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Rather than pulling behavioural insights together into a tasty, cohesive recipe, behavioural economics has offered myriad tasty morsels and left it up to the audience to reconcile them. People want choice. People get overwhelmed by choice. People follow what others do. People don’t like to be seen to follow others. People act impulsively. People stick with the status quo. People are lazy. People like challenge. Agghhhh! To be useful behavioural economics needs to evolve from a series of interesting anecdotes to a framework that can help analyse and resolve behavioural challenges. The Williams Behaviour Change Model So that’s what I’ve cooked up. I’ve created your very own behavioural framework that is as tasty as a non-deconstructed sticky date pudding. This model gets beyond behavioural economics for its own sake and provides a structured way for you to interrogate your behavioural challenge and design how to get people to take the action you want.
Gamification offers advantages over other types of physical activity campaigns due to its ability to bypass the perceived barriers to becoming active. Gamified design can deliver health through stealth by encouraging people to play a fun, free game rather than take part in a fitness scheme.
