Hi all,
Although there are numerous behavior change models and frameworks that explain and, at times, predict human behavior, practitioners do not often utilize them. One reason for this is that they may be too complicated and impractical for real-life application. Fortunately, UNICEF has created a Behavioral Drivers Model that may increase the uptake of theory among practitioners by asking two critical questions:
1. Why do people do what they do?
2. How do we influence what they do?
What is being emphasized in this document is not how to monitor strategies and interventions or behavior change outcomes, but what lies between those two things: the behavior change process itself. The document is geared towards promoting women’s and children’s rights, but it is applicable to a wide array of fields, including the promotion of sustainable behaviours.
The document classifies behavioral drivers into three categories:
1. Psychology - the demographic and personal characteristics that make each person unique
2. Sociology – the way we are influenced by and concerned about the opinions and actions of others
3. Environment – the larger context in which we live (i.e. the governments, policies, and services that govern our choices)
What I think you might find most useful is a diagram depicting the drivers of human behavior, along with an explanation for each element of the diagram. For example, “attitude” is one element in the behavioral mix. This is broken down into values, aspirations, awareness and knowledge, beliefs, past experience, intuitions, emotions and mindset. All of these are explained in detail.
There is not enough space here to describe everything that is in this document, but it is enough to say that if you are looking for a resource on the mechanics of behavior change, this is it. To download the Behavioral Drivers Model document, click here.
Although there are numerous behavior change models and frameworks that explain and, at times, predict human behavior, practitioners do not often utilize them. One reason for this is that they may be too complicated and impractical for real-life application. Fortunately, UNICEF has created a Behavioral Drivers Model that may increase the uptake of theory among practitioners by asking two critical questions:
1. Why do people do what they do?
2. How do we influence what they do?
What is being emphasized in this document is not how to monitor strategies and interventions or behavior change outcomes, but what lies between those two things: the behavior change process itself. The document is geared towards promoting women’s and children’s rights, but it is applicable to a wide array of fields, including the promotion of sustainable behaviours.
The document classifies behavioral drivers into three categories:
1. Psychology - the demographic and personal characteristics that make each person unique
2. Sociology – the way we are influenced by and concerned about the opinions and actions of others
3. Environment – the larger context in which we live (i.e. the governments, policies, and services that govern our choices)
What I think you might find most useful is a diagram depicting the drivers of human behavior, along with an explanation for each element of the diagram. For example, “attitude” is one element in the behavioral mix. This is broken down into values, aspirations, awareness and knowledge, beliefs, past experience, intuitions, emotions and mindset. All of these are explained in detail.
There is not enough space here to describe everything that is in this document, but it is enough to say that if you are looking for a resource on the mechanics of behavior change, this is it. To download the Behavioral Drivers Model document, click here.
