Collaborators
Neal Lathia
Sarah Hopewell
Rik Schalbroeck
Cecilia Mascolo
Andy McEwen
Stephen Sutton
Felix Naughton
Behavioural Science Group
University of Cambridge
fmen2@medschl.cam.ac.uk
@FelixNaughton
UCL CBC 2015
Craving
Episodic craving (cue
induced craving)
Background craving
Ferguson & Shiffman (2009) J Subst Abuse Treat
Sense Use of theory/evidence
Episodic craving (cue
induced craving)
Operant/Classical
Conditioning
Sense Use of theory/evidence
 Geofence messages
Episodic craving (cue
induced craving)
directly/indirectly target:
 Situations and drivers of
smoking
 Links between
situations/drivers and
cravings
 Response to cravings
 Geofence messages tailored
to these situations/drivers
Sense
SET QUIT
DATE
WHAT
IF REPORTS >
THRESHOLD THEN
ACTIVE GEOFENCE
CREATED
Sense
AFTER QUIT
DATE
WHEN
Sense Self-tailoring
 79% of support messages
delivered were rated (948
ratings from 15 participants)
 Mean rating = 3.5 (SD 1.3)
Sense Self-tailoring
 Collaborative filtering

People who like the same things are likely to feel the
same way about other things
Alice
Bob
Charlie
Dave
Regain control
A future to avoid
Cigs aren’t the boss
Ride with wave
?????
Sense Self-tailoring
 Context-aware collaborative filtering


People who like the same things in similar situations
are likely to feel the same way about other things in
that situation
Use of ‘harder’ outcomes and machine learning
 Changes in self-efficacy, lapses, sensor data as
‘ratings’ etc.
Sense Conclusion
 In-app evidence can be used to tailor
content and delivery and inform
theoretical understanding of
behaviour
 A feedback system for delivered
support can enable self-tailoring
 Challenges include having sufficient
users, user compliance and a bank of
effective yet varied support messages
Collaborators
Neal Lathia
Sarah Hopewell
Rik Schalbroeck
Cecilia Mascolo
Andy McEwen
Stephen Sutton
Felix Naughton
Behavioural Science Group
University of Cambridge
fmen2@medschl.cam.ac.uk
@FelixNaughton
UCL CBC 2015