Behavioral Science: Glossary
This glossary will help you understand key terms related to behavioral science
Hi there, I’m Robert and welcome to my behavioral insights page. You will find posts about behavior, psychology and decision making to help grow products, innovate services and improve employee experiences.
Understanding People and Behavior comes with lots of concepts, acronyms and jargon that may require you to do further reading to understand.
Being a practitioner myself, I try and write insights that will help practitioners. While not every single concept is included in this glossary, I have add those I believe are most important for you to understand.
I hope you enjoy the glossary (It will be updated with new terms during the year).
Behavioral Science Glossary
COM-B Model:
Category: Behavior Change Framework
The COM-B model conceptualises behaviour as part of a system of interacting elements. The model is used to: understand, analyse and identify what needs to change in order for the behaviour to occur and be effective.
The model suggests that Capability, Opportunity and Motivation are essential for behaviour change. The COM-B model is also a piece of the behavior change wheel framework, developed by Michie an colleagues (2014).
Learn more:
Michie S, van Stralen MM, West R. The behaviour change wheel: a new method for characterising and designing behaviour change interventions. Implement Sci. 2011 Apr 23;6:42. doi: 10.1186/1748-5908-6-42. PMID: 21513547; PMCID: PMC3096582.
West, R., & Michie, S. (2020). A brief introduction to the COM-B Model of behaviour and the PRIME Theory of motivation [v1]. Qeios. - https://discovery.ucl.ac.uk/id/eprint/10095640/1/WW04E6.pdf
Theoretical Domains Framework (TDF):
Category: Behavior change frameworks
The TDF is a theoretical framework consisting of 14 domains. It is used to identify the key determinants of behavior and guide the development of effective behavior change interventions.
Behavior change is complex, and many factors influence whether people adopt new behaviors or not. The TDF helps us identify these factors and develop interventions that address them. It adds a layer to and compliments COM-B model.
The 14 domains are: 1) knowledge, 2) skills, 3) social/professional role and identity, 4) beliefs about capabilities, 5) optimism, 6) beliefs about consequences, 7) reinforcement, 8) intentions, 9) goals, 10) memory, attention, and decision processes, 11) environment context and resources, 12) social influences, 13) emotion, and 14) behavioral regulation.
Learn more:
Atkins, L., Francis, J., Islam, R., O’Connor, D., Patey, A., Ivers, N., ... & Michie, S. (2017). A guide to using the Theoretical Domains Framework of behaviour change to investigate implementation problems. Implementation science, 12(1), 1-18
Behavior Change Techniques (Higher Categories)
Category: Behavior Change Framework
Goals and planning: involve setting objectives and creating strategies to achieve them, including goal setting, action planning, problem-solving, decision-making, and self-monitoring
Feedback and monitoring: Feedback and monitoring involve providing information about behavior or progress toward a goal, and systematically observing or recording behavior to track changes over time. Including
Social support: Advice on, arrange, or provide (practical or emotional social support) for performance of behaviour
Shaping knowledge: involves interventions aimed at shaping individuals' understanding, skills, and beliefs related to behavior change. This includes providing specific instructions on performing the behavior, offering information about antecedents or triggers, re-attribution of thoughts or actions, and conducting behavioural experiments
Natural consequences: Involves providing information about various consequences, including health, social, environmental, and emotional outcomes, to increase awareness and motivation for behavior change.
Comparison of behaviour: Involves demonstrating how to perform the behaviour or by comparing it with others
Associations: association involves establishing connections between specific cues, prompts, rewards, or aversive stimuli and particular behaviors.
Repetition and substitution: involves techniques aimed at modifying behavior through practice, habit formation, and behavior substitution.
Comparison of outcomes: evaluating and contrasting the potential outcomes or consequences of different choices or behaviors.
Reward and threat: use incentive and consequences to motivate behaviour change
Antecedents: The Antecedents cluster encompasses techniques focused on modifying the environmental or situational factors that precede (come before) a target behavior.
Identity: The Identity cluster comprises techniques to influence behavior by shaping individuals' perceptions of themselves and their roles.
