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A CONCEPTUAL FRAMEWORK FOR SOCIAL AND BEHAVIOR CHANGE PROGRAMMING
UNICEF – May 2019
THE BEHAVIORAL DRIVERS MODEL
WHY A CONCEPTUAL FRAMEWORK FOR SBC?
Desk reviews have shown that the absence of theoretical models is a gap in various areas of work conducted by UNICEF and its partners, from programming on Violence Against Children to measuring changes in Social Norms. In many cases, the implicit models behind SBC strategies and interventions
are too simplistic, which results in an overreliance on ‘’communication campaigns’’.
But human behaviors are much more complex. People generally don’t just consider pros and cons to make a rational decision on the best path of action: providing them with the right information will rarely
automatically translate into the ‘’logical choice’’.
People are also emotional, influenced by their context, and by those they live and interact with. What is happening around them matters as much as what they think themselves, which can also be biased.
They key to designing effective Social and Behavior Change programmes is an in-depth understanding of the elements that influence a person’s decisions and actions.
AWARENESS RAISING
EXISTING BEHAVIOR
NEW BEHAVIOR
UNDERSTANDING WHY PEOPLE DO WHAT THEY DO Simply the single, most critical element of our work.
The purpose of developing the Behavioral Drivers Model is to add clarity and rigor to the design and monitoring of Social and Behavior Change programmes.
The model unpacks the main drivers of behaviors. This theoretical map can then be used when trying to understand behaviors (research), influence them (programme) and track change (monitoring). It is a reference to challenge assumptions and make sure formative research explores the various possible drivers, and that the programmatic investments tackle the right ones.
It makes our work more systematic and evidence-based.
It also creates a common reference and language to discuss SBC, collaborate and build capacity, and anchor the various interventions and tools we develop.
HOW WILL A CONCEPTUAL FRAMEWORK IMPROVE OUR WORK?
The development of the Behavioral Drivers Model comes in response to a pragmatic need: we are not seeking to enter the debate on the choice between multiple theories, but to decide on a framework to inform our work on real life problems. It is not a new model, mostly an articulation of what already exists, bringing multiple perspectives together (trans-theoretical model).
The model considers behaviors as the complex result of the influence of multiple determinants, in a socio-ecological approach. It presents and defines concepts and suggests a representation of the relationship between the various forces that can affect behaviors. But no constructs are prioritized because they have greater empirical or variance weight in driving behaviors – this prioritization is left for the work on concrete behaviors in specific contexts.
It is voluntarily agnostic – not related to a specific topic area – to be used as a single reference point across our sectors of interventions and to be applicable to a broad variety of situations. More specialized frameworks exist in the literature (e.g. for adolescent reproduction, family planning, etc.).
The chosen lens and outcome of interest is the individual behavior. The framework is not centered on social change, nor does it focus on the community as the unit of change. But these collective aspects are still paramount in the model.
WHAT TYPE OF CONCEPTUAL FRAMEWORK?
A SYNTHESIS OF DECISION-MAKING AND BEHAVIORAL THEORIES AND MODELS
• Attribution Theory• Behavioral economic theories• Communication for Social Change Model• Community engagement models• Complex Systems Theory • Decision-Theoretic Model of Collective Behavior• Diffusion of innovations• Evolutionary theory of cognitive biases• Flower for Sustained Health• Social theories of Gender• Health Belief Model• Integrated Behavioral Model • Ideation Theory
• Media effects• Reasoned Action and Planned Behavior Model• Self-efficacy Theory• Social Cognitive Theory• Social Ecological Model• Social marketing and community-based social marketing• Social movements• Social Network Theory and orbits of influence• Social norm theories• Sociology of Organizations• Theory of Normative Social Behavior• Transtheoretical Model (Stages of Change)
THE MAIN FACTORS
PSYCHOLOGY SOCIOLOGY ENVIRONMENT
What drives a behavior?
INTENT
ATTITUDE
SELF-EFFICACY
INTEREST
COGNITIVE BIASES
LIMITED RATIONALITY
PERSONAL CHARACTERISTICS
What I think I can do.
My opinion about a behavior; how I feel about it.
What I want; how appealing change is.
What I plan on doing; what I am ready for.
The information my brain is willing to consider.
Who I am.
The reasons why I don’t do what I should.
PSYCHOLOGY
SOCIAL INFLUENCE
COMMUNITY DYNAMIC
META-NORMS
SOCIOLOGY
How others affect what I think, feel and do.
The group’s collective capacity to change.
What defines and maintains the stratification, roles and power in a society.
