Changing Behavior: A Theory- and Evidence-Based Approach

Abstract

Many problems observed in today’s society can be linked, directly or indirectly, to human behavior. Problems with roots in, or links with, behavior include debilitating illnesses and chronic conditions (e.g., cardiovascular disease, cancers, obesity, sexually transmitted infections), global pandemics of communicable diseases (e.g., SARS, H1N1, COVID-19), mental health problems (e.g., depression, anxiety), addictions (e.g., substance abuse), social and interpersonal problems (e.g., bullying, abuse and violence in relationships), financial difficulties (e.g., personal debt, problem gambling), criminal behavior (e.g., social disorder, vandalism), educational challenges (e.g., truancy, attentional difficulties), and environmental concerns (e.g., overuse of nonrenewable resources, failures to recycle or save energy). Analogously, regular participation in relevant behaviors is associated with adaptive outcomes such as better health and wellbeing, positive mental health, better functioning in the workplace, in interpersonal relationships, and at school, and more environmentally conscious choices and consumer behavior. Vast databases of archival statistics demonstrating how behavior is linked to social problems are at the disposal of organizations responsible for developing policy to tackle them. Such data signal the need for behavioral solutions and have catalyzed fervent interest in the determinants of behavior and in methods and strategies to change behavior. Governments, organizations (private and public corporations, schools, community organizations), and professionals (government officials, health care workers, managers, teachers) recognize the value of developing strategies to change the behavior of targeted population groups in order to promote adaptive outcomes. To date, legislation (e.g., seat belt use) and regulation (e.g., banning smoking in public places) stand as some of themost successfulmeans to change population behavior. However, in many cases, such initiatives are not possible, feasible, or acceptable. As a consequence, alternative approaches to behavior change are needed. Scientific inquiry into behavior change has entered into the mainstream. Recognition of the importance of behavior change to solving social problems has led governments to engage scientists from various disciplineswithin the social and behavioral sciences to inform policy and develop effective behavior change strategies targeting highpriority, behavior-related problems. For example, governments and organizations have invested in funding initiatives to develop research evidence (e.g., National Cancer Institute, 2019; National Institutes of Health, 2019; Nielsen et al., 2018; OBSSR, 2016), commissioned reports and evidence syntheses (e.g., Behavioral Insights Team, 2019b; Cabinet Office, 2011; NICE, 2007, 2012, 2014), and set up working groups, expert panels, and conferences with an advisory purview on behavior change (e.g., Behavioral Insights Team, 2019a; Brandt & Proulx, 2015; House of Lords, 2011; Ogilvie Consulting, 2019; Spring et al., 2013).