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admin | reflection of the past meaning | 02.04.2015
GreenBook Blog provides original insight into the challenges faced by the market research industry today.
Behavior change is inherently linked with material progress and innovation – but what happens when people behave in ways that are inconsistent with your business objectives? Today’s post by Helen McDonald and Mark Yeomans of Incite tackles this issue straight on gives some great examples of how researchers can become true change agents. Behavior change is happening all around us; from user-friendly smart phones replacing “clunky” business phones, to coffee brands reframing quick refreshment into a rich, physical experience in dedicated shops.
Put yourself in the shoes of a mobile phone manufacturer losing customers to a new iPhone – could you entice them to switch back, boosting sales and brand image in the process? It quickly becomes apparent that encouraging people to behave in a way that’s conducive to a business’ objectives is a complex task that should not be underestimated. A preliminary scan of behavioral economic principles reveals how people are naturally wired to resist change and less willing to give up something in order to gain a benefit through a new behavior.
However, there is huge opportunity to unlock growth potential by creating a successful behavior change program. The following report acts as a guide to help navigate the behavior change journey, and explores the necessary components which will help companies understand and realize the business benefits of a well-executed program.
When faced with a variety of behavioral sciences like social cognition, psychology, and neuroscience it is easy to become overwhelmed. The first question therefore involves applying a behavioral lens to our problem; what is it we want consumers to do?
The market research industry excels at telling us how consumers are behaving, but where the industry sometimes falls down is explaining why consumers are behaving in this way.
Disciplines such as behavioral economics help us to codify and understand behaviors that may seem irrational, but the key to success here is asking the right questions to arrive at a deeper level of behavioral interpretation.
Finally, it is critical to identify the behavioral interventions that are most likely to result in change. Considering these three questions provides an ideal start point, and ultimately equips us for the next step which is to develop the change program itself. Contrary to the complex nature of behavior change for business, consumers seem to possess the ability to make it look simple.
Extensive knowledge on the change process is available from both academic disciplines and real world experience and these can be extremely useful to commercial marketers. Many programs fail because they do not take into account that behavior change is a journey, not an overnight process.
For example, before deodorants were widely used, the greatest barrier was not the absence of a good deodorant, but that people had no desire to use one and did not feel the need.
There are distinct events that might initiate people into the change journey, and some of these moments are life-stage based. Marketers can either target the natural occurrence of events like pregnancy, or they can create inspiring “moments of truth” through different levers such as advertising, social media, and the retail environment to incite behavior change.
Mitigation of losses: Consumers do not want to give up their old behavior because of the fear of loss.
Self-efficacy: Consumers need to be confident that they have the skills to make the change. Human beings are not rational in their evaluation of alternative behaviors and Behavioral Economics has made a huge contribution by shedding light on this. Behavioral Economics tells us that people strongly prefer avoiding losses to acquiring gains and this fear of loss can form a key barrier to behavior change. Another common trait of human behavior is the tendency to stick to what is known and what is easy, even when the change is something that is desired.
Human beings are often affected by what others do and it is important to understand the social context of any behavior change journey. The choices we make are often influenced by our preference for instant gratification and default to options where “the prize is in sight,” valuing short-term benefits over long term gains. The choices we make can be deeply affected by the way that they are shown to us and it is possible to change behaviors by modifying the manner in which they are presented.
As a general rule, people act very differently when they are “in the moment” and the same is true for people moving along the change journey. While a fashion fan, for instance, may not bat an eyelid at spending $150 on a t-shirt, they may be loath to part with $5 for a parking ticket.
From learning theory to hobbies, practicing is vital to learning a new behavior and preventing relapse. Segmenting consumers based on their barriers and drivers for change is crucial to a behavior change program. For a certain segment, the barrier might be a very emotional one, with the users identifying strongly with the brand. Finally, behavior change programs need to include a variety of actions – communication, empowerment, diffusion, rewards, disincentives and environment design. After all the rigor and planning that goes into a behavior change program, it’s tempting to assume that the hard work is complete, allowing you to simply sit back and watch the interventions take effect. One of the central tenets of behavior change is that it’s impossible to predict human behavior. Behavioral Economists are strong proponents of this measurement technique which involves piloting an intervention amongst a small group of target consumers to measure its efficacy.