GOVERNING ENTITIES
EMERGING ALTERNATIVES
STRUCTURAL BARRIERS
COMMUNICATION ENVIRONMENT
CONTEXT The context in which I live.
ENVIRONMENT
How institutions influence what I do.
Those who don’t think or behave like the majority; new things out there.
The information and opinions I can be exposed to.
Concrete things that prevent me from acting.
INTENTATTITUDE
SELF-EFFICACY
INTEREST
SOCIAL INFLUENCE
GOVERNING ENTITIES
COMMUNITY DYNAMIC
BEHAVIOR
STRUCTURAL BARRIERS
ACTION
Limited Rationality
META-NORMS
EMERGING ALTERNATIVES
COMMUNICATION ENVIRONMENT
Cognitive Biases
CONTEXT
PERSONAL CHARACTERISTICS
INTENTATTITUDE
SELF-EFFICACY
INTEREST
SOCIAL INFLUENCE
GOVERNING ENTITIES
COMMUNITY DYNAMIC
BEHAVIOR
STRUCTURAL BARRIERS
ACTION
Limited Rationality
META-NORMS
EMERGING ALTERNATIVES
COMMUNICATION ENVIRONMENT
Cognitive Biases
CONTEXT
PERSONAL CHARACTERISTICS
BDM LEVEL 1
Even if the model is not fully linear, it clearly shows a reading direction which suggests a sequence of events.
We recognize that most of these behavioral drivers often work simultaneously, and that in reality there is a lot more interplay between them than illustrated on the previous diagramm (e.g. individuals both shape and are shaped by social norms).
Nonetheless, there is also a relation of anteriority and causality between certain elements: exposure to a new piece of information needs to happen before it can influence our attitude; a number of conditions related to interest and confidence usually have to be met before we intend to do something; a practice has to be tried out before becoming a routine; etc.
Additionally, a somewhat linear model allows a more direct link with implementation. It opens the door to exercises such as development of behavioral journeys, theories and pathways of change, and identification of stages in the emergence and maintenance of behaviours.
For these reasons, despite the shortcuts and approximations inherent in a sequence which tends to make things rigid when they are fluid, and siloed when they are interdependent, as a tool (and not a theory) the model is of better help to our target audience if built with successive steps.
WHY A RATHER LINEAR REPRESENTATION?
INDIVIDUAL
FAMILY
COMMUNITY
INSTITUTIONAL & SOCIETAL
POLICY & SYSTEMS
THE FACTORS SPREAD ACROSS THE VARIOUS LEVELS OF THESOCIO-ECOLOGICAL MODEL
HOW TO USE THE MODEL
Relevant drivers identified and prioritized(for the behavior of interest, in specific areas)
+Social networks and influences mapped
Behavioral Drivers Model(All possible behavioral determinants from the theory)
Baseline on key drivers and progress tracking
STRATEGY & PLANNING
Programming on the ground to influence key drivers
FORMATIVE RESEARCHDesk review + additional collection
MONITORING SURVEYS
PROGRAMMING:
Which approaches and interventions for which drivers?
Very different types of interventions will be used depending on the drivers to be influenced
INTENTATTITUDE
INTEREST
SOCIAL INFLUENCE
GOVERNING ENTITIES
COMMUNITY DYNAMIC
BEHAVIOR
STRUCTURAL BARRIERS
ACTION
Limited Rationality
EMERGING ALTERNATIVES
COMMUNICATION ENVIRONMENT
Cognitive Biases
Advocacy & PolicySectoral reforms
Social MobilizationInstitutional partnershipsParticipation and Social
Accountability
Community-based approaches
Empowerment of CSOs, CBOs, FBOs
Systems strengtheningService delivery
Equity interventions Social Protection
Technological innovationMarket Shaping
Gender Transformative programmingEducation programming
Adolescents empowermentRights promotion and protection
Social Cohesion programming Stigma and discrimination reduction
Early Childhood Development
Value deliberationsPositive norms promotionPositive deviants approachGatekeepers engagement
Bystanders trainingOrganized diffusion
Civil Society AlliancesSocial comparison opportunities
Training resistance to social pressure
Behavioral Economics Behavioral Insights
Reevaluation exercises
Elaboration likelihood approachPre-testing
HCD
Evidence generation: formative research
& monitoring
Multi-media campaignsFace-to-face dialoguesDigital communication
Private sector engagementSocial movements
META NORMS
Life Skills and Empowerment Psycho-Social Support
Parenting programsDirect Capacity Building
Frontline workers trainings
SELF-EFFICACY
How do we elicit the drivers to make these informed decisions?
Through qualitative formative research.
