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MAX Work Package B Models of Behaviour Change Prospective Assessment Tools

This presentation is based on the work of the WP B partners and focuses on the research areas of MaxSem, MaxExplorer, MaxSumo, and MaxEva. It discusses the use of online decision support, situation-based selection support, knowledge transfer, and standardized evaluation tools for planning, monitoring, and evaluating behavior change. The presentation also includes case studies and results from validation studies.

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MAX Work Package B Models of Behaviour Change Prospective Assessment Tools

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  1. MAX Work Package B Models of Behaviour Change Prospective Assessment Tools Final Conference WP B

  2. Acknowledgements Presentation is based on the work of WP B partners • ILS Research Institute for Regional and Urban Development – ILS (DE) • Edinburgh Napier University – ENU (UK), with ESTC (USA) • Trivector Traffic – TRIV (SE) • University of Lyon – CNRS-LET (FR) • Julius-Liebig University of Giessen – JLU (DE) • Otto-von-Guericke-University of Magdeburg – UMAG (DE) • Aristotle University of Thessaloniki – AUTH (GR) Final Conference WP B

  3. WP B - Research areas MaxSem: Model of Behaviour Change Assessment Toolkit MaxExplorer MaxSumo MaxEva • Online Decision Support Guide • Situation based • selection support • Knowledge transfer • Standardised Evaluation Tool • Planning • Monitoring • Evaluating • Online Evaluation Database • Storage • Benchmarking Final Conference WP B

  4. Contents • Introduction • MaxSem • MaxSumo • MaxEva • Discussion Final Conference WP B

  5. MaxSem: MAX Self-Regulation Model Review of available models and their evidence Results: • many models available, but some with limited evidence • many similarities (constructs / assumptions) • but also some fundamental differences (static vs. dynamic) • MaxSem: Integrated model for voluntary mode change First validation: • Cross-cultural validation study in 7 different ‘MAX’ countries • Testing of main theoretical constructs Final Conference WP B

  6. MaxSem stages: identify the ‘willing ones’ Maintenance Preparation / Action Contemplation Pre- contemplation • Behavioural change takes time, MaxSem found 4 stages of behaviour change • ‘Stage-diagnostic’ questions: assign people to the stages differences in attitudes and perceptions towards changing their current behaviour (car use) Move to next stage - overcome thresholds (represented by psychological ‘constructs’) • MM supports people to ‘jump’ Krakow, 15-16 September 2009 Final Conference WP B 6

  7. Stage Progression in MaxSem emotions anticipated with goal progress felt obligation to fulfil personal standards behavioural intention implementation intention goal intention felt obligation new habit implementation intention new habit salient social norms behavioural intention Negative affect perceived behaviour control over different behaviour change strategies attitudes towards different behavioural change strategies perceived goal feasibility cognitive planning abilities skills to cope implementation problems skills to resist temptation skills to recover from relapse skills to resist temptation and to recover from relapse perceived responsibility perceived negative consequences perceived negative consequences of own behaviour Preparation / Action Maintenance Contemplation Pre-Contemplation Krakow, 15-16 September 2009 Final Conference WP B 7

  8. Application of MaxSem: Munich StudyValidation study: use of MaxSem dialogues in atelephone campaign (plus information material) pre-contemplation • Test of stage constructs and allocation with diagnostic questions • Test of stage specific intervention • special dialogues & the selection of relevant information material • Comparison to ‘normal’ Omniphone intervention • Evaluation design: randomised control group design - after evaluation contemplation & preparation / action Krakow, 15-16 September 2009 Final Conference WP B 8

  9. Application of MaxSem: Munich StudyTravel behaviour results N = 1,276 Krakow, 15-16 September 2009 Final Conference WP B 9

  10. Application of MaxSem: Hammersmith pilot study (London)Pilot study: use of MaxSem in an awareness raising campaign with information material (postal delivery) • Test stage specific messages • Test emotional vs rational messages • Focus: pre-contemplative and contemplative car drivers • Evaluation design: control group with before/after comparison emotional arguments attitudes & goal feasablity Krakow, 15-16 September 2009 Final Conference WP B 10

