Common errors in behavioural change and how to avoid them
8 November 2022
Many organisations have realised the value of Behavioural Science for understanding consumer behaviour; it is being applied in many different behaviour change initiatives. However, as more organisations apply it, we have learnt what errors most commonly arise.
In our latest article Best Behaviour, published by Impact e-magazine, we outline the most common errors in behaviour change and the implications for researchers and practitioners in behaviour change:
Not taking an evidence-based approach: over-reliance on common sense and failure to examine the reasons behind the behaviour can lead to ineffective interventions.
Assuming that attitudinal change will automatically lead to behavioural change: relying on messaging campaigns and information-based interventions ignores the impact of habits and external barriers on behaviour.
Assuming that people and contexts are the same everywhere: a successful intervention in one context might be ineffective in another context or a different population.
Read the full article here to find out more about the best practices to adopt to avoid these common errors.
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