GUEST SPEAKERDr. Dennis Richling

Persuasion

The Art and Science of

Meaningful Engagement

Healthcare Costs Today

ChronicDisease

BiometricRisks

Risky AbsentHealthy

Behaviors

Risky PresentProblem

Behaviors

AbsentBehaviors

ProblemBehaviors

Persuasion is important to manage health

Be healthier

How do we persuade people?• Educate them…

How do we persuade people?• Incent them…

How do we persuade people?• Reframe the message…

How do we persuade people?• Be a cheerleader…

The message has been…

INCREASEMOTIVATION

Goal: Adopt Healthy Behaviors for the rest of their life

How much motivation do we need?

• A new model…

Dr. BJ FoggStanford Persuasion Technology Laboratory

B = M A TCall to Action

Moti

vatio

nHigh

Motivation

LowMotivation

Hard to do Easy to do

Fogg Behavior Model Behavior

Ability

When do behaviors change?• Epiphanies• Change of context• Psychological processes• Make it easier

Changing behaviors for life• Epiphanies are rare• Changing the context is complicated• Psychological processes increase

motivation in stages• “Making it easier” can reach

those with little motivation

Exciting new research?

Yes, but..

B = M A TM

otiva

tion

HighMotivation

LowMotivation

Hard to do Easy to do

Fogg Behavior Model

Ability

No panacea to change behavior• Use multiple science-based

disciplines• Tailor it to the person• Tailor it to the behavior• Ride the motivational wave• Achieving life long change often

takes multiple steps