  11. Application of MaxSem: Hammersmith pilotstage movement results N = 148 Krakow, 15-16 September 2009 Final Conference WP B 11

  12. Conclusions: the use of MaxSem • Easy application of MaxSem stage-diagnosticquestions • Tested useful tool to determine individuals position in the process of change (included in MaxSumo) • Oportunity to see more subtle effects of MM and TA, the stage progression not ‘only’ behaviour change per se • More complex & complicated application: use of MaxSem constructs for selecting and designing suitable messages & MM measures • MAX team started to test, showed some possible ways to put the model into practice, but more experience needed to judge different effectiveness and give precise advice Krakow, 15-16 September 2009 Final Conference WP B 12

  13. Contents • Introduction • MaxSem • MaxSumo • MaxEva • Discussion Krakow, 15-16 September 2009 Final Conference WP B

  14. MaxSumo A tool that gives guidance on how to plan, monitor and evaluate an MM-project With focus on assessment of: - The efforts of the project - The change in attitudes towards a mobility shift - The change in mobility behaviour Krakow, 15-16 September 2009 Final Conference WP B 14

  15. Mobility Management MaxSumo System impact Krakow, 15-16 September 2009 Final Conference WP B 15

  16. Krakow, 15-16 September 2009 Final Conference WP B 17

  17. How to use MaxSumo? Krakow, 15-16 September 2009 Final Conference WP B 18

  18. MaxSumo Monitoring and Evaluation Plan Template 1 Krakow, 15-16 September 2009 Final Conference WP B 20

  19. MaxSumo Monitoring and Evaluation Plan Template 2 Krakow, 15-16 September 2009 Final Conference WP B 21

  20. MaxSUMO Evaluation Plan Template 2 MaxSumo Monitoring and Evaluation Plan Template 2 Krakow, 15-16 September 2009 Final Conference WP B 22

  21. Krakow, 15-16 September 2009 Final Conference WP B 24

  22. Test traveller MaxSumo Travel plan MaxSumo MM campaign MaxSumo XX MaxSumo System impact System impact System impact System impact Krakow, 15-16 September 2009 Final Conference WP B 25

  23. Contents • Introduction • MaxSem • MaxSumo • MaxEva • Discussion Krakow, 15-16 September 2009 Final Conference WP B

  24. Interactive database with input and output modules Based on MaxSumo and SARA Repository for results from MM projects using MaxSumo Precursor of a predictive tool Single measures Plans or programs MaxEva web-based database Krakow, 15-16 September 2009 Final Conference WP B 27

  25. MaxEva input Measure Measure description (goal, target group, services and option offered) Measure settings (where, type of PT/bicycle supply etc) Data on: - External factors - Stage position - Travel behaviour - MaxSumo level A: Performed activities - MaxSumo level B-H: Awareness, Usage, Satisfaction, Acceptance, Take up Krakow, 15-16 September 2009 Final Conference WP B 28

  26. Example: Data on travel behaviour Krakow, 15-16 September 2009 Final Conference WP B 29

  27. Obtained results on - MaxSumo level A: Performed activities - MaxSumo level B-H: Number and % of people that are aware, have used etc… - Stage position effect - Modal split effect - Mileage effect - Environmental effect (tonnes of CO2) MaxEva output Krakow, 15-16 September 2009 Final Conference WP B Krakow, 15-16 September 2009 Final Conference WP B 30

  28. Overview of needed data for an evaluation Easy and quick overview of your obtained results Help to calculate the environmental effects (CO2) Overview of results from other projects Possibility to benchmark your results with other´s MaxEva gives you Krakow, 15-16 September 2009 Final Conference WP B 31

  29. Max WP B MaxSem: Theoretical Standard Model of Behaviour Change Assessment Toolkit MaxExplorer MaxSumo MaxEva • Online Decision Support Guide • Situation based • selection support • Knowledge transfer • Standardised Evaluation Tool • Planning • Monitoring • Evaluating • Online Evaluation Database • Storage • Benchmarking • future Prediction Thank you very much! Questions? Krakow, 15-16 September 2009 Final Conference WP B

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