Health behavior change has proven to be extremely difficult to accomplish, and the adoption and maintenance of beneficial health regimens has surfaced as a daunting task for the average individual. While many people voice a desire to more frequently engage in healthy behaviors, the evidence is clear that human desire and motivation can be undermined and our commitments can be easily broken. If we, as designers, want to create systems to facilitate behavior change, we need to better understand how to initiate and support people's intrinsic motivations while balancing extrinsic design factors to optimize success. In this talk, we'll take a high level look at the psychology of motivation and deep-dive into key points to consider when creating systems to bridge the gap between people's intentions and their actions.

1. MOTIVATIONAL DYNAMICS
GETTING A HORSE TO DRINK
IN HEALTH BEHAVIOR CHANGE
DUSTIN DITOMMASO VP, Experience Design
dustin@madpow.net | @DU5TB1N | #hxdfconf

2. GETTING A HORSE TO DRINK
ENGAGEMENT
@DU5TB1N | #hxdconf

3. GETTING A HORSE TO DRINK
ENGAGEMENT
INTRINSIC VALUE
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4. GETTING A HORSE TO DRINK
ENGAGEMENT
INTRINSIC VALUE
EFFECTIVE BEHAVIOR CHANGE
@DU5TB1N | #hxdconf

5. GETTING A HORSE TO DRINK
MOTIVATIONAL DESIGN?
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6. CHANGE IS HARD
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7. COM-B MODEL
Michie et al
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8. JOHNMARSHALL
REEVE
“ Motivation is the
process which gives
behavior its energy
and direction.”
@DU5TB1N | #hxdconf Understanding Motivation and Emotion, 2005

9. INTRINSIC VS. EXTRINSIC MOTIVATIONS
Intrinsic Motivation
Extrinsic Motivation
@DU5TB1N | #hxdconf

10. INTRINSIC VS. EXTRINSIC MOTIVATIONS
Intrinsic Motivation
« Acts for the fun or challenge rather than because of
external prods, pressures or rewards
« Feelings of satisfaction when engaged in interesting
activities
Extrinsic Motivation
@DU5TB1N | #hxdconf

11. INTRINSIC VS. EXTRINSIC MOTIVATIONS
Intrinsic Motivation
« Acts for the fun or challenge rather than because of
external prods, pressures or rewards
« Feelings of satisfaction when engaged in interesting
activities
Extrinsic Motivation
« Behaviors performed in order to obtain some
separable outcome
« Such as a tangible reward, an avoidance of
punishment, or the attainment of recognition,
achievement, or approval
@DU5TB1N | #hxdconf

12. INTRINSIC OR EXTRINSIC MOTIVATION?
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13. SELF-DETERMINATION CONTINUUM
@DU5TB1N | #hxdconf

14. AMOTIVATION
NON-REGULATION
Lacks intentionality and a sense of
personal causation
Results from not valuing an activity
(Ryan, 1995)
Not feeling competent to do it
(Deci, 1975)
Not believing it will yield a desired
outcome (Seligman, 1975)
@DU5TB1N | #hxdconf

15. EXTRINSIC MOTIVATION
EXTERNAL REGULATION
Operant Conditioning
Activities are done purely to satisfy
external demands
Behavior is fueled by the possibility of
reward and punishment
Behaviors cease when reward or
punishment is not explicitly applied
People typically feel controlled or
alienated performing externally
regulated activities
@DU5TB1N | #hxdconf

16. EXTRINSIC MOTIVATION
INTROJECTED REGULATION
Based upon internal rewards and
punishments
Still controlled behavior, but represents
a greater degree of internalization
Avoid guild or anxiety
Boost the ego with pride
@DU5TB1N | #hxdconf

17. EXTRINSIC MOTIVATION
IDENTIFIED REGULATION
Conscious valuing of a behavioral goal
Individual "identifies with" or personally
values the behaviors they engage in
Ways of thinking and behaving are seen
as personally important
Behaviors persist independently of
environmental rewards
@DU5TB1N | #hxdconf

