Three Myths of Behavior Change - What You Think You Know That You Don't: Jeni Cross at TEDxCSU

Summary

In her engaging talk, Reiko Bovee challenges common perceptions about effecting change, arguing that common sense often misguides efforts. She illustrates that traditional education alone is insufficient to modify behavior, advocating for the use of tangible, relatable messaging and the power of social norms. By emphasizing loss aversion and the importance of tailoring information to different audiences, Bovee underscores that setting behavioral expectations can be more effective than changing attitudes. Ultimately, she encourages leveraging insights from social science to achieve meaningful change in various aspects of life, including environmental conservation and public health.

Takeaways

• 😀 Change is often hindered more by common sense than by the challenges of change itself.
• 🗣️ Effective behavior change requires more than just education; it involves making information tangible and personalized.
• 🏠 Making information relatable can significantly increase behavior change—illustrating problems with relatable sizes (e.g., cracks as big as a basketball) can motivate action.
• 💔 People are more motivated by loss aversion; framing messages around what they stand to lose can be more effective than what they might gain.
• 👥 Understanding the audience is crucial; different groups respond to different types of information, so tailor messages accordingly.
• 🔍 Attitudes do not always predict behaviors; engaging in desired behaviors can lead to changes in attitudes.
• 📜 Setting clear behavioral expectations can encourage positive actions, like reminding people to turn off lights.
• 💰 Values matter; understanding what people care about (e.g., frugality vs. environmentalism) can bridge divides and encourage collective action.
• 👀 Social norms significantly influence behavior; highlighting what others are doing can encourage similar actions.
• ⚠️ Misguided campaigns can backfire; using ineffective social norm messaging can inadvertently promote the very behaviors you aim to reduce.

Q & A

What is Reiko Bovee's main argument about common sense in relation to behavioral change?

Reiko Bovee argues that common sense is often the greatest adversary to making effective behavioral change, as it leads people to underestimate the complexity of influencing behavior.

How does Bovee challenge the idea that education alone can drive behavioral change?

Bovee challenges this idea by stating that simply providing information does not guarantee change; instead, how the information is presented and personalized matters significantly.

What example does Bovee use to illustrate the importance of making information tangible?

She uses the example of energy leaks in homes, suggesting that framing the size of these leaks as equivalent to a basketball helps people understand the importance of addressing them.

What is loss aversion, and how does it relate to behavior change?

Loss aversion is the psychological principle that people are more motivated by the prospect of losing something than by the potential for gain. Bovee notes that framing campaigns in terms of what individuals stand to lose can be more effective.

How does Bovee suggest tailoring messages for different audiences?

Bovee suggests that different demographics respond to varying messages, and it's crucial to understand their values and behaviors to create effective campaigns.

What does Bovee say about the relationship between attitudes and behaviors?

Bovee states that attitudes do not necessarily predict behaviors; rather, behaviors often influence attitudes. Therefore, setting clear behavioral expectations is more effective than attempting to change attitudes.

What role do social norms play in influencing behavior according to Bovee?

Social norms are powerful motivators of behavior, often underestimated. Bovee emphasizes that campaigns highlighting what others are doing can significantly influence individuals' actions.

Can you give an example of a campaign that effectively uses social norms?

Bovee mentions hotel campaigns that inform guests that '75% of guests reuse their towels' as an example of using social norms to encourage environmentally friendly behavior.

What does Bovee say about the effectiveness of messaging related to environmental conservation?

Bovee argues that messaging focusing on personal loss, such as the water wasted from leaks, is more compelling than general appeals to protect the environment.

What is the overarching takeaway Bovee wants her audience to remember regarding making change?

Bovee encourages her audience to rethink their strategies for creating meaningful change, emphasizing that relying solely on common sense can hinder effective efforts. She advocates for using insights from social science to inform their approaches.