Hello
My final project is about meaningful experiences role in changing customer behavior. The project focus is on a transparent and collaborative design process of creating meaningful experiences for customers and ultimately empowering them toward sustainable behaviors. I appreciate any source or case study?
Thank you.
Naz Mirzaie
MA, Design for Sustainability
SCAD
United States
Meaningful Experiences as Motivator for Behavior Change
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Dear Tom
Thanks for your helpful comment. By meaningful experiences, I mean the level of experience with a deep connection between customer and product such as the connection we have with a special gift or souvenir. The objective of my project is about if a product can create desirable experiences for consumer, it has enough potential to change her/his behavior.
Thanks.
Naz
Naz Mirzaie
MA, Design for Sustainability
SCAD
United States
Hi Naz,
That's an interesting question - unfortunately, not so much within my scope, but you may want to contact Jennifer Lynes at the University of Waterloo [email protected] She's doing some interesting research on behaviour change & marketing.
Cheers
Karen Mason-Bennett
Program Coordinator
NEAT
Canada
Check out the natural change project, from WWF-UK
http://assets.wwf.org.uk/downloads/naturalchange_report_june09.pdf
I would also look into the research Dan Ariely has done on meaning. I think Daniel Pink has an RSA animate on motivation that discusses meaning as well.
As someone who studied and worked as a product designer, then worked on garbage and recycling in government, and now consults on sustainable systems and behaviour change, I would say I think trying to create meaning in a large amount of people will be, ahem, unlikely.
Most of our behaviour is determined by subconscious drivers which are largely inaccessible to us. That is why testing is so important to CBSM. Surveys just tell you what people think they think, which is often totally unrelated to what they actually do. Check out this seminal essay:
http://www.apologeticsinthechurch.com/uploads/7/4/5/6/7456646/nisbettwilson.pdf
I have an essay on Compassionate Systems you may find interesting.
http://www.smallanddeliciouslife.com/compassionate_systems/
Ruben Anderson
smallanddeliciouslife.com
...
Could you expand on how you define meaningful experiences? For example, are you looking at one-off or ongoing experiences? If the latter, then participation in an ongoing set of meetings, such as an EcoTeam, is one that we have found to be very effective. See, for example, http://dev.globalactionplan.com/node/32
Hope that helps.
Tom
Tom Veitch
Community Programme Manager
Global Action Plan
United Kingdom