Hi all, If you have ever had the best intentions to engage in a certain behavior, but didn’t follow through, then you are already somewhat aware of the intention-action gap. Quite simply, the intention-action gap occurs when one’s values, attitudes, or intentions don’t align with their actions. There is a lot written about this in the behavioral science literature. As behavior change agents, how do we bridge that gap? There are many different ways, depending on the barriers to action. One way is through an implementation intention. This is a commitment device, meaning a person doesn’t just have a vague intention to engage in a particular behavior. They also develop a clear plan regarding when, where, and how they will work toward their goals. Other ways involve enhancing self-efficacy, which refers to the confidence one has in engaging in a behavior. I’ll give you an example from Kenya. In 2010, a team led by behavioral scientist Michael Kremer was tasked with helping rural communities incorporate chlorine use into their daily routines. This is an easy, cost-effective way to ensure clean drinking water in poor communities but not everyone adopts the behavior because it is not always clear how to do it. To make the process automatic and easy, the team set up a chlorine dispenser at the local water source. This was a wise choice, as the new behavior was linked to the pre-established routine of collecting water. It was essentially a “piggybacking” strategy. The design of the dispenser was bright blue, so it was easily visible, and its location at the local water source meant that the water was already partially purified during the walk home. Results? A randomized control trial found that 50-61% of households accessing the dispensers adopted the chlorine treatment compared to only 6-14% in the control group. This effect was maintained up to two years after the dispensers were installed. Making the process automatic and easy was a way of enhancing self-efficacy among the locals, thereby bridging the intention-action gap. This solution has since been scaled up and is now reaching 4 million people in Kenya, Malawi, and Uganda, who are now enjoying access to clean water. To read more about this story, check out the Decision Lab’s article here.
