STEP 3 PEOPLE DO WHAT THEY WANT
There are only 14 factors that drive people's behaviour. Everyone enjoys doing what is fun, easy and popular.
We seek rewards. We avoid problems. The sooner and surer the reward, the more powerful the pull. But we need to expect the reward to act on it.
High risks can deter us. But other influences are often more powerful unless the risk is perceived as high or personal.
Actions can trigger emotions we don't want to feel.
We are influenced by what we think others think/do/expect of us. When norms go cultural we call them traditions.
We like to be in control. Feeling control over a decision empowers one to act. Choice helps: It gives us a sense of control.
The standards we set for ourselves, driven by aspirations and self-image. They play out in how our behaviour signals who we aspire to be.
We are driven by our beliefs about who is "us" and who is "them." This cross between identity and norms is about being true to your tribe.
Think about how to make your social problem fun, easy, or popular.
How can garbage sorting be fun?
For example, go to a sorting station with your friends and make funny videos, that is, make the process fun or easy: create a web page with clues for sorting. Or the popular: run a Sorting Challenge with instabloggers.
FUN. Maximizing good results, minimizing bad ones.
We favour actions that reinforce our current beliefs, biases, and personal experience. It's what we mean when we say trusting our gut.
EASY. Removing or reducing barriers to action.
SKILLS / KNOWLEDGE.
We can only do what we know how to do.
We need confidence we know HOW to do something, more than we need the knowledge of a thing itself.
Behaviours are influenced by their context. We often favour what's accessible, noticeable, supported or triggered by environmental cues.
The cost of action can lead to inaction. This includes monetary cost, time required, social capital needed and the cognitive load required to act.
What's easier to grasp is easier to do. Decision making is influenced by what's easy to process in your head. We often use heuristics that seem to make sense or have worked in the past.
POPULAR. Make the behaviour right for who we are.
People overvalue that to which they have become attached - the things they own, the beliefs they hold, the relative value of losing to gaining something.