”

HollandsG, Shemilt I, Marteau T, Jebb S, Kelly M, Nakamura R, et al. Altering micro environments to change population health behaviour: towards an evidence base for choice architecture interventions. BMC Public

Health. 2013;13(1):1218



Attractive - Salience


March2010

The Institute for Government and the

Cabinet Office publish ‘MINDSPACE’.


MessengerIncentivesNormsDefaultsSaliencePrimingAffectCommitmentEgo


Social - Messenger effects


Attractive - Incentives

18% increase in walking to school


2010

The Behavioural Insights Team is

established.


June2012

The Behavioural Insights Team

publish ‘Test, Learn, Adapt’,

Public Heath England – Yorkshire Sport Foundation Partnership Day; Haynes, L., Goldacre, B., & Torgerson, D. (2012). Test, learn, adapt: developing public policy with randomised controlled trials. Cabinet Office-Behavioural Insights Team.

Public Heath England – Yorkshire Sport Foundation Partnership Day; Petrosino, A., Turpin-Petrosino, C., & Buehler, J. (2003). Scared Straight and other juvenile awareness programs for preventing juvenile delinquency: A systematic review of the

randomized experimental evidence. The Annals of the American Academy of Political and Social Science, 589(1), 41-62.

Scared Straight Program Petrosino et al. (2002)


Circa Winter2013

The Behavioural Insights Team publish

‘EAST’


January2014

The White House Social and Behavioural

Science Team is established.

Examples of behavioural insights in physical activity

When to Commit How tocommit

Sticking to thecommitment Recommitting


BehaviouralInsights:DHScienceSeminar Public Heath England – Yorkshire Sport Foundation Partnership Day

Behavioural Insights: DH Science Seminar

Please choose a snack for next week.

Apple

Chocolate

Banana

Crisps

51%

12%

49%

88%

0%

20%

40%

60%

80%

100%

Healthy Snack

Unhealthy Snack

Public Heath England – Yorkshire Sport Foundation Partnership Day; Read, D. and Van Leeuwen, B., 1998. Predicting hunger: The effects of appetite and delay on choice. Organizational behavior and human decision processes, 76(2), pp.189-205

Behavioural Insights: DH Science Seminar Public Heath England – Yorkshire Sport Foundation Partnership Day

EasyGoal setting in a cold state

increases chances of adherence.

Public Heath England – Yorkshire Sport Foundation Partnership Day; Williams, B.R., Bezner, J., Chesbro, S.B. and Leavitt, R., 2005. The effect of a behavioral contract on adherence to a walking program in postmenopausal African American

women. Topics in Geriatric Rehabilitation, 21(4), pp.332-342.

Control Group (n=19) Intervention Group (n=16)

Public Heath England – Yorkshire Sport Foundation Partnership Day; Williams, B.R., Bezner, J., Chesbro, S.B. and Leavitt, R., 2005. The effect of a behavioral contract on adherence to a walking program in postmenopausal African American

women. Topics in Geriatric Rehabilitation, 21(4), pp.332-342.


Social

Commitment contracts help individual to stick to

to planned behaviour

Loss Aversion


$3 daily deposit

Public Heath England – Yorkshire Sport Foundation Partnership Day; Volpp, K.G., John, L.K., Troxel, A.B., Norton, L., Fassbender, J. and Loewenstein, G., 2008. Financial incentive–based approaches for weight loss: a randomized

trial. Jama, 300(22), pp.2631-2637.

Monthly weigh-in Monthly weigh-in

$3 matched


Monthly weigh-in Monthly weigh-in


$3 daily deposit

$3 matched


trial. Jama, 300(22), pp.2631-2637.


6.4kg1.8kg


trial. Jama, 300(22), pp.2631-2637.

Behavioural Insights: DH Science Seminar

AttractiveLoss aversion

can be used to structure financial incentives for goal adherence most effectively


Diet

Mon


Please choose when you would like to receive your

personalised goal reminder from a list below.


MarchTues15th

MarchWed16th

MarchThurs17th

MarchFri18th

MarchSat19th

MarchSun20th

MarchMon21st

MarchTues15th

MarchWed16th

MarchThurs17th

MarchFri18th

MarchSat19th

MarchSun20th

MarchMon21st

“The first dayof spring.”

Control Group

Intervention Group


Behavioural Insights: DH Science SeminarPublic Heath England – Yorkshire Sport Foundation Partnership Day; Read, D. and Van Leeuwen, B., 1998. Predicting hunger: The effects of appetite and delay on choice. Organizational behavior and human decision processes, 76(2), pp.189-205

TimelyThe Fresh Start Effect

Allows re-adherence allows individuals to anchor their behaviour

’new patterns’ onto a ‘fresh start’

When to Commit How tocommit

Sticking to thecommitment Recommitting


e.g.The Fresh Start

Effect

e.g.Incentives

Loss aversion

e.g. Commitment

contracts

e.g. Goal setting

in a cold state

Merging behavioural insights into application

Designing a behavioural intervention

ProblemIdentification

BehaviouralTarget

InterventionOpportunities

&DeliveryMode

IdentifyBehaviouralOutcomeMeasures

BehaviouralAnalysis

InterventionDesign

EvaluationDesign Implement


The OutcomeThe Problem The Behaviour

Reduced cardiovascular disease

High rates of sedentary behaviour

Brisk walking for 150 minutes a week? ?


