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Behaviour Change and Insurrection

For the past few days, I have been monitoring voice chat groups used by people fighting vaccine mandates in Canada and attempting to overthrow the government.

I have been a fly on the wall of a virtual room that includes people who feel their freedom has been stolen by the government and they are mad as hell about it. Naturally, there are also a lot of anti-vaxxers in the group.

After listening in on an echo chamber of like-minded people I now better understand how people can connect and support each other through social media. Many participants don’t trust science, the government, or “the mainstream media,” but support each other no matter how fanciful some of the conspiracy theories can be.

Like many other Canadians (see the graphic above), I have my own judgements on this attempt to overthrow the government. But I don’t wish to write about judgement. Instead, I would like to make two observations related to Behaviour Change.

Confirmation bias is incredibly powerful. People in the chat rooms readily accept legal opinions from people without legal training. Medical opinions from people without medical training. Opinions about the government from people who clearly have no idea about how government functions or even who our government leaders are.

In one particular heartbreaking exchange, a father said his young child is unvaccinated and he was very confused about what he should do. He was clearly distraught, and several people admirably expressed sympathy for him in his situation. However, they also told him he was doing the right thing and not to put that poison in his son’s veins. The father broke down crying, saying “thank you so much, I haven’t known what to do.”

With all of the medical advice that is available to him, he took direction from anonymous BigTruckerBob54 on a channel set up by people who are trying to overthrow the government.

According to Wikipedia, confirmation bias is the tendency to search for, interpret, favour, and recall information in a way that confirms or supports one’s prior beliefs or values.

We are all susceptible to confirmation bias. We are wise to try to avoid it.

Social norms are powerful. In the chat rooms, leaders and followers are easily identified. Leaders set rules and are given the tools to kick out people (called “trolls”) with dissenting views.

While kicking out dissenters adds to the confirmation bias, it is somewhat understandable. It is hard to overthrow a government when government supporters have infiltrated your ranks, after all.

The leaders set and enforce rules of behaviour in the chat room.

For example, playing music is banned. Singing is not allowed unless it is the national anthem. Swearing is banned because many listeners have their children with them. Dissenting views are banned, as is questioning the goals of the leaders. Political speeches are banned unless it is criticism of Prime Minister Trudeau, which is not only tolerated but applauded.

The self-described freedom-fighters are surprisingly tolerant of the infringements on their freedom in the channels, including their right to free speech. Observing and supporting the rules, no matter how draconian, has become a social norm.

In summary, confirmation bias is bad, social norms are good – as long as you are not using them to overthrow a government.

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I am often asked by people wanting to apply Behaviour Change programs how they can more effectively and efficiently gather commitments. Below I reveal my approach, refined based on more than 25 years of Behaviour Change programs.

 

Why are commitments important?

Behavioural psychologists know that although someone may intend to take an action, it does not mean that they will. Behavioural psychologists call the phenomenon the intention-action gap.

The intention-action gap can be seen in blood donation programs. Research finds that almost everyone is supportive of blood donation and  aware of the benefits of giving blood is high. People have the knowledge and attitude that they should give blood. However, typically only about 4% of people actually donate blood. There is a gap between what they intend to do and what they actually do. (Some people cannot give blood for various reasons, including ineligibility).

Our challenge as agents of Behaviour Change is to bridge the intention-action gap to help people do what they want to do. One powerful tool that we can use is commitment.

 

Forms of commitments

There are three forms of commitment:

• sverbal
• written
• public

Verbal commitments can be secured by asking somebody a question like “will you recycle your cans and bottles?” If they say yes, they have made a verbal pledge to you and are more likely to recycle the containers than if they had not made a commitment.

 

Written pledges are more effective than verbal ones in compelling people to take action.

Public commitments have proven to be even more effective than written ones. When someone makes a commitment publicly, they are more likely to take the action, possibly because they feel some peer pressure to do so.

We should always seek stronger commitments. We can do so by climbing the Ladder of Commitment.

 

Climbing the Ladder of Commitment

In our projects, we climb the Ladder of Commitment in the following manner.

First, while talking to someone about the subject at hand, like recycling, we will ask “Is there anything preventing you from recycling?” If someone offers a reason why they will not (maybe they don’t know what to recycle), they are describing a barrier that might prevent them from taking action. In this example, we could provide them with a list of reclable material, then ask “can we count on you to recycle?” If they have no other barriers to recycling, they are likely to say yes. They have now made a verbal pledge.

 

Do you know when is the best time to ask for a written commitment? It is just after someone has made a verbal commitment. What we typically do is pull out a clipboard with a piece of paper and a pen and ask the person to add their name to the list of people who have already made a commitment to recycling. By adding their name to the list, the subject has made a written pledge and is more likely to actually recycle.