18. EXTRINSIC MOTIVATION
INTEGRATED REGULATION
Occurs when Identified regulations have
been fully assimilated into the self
Values, behaviors and needs brought
into congruence with other values,
behaviors and needs
Rivals intrinsic motivation in the
relative autonomy experience by the
actor
@DU5TB1N | #hxdconf

19. INTRINSIC MOTIVATION
INTRINSIC REGULATION
Pinnacle of self-determined activity
Activity is carried out purely for the
inherent satisfaction of doing so
@DU5TB1N | #hxdconf

20. SELF-DETERMINATION CONTINUUM
@DU5TB1N | #hxdconf

21. @DU5TB1N | #hxdconf

22. GETTING A HORSE TO DRINK
@DU5TB1N | #hxdconf

23. GETTING A HORSE TO DRINK
Tell it that water is good for it
@DU5TB1N | #hxdconf

24. GETTING A HORSE TO DRINK
Tell it that water is good for it
Show it enticing pictures of refreshing water
@DU5TB1N | #hxdconf

25. GETTING A HORSE TO DRINK
Tell it that water is good for it
Show it enticing pictures of refreshing water
Offer it money
@DU5TB1N | #hxdconf

26. GETTING A HORSE TO DRINK
Tell it that water is good for it
Show it enticing pictures of refreshing water
Offer it money
Warn it that if it doesn’t it will be punished
@DU5TB1N | #hxdconf

27. GETTING A HORSE TO DRINK
Tell it that water is good for it
Show it enticing pictures of refreshing water
Offer it money
Warn it that if it doesn’t it will be punished
Set up a water-drinking skills training program
@DU5TB1N | #hxdconf

28. GETTING A HORSE TO DRINK
Tell it that water is good for it
Show it enticing pictures of refreshing water
Offer it money
Warn it that if it doesn’t it will be punished
Set up a water-drinking skills training program
Devise water-drinking regulations
@DU5TB1N | #hxdconf

29. GETTING A HORSE TO DRINK
Tell it that water is good for it
Show it enticing pictures of refreshing water
Offer it money
Warn it that if it doesn’t it will be punished
Set up a water-drinking skills training program
Devise water-drinking regulations
Put up signs pointing the way to the pond
@DU5TB1N | #hxdconf

30. GETTING A HORSE TO DRINK
Tell it that water is good for it
Show it enticing pictures of refreshing water
Offer it money
Warn it that if it doesn’t it will be punished
Set up a water-drinking skills training program
Devise water-drinking regulations
Put up signs pointing the way to the pond
Show another horse doing it
@DU5TB1N | #hxdconf

31. GETTING A HORSE TO DRINK
Tell it that water is good for it
Show it enticing pictures of refreshing water
Offer it money
Warn it that if it doesn’t it will be punished
Set up a water-drinking skills training program
Devise water-drinking regulations
Put up signs pointing the way to the pond
Show another horse doing it
Give it straw
@DU5TB1N | #hxdconf

32. GETTING A HORSE TO DRINK
EDUCATION
PERSUASION
INCENTIVISATION
RESTRICTION
TRAINING
COERCION
ENVIRONMENTAL RESTRUCTURING
MODELING
ENABLING
@DU5TB1N | #hxdconf

33. REGULATORS, RIDE!
EDUCATION Tell it that water is good for it
PERSUASION Show it enticing pictures of refreshing water
INCENTIVISATION Offer it money
RESTRICTION Warn it that if it doesn’t it will be punished
TRAINING Set up a water-drinking skills training program
COERCION Devise water-drinking regulations
ENVIRONMENTAL Put up signs pointing the way to the pond
RESTRUCTURING
MODELING Show another horse doing it
ENABLING Give it straw
@DU5TB1N | #hxdconf

34. PUTTING IT TOGETHER
+ Promote Identified Regulation +
+
Promote
Iden,fied
Regula,on
+
for doing the activity
1. Provide the rationale
2. Acknowledge that the person might not want to do what you
are asking them to do
3. Ensure that the language and style used to initiate
participation in the activity involves minimal pressure
@DU5TB1N | #hxdconf