A prominent example is the UK Government’s controversial “nudge unit,” who recently undertook a pilot study in partnership with Jobcentre Plus with the aim of getting people back to work. While this pilot scheme is a great example of how well-planned interventions can deliver real results, it can be argued that “testing and learning” approach still needs to broadened in order to truly demonstrate the worth of a particular intervention. Measurement initiatives should not simply record the success of the intervention in promoting the desired end behavior, and merely conclude that “xx% of people began to demonstrate the desired behavior.” These initiatives should also take into account how successful interventions have been in prompting behaviors along the change journey.
Take the change from “consideration” to “intention” for example – an intervention able to overcome intermediate barriers which lead to a desired behavior is arguably just as valuable as an intervention that leads to the behavior itself. While measuring the success of each intervention across a broad number of factors is essential, the evaluation needs to go beyond basic quantitative measures. This is where testing the biases and heuristics expected from consumers facing intervention comes into play.
There is huge opportunity to unlock commercial growth potential by creating a successful behavior change program, if companies can adopt the right approach.
Consumers are programed to resist change and a multitude of emotional biases present a huge challenge to marketers trying to alter behavior. It is essential to test for interventions resulting in the desired behaviors through pilot schemes before investing significantly and rolling them out. Helen Donald is an Associate at Incite, working across FMCG, financial services, consumer health and not-for-profit sectors. Mark Yeomans is a Director at Incite, working in the financial services and technology sectors, but who first came into contact with behavior change when working for a number of public sector bodies. Do you ever have those days where you get out of bed and for some reason you just feel grumpy, or sad or mad at someone or something? I think we all have days like this, hopefully not often but it’s safe to assume that we’ve all had or will have one! It may be hard, but force yourself to try these simple things, you will notice that by changing your behavior in small ways you begin to feel better and as an added benefit you brightened someone else’s day in the process!
What’s Your Word?“Successful people maintain a positive focus in life no matter what is going on around them. Negative Behavior Patterns can be anything from procrastination, overspending, overeating, or poor time management.
At the risk of exercising poor taste let me ask a rhetorical question: Why are the hybrid cars from Toyota and Honda like the atomic on Japan? Changing Consumer Behaviour Patterns Of Indian Middle Class Prof.Sundaram Rajagopalan Dean Executive Education SP Jain Center of Management Singapore 5 stars. According to renowned psychologist and author James Prochaska, whose father’s death from alcoholism motivated him to create the Transtheoretical Model of Behavior Change (TTM), change isn’t an event, it’s a process—one that spans several stages of differing strategies. At this stage, you know the behavior you want to change is a problem and you’re considering doing something about it in the next six months. To get to the next stage, list the pros and cons of making the change, then examine the obstacles (the cons) and ways to overcome them. This is the stage where you recognize you must change, you believe you can and are making strides to do so in the very near future. At this stage, you’ve made the desired change and have begun to experience the challenges of life without the old behavior.
Once you’ve integrated the new behavior into your life for at least six months, you’ve reached the maintenance stage. It also helps that research has found paleo-esque diets to be more satiating (filling) than other popular diets.


That being the case, finding a diet that helps to increase satiety on a per calorie basis is extraordinarily important and something I appreciate and recognize within the paleo diet guidelines. In order to help you create the best diet for your individual needs, in this piece I’ll examine several tenants of the paleo diet with which I most adamantly disagree.
Dairy was not available during the paleolithic era and, consequently, we as humans are not meant to consume it. In contrast, the vast majority of up-to-date research consistently finds dairy consumption leading to improved markers of health including decreased risk of type 2 diabetes (T2DM), stroke, cancer, osteoporosis, cardiovascular disease (CVD), and improved body composition.
In fact, for those who can tolerate it, dairy is probably one of the best things to regularly incorporate within your diet. See, milk spikes insulin and confusion stems from the fact that insulin prevents fat loss and promotes fat gain. Regardless of what you eat (be it dairy, carbohydrates, or straight up twinkies) you will lose fat so long as you eat less calories than you burn on a consistent basis.
Take, for example, this study which found that, in the presence of a caloric deficit, a high-carbohydrate (and high insulin producing) diet resulted in significant weight loss.
For the final nail in the insulin makes you fat coffin, it’s important to realize that protein causes large insulin spikes as well.
So…if their claims regarding insulin were correct, meat should actually be banned from the paleo diet. In fact, research is finding that dairy is likely beneficial in maintaining a healthy body weight.