The best time to ask for a public commitment is right after a person has made a written commitment. So while the person is adding their name to the list, we will say “if you check that little box right beside your name, you are giving us permission to publish your name as someone who recycles. That will help us show others recycle, and they should recycle too. Will you help us to get other people to recycle?” If they check the box, they have made a public commitment and are even more likely to recycle. And if they don’t, you still have the written pledge.

Not everyone will make a commitment, and even someone who makes a verbal pledge, may not wish to make a written or public one. That’s OK. But you want to try to collect as many commitments as possible, and as many of the stronger types as you can.

 

Key Takeaways

The following are the key points made above:

• Always, always, always ask for commitments. You won’t get any unless you ask.
• Once you have a verbal pledge, try to get a written commitment and a public commitment.
• Not everyone will make a commitment. When someone refuses to commit, try to get one from the next person.

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5 Bits of Behaviour Change Goodness Delivered to Your Inbox Every Friday

Hi, folks,

I have rounded up some good behaviour change ideas to share this week.

A good idea to reduce the use of plastic water bottles

The movement towards using refillable water bottles is growing thanks to the availability of free refills and apps that tell people where they can refill. This is a good example of breaking down barriers, in this case,

availability of places to refill and knowing where they are. Plastics are popular because they provide convenience. Alternatives to plastic water bottles must be convenient to compete, such as this foldable bottle. With huge amounts of plastic in our oceans and recent challenges in recycling markets, there is more emphasis than ever on reducing one-time plastic use.

A good idea to combat student stress at Yale 

A professor at Yale included a non-graded component of student well-being when she designed a course on “science of positive psychology” and the “science of behaviour change”. The additional part helps the students taking the course to make personal behaviour changes to reduce stress and improve their lives. It is the most popular course in the history of Yale University.

Good ideas about convenience

People who successfully foster behaviour change understand the power of convenience. I have written about the importance of making preferred behaviours convenient and the difficulty of changing habits from more convenient ones. I encourage anyone who is serious about behaviour change to read this article, “The Tyranny of Convenience.“

A good idea for the workplace

There have been several articles recently about simple step employers can take to improve workplaces: Don’t hire jerks. Could it be that simple? I have had many calls from employers over the years for reference checks. No-one ever asked me if the person was a jerk. I was never asked if people around the person would feel comfortable or safe. Nobody ever asked, “How does he treat women co-workers?” Or women in general.

Harvard has even studied the impact jerks have on workplaces.

Could HR departments take a lead in making workplaces better and safer by taking preventative action to identify and weed out people who would be toxic and not hire them in the first place? I realize that many employers have sexual harassment policies already. But should they be changed to a zero tolerance model? One strike and you are out?

I don’t think it would solve the problem on its own, but maybe it could be a big part of the solution?

A quote I am pondering

“You can have an idea that everyone else thinks is dumb, and it’s still a good idea.” – Ryan North

If you would like behaviour change tips like these in your email box each Friday, join hundreds of Blast subscribers from around the world here.

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Survey Sez

In recent research, we found many people in a community weren’t putting kitchen scraps in their organic collection wheely bins. They said it was too inconvenient. However, when we gave them a small pail that fits under the sink to collect kitchen scraps, which they can later dump into the wheely bin, the same task seemed convenient. Over 90% of the people to whom we gave a “kitchen catcher” said they would start composting food scraps.

Convenience is All Around Us

We can see convenience all around us. Waste containers are put on streets and in parks to make proper disposal of litter convenient. Ashtrays are provided outside buildings in the hope that cigarettes are not stomped out on the sidewalk. Hand sanitizer pumps are provided in many health facilities to reduce the transmission of germs. It is relatively inconvenient to go to the washroom to wash your hands, as studies have found. Grocery stores put their high margin items at eye level and the really high margin items at the end of the aisles to make them more convenient to buy. And they inconveniently put milk way at the back corner so you have to go through most of the store to get to it.

When we want to change our own behaviours, we also have to make them convenient. If your New Year’s resolution is to become more fit (which is one of mine), then you want to make sure that there are few barriers between you and exercise. You can join a gym or a fitness class across town, but is that convenient? When you face the choice between staying on the couch and watching your favourite TV show or driving to a pilates class, which is more convenient and more likely to be done?

Making Fitness Convenient For Me

Recognizing my own laziness dependence on convenience, I took steps to making exercise much easier for me to do.

I looked at the cost of joining the closest gym (gulp!), and acknowledging that at even 5 minutes of travel was a significant barrier, I decided to get my own equipment. And at less than 1/2 the cost of a 1-year gym membership. So the equipment in the photo is in my recreation room, takes up little space and is very versatile. It is so handy that I often take 5-minute breaks from my computer to get some exercise in. I also have a stationary bike and a treadmill that are not in the photo.

