The Knowledge – Level 2
Level 2 goes into more details of the theories, science, and challenges to behavioural change.
Content:
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- The SCOAP Model
- Challenges to Scaling
- Blocks and Sustainability
- Some Change Models
- Articles
The SCOAP Model
A consolidated neuro-psychological model of human behaviour
Introduction to SCOAP
SCOAP is a complete model of human motivation, behaviour, and wellbeing, summarising over a century of research into the human brain, human psychology, and human behaviour in all contexts.
SCOAP Needs
These are basic human needs which means fulfilling them is essential for human wellbeing and therefore also that having them unfulfilled or violated lowers human wellbeing. These also direct human motivation and subsequently human behaviours.
SCOAP Motivation
Much has been written about motivation and there are many (false) assumptions to motivation also. So let’s start with a simple definition of motivation.
SCOAP Behaviour
Behaviour is about doing things, actions. That is obvious, but there are many grey zones to behaviour. For example do we class breathing as behaviour, or heartbeat, or sweating?
SCOAP Change
As you will have seen with SCOAP, this gives a comprehensive model of human needs, motivation, and behaviour. We can therefore use this to guide behavioural change interventions.
Challenges to Scaling
Good ideas and change may not scale – fortunately you can pre-empt much of this.
Limits to Scalability – Voltage Drops
Voltage Drop is a useful term and analogy to the problems of scaling ideas or change in any environment. Voltage drop refers to how electrical current can decrease across distance it travels.
The Equilibrium Effect
Things in life tend towards certain balances. This is particularly true in large systems and this is why change can happen in small contexts and be very effective or successful but in large systems different rules apply.
The supply side of scaling
There are a number of problems with the supply side – being able to supply the resources and competencies to drive change.
Unintended consequences and negative spillovers
We all know that any change – well, obviously, changes something. But this also means there will be various knock-on effects
Representativeness of the Situation
“You had to be there” is an expression that says you had to be in a particular situation, in that particular vibe, to fully understand a situation.
Representativeness of the Population
When we get a good idea, we may know it is a good thing. And because we know it is a good thing we may then falsely assume – without really thinking this through – that everybody thinks this is a good thing.
False Positives – The inference problem
A false positive has become better-known to the general public during the pandemic and with COVID-19 testing particularly with home based quick tests.
Blocks & Sustainability
What blocks or derails change and how can we make it stick?
The Undermining Effect
Rewards sound like a good way to instigate behaviour you want. In our world we often think of financial rewards. Good idea, right?
Well, no, rewards can actually lower motivation.
Making Change Stick
The sustainability question, or problem, is ultimately the biggest and most important question or issue.
The Value-Action Gap
The value-action gap has multiple other names: attitude-behavior gap, intention-behavior gap, KAP-gap (knowledge-attitudes-practice gap) or belief-behavior gap.
It refers to the gap between what people often say they value and their subsequent actions or willingness to meaningfully contribute to this value.
Change Models
A short review of change models
Behavioural Change Theories
There have been multiple models of behaviour and behavioural change proposed over the years. These have taken different viewpoints of behaviour.
Behavioural Change Wheel
The Behaviour Change Wheel is the result of a systematic review of change models, frameworks, and theories, followed by the subsequent realisation that they were not aligned and describing different things.
Nudge
A nudge in everyday language is a gentle push. Something that is none aggressive but significant enough to be noticed and often triggers a behaviour…
B-MAT
The B-MAT model is similar to the COM-B model included in the Behavioural Change Wheel which aims to explain behaviour and its antecedents and therefore aim to guide behavioural change attempts
Social Cognitive Theory
Social Cognitive Theory by famed psychologist Bandura is grounded, as the name suggests, in social contexts saying that behaviour is driven by the triad of behaviour, personal, and environmental factors
The 6 Stages of Behavioural Change
The 6 stages of change model is also known as the transtheoretical model and focuses on the steps of change. This has focused on changing individual’s behaviour to a new healthier behaviour.
