Behavior Change and the Power of Environment

Introduction

• Focus on behavior change
• Example: Fly etched in a urinal
• Importance of behavior change

Types of Behavior Change (According to a Textbook)

1. Laws
   • Laws and regulations influence behavior.
   • Example: NYC smoking ban in 2003 led to changes in public smoking behavior.
2. Money
   • Financial incentives or deterrents drive behavior.
   • Example: Higher cigarette taxes reduce cigarette sales.
3. Emotion
   • Emotional responses influence behavior.
   • Example: Cigarette packaging designed to invoke fear and reduce smoking.
4. Environment
   • Environment can shape behavior significantly.
   • Example: Fly in urinals at a Dutch airport reduced spillage by 80%.

Role of Environment in Behavior

• Behavioral Psychologists: Wendy Woods and David Neil
  • 45% of our actions occur in the same places daily.
  • Repetitive actions in these environments form habits.
• Example: Habits like eating Nutella from the refrigerator
• People respond like sheep to environmental prompts, forming habits.
• Disrupting Unwanted Behavior
  • Identify the habit or behavior to change.
  • Understand the role of the environment in this behavior.
  • Find a way to disrupt the environment to change behavior.

Case Study: Revolving Doors vs. Swinging Doors

• Observation
  • Revolving doors are underused, especially in large commercial buildings.
  • Research showed largest commercial buildings use significant energy.
  • Free air exchange with swinging doors leads to higher energy consumption.
• MIT Study
  • Swapping swinging doors with revolving doors could save thousands in energy costs.
• Field Study in Manhattan
  • Only 27% of people use revolving doors; 63% use swinging doors.
  • Historical context: Theo van Kanel patented revolving doors in 1888.

Experiment: Signage and Revolving Doors

1. Initial Crude Sign (8.5x11 paper)
   • Before: 62% used swinging doors.
   • After: 27% used revolving doors.
2. Directional Sign (smaller)
   • Result: Only 53% used revolving doors.
3. Final Sign (larger, branded)
   • Result: 70% used revolving doors.

• Conclusion
  • Signage influences door choice.
  • Larger, branded signs are more effective.
  • Demonstrates the power of visual cues in changing behavior.

Takeaways

• Environment can significantly influence behavior.
• Changing the environment can disrupt bad habits and introduce new behaviors.
• Simple interventions, like signage, can have a profound impact.

Conclusion

• Behavior change possibilities are everywhere.
• Partner with others for expertise and efficiency.
• Understanding environments and people’s interactions with them can lead to impactful change.

[Applause]