Plus, it helps to know that dairy likely reduces hunger, improves weight loss, and prevents weight re-gain. However, I disagree with the sentiment that processed foods (or any foods in isolation) are inherently bad. Especially in a society where, unless you’re growing all of your food yourself, everything you eat is processed in some way, shape, or form. Greek yogurt, for example, is low in calories, high in protein, and extraordinarily nutrient-dense. See, what proponents of the paleo diet fail to recognize is that the diet of our ancestors was almost entirely dependent on where they actually lived. Rather, our ancestors ate whatever was readily available to them based on season, yield, and region in which they lived.
Of particular importance, it’s essential to understand that we, as humans, are extraordinarily adaptable beings and can survive on a variety of diets. To quote anthropologist, William Leonard, “Our species was not designed to subsist on a single, optimal diet. Arguably the greatest flaw of all conventional diet and health-related interventions is a complete and utter lack of emphasis on behavior change.
We all know, generally speaking, what foods should make up the sum and substance of our diet. We tend to understand that a diet mainly consisting of whole, minimally processed foods such as fruits, vegetables, lean meats, and high quality fats is probably ideal for our overall health and function. A number of factors (sociological, economical, environmental, etc) contribute to our nutritional choices but the fact of the matter remains: We need support! If you’re interested in behavior change, Motivational Interviewing is, in my opinion, the best place to start. By and large I agree with the sentiments of including lot’s of vegetables, fruits, and high quality proteins within your diet. That being said, I don’t support the way in which the paleo diet demonizes certain food groups. Generally well reasoned, but the most obvious counter to the no-dairy proposition is that of course humans consumed dairy in the Paleolithic era. Contributors from both sides of the table share their expertise and offer unique perspectives on a wide variety of issues, both strategic and tactical.
Ultimately that means that brands need to be able to trace the insights generated from the research process to changing consumer behavior.
Alternatively, imagine a pharmaceutical company looking to influence patients; how easy is it to have people adhering to treatment regimens?
There is a plethora of facts, figures, case studies, jargon and theoretical frameworks which make it difficult to know where to begin, or how to customize the principles to real-life situations. Thinking about what consumers need to do in order for our objective to happen will ensure the big questions that underpin your insights clearly focus around this. It is not enough to merely recognize the barriers to change; we need to reach the next level of insight in order to overcome these barriers to then create the change.
Nicotine addiction and compulsive eating are well known examples of people giving up behaviors – something marketers can learn from in order to create a systematic program for change, rather than relying on chance.
Synthesizing these lessons and adopting a pragmatic approach will help execute a change program successfully.
Successful marketing involved activating that latent need for personal hygiene as a first step before the usage of the category became broadly prevalent.
In social marketing situations, the benefit is often obvious, like weight loss to become healthier.
For instance, influencing Apple users to switch to an alternative brand might experience a lot of resistance from consumers concerned about losing all their music and videos on a new system. For instance, a barrier to switch to a new operating system may be the effort required to learn an entirely new system.
The likelihood of someone adopting a new behavior increases significantly when the social norm is in favor of that behavior.
Acknowledging that these irrational quirks influence the way in which people respond to change is crucial.
A prime example of loss aversion is a reluctance to switch mobile phone model for fear of the known functionality the consumer might lose in the process (even when the new model may provide significant benefits such as faster processing, lower cost, more apps, etc.). The media and legislation may also play a role here with people often forming views of what is “acceptable” based on what they read, are told or are made to do. People attempting to give up smoking, for instance, may value the short term “benefits” of satisfying a craving vs. The influence of framing should be taken into consideration when seeking to change behaviors, and we need to understand the best way to present the choices to our target group for maximum effect. A decision to cut down on caffeine, for instance, may be curtailed by the mere whiff of freshly ground coffee. Enabling people to practice the behavior and providing support to help them carries significant influence in reinforcing the change. Yet, for another segment the barrier might be the perceived user-friendly design, meaning the interventions required for the two segments would be completely different.
Programs focused on a single lens, for instance on communication, are less likely to succeed.
Unlike conventional research, once the program is launched to consumers, rather than ending, the behavior change journey moves to a new stage of engagement and response where further planning will be needed. While a behavior change program brings us closer to devising interventions which prompt change, this simply cannot be 100% guaranteed. This involved six randomized, controlled trials the results of which were very promising; job seekers in the treatment group emerged as 15-20% more likely than those in the control group to be off benefits 13 weeks after signing on.
