After watching this video, I'm kinda like, "Seriously. This statement is a myth? Because I thought that this statement was a fact". This video is interesting. It gives us insight and also give us some fact about behavior change.
There are three kinds of significant ways that common sense leads us astray:
Myth 1 : Education will change behavior.
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Probably most of us think that, if we just give them some information,
then they’ll change their behavior. But what missing in this equation is that people
don’t know and if we just fill in the gaps, then we can get them to do what we
want. But the fact is information is not enough. We have to know that how you present
information makes a difference. And one of the big things that makes a
difference is making information tangible. For making change in behavior we can
also did more just making information tangible. We personalized information,
and interact with them. How we present information matters. How we present information triple the effectiveness
of our effort and knowing that makes a difference.
Posting up poster that people might or might not see is never as effective
as talking to other people. Social interaction is one of the most
important tools that we can use for making change. There are other things bout how we present information. One of them
is that human beings are loss averse. We fundamentally hate to lose anything. If
we tell people what they’re losing, they’ll engage in the behavior that we want,
just because we’ve told them what they’re losing. It doesn’t matter how big or
small that is, but hearing that you’re losing is more
likely to change behavior than hearing what you’re gaining. Knowing your
audience is a key factor in making change.
Myth 2: You need to change attitudes to change behavior.
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The fact is we don’t have to change attitudes to change behavior
because attitudes follow behavior. When people engage in the behaviors you
want, you’ll be able to measure the attitudes you expect. But before that, you
need to do something else. So, don’t change attitudes, but set behavioral
expectations. We don’t deal with that by changing anybody’s attitudes. We deal
with it by understanding what people’s underlying values are. What is it that
people really care about? We can ask people and they will tell us what really
matters to them. We have to understand what their underlying value is, and
their core value is frugality. And the value of frugality is just not wasting. We
shouldn’t waste money, we shouldn’t waste people’s time, we shouldn’t waste
natural resources, we should just eliminate waste. We must understand
values and that’s a fundamentally different tactic than changing attitudes.
Myth 3: People know what motivates them to take action.
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People actually don’t know what motivates them. We’re all human
beings, and we think that because we’re a human being we’re qualified to say
what motivates us. This is wrong. It’s kinda of an insult to think I’m a human
being and I can’t be counted on to identify what motivates me. But social
scientist shows that one of the biggest things that does
influence our behavior is social norms. It is because we know that when other
people are doing something, other people are more likely to follow. Unfortunately,
social norms are a great motivator of behavior, and they are most understood
and underestimated by human beings. Not only are social norms really effective,
but they’re really underestimated. Not only do human beings not know what
motivates them, they reverse the order of importance.
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