Scheduled consequences: Involves implementing systematic and planned consequences to modify behavior.
Self-belief: Self-belief encompasses techniques to foster individuals' confidence and conviction in their abilities and potential for success.
Covert learning
Learn more:
Michie, S., Richardson, M., Johnston, M., Abraham, C., Francis, J., Hardeman, W., ... & Wood, C. E. (2013). The behavior change technique taxonomy (v1) of 93 hierarchically clustered techniques: building an international consensus for the reporting of behavior change interventions. Annals of behavioral medicine, 46(1), 81-95.
Behavior Change Wheel
The BCW offers a systematic approach to understanding behavior in context and provides practical strategies for designing an intervention framework bridging the COM-B model, intervention types, and policy options.
The BCW consist of:
Behavioural influences (6- Green) - understanding what makes a behaviour more or less likely to occur
Intervention types (9- Red) - developing approaches which increase the chance of a desired behaviour occurring (or decrease an undesired behaviour)
Policy categories (7- Grey) – delivering interventions in a way that will embed and sustain behaviour change
Learn more: Atkins, L., Francis, J., Islam, R., O’Connor, D., Patey, A., Ivers, N., ... & Michie, S. (2017). A guide to using the Theoretical Domains Framework of behaviour change to investigate implementation problems. Implementation science, 12(1), 1-18
APEASE Criteria
The APEASE criteria is used in behaviour change to support intervention designers in making context-based decisions and evaluate the effectiveness and suitability of the intervention by considering the following criteria:
(i) Affordability (can it be delivered on budget?)
(ii) Practicality (is it feasible to deliver?)
(iii) Effectiveness and cost-effectiveness (does it work?)
(iv) Acceptability (is it acceptable to those receiving/delivering it and at a political level?)
(v) Side-effects/safety (are there any unintended side-effects or safety issues?)
(vi) Equity (does it advantage some groups over others?).
Learn more:
Michie S, Atkins L & West R (2014) The Behaviour Change Wheel: A Guide to Designing Interventions. London: Silverback Publishing. Available at: www.behaviourchangewheel.com
Behavioral Science
Category: General definition
Behavioural science can be defined as an interdisciplinary approach to the study of human behavior, which encompasses various disciplines such as Psychology, Economics, Anthropology and Sociology that deal with the subject of human actions.
Behavioral science is an interdisciplinary approach to understanding human behavior. It integrates insights from disciplines such as psychology, economics, anthropology, and sociology.
See also: Encyclopaedia Britanica
Behavioral Economics
Category: General definitions
Behavioural economics draws on psychological insights to understand how individuals make economic decisions, E.g., value, risk, and cognitive biases.
Learn more:
Mullainathan, S., & Thaler, R.H. (2000). Behavioral Economics. Behavioral & Experimental Finance.
Behavioral Design
Category: General definitions
Behavioral Design is a systematic approach for applying behavioural insights to solve design challenges that centre on human behaviour.
Learn more:
Thaler, R. H., & Sunstein, C. (2008). Nudge: Improving decisions about health, wealth, and happiness. New Haven, CT: Yale University Press
Choice architecture
Category: General definitions
Choice architecture means the design of the decision-making environment in a way that influences people’s decisions. For example: making certain options more prominent, salient or appealing.
Learn more:
Thaler, R. H., & Sunstein, C. R. (2008). Nudge: Improving Decisions about Health, Wealth, and Happiness. Yale University Press.
Dual-Processing model
Dual process theory is a psychological model that explains how the human mind makes decisions. It suggests two distinct thinking processes:
System 1- processing is intuitive (automatic), fast, and unconscious, while System 2 processing is rational (controlled), slow, conscious, and more deliberative.
The processes associated with these systems have also been referred as Type 1 or Type 2.
Learn more:
Richard E. Petty and John Cacioppo
Nudging
Category: General definitions
Nudging refers to a subtle change in the environment or decision-making process that encourages individuals to make better or more desirable choices without restricting their freedom of choice - E.g., leverages cognitive biases and heuristics.