Theory of Planned Behaviour
he theory of planned behaviour is a psychological theory proposed by Icek Ajzen that links beliefs to behaviour. This builds on the theory of reasoned action
Articles
All Level 2 articles
The Nine Interventions
There have been multiple models of behaviour and behavioural change proposed over the years. These have taken different viewpoints of behaviour.
Behavioural Change Theories
There have been multiple models of behaviour and behavioural change proposed over the years. These have taken different viewpoints of behaviour.
Behavioural Change Wheel
The Behaviour Change Wheel is the result of a systematic review of change models, frameworks, and theories, followed by the subsequent realisation that they were not aligned and describing different things.
Nudge
A nudge in everyday language is a gentle push. Something that is none aggressive but significant enough to be noticed and often triggers a behaviour…
B-MAT
The B-MAT model is similar to the COM-B model included in the Behavioural Change Wheel which aims to explain behaviour and its antecedents and therefore aim to guide behavioural change attempts
Social Cognitive Theory
Social Cognitive Theory by famed psychologist Bandura is grounded, as the name suggests, in social contexts saying that behaviour is driven by the triad of behaviour, personal, and environmental factors
The 6 Stages of Behavioural Change
The 6 stages of change model is also known as the transtheoretical model and focuses on the steps of change. This has focused on changing individual’s behaviour to a new healthier behaviour.
Theory of Planned Behaviour
he theory of planned behaviour is a psychological theory proposed by Icek Ajzen that links beliefs to behaviour. This builds on the theory of reasoned action
Don’t Try to Change Minds – Change Behaviour
Don’t try to change minds but simply change behaviour is the result a group of researchers have come to with regard to vaccinations.
Introduction to SCOAP
SCOAP is a complete model of human motivation, behaviour, and wellbeing, summarising over a century of research into the human brain, human psychology, and human behaviour in all contexts.
SCOAP Needs
These are basic human needs which means fulfilling them is essential for human wellbeing and therefore also that having them unfulfilled or violated lowers human wellbeing. These also direct human motivation and subsequently human behaviours.
SCOAP Motivation
Much has been written about motivation and there are many (false) assumptions to motivation also. So let’s start with a simple definition of motivation.
SCOAP Behaviour
Behaviour is about doing things, actions. That is obvious, but there are many grey zones to behaviour. For example do we class breathing as behaviour, or heartbeat, or sweating?
SCOAP Change
As you will have seen with SCOAP, this gives a comprehensive model of human needs, motivation, and behaviour. We can therefore use this to guide behavioural change interventions.
The Undermining Effect
Rewards sound like a good way to instigate behaviour you want. In our world we often think of financial rewards. Good idea, right?
Well, no, rewards can actually lower motivation.
Making Change Stick
The sustainability question, or problem, is ultimately the biggest and most important question or issue.
The Value-Action Gap
The value-action gap has multiple other names: attitude-behavior gap, intention-behavior gap, KAP-gap (knowledge-attitudes-practice gap) or belief-behavior gap.
It refers to the gap between what people often say they value and their subsequent actions or willingness to meaningfully contribute to this value.
Limits to Scalability – Voltage Drops
Voltage Drop is a useful term and analogy to the problems of scaling ideas or change in any environment. Voltage drop refers to how electrical current can decrease across distance it travels.
The Equilibrium Effect
Things in life tend towards certain balances. This is particularly true in large systems and this is why change can happen in small contexts and be very effective or successful but in large systems different rules apply.
The supply side of scaling
There are a number of problems with the supply side – being able to supply the resources and competencies to drive change.
Unintended consequences and negative spillovers
We all know that any change – well, obviously, changes something. But this also means there will be various knock-on effects
Representativeness of the Situation
“You had to be there” is an expression that says you had to be in a particular situation, in that particular vibe, to fully understand a situation.
Representativeness of the Population
When we get a good idea, we may know it is a good thing. And because we know it is a good thing we may then falsely assume – without really thinking this through – that everybody thinks this is a good thing.
False Positives – The inference problem
A false positive has become better-known to the general public during the pandemic and with COVID-19 testing particularly with home based quick tests.