Program

IAAP Invited Symposium

Choosing the Right Tool for the Job: When to Use Different Behavior Change Tools

[Speaker] Schultz, Wesley:1
[Co-author] Mckenzie-mohr, Doug:2
1:California State University (United States of America), 2:CBSM.com (Canada)

Community-based social marketing (CBSM) provides a framework for fostering sustainable behavior, and the approach is being increasingly utilized across a range of conservation domains. This presentation provides guidance about the optimal use of specific behavior change tools. The presentation summarizes commitment strategies, social diffusion, goal setting, social norms, prompts, incentives, feedback, and convenience as effective tools for encouraging changes in behavior. For each, the basic approach is summarized along with recommendations regarding when each tool is most appropriate, depending on the existing levels of barriers and benefits associated with the target behavior.
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