Dr. Dennis Richling
GUEST SPEAKER
Persuasion
The Art and Science
of
Meaningful Engagement
Healthcare Costs Today
Absent
Behaviors
Risky Absent
Healthy
Behaviors
Chronic
Disease
Biometric
Risks
Risky Present
Problem
Behaviors
Problem
Behaviors
Persuasion is important to
manage health
How do we persuade people?
• Educate them…
How do we persuade people?
• Incent them…
How do we persuade people?
• Reframe the message…
How do we persuade people?
• Be a cheerleader…
The message has been…
INCREASE
MOTIVATION
Goal:
Adopt Healthy Behaviors
for the rest of their life
How much motivation do we
need?
• A new model…
Dr. BJ Fogg
Stanford Persuasion Technology Laboratory
Fogg Behavior Model
Behavior
B = MA T
High
Motivation
Motivation
Call to Action
Low
Motivation
Hard to do
Ability
Easy to do
When do behaviors change?
•
•
•
•
Epiphanies
Change of context
Psychological processes
Make it easier
Changing behaviors for life
• Epiphanies are rare
• Changing the context is complicated
• Psychological processes increase
motivation in stages
• “Making it easier” can reach
those with little motivation
Exciting new research?
Yes, but..
Fogg Behavior Model
B = MA T
Motivation
High
Motivation
Low
Motivation
Hard to do
Ability
Easy to do
No panacea to change
behavior
•
•
•
•
•
Use multiple science-based disciplines
Tailor it to the person
Tailor it to the behavior
Ride the motivational wave
Achieving life long change often takes
multiple steps