Promoting Behavior Changes by
Making It Easier and More
Rewarding:
Benefits and Costs
What do we mean by making
behavior change easier and more
rewarding?
• SESDED
• Superior Exchange
• Socially Desirable
• Easily Done
Why should you try to make
behavior change easier and more
rewarding?
Because it's possible, and it's
important
When is the best time to address
benefits and costs?
It's about where in the process of change the
target audience is:
• Knowledge about the problem
• Belief in the problem's importance
• Desire to change
• Belief in one's ability to change.
• Action
• Ability to maintain the change
What are some ways to look at the
benefits of behavior change?
• Short-term individual benefits
• Short-term benefits to others
• Long-term individual benefits
• Long-term benefits for others
What are some ways to look at the
costs of behavior change?
• Economic
• Physical
• Time and logistics
• Psychological
• Social
How do you make behavior change
easier and more rewarding?
• Conduct market research and find out:
– The real reasons people are willing to contemplate
changing their behavior
– How people would prefer to accomplish behavior change
– Whether others' opinions would sway the target
audience's decision
– What benefits or costs would actually push people to
make the change desired
– What kinds of support would make it easier for people to
change
How do you make behavior change
easier and more rewarding? (cont.)
• Develop a strategy
– Start with SESDED
– Think about what the target audience needs to make
change possible
– Decide how to maximize benefits
– Decide how to minimize costs
– Learn about and counter the competition
– Make the new behavior socially desirable
– Make the change easily done
• Pretest