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Why people behave as they do and the digital interventions we can use to make a difference

Drinkaware: Can technology really change behaviour November 2013. Why people behave as they do and the digital interventions we can use to make a difference. Dr Tim Harries Senior Research Fellow Behaviour and Practice Research Group. Research group in Kingston Business School

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Why people behave as they do and the digital interventions we can use to make a difference

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  1. Drinkaware: Can technology really change behaviour November 2013 Why people behave as they do and the digital interventions we can use to make a difference Dr Tim Harries Senior Research Fellow Behaviour and Practice Research Group

  2. Research group in Kingston Business School Interdisciplinary insights into behaviour/change Interventions; often using digital technologies • energy consuming behaviours • healthy lifestyles • self-management of chronic health conditions

  3. CHARM - RCUK Digital Economies Programme 1. Home Energy Study 3% reduction in electricity consumption

  4. CHARM - RCUK Digital Economies Programme • Home Energy Study • bActive study 64% increase in walking

  5. CHARM - RCUK Digital Economies Programme • Home Energy Study • bActive study • iGreen (FaceBook)

  6. CHARM - RCUK Digital Economies Programme • Home Energy Study • bActive study • iGreen (FaceBook) • Transforming Feedback(electricity) • EPSRC Digital Economy Network+

  7. Digital measurement and feedback... Provokes greater reflection on self …including on previously unaware patterns/ consequences. Considered neutral, honest, ‘scientific’ Revelation of ‘truth’

  8. Digital measurement and feedback... People piqued by challenge of relating ‘true’ data to their constructions of reality And work hard to reconcile the two Hence, active engagement with the feedback

  9. Digital measurement and feedback... Contrasts and comparisons Breaks with the ‘norm’- Social norm- Own temporal norm can promote belief in possibility of change (self-efficacy perceptions) e.g. “I can walk a mile”

  10. Digital measurement and feedback... Challenges to self-image also provoke: search for explanations/ justifications… behaviour change “Can’t believe I was such a slob on Friday!” “I didn’t know I was so wasteful!”

  11. Digital measurement and feedback... Changes perceptions of environmental factors e.g. “I didn’t know I could walk a mile!” e.g. “the dish-washer uses loads more electricity than I thought...”

  12. Digital measurement and feedback... Target-setting … with self-selected targets

  13. e.g. sometimes, just asking a question is enough From ongoing PhD work by Kavita Patel, Kingston University

  14. Essential elements of the response to an intervention: … reflective engagement with own behaviour … some measure of comparison … self defined targets

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