Behaviour change techniques
Listed in the table below are a number of specific behaviour change techniques. This is
followed by a brief outline of what each technique involves.
Model
Attitude
(beliefs,
values,
knowledge,
awareness)
Norms
(societal
, family,
peers)
Behavioural dimension
Confidence Habit Emotion
in ability to
change
(agency,
capacity)
Perception
of
contextual
factors
Applied
model /
framework
(availability,
access,
legislation)
Specific
behaviour
change
techniques
1.Cost-benefit
analysis
2.Goal setting
3.Motivational
interviewing
4.Self
monitoring
5.Increasing
self efficacy
6.Rewards
7.Building
habits
Y
-
-
-
Y
-
Y
Y
-
Y
Y
-
Y
Y
Y
Y
Y
-
-
Y
-
Y
-
Y
Y
-
Y
-
Y
Y
Y
-
-
Y
Y
Y
Y
Y
Y
-
Y
Y
1. Cost-benefit analysis
Involves outlining the costs and the benefits of a specific change to increase motivation
2. Goal setting
Goal setting involves establishing specific, measurable, achievable, realistic and timetargeted (SMART) goals
3. Motivational interviewing
This is a collaborative, person-centred form of guiding to elicit and strengthen motivation for
change
4. Self monitoring
Involves setting mini goals and monitoring their achievement maintains new behaviours
5. Increasing self efficacy
Involves increasing confidence to change by examining levels of self belief
33 6. Rewards
Involves positive reinforcement following achievement of target behaviour
7. Building habits
Involves developing strategies to make the new behaviour routine
Some other behaviour change theories that may be of interest
Transitions
This recognises that transitions in people’s lives can be a motivator for change. Key
transitions include starting work, getting married, having children, or retirement.
Lewin’s Three Step Change Theory
Kurt Lewin proposed that there are three main stages of change. These are:



Unfreezing – this acknowledges that people become comfortable in their current
state and that even changes that can be beneficial can feel threatening and
uncomfortable. Creating an understanding of a future state may not be enough and
people may need unfreezing from their current position. A ‘push’ and ‘pull’ method
may be needed to achieve this move and make people ready for change
Transition – Lewin considered change as a journey rather than a single step and so
transition acknowledges that a person may have to go through several stages of
change before they can really accept and work with the new position
Refreezing – When the change is achieved it is important to ‘put down roots’ and
establish this as the new place of stability. Lewin calls this refreezing
Further information on Lewin can be found at
http://changingminds.org/disciplines/change_management/lewin_change/lewin_change.htm
Lippitt’s Phases of Change Theory
Lippitt’s theory of change extended Lewin’s theory. It is a seven step theory that focuses
more on the role and responsibility of the change agent than on the change itself. The seven
steps include:
1. Diagnose the problem
2. Assess the motivation and capacity for change
3. Assess the resources and motivation of the change agent. This includes the change agent’s
commitment to change, power and stamina.
4. Choose progressive change objects. In this step, action plans are developed and strategies
are established.
5. The role of the change agents should be selected and clearly understood by all parties so
that expectations are clear.
6. Maintain the change. Communication, feedback and group coordination are essential
elements in this step of the change process.
7. Gradually terminate from the helping relationship. The change agent should gradually
withdraw from their role over time. This will occur when the change becomes part of the
organizational culture
34 Diffusion
Diffusion is a process by which change spreads through a social system. A diffusion of
innovations curve proposes how innovation and change is adopted by consumers.
Individuals progress through 5 stages: knowledge, persuasion, decision, implementation,
and confirmation.
Nudge – Architecture of Choice
Based on behavioural economics, the book, ‘Nudge’ by American writers Thaler and
Sunstein has received attention from the current Government as containing insight into
effective ways to nudge people towards behaviour change. The Government has set up a
behavioural insights team to make a reality of the Coalition Government’s intention to find
‘intelligent ways to encourage, support and enable people to make better choices for
themselves’.
Behavioural economics theory claims that people do not behave as easily controllable
beings that are willing to do as they are instructed. Instead people respond as freethinking
individuals to relatively small things, which may encourage them to act for themselves and
do big things differently.
Further information from the Behaviour Insight Team can be found here:
http://www.cabinetoffice.gov.uk/sites/default/files/resources/Behaviour-Change-InsightTeam-Annual-Update_acc.pdf
35 CASE STUDY:
Working with perpetrators of domestic violence
Domestic Violence Intervention Project (DVIP): East London
A programme for perpetrators of domestic violence is a complex
intervention. It works to change men’s abusive behaviour, making it
possible for them to address deep-rooted attitudes and responses. Our
understanding is that perpetrators are fully responsible for their behaviour,
and they can be helped to stop damaging themselves and their families.
Our service has three core parts: expert risk assessment; a violence
prevention programme (VPP) for men; and an integral women’s support
service (WSS) for their women partners and ex-partners.
The DVIP
Further details can be found on the DVIP website, including details of how
the intervention outcomes are measured:
http://www.dvip.org/about-us.htm
36