The OutcomeThe Problem The BehaviourReduced

cardiovascular disease

Brisk walking for 150 minutes

a week

High rates of sedentary behaviour


High Rates of Obesity

Weight Loss

Reduce Calorie Intake? ?


Group Example




Weight LossHigh Rates of Obesity Reduce Calorie Intake

Who could our intervention target?

Identify the level of intervention

Behaviour occurs within a context and within a system of behaviours at different levels (individual, professional, system)

Reduced calorie intake

Individual: Sticks to assigned diet

Professional: Identify and recommend

eligible individuals. Organisation:

Removes calories from

shelves



The Problem


The Behaviour

Purchase lower calorie items

The Outcome

Weight Loss

The Audience

Individuals

Intervention Point

Supermarket

Delivery Mode

Physical store environment

Behavioural Measure

Sales Data



Thinking Fact Thinking Slow




Add your post-it



The Problem


The Behaviour

Purchase lower calorie items

The Outcome

Weight Loss

The Audience

Individuals

Intervention Point

Supermarket

Delivery Mode

Physical store environment

Behavioural Measure

Sales Data

Designing your intervention


Background to behavioural insightsPractice/implementation reading

Behavioural Insights Team, Cabinet Office, NESTA: EAST. Four simple ways toapply behavioural insights

Behavioural Insights Team, Cabinet Office, Applying behavioural insights to health

Susan Michie et al.: The Behaviour Change Wheel; Theoretical Domains Framework; BCTv1; COM-B


DefaultsFriction CostsSimplificationGoal Setting

ChunkingOrdering Effects

SubstitutionChecklists

Easy


SalienceLoss Aversion

LotteriesMental Accounting

PersonaliseScarcity

Framing EffectEndowment Effect

Attractive


Descriptive NormReciprocity

Network NudgeRelative Ranking

Commitment ContractsMessenger Effects

People Helping PeopleFeedback

Social


Present BiasImplementation Intention

Foot-in-the-Door TechniquePrompts

Head StartDeadlinesAnchoringPriming

Fresh start effect

Timely



NCMP/Change4LifeWe are heavily influenced by who communicates information


Using EAST

The Problem

The Behaviour

The Outcome

The Audience

Intervention Point Delivery Mode

Behavioural Measure

Intervention………………………………………………………………………………………………………………………………………………………………………………………………………………………………………….……………………………………………………………………………………………………………………………….………………………………………………………………………………………………………………………………..……………………................................................................................................................

Introducing behavioural insights

Merging it into application

Examples in physical activity





Supporting the use of behavioural insights

Easy

FrictionCostsWe can be deterred from taking an action by seemingly small barriers.• “Effects of proximity on the choice to be physically active or sedentary” (Raynor et al.,

1998).

Social

Attractive

Background:“Usingbehaviouraleconomicstopromotephysicalactivity” (Zimmerman,2009).

BehaviouralInsights:SportsandPhysicalActivity

IncentivesSomething that motivates our behaviour. Can be financial and non-financial.• Physical activity loyalty cards for behaviour change: a quasi-experimental study”

(Hunter et al. (2013)

GamificationThe concept of applying game mechanics and game design techniques to engage andmotivate people to achieve goals.• Using gamification to incentivize sustainable urban mobility (Kazhamiakin et al., 2015)• Deconstructing gamification: evaluating the effectiveness of continuous

measurement, virtual rewards, and social comparison for promoting physical activity(Zuckerman and Gal-Oz, 2014)

MessengerEffectWeareheavilyinfluencebythecommunicatorofinformation.• Themeta-volitionmodel:Organizationalleadershipisthekeyingredientingetting

societymoving,literally!(Yancey,2009)

CommitmentContractsWhenweactivelycommittoachievingagoal,wearemorelikelytoachieve.• Committingtoexercise:contractdesignforvirtuoushabitformation(Goldhaber-

Fiebertetal.,2010)• Effectsofpubliccommitmentsandaccountabilityinatechnology-supportedphysical

activityintervention(Munsonetal.,2015)

Timely

PresentBiasWedisproportionatelypreferrewardsthatcomesoonerandcoststhatarebornelater.• Naiveté,projectionbias,andhabitformationingymattendance(AclandandLevy,

2015)

Forfurtherinformationpleasecontact:[email protected]




Take home literature list

Other useful resources• Ariely, D. (2008). Predictably Irrational: the hidden forces that shape our

decisions. New York: Harper Collins Publishers.

• Dolan, P., Hallsworth, M., Halpern, D., King, D. & Vlaev, I. (2010). MINDSPACE:Influencing behaviour through public policy. UK Cabinet Office & Institute for Government.

• Kahneman, D. (2011). Thinking Fast and Slow. UK: Penguin.

• Michie, S., Atkins, L., & West R. (2014). The Behaviour Change Wheel. A Guide to Designing Interventions. London: Silverback Publishing. http://www.behaviourchangewheel.com/

• Service, O., Hallsworth, M., Halpern, D. et al (2014). EAST: Four simple ways to apply behavioural insights. Behavioural Insight Team, UK Cabinet Office & Nesta.

• Thaler, R., & Sustein, C. (2008). Nudge: Improving Decisions about Health, Wealth and Happiness. Yale University Press.


BehaviouralInsights:DHScienceSeminar Public Heath England – Yorkshire Sport Foundation Partnership Day

[email protected]

([email protected])

Thank you!

Any thoughts or questions?

an introduction to behavioural insightsyorkshiresport.org/wp-content/uploads/2016/12/yorkshire...the...

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