This is especially poignant if the majority are stuck at the initial “consideration” stage. While the end goal for many may be to go running three times a week, the interventions employed to reach this point will not necessarily impact directly on this behavior – but they will contribute towards this final outcome. If we only track success in hard figures, we lose the opportunity to understand why particular interventions are working – or, more importantly – missing the mark. It is also important to ensure that interventions, while having a positive impact on behavior, do not have a negative impact on the consumers’ emotional well-being. However, the task of encouraging people to behave in a way that’s conducive to a business’s objectives is not to be underestimated. But while there is an undoubted tendency to maintain the status quo, approaching behavior change in a strategic, end-to-end manner will ensure that these barriers can be overcome. Ensuring that the pilot schemes define success, not just in terms of superficial quantitative measures, but also through deeper, emotional diagnostics is also vital to the overall behavior change program. Helen has worked on behavior change studies for 5 years, initially working with leading behavioral economists on a study to improve financial capability among consumers. Having worked in consumer research for over 25 years he is a strong advocate of ensuring that all business challenges are examined from the perspective of the consumer and what it means for them in terms of changes they may have to take on board.
This also helps to explain why rehabilitation sometimes fails.Strategies that Can Help You ChangePrecontemplationIf you’re in the precontemplation stage of change, it means that you’re not yet ready to change because you haven’t acknowledged there is a problem and you’re in denial. What’s holding you back?  Don’t beat yourself up, we all have times when we find it hard to make a decision.


Changing Negative Behavior Patterns can help you Like any other computer, the biocomputer between your ears responds best when you speak in a language it understands. Enhancing the lives of business leaders and improving their effectiveness and organizations.
The web is expanding to the og world via wearable computing, tangible & ambient media, digital signage, smart 5 stars. Whether it’s engaging in community service, making healthier food choices, exercising on a regular basis or quitting smoking, most of us have a list of behaviors we want to start (or stop) that resist our attempts to do so. Originally developed in the ’80s to help substance abusers overcome addiction, Prochaska’s cyclical model of intentional change has captured the attention of health professionals—proving its effectiveness with various problem behaviors—including exercise, weight loss, routine health screenings and stress management.
You either don’t know enough to make an informed decision or your past failures have rendered you hopeless.
You haven’t yet committed to action and your indecisiveness may lead you to measure and re-measure the benefits and costs. You’ve joined a gym, downloaded an app to track your diet or have purchased an electronic cigarette. To remain successful, the alternatives you’ve identified during the preparation stage will need to be employed to keep your motivation clear. Additional changes, like avoiding certain activities or friends, may be necessary to help you sidestep triggers associated with the old behavior.
Each misstep is an opportunity to learn something about yourself or discover why a certain strategy doesn’t work for you. Rather, the diets of our ancestors varied widely based on where they lived and what was made available to them. I whole heartedly agree with the concept of minimizing calorically dense, empty calorie foods and focusing on minimally processed, nutrient rich options. I’m a firm believer that no food in isolation is inherently good or bad, healthy or unhealthy. So, it’s no accident that some supplier organizations (mainly those with a more consultative approach) are beginning to build practice areas around behavior change.
This will lead to better health outcomes, increased sales and less wastage, but how exactly is this executed? A smoking cessation campaign targeted at pregnant women is likely to be more successful because of a greater receptivity to becoming healthy.
But commercial marketers must work harder to establish why using their products would enhance the consumers’ lives as the benefits may seem less consequential to consumers. Conversely, it is very difficult to initiate a new behavior against the prevailing social norm. It is important to note, however, that these emotional biases not only present obstacles to change, they can also be used to encourage it.
To counter-balance this tendency each stage of the behavior change journey must be made as easy as possible for the consumer to complete, with triggers communicated throughout.
This facet raises an interesting challenge for practitioners trying to influence change: how exactly do we ensure we retain a level of momentum when the state of mind varies wildly throughout the process? This may for example, translate into clear actions once a consumer considers a new behavior when buying a new product.
Integrating multiple elements into a single campaign enables a much greater chance of success. It is crucial to continue to push for deeper direction after the initial intervention and a test and learn approach is the only way to accurately measure progress. As a result of this apparent success, the interventions are now being rolled out across the region.
By purchasing running shoes it enables people to go running, which ultimately sets an incentive to exercise that moves from the “consideration” to “intent” stage.
The best way of doing this is through techniques such as observation, immersion and in-depth questioning, all of which go beyond the behaviors displayed to get to the heart of the emotional and less-rational motivators behind these behaviors. Helen strongly believes in the importance of de-mystifying behavior change, making the principles accessible to researchers and clients alike. MACONOCHIE The author is a great-grandson of Captain Alexander Maconochie What It Takes To Change a Behavior Pattern .
