I have talked to quite a few people over the last 12 months who are concerned and/or confused about indivisible behaviours. The common message is that they are trying to find an indivisible behaviour that will meet their purpose, but cannot. Several have asked me if that means that they cannot use CBSM in their program.
My response has been that they should not feel that the behaviour MUST be indivisible in order to use CBSM. I tell them that if the most important behaviour for their purpose is divisible so be it. Go ahead and promote it using CBSM.
It is important to recognize that there are components to a divisible behaviour (for instance one may need to buy, and then install, a programmable thermostat before using it). And it is important to recognize and break down the barriers to each of those components. If you take that approach, divisible behaviours are fine to pursue.
Any thoughts?
Cheers,
Ken
Ken Donnelly
Vice President, Atlantic Canada
Lura Consulting
Canada
www.beyondattitude.com
Divisible and Indivisible Behaviours
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Hi Ken:
In response, let me revisit why I believe it is important to select non-divisible behaviors as a starting point for cbsm. In the book I provide the example of adding additional insulation to an attic (http://www.cbsm.com/pages/guide/step-1:-selecting-behaviors/). The insulation might be fiberglass batts or blown in cellulose. Further, the insulation might be installed by the householder or by a contractor. Each of these four situations (e.g., 1. Fiberglass by householder; 2. Fiberglass by contractor; 3. Cellulose by householder; 4. Cellulose by contractor) have their own unique set of barriers associated with them. That is, having a householder install fiberglass batts is significantly different from having that same person self-install cellulose (the barriers also differ for these same actions being done by a contractor). If we don't drill down to this level it is hard to develop effective strategies because we simply don't have enough relevant information regarding the respective barriers to each of the four actions. As Jo points out, we may still deliver a program that encourages all four behaviors, but nested within this program would be strategies that target the barriers that exist for each. For example, if we wished to encourage householders to install cellulose, we might rent a van and equip it with a blower and hosing and make it available for use on a street by street basis, thereby significantly reducing the barriers to a householder installing cellulose insulation.
I believe that some of the confusion regarding this first step comes from the fact that a non-divisible behavior is still often composed of sub-actions or a behavioral sequence (this is where the importance of focusing on the end-state behavior matters -- e.g., having the householder blow the insulation into the attic). In the case of householder installed cellulose, a householder has to purchase the cellulose, rent a blower and hosing, and then, finally (the end state behavior), blow the cellulose into the attic.
Best, Doug
Doug McKenzie-Mohr
Environmental Psychologist
McKenzie-Mohr & Associates Inc.
Canada
http://www.cbsm.com
Hi Doug,
Thanks for the clarification. It is exactly how I see it, and what we have been doing in our projects. We don't shy away from developing strategies to foster divisible behaviours, but we drill down to the constituent behaviour level to determine all of the barriers that exist. This is particularly important in projects where behaviours are complex.
Cheers,
Ken
Ken Donnelly
Vice President, Atlantic Canada
Lura Consulting
Canada
www.beyondattitude.com
Surely the point is you need to be aware that the behaviour is divisible so in effect work on it as two behaviours but in one campaign. I think a lot of people think you can only work on one behaviour in one campaign. Its certainly easier if this is what you do but if insulating the loft is 4 behviours and you want to work on all four of them you have to be aware of this. Its no different really to using segmentation and then deciding to target more than one audience who will need differing campaigns to engage them.
Jo Horsley
Environment Wales Development Officer
Wales