Hypothetical example: key drivers of violent discipline in country Z
INTENTATTITUDE
SELF-EFFICACY
INTEREST
SOCIAL INFLUENCE
GOVERNING ENTITIES
COMMUNITY DYNAMIC
BEHAVIOR
STRUCTURAL BARRIERS
ACTION
Limited Rationality
META-NORMS
EMERGING ALTERNATIVES
COMMUNICATION ENVIRONMENT
Cognitive Biases
INTENTATTITUDE
SELF-EFFICACY
INTEREST
SOCIAL INFLUENCE
GOVERNING ENTITIES
COMMUNITY DYNAMIC
BEHAVIOR
STRUCTURAL BARRIERS
ACTION
Limited Rationality
META-NORMS
EMERGING ALTERNATIVES
COMMUNICATION ENVIRONMENT
Cognitive Biases
Associated hypothetical programme and monitoring focus
Parenting Home VisitsMothers and Fathers Clubs
Psycho-Social Support
TV Soap OperaSocial Media Campaign
Private brands public positioning
Religious Leaders initiativeParticipatory Community Approach in pilot areas
Role model teachers as champions
Cash Transfers
Some decide to design a programme without
quality formative research
MONITORING:
Tracking how drivers evolve
Activities
monitoring
STRATEGY AND INTERVENTIONS CHANGE PROCESS BEHAVIOR CHANGE
Prevalence
monitoringAre you monitoring THIS?
FACTOR FACTOR
BEHAVIOR
FACTOR
Dimension DimensionDimension DimensionDimension Dimension
MEASURING THE CHANGE
SBC Outcomes
SBC Goal
SBC Outputs: ‘’Milestones’’
IMPACT
SBC Inputs / process monitoring
M&E Framework
SBC activities
UNPACKING THE MAIN FACTORS INTO THEIR KEY DIMENSIONS
INTENTATTITUDE
SELF-EFFICACY
INTEREST
SOCIAL INFLUENCE
GOVERNING ENTITIES
COMMUNITY DYNAMIC
BEHAVIOR
STRUCTURAL BARRIERS
ACTION
Limited Rationality
META-NORMS
EMERGING ALTERNATIVES
COMMUNICATION ENVIRONMENT
Cognitive Biases
CONTEXT
PERSONAL CHARACTERISTICS
UNPACKING ATTITUDEAwareness and Knowledge
Beliefs
Intuitions
Values
Past experience
Aspirations
Emotions
Mindset
INTENTATTITUDE
SELF-EFFICACY
INTEREST
SOCIAL INFLUENCE
GOVERNING ENTITIES
COMMUNITY DYNAMIC
BEHAVIOR
STRUCTURAL BARRIERS
ACTION
Limited Rationality
META-NORMS
EMERGING ALTERNATIVES
COMMUNICATION ENVIRONMENT
Cognitive Biases
CONTEXT
PERSONAL CHARACTERISTICS
Agency
Skills
Emotional wellbeing
Fatigue
Social Mobility
Support
Physical capacity
Decision autonomy
Confidence
Self-image
Emotional intelligence
UNPACKING SELF-EFFICACY
INTENTATTITUDE
SELF-EFFICACY
INTEREST
SOCIAL INFLUENCE
GOVERNING ENTITIES
COMMUNITY DYNAMIC
BEHAVIOR
STRUCTURAL BARRIERS
ACTION
Limited Rationality
META-NORMS
EMERGING ALTERNATIVES
COMMUNICATION ENVIRONMENT
Cognitive Biases
CONTEXT
PERSONAL CHARACTERISTICS
UNPACKING INTEREST Potential gains / avoided losses
Affordability
Efforts needed
Feasibility
Perceived risks
Attention
Desire
Appeal
Enjoyment
INTENTATTITUDE
SELF-EFFICACY
INTEREST
SOCIAL INFLUENCE
GOVERNING ENTITIES
COMMUNITY DYNAMIC
BEHAVIOR
STRUCTURAL BARRIERS
ACTION
Limited Rationality
META-NORMS
EMERGING ALTERNATIVES
COMMUNICATION ENVIRONMENT
Cognitive Biases
CONTEXT
PERSONAL CHARACTERISTICS
UNPACKING COGNITIVE BIASESAvailability heuristic
Anchoring
Messenger effect
Confirmation & belief bias
Simplicity biases
Recency bias
Optimism bias
Representativeness heuristic
Cognitive dissonance
Information avoidance
Memory biases
INTENTATTITUDE
SELF-EFFICACY
INTEREST
SOCIAL INFLUENCE
GOVERNING ENTITIES
COMMUNITY DYNAMIC
BEHAVIOR
STRUCTURAL BARRIERS
ACTION
Limited Rationality
META-NORMS
EMERGING ALTERNATIVES
COMMUNICATION ENVIRONMENT
Cognitive Biases
CONTEXT
PERSONAL CHARACTERISTICS
UNPACKINGLIMITED RATIONALITY
Present bias
Hassle factors
Procrastination
Habit & status quo
Heuristics
Self-control / willpower
Decision context / frame
