Transcription of UNDERSTANDING BEHAVIOUR CHANGE How to apply …
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SEWeb LIFE+ Project Action Number 04 UNDERSTANDING BEHAVIOUR CHANGE How to apply theories of BEHAVIOUR CHANGE to SEWeb and related public engagement activities Katrin Prager, James Hutton Institute May 2012 UNDERSTANDING BEHAVIOUR CHANGE How to apply theories of BEHAVIOUR CHANGE to SEWeb and related public engagement activities Katrin Prager, James Hutton Institute Report for SEWeb LIFE10 ENV-UK-000182 May 2012 Katrin Prager Theories of BEHAVIOUR CHANGE April 2012 3 Contents 1. Introduction .. 5 2. Social-psychological theories of BEHAVIOUR and CHANGE .. 7 Rational Choice .. 7 Theory of Reasoned Action & Theory of Planned BEHAVIOUR .. 8 Value-Belief-Norm Theory & Theory of Interpersonal BEHAVIOUR .. 8 Persuasion theory .. 10 Beginnings.
designing tools or policy interventions to influence behaviour. As Kathryn Mearns (2012) pointed out, behaviour is very resistant to change: People are creatures of habit, and we try to achieve maximum gain with minimum effort; Information and exhortation are among the least effective ways of influencing behaviour
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