I used to finish every sentence with “you know?” It was a habit that drove my mom nuts. She talked to me about it – a lot. But when she started saying “No, I don’t know,” every time I said it, she started driving me up the wall. The consequences weren’t worth my habit, so I stopped.
Since then, I’ve engaged in trying to change behavior that drives me nuts, such as the “dogs off leash” crowd at a busy popular park I frequently visit. I don’t say anything. They are out for enjoyment too. But I give off non-verbal vibes as I pass them. Not mean at all. Just disapproving. I also make a point to thank everyone that has their fur baby on a leash every chance I get. Slowly I’ve seen a change in some of the “regulars” that walk their dogs without a leash. They’ve been putting the leash on when I come by. Some have even taken to using a leash the entire time. These walkers get a big sunny smile. And they always return the smile. I guess they’ve concluded that a smile is better than bad vibes.
I’m engaging in Behavior Modification. Something that is helpful in life, but essential if you are in the business of influencing behavior. Many folks are resistant to attempts to influence their thoughts or behavior. People prefer to reach conclusions about on their own. The real challenge, if you want encourage behavior or thought is to guide your audience to the conclusion you are seeking.
Behavior modification is generally thought of as the process of changing patterns of human behavior using various motivational techniques, such as negative and positive reinforcement. The theory recognizes that we can change the way we, or others, act or react by attaching consequences to those actions – either positive or negative.
It can be a useful tool to encourage desirable behaviors, in this case – your audience(s). You need to learn what makes them tick. The more you know, the more you will be able to build a strategy based on what is most likely to generate a positive reaction.
Use that information to reframe downstream consequences of action, and inaction. Make them relevant to your audience. This approach triggers an emotional response in the here and now, which is essential to any change in behavior.
The Transtheoretical Model of Behavior Change suggests that there are six stages of changing behavior :
Pre-Contemplation: At this stage the individual has not yet to determined that a challenge exists in that may require a solution. You know what you are promoting. You need to highlight why you have the answer.
Contemplation: Acknowledgment of the challenge begins, but the individual may not be ready to make a change. Consider the negative and positive consequences that your audience is considering – get out in front and make it easy.
Preparation/Determination: Getting ready to make a change. Yep, keep reassuring your audience that they are informed and making good decisions. No pressure!
Action/Willpower: Taking decisive action. They’re purchasing your products or services, they’re donating to your non-profits, they’ve left positive reviews. They want to be part of what you are doing.
Maintenance: Consistently maintains the desired behavior linked to positive reinforcement of the change selected. Make sure you are supporting their choice.
Termination: Full change occurs at this stage. Monitoring should take place to determine actions were maintained or if slippage may be occurring. Stay in touch!
Understanding of how humans make choices in their behavior is key. When thinking about changing or enforcing a desired behavior, consequences should be on your mind. It takes some time, but it worth it. You know?
Stacy Cornay is the owner of Communication Concepts Public Relations & Advertising.
She may be reached at 303-638-7127; scornay@comm-concepts.com; www.comm-concepts.com; Facebook.com/Communication Concepts; X @CommConceptsPR; or Linked In.