Inconsistent commitment
INTENTATTITUDE
SELF-EFFICACY
INTEREST
SOCIAL INFLUENCE
GOVERNING ENTITIES
COMMUNITY DYNAMIC
BEHAVIOR
STRUCTURAL BARRIERS
ACTION
Limited Rationality
META-NORMS
EMERGING ALTERNATIVES
COMMUNICATION ENVIRONMENT
Cognitive Biases
CONTEXT
PERSONAL CHARACTERISTICS
UNPACKINGCOMMUNITY DYNAMIC
Collective self-efficacy
Sense of ownership
Social Cohesion
Equity of participation
Quality of leadership
EMERGING ALTERNATIVES
Trigger / stimulus
INTENTATTITUDE
SELF-EFFICACY
INTEREST
SOCIAL INFLUENCE
GOVERNING ENTITIES
COMMUNITY DYNAMIC
BEHAVIOR
STRUCTURAL BARRIERS
ACTION
Limited Rationality
META-NORMS
EMERGING ALTERNATIVES
COMMUNICATION ENVIRONMENT
Cognitive Biases
CONTEXT
PERSONAL CHARACTERISTICS
UNPACKINGSOCIAL INFLUENCE
Injunctive norms
Descriptive norms
Stigma and discrimination. Societal views on minorities
Sensitivity to social influence
Social pressure
Social identity
Powerholders
Reference Network’s attitudes and behaviors
Strength of the norms
INTENTATTITUDE
SELF-EFFICACY
INTEREST
SOCIAL INFLUENCE
GOVERNING ENTITIES
COMMUNITY DYNAMIC
BEHAVIOR
STRUCTURAL BARRIERS
ACTION
Limited Rationality
META-NORMS
EMERGING ALTERNATIVES
COMMUNICATION ENVIRONMENT
Cognitive Biases
CONTEXT
PERSONAL CHARACTERISTICS
UNPACKINGMETA NORMS
Conflict resolution
Perception of the Child
Decision making patterns
Family roles and relationships
Power dynamics
Gender ideologies
Socialization process
Moral norms
Legal compliance
INTENTATTITUDE
SELF-EFFICACY
INTEREST
SOCIAL INFLUENCE
GOVERNING ENTITIES
COMMUNITY DYNAMIC
BEHAVIOR
STRUCTURAL BARRIERS
ACTION
Limited Rationality
META-NORMS
EMERGING ALTERNATIVES
COMMUNICATION ENVIRONMENT
Cognitive Biases
CONTEXT
PERSONAL CHARACTERISTICS
UNPACKINGGOVERNING ENTITIES
Policies and regulations
Enforcement / Security apparatus
Fiscal measures & incentivesRecognition of the issue
Grievances against authorities
Religious Institutions
Educational system
Voice and participation
INTENTATTITUDE
SELF-EFFICACY
INTEREST
SOCIAL INFLUENCE
GOVERNING ENTITIES
COMMUNITY DYNAMIC
BEHAVIOR
STRUCTURAL BARRIERS
ACTION
Limited Rationality
META-NORMS
EMERGING ALTERNATIVES
COMMUNICATION ENVIRONMENT
Cognitive Biases
CONTEXT
PERSONAL CHARACTERISTICS
UNPACKINGSTRUCTURAL BARRIERS
Availability, access to and quality of services / technology
Living conditions
Trust in with service providers
Infrastructure
Traditional services
External factors Cues to action
INTENTATTITUDE
SELF-EFFICACY
INTEREST
SOCIAL INFLUENCE
GOVERNING ENTITIES
COMMUNITY DYNAMIC
BEHAVIOR
STRUCTURAL BARRIERS
ACTION
Limited Rationality
META-NORMS
EMERGING ALTERNATIVES
COMMUNICATION ENVIRONMENT
Cognitive Biases
CONTEXT
PERSONAL CHARACTERISTICSMarketing, brands messaging
Media agenda and narrative
Public figures, public discourse
Social Media
Factual & scientific information
Entertainment industry
Word of Mouth
UNPACKINGCOMMUNICATION ENVIRONMENT
Exposure
INTENTATTITUDE
SELF-EFFICACY
INTEREST
SOCIAL INFLUENCE
GOVERNING ENTITIES
COMMUNITY DYNAMIC
BEHAVIOR
STRUCTURAL BARRIERS
ACTION
Limited Rationality
META-NORMS
EMERGING ALTERNATIVES
COMMUNICATION ENVIRONMENT
Cognitive Biases
CONTEXT
PERSONAL CHARACTERISTICS
UNPACKINGEMERGING ALTERNATIVES
Opinion trends
Social movements
Innovations, opportunities
Publicized change stories
Positive deviants
Exposure
ATTITUDE
SELF-EFFICACY
INTEREST
SOCIAL INFLUENCE
GOVERNING ENTITIES
COMMUNITY DYNAMIC
STRUCTURAL BARRIERS
Limited Rationality
META-NORMS
EMERGING ALTERNATIVES
