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Bcd guide A Guide to Behaviour Centred Design Robert Aunger and Valerie Curtis Hygiene Centre London School of Hygiene and Tropical Medicine DRAFT April C Table of Contents Introduction What is BCD Part Understanding Behaviour Behaviour settings The predi

A Guide to Behaviour Centred Design Robert Aunger and Valerie Curtis Hygiene Centre London School of Hygiene and Tropical Medicine DRAFT April C Table of Contents Introduction What is BCD Part Understanding Behaviour Behaviour settings The predictive brain Three levels of control Reactive behaviour Motivated behaviour Planning and executive control Part Changing Behaviour Surprise Getting exposure Grabbing attention Revaluation Alter rewards Modify value Facilitate processing Performance Opportunity creation Action selection Part Designing a Behaviour Change Intervention Assess Background review Framing Process Build Formative Research Design Process Create Creative Process Field Testing Deliver Delivery strategies Monitoring Evaluate Impact Evaluation Process Evaluation Dissemination Conclusion Acknowledgements Appendix The Predictive Brain Reinforcement learning BCD Behaviour Change Models Appendix BCD Behaviour Determination Theory Levels of control The ? Extended ? Model Appendix Variant uses of the BCD approach Policy-based change Marketing re-branding Business development incorporating product innovation Self-help References C Introduction Behaviour Centred Design BCD is a new and radically di ?erent approach to the problem of changing behaviour Using an evolutionary framework it unites the latest ?ndings about how brains learn with a practical set of steps and tools to design successful behaviour change programs This approach mixes both science and creativity because behaviour will only change in response to something new and challenging - The approach has been employed successfully on a range of public health behaviours as well as in commercial product design and marketing Why is BCD necessary First because we fail to solve the world ? s most pressing health problems ?? not because we don ? t have solutions but often because they are not used enough We know that not smoking vaccination using toilets oral rehydration appropriate eating safe sex and exercise could solve the majority of the world ? s health problems but they are simply not taken up su ?ciently Similarly marketers seek to make products more appealing to consumers but often don ? t know which insight would work best to get them to change their buying habits Their frustration is expressed in the famous quote attributed to Henry Ford ? I know half of our marketing e ?orts work the problem is I don ? t know which half ? People also form intentions to change their own behaviour e g New Year ? s resolutions dieting plans but often fail to follow through We know the bene ?ts of recycling and paying our taxes and we know not to bite our nails but we still fail to do these things All of these situations require a better understanding of how to change human behaviour While many approaches to behaviour change are being used today most are based in trying to change cognition in one way or another either through cognitive appraisals - or modifying cognitive heuristics -- techniques used by behavioural economists OAM approaches for opportunity ability and motivation are also popular but are based on information processing models of persuasive communication that is attitudinal rather than behaviour change - None as yet