Behaviour change platforms, such as apps and websites, are being eveloped to elicit a plethora of different behaviour change activities, from promoting health, charity and happiness to driving sales and service uptake. But what works? Here are eight tips.
One of the achievements of behavioural economics was to overhaul the view of humans as selfish and rational creatures. But another assumption has gone somewhat unchallenged—that humans behave more or less alike. Behavioural scientists and practitioners typically focus on the hypothetical “average” person: we apply global interventions and track changes in mean-level behaviour.
Construal Level Theory describes the relationship between psychological distance and the extent to which people’s thinking is concrete or abstract. The more psychologically near (distant), the more concrete (abstract) our thinking.