COMMUNICATION ENVIRONMENT
Cognitive Biases
CONTEXT
PERSONAL CHARACTERISTICS
FROM INTENT & ACTION TO A NEW BEHAVIOR
INTENT ACTIONContemplation BEHAVIOR
REINFORCEMENT
Experience
ADVOCACY
Celebration, praising
Ritualization
Public commitment
Relapse
INTENTATTITUDE
SELF-EFFICACY
INTEREST
SOCIAL INFLUENCE
GOVERNING ENTITIES
COMMUNITY DYNAMIC
BEHAVIOR
STRUCTURAL BARRIERS
ACTION
Limited Rationality
META-NORMS
EMERGING ALTERNATIVES
COMMUNICATION ENVIRONMENT
Cognitive Biases
CONTEXT
PERSONAL CHARACTERISTICS
Lifestyle
Alcohol & use / disorders
Religious affiliation
Income level
Age
Lifecycle stage Household composition
Physiological attributes
Education
Ethnicity
Gender
UNPACKINGPERSONAL
CHARACTERISTICSSocial Status
AND CONTEXT
Natural events and weather Migration, displacement
Emergency vs. development contextSocial, cultural and religious background
Migration, displacement
Emergency vs. development context
Social, cultural and religious context
CONTEXT
Religious affiliation
Income / poverty level
Age
Lifecycle stage
Household composition
Education
Social Status
Gender
PERSONAL CHARACTERISTICS
Lifestyle
Alcohol/drug use
Physiological attributes
Disorders
Potential gains
Affordability
Efforts needed
Feasibility
Perceived risks
Attention
Enjoyment
Appeal
INTEREST
Confidence
Self-image
Emotional intelligence
SELF-EFFICACY
Skills
Emotional wellbeing
Fatigue
Social Mobility
Support
Physical capacity
Decision autonomy
Agency
Availability heuristic
Anchoring
Messenger effect
Confirmation & belief bias
Simplicity biases
Recency bias
Optimism bias
Representativeness heuristic
Cognitive dissonance
Information avoidance
Memory biases
COGNITIVE BIASES
Awareness and Knowledge
Beliefs
Values
Past experience
Aspirations
Emotions
Moral norms
ATTITUDE
INTENT
Contemplation
Present bias
Hassle factors
Procrastination
Habit & status quo
Heuristics
Self-control / willpower
Decision context / frame
Inconsistent commitment
LIMITED RATIONALITY
ACTION
Experience
Access & quality of services
Living conditions
Trust in service providers
Infrastructure
Traditional services
External factors
Cues to action
STRUCTURAL BARRIERS
Marketing, brands messaging
Media agenda and narrative
Public figures, public discourse
Social Media
Factual & scientific information
Entertainment industry
Word of Mouth
Exposure
COMMUNICATION ENVIRONMENT
Policies and regulations
Enforcement
Fiscal measures & incentives
Recognition of the issue
Grievances against authorities
Religious Institutions
Educational system
GOVERNING ENTITIES
Voice and participation
Opinion trends
Social movements
Innovations, opportunities
Publicized change stories
Positive deviants
EMERGING ALTERNATIVES
Collective self-efficacy
Sense of ownership
Social Cohesion
Equity of participation
Quality of leadership
Trigger / stimulus
COMMUNITY DYNAMIC
SOCIAL INFLUENCE
Injunctive norms
Descriptive norms
Stigma and discrimination. Societal views on minorities
Sensitivity to social influence
Social pressure
Social identity
Powerholders
Reference Network’s attitudes and behaviors
Strength of the norms
Conflict resolution
Perception of the Child
Decision making patterns
Family roles & relationships
Power dynamics
Gender ideologies
Socialization process
META-NORMS
BEHAVIOR
ADVOCACY
REINFORCEMENT
Celebration, praising
Ritualization
Public commitment
Natural events and weather
BDM LEVEL 2
Age
Mindset
Intuitions
Legal compliance
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