The other thing that makes fitness convenient for me is a collection of apps. I am a big believer in using these supercomputers in our pockets (that we call smartphones) for improving our lives. These fitness apps provide reminders, ensure that I have proper technique, allow me to choose my own background music and keep a record of what I have accomplished. They even include friendly trainers who inspire me to do better. It could get much easier. (If these particular ones peak your interest, they are Under Armour apps on an iPhone).

It Works For Other Resolutions Too

Perhaps fitness isn’t your goal. Maybe your resolution is to meditate or put some money away. Maybe it is to be more productive. Whatever it is, make it convenient. My friend and Blast subscriber Kat at Azentive suggested Insight Timer, an app that has been very helpful in me meeting my meditation goals. If you ever see me at my son’s hockey practice and seemingly staring into space, there is a good chance I’m listening to a guided meditation on Insight Timer.

So take stock of your resolution and if it is convenient. If not, make it so. It is a shortcut to meeting your goals.

Next

Next, we will look at making behaviours so convenient they are subconscious.

If you are reading this and are not part of the Change Community that supports New Year’s and other resolutions, join here.

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Triggers

These are triggers to a behaviour. In these cases, the cup of coffee or drink with friends triggers a desire for a cigarette. If you are looking to change your habits, it is important to identify triggers that might be working against you.

For instance, I know that I often crave a snack when I am writing, especially when writing reports or proposals. Alas, as a consultant, I do a lot of writing. So, if I want to curb my weight, which I do, I must recognize my trigger and try to foil it. I could:

• Avoid the trigger by not writing (not practical);
• Just ignore the craving (very hard);
• Manage the trigger (easier).

I  manage the situation in three ways. First, I try not to write when I am susceptible to hunger, so I often schedule my meals and writing accordingly. Second, I have water on hand to drink, as I find sipping water satisfies the trigger almost as much as a snack would. Third, in case the first two don’t work I have healthy snacks available, usually cheese or canned smoked oysters, both of which readily satisfy my hunger in small amounts.

Change What is Triggered

Changing what is triggered can also be effective. For example, if you crave a snack when you feel stressed, decide that when stress is building you will instead do something else. Maybe it is meditate, take 10 deep breaths, do some yoga or do a bit of exercise. If you can change what gets triggered to something positive, you will be harnessing the power of the trigger to your benefit.

Identifying triggers and managing them is crucial to success in changing behaviours.

So take a piece of paper and make three columns with these headings: Triggers, Old Habit, Better. Below the first, write down the triggers, and under Old Habit enter what you are trying to avoid. Then, under Better, write down what you want to do instead. If practical, post it where it will be a reminder (mine is on my fridge door).

If you want to learn more about triggers and behaviours, this article goes into more depth.

Next we will look at identifying and removing other barriers to personal behaviour change.

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SMART goals are so-named because of the way they are formulated. SMART is an acronym for:

• Specific
• Measurable
• Achievable
• Realistic
• Timely

Whether in business or in personal life, SMART goal-setting is a crucial step to success. So let’s look at how I set my goal for weight-loss in 2018.

My SMART Goal

I knew that I could not just say I would lose weight. What does that mean? Can I stop after Day 1 when I have lost 1 pound of water? If not, when would I stop? How can I have a journey if I don’t know the destination? So, I decided that I would have a SPECIFIC goal of shedding 20 pounds.

Well MEASURABLE is not hard. I already have a bathroom scale, but if I didn’t have one, I would have to go get one. Measuring is like tracing your journey on a map. Measure at the beginning to know where you started from, and measure regularly to know your progress and when you have arrived. So I stood on my scale and wrote down the number. By subtracting 20 I had my goal weight.

I know from experience that the goal has to be ACHIEVABLE. Can I lose 20 pounds? Sure I can, I lost 30 a year ago, and after putting a few pounds back on, losing 20 is possible and would not be any risk to my health. My doctor told me so.

And REALISTIC? Sure. To lose 20 pounds would not require me to starve, I can simply make better eating choices and recommit to my fitness program. I can do this.

TIMELY is very important. To stay focused on the goal, I have to set a time frame. Otherwise, I might put off the exercise or have that serving of dessert today because I can always be better tomorrow. Or the next day. Or the day after that. So I have chosen to lose the 20 pounds at a 1.5 pound per week pace for 14 weeks, which is not too long, and not impossibly short.

Not Just Weight Loss

By the way, I have a few other resolutions planned for this year too. One is to meditate regularly, and another is to become more fit. I have set up SMART goals for those too. It doesn’t just apply to weight-loss.

If you are setting New Year’s resolutions this year, make sure they are SMART. It is the first step in your journey to better habits and achieving your goals.

If you want guidance in developing your SMART goals, this worksheet might help.

In the next blog post, we will look at how to find and remove obstacles to achieving our goals.

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