GUEST SPEAKER Dr. Dennis Richling
Persuasion The Art and Science of Meaningful Engagement
Healthcare Costs Today Chronic Disease Biometric Risks Risky Absent Healthy Behaviors Risky Present Problem Behaviors Absent Behaviors Problem Behaviors
Persuasion is important to manage health Be healthier
How do we persuade people? Educate them…
How do we persuade people? Incent them…
How do we persuade people? Reframe the message…
How do we persuade people? Be a cheerleader…
The message has been… INCREASE MOTIVATION
Goal: Adopt Healthy Behaviors for the rest of their life
How much motivation do we need? A new model… Dr. BJ Fogg Stanford Persuasion Technology Laboratory
B = M AT Call to Action Motivation High Motivation Low Motivation Hard to doEasy to do Fogg Behavior Model Behavior Ability
When do behaviors change? Epiphanies Change of context Psychological processes Make it easier
Changing behaviors for life Epiphanies are rare Changing the context is complicated Psychological processes increase motivation in stages “Making it easier” can reach those with little motivation
Exciting new research? Yes, but..
B = M AT Motivation High Motivation Low Motivation Hard to doEasy to do Fogg Behavior Model Ability
No panacea to change behavior Use multiple science-based disciplines Tailor it to the person Tailor it to the behavior Ride the motivational wave Achieving life long change often takes multiple steps