Influencing behaviour change – behaviour models

Foggs Behaviour Model – BlueSpan behaviour

BlueSpan behaviour is one that attempts to do a familiar behaviour for a period of time. This behaviour model is appropriate for my research as most participants will have taken temporary medication in the past, so will be familiar with it, and will only need to do it for the course of their ‘prescription’.

According to Fogg, three elements will need to be present to produce the behaviour (Behaviorwizard.org, n.d.);

• Trigger: a prompt must tell the person to “do this behaviour now”
• Motivation: a person must have sufficient motivation when the trigger occurs
• Ability: the person must have the ability to perform the behaviour when the trigger occurs

© BJ Fogg

Fogg explains that when motivation is high, the person is easily able to complete the action and there is an appropriate trigger then it will be easiest for them to complete the behaviour.

Conversely, if it is very easy to do (ability) and the trigger is correctly timed then the person does not need a lot of motivation.

 

Existing motivation, ability and triggers when taking real medication Motivation Motivation to perform the action is affected by; If the user feels pain or other symptoms Knowing that completing their medication is ‘good for them’ Stress Knowing that they have paid for the medication Ability Ability to perform the action is affected by; Having the medication with them at the times that they need to take it. Trigger The trigger to perform the action is affected by; Pain Requirement to take the medication with or around the time of eating The frequency in which they must take the medication

No behaviour will happen without a trigger

The priority order when designing for a BlueDash behaviour change should be;

1. trigger
2. ability
3. motivation

For BlueDash behaviour, the challenge is timing (the trigger). To effectively influence a behaviour the primary focus should be delivering the trigger at the precise moment when the subject is motivated (and able).

In my experiment, I am working under the assumption that the motivation will be low because the participant will not be unwell. Feeling ill is a potent trigger for patients. My experiment will be working to influence the ability to take the medication and the trigger.

Assumptions about behaviour during a 7-day course of prescription where the patient is recovered at the end of the period

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Put hot triggers in the path of motivated people
Blue Span Behavior Guide ©Stanford Persuasive Technology Lab

 

CREATE action funnel

Source – (c) uxmag.com

Behaviour change goals

Baby steps: make it so easy to do that the user doesn’t drop below the Fogg Behaviour Model curve.

Trigger the right sequence of baby steps.

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 References:

Behaviorwizard.org. (n.d.). The Behavior Wizard | BlueSpan Behaviors Preview. [online] Available at: http://www.behaviorwizard.org/wp/all-previews-list/BlueSpan-behaviors-preview/ [Accessed 13 Mar. 2016].