Convenience: Making it Easy to Act
- Preface
- How to Use this Book
- Fostering Sustainable Behavior
- Step 1: Selecting Behaviors
- Step 2: Identifying Barriers and Benefits
- Step 3: Developing Strategies
- Commitment: Good Intentions to Action
- Social Norms: Building Community Support
- Social Diffusion: Speeding Adoption
- Prompts: Remembering to Act
The previous six chapters identified a variety of tools to overcome barriers to a sustainable behavior that reside within an individual. As powerful as these tools are, they will be ineffective if the behavior is inconvenient. If the behavior is unpleasant or time-consuming, for example, no matter how well you address internal barriers your community-based social marketing strategy will be unsuccessful.
The first step to removing external barriers is to identify them. Using the techniqu…
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