35. PUTTING IT TOGETHER
+ Promote Interest +
+
Promote
Iden,fied
Regula,on
+
1. Seek out ways to make uninteresting and boring activities
not boring
2. Enhance the challenge offered by an activity to test
participant’s skill
3. Add novelty and variety to repetitive tasks, where possible
4. Frame the context within story or even fantasy
5. Behavior Change Games FTW! @DU5TB1N | #hxdconf

36. PUTTING IT TOGETHER
+ Promote Competence +
+
Promote
Iden,fied
Regula,on
+
1. Provide clear instructions and individualized goals
2. Break complex tasks down (Make it easy!)
3. Tolerate and forgive failures
4. Provide positive (& juicy!) feedback
5. Use extrinsic rewards to mark achievement
not to motivate action
@DU5TB1N | #hxdconf

37. KURT LEWIN
“ There is nothing
so practical as a
good theory.”
@DU5TB1N | #hxdconf

38. “ Buy it Beer! ”
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39. SOME REFERENCES
Baumeister, R. F., Heatherton, T. F., & Tice, D. M. (1994). Losing control: How and
why people fail and self-regulation. San Diego, CA: Academic Press.
DeCharms, Richard (1968), Personal Causation: The Internal Affective Determinants
of Behavior. New York: Academic Press.
Deci, E.L., & Ryan, R.M. (1985). Intrinsic motivation and self-determination in
human behavior. New York: Plenum Press.
Deci, Edward L., Halah Eghrari, Brian C. Patrick, and Dean Leone (1994),
“Facilitating Internalization: The Self-Determination Theory Perspective,” Journal of
Personality, 62 (1), 119–42.
Deci, E. L., & Ryan, R. M. (2000). The ‘‘what’’ and ‘‘why’’ of goal pursuits: Human
needs and the self-determination of behavior. Psychological Inquiry, 11, 227–268.
Michie et al.: The behaviour change wheel: A new method for characterising and
designing behaviour change interventions. Implementation Science 2011 6:42.
Ryan, R. M. (1995). Psychological needs and the facilitation of integrative processes.
Journal of Personality, 63, 397–427.
Ryan, R. M., Frederick, C. M., Lepes, D., Rubio, N., & Sheldon, K. M. (1997). Intrinsic
motivation and exercise adherence. International Journal of Sport Psychology, 28,
335–354.
Ryan, R. M., and Edward L. Deci (2000a), “Intrinsic and Extrinsic Motivation: Classic
Definitions and New Directions,” Contem-porary Educational Psychology, 25 (1), 54–
67.
@DU5TB1N | #hxdconf

40. SOME MORE REFERENCES
Vallerand, R. J., & Bissonnette, R. (1992). Intrinsic, extrinsic, and amotivational
styles as predictors of behavior: A prospective study. Journal of Personality, 599–
620.
Vallerand, R. J., & Reid, G. (1984). On the causal effects of perceived competence on
intrinsic motivation: A test of cognitive evaluation theory. Journal of Sport
Psychology, 6, 94–102.
Vallerand, R. J. (1997). Toward a hierarchical model of intrinsic and extrinsic
motivation. In M. P. Zanna (Ed.), Advances in experimental social psychology (pp.
271–360). New York: Academic Press.
Williams, G. C., Grow, V. M., Freedman, Z., Ryan, R. M., & Deci, E. L. (1996).
Motivational predictors of weight loss and weight-loss maintenance. Journal of
Personality and Social Psychology, 70, 115–126.
IMAGE CREDITS
Cover: http://wallpaper-s.org/12__Color_Flow_Light_Effect.htm
Smoke: http://portablewheelchairrampsguide.com
Burger: http://us.123rf.com/
KettleBell: http://3.bp.blogspot.com/
Kurt Lewin (MIT)
HorseDrinking Painting: salliesart.blogspot.com
HoseHorse: DineDashDeadlift.com
BeerHorse: Lee Sanders/newsteam.co.uk 22/09/09
@DU5TB1N | #hxdconf

41. THANK YOU ! !
“ Give it Beer! ” Portsmouth
|
Boston
|
Louisville
We deliver research-inspired design
aimed at improving the experiences
people have with technology,
organizations, and each other.
DUSTIN DITOMMASO
VP, Experience Design
dustin@madpow.net | @DU5TB1N