Anger, fear, frustration, criticism and the like Taster sessions give an introduction to The MawdsLeigh Difference. And while many people are capable of achieving short-term success, most will eventually revert to their original behavior in the long term. You avoid thinking, discussing or reading about the thing you want to change, yet your awareness and interest may be piqued by outside influences, like the media or those around you.
So instead of focusing on not having a full hour to work out, why not break your routine into two 30-minute sessions? Despite your fervor, it’s important to have a realistic action plan to combat situations that could sabotage your efforts.
Furthermore, we as humans are extraordinarily good at adapting to our environment and, to date, there is no research providing compelling evidence that any single diet is innately superior to the human species. It’s a shift that I believe is firmly underway and those firms that can point to helping brands harness information to produce desired changes in their target populations will prosper, while those who only report information or inform the insight process will move further down the value chain. At this stage it is helpful to facilitate frequent product experiences in-store and provide proactive support provided by trained personnel.
If you’re stuck in a rut and can’t seem to move into a different gear, the following five TTM stages may help you better assess where you are on the spectrum and what you need to do to take the next step. To move past this stage, you must recognize that the unhealthy behavior conflicts with a personal goal—like wanting to run a marathon. If a stressful day triggers the desire to eat high-calorie comfort foods, plan to go for walk. It will help you understand real and actual consequences and be better equipped to make an informed decision about whether to quit the behavior.Another useful thing to do is to discuss the issue with a therapist, primary care physician, or friend. They can give you accurate feedback on how your behavior affects others around you and challenge your denial so that you can take steps toward recovery and health. And the psychology that underlies emotions, cognitions and behavior change is equally, if not more, challenging. One of the saddest things to have happen at this point is a wake-up call that involves witnessing a person close to you becoming very ill or dying as a result of the self-destructive behavior in which you are currently engaging. Alternatively, there are lots of people who model what it’s like to have a fit and healthy lifestyle and feel good physically. Being a Contender in Psychotherapy Most Popular NewsAnxious People View the World Differently ERs Can Push Self-Harming Kids into Shame Cycle Study Probes Yoga Treatment for Trauma-Related Issues Hard Exercise Can Boost Brain Chemicals Sapped by Depression Antidepressants Linked to Dental Implant Failures From Our BlogsHelp! They can inspire you to get back on track.ContemplationAt the contemplation stage of change you’re thinking about the pros and cons of continuing the problematic behavior vs.
Use that person to bounce off the relative merits of continuing or quitting the behavior and they will help you come to an informed decision. Clinical psychologists are well trained in getting you to think through these sorts of issues in a productive way while remaining nonjudgmental and accepting of who you are. They can assist you to make changes quicker than if you were left unaided.PreparationIn this stage of change you have decided that quitting is the way to go and you are preparing yourself for taking action on your decision. Gather information on behavior change programs or therapists specializing in the kind of behavior change you wish to make so you can choose which one would best suit your needs.
Self-help groups such Alcoholics Anonymous (AA) are a good option for people who can only manage “one day at a time.”ActionIn this stage of change, you are already changing. Engage your family and friends in facilitating change by attending individual or groups sessions with you.
Get them to help you make records of your progress.MaintenanceIn this stage of change you need to continue to reinforce, support and encourage the behavior changes you have already made. It’s still early days and temptations may still loom, although probably not with the same strength they used to.
Enlist support to help you to continue on your recovery path and to consolidate and internalize the changes. Your new healthy behavior may not have taken root just yet and like a young sapling, could be easily trampled underfoot.Stressful life events such as moving house, losing a job or a relationship break-up could easily undermine your progress.
She has a particular interest in personality disorders and how they affect relationships, especially in the workplace. She has spent the last 14 years treating clients with chronic symptoms of depression, anxiety and traumatic stress, either as a result of being bullied or burnt out from dealing with difficult people.She has worked in maximum-security prisons, private hospitals and with General Practitioners and has been in full-time private practice since 2005. She graduated from Murdoch University in Perth with a Doctor of Psychology in 2000 and completed a three-year training in Hakomi Body-Centred Psychotherapy in 2007.



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  1. RoMaSHKa — 02.04.2015 at 19:13:47 On-site bookstore, sunny group reading.
  2. RomeO_BeZ_JulyettI — 02.04.2015 at 12:55:40 And the struc­ture of the retreats.