Learn more:
Thaler, R. H., & Sunstein, C. R. (2008). Nudge: Improving Decisions about Health, Wealth, and Happiness. Yale University PressBehavioral
Neuroscience
Category: General definition
Neuroscience is a multidisciplinary field that studies the nervous system and its functions, from the molecular level to brain systems. It has contributed to the understanding of higher-level cognitive processes through techniques like neuroimaging. The field encompasses various sub-disciplines, including social, computational, cognitive, behavioral, clinical, sensory, and developmental neuroscience.
Behavioural neuroscience also known as biological psychology, investigates the neural mechanism underlying behaviour, and focuses on the interplay between the environment, brain and behaviour.
Learn more:
Crawley, J. N., & Holmes, A. (2011). Behavioral Neuroscience. Current Protocols in Neuroscience, 55(1), 8-0.
Mental models
Category: Decision-making
A mental model is an internal representation of ideas, concepts or beliefs that shape how an individuals understand and interpret the world around them. These models can influence how someone thinks, behaves and interacts.
A mental model can be represented as mental sketches; an architect's blueprints (conscience representation of the possibility); diagrams (can represent abstract ideas); or comic strips (represent critical points of a sequence of events).
Learn more:
(Mental Models Global Laboratory)
Divergent and Convergent thinking
Category: Decision-making
Convergent and divergent thinking are two cognitive approaches to problem solving.
Divergent thinking: The process of generating and creating ideas without any judgement aimed at expanding the mind and exploring innovative solutions. It enables designers to think outside the box and consider various viewpoints and perspectives when tackling a problem.
Convergent thinking: The process of selecting and evaluating the most promising concepts generated during the divergent phase. It involves narrowing down options and discerning the best ideas to develop a coherent and effective solution
Learn more:
Guilford, J. P. Creativity. American Psychologist, 1950, 5, 444-454
Social Norms
Category: Decision-making
Social norms are the explicit or implicit ‘rules’ that a group uses to define and determine the behaviors, attitudes, beliefs and values. They are frequently involved to a perceived social pressure influencing weather someone engages or not in a specific behaviour.
Learn more:
Berkowitz, A. D. (2003). Applications of social norms theory to other health and social justice issues. The social norms approach to preventing school and college age substance abuse: A handbook for educators, counselors, and clinicians
Gamification types (Explicit and implicit)
Category: Gamification
There are two different ways gamification can be implemented.
Explicit gamification involves strategies and functions that act like playing a game. For example, advergames answering correct questions, and moving the character to the next place in the board.
Implicit Gamification is a form of design that subtly employs game elements that are sometimes even invisible to the user, but the user is not playing an actual game. For example, receiving badges.
Learn more:
Andersson, J. (2021). Using Gamification to Improve User Experience and Health Effects in Mobile Applications.(Yu-kai Chou)
Gamification Mechanics
Category: Gamification
Mechanics are the underlying components and algorithms that drive the game system, as well as how data is presented to users. Including elements such as points, achievements or badges.
Learn more:
Andersson, J. (2021). Using Gamification to Improve User Experience and Health Effects in Mobile Applications.
Gamification Dynamics
Category: Gamification
Dynamics in gamification refer to how the mechanics are executed and the resulting behaviors observed from user actions within the application. For example, finishing tasks.
Learn more:
Andersson, J. (2021). Using Gamification to Improve User Experience and Health Effects in Mobile Applications.
Gamification Aesthetics
Category: Gamification
Aesthetic in gamification relates to the emotions generated when the players interact with the system, such as being in a community or challenges presented.
Learn more:
Andersson, J. (2021). Using Gamification to Improve User Experience and Health Effects in Mobile Applications.
Self-determination Theory
Category: Theories and models
Self-Determination Theory (SDT) (Deci & Ryan) is a comprehensive framework that explains intrinsic motivation. It emphasizes the importance of autonomy, competence, and relatedness , as the three psychological needs in promoting optimal motivation and performance.
Learn more:
Ryan, R. M., & Deci, E. L. (2000). Self-determination theory and the facilitation of intrinsic motivation, social development, and well-being. American Psychologist, 55, 68-78.
The Transtheoretical Model
Category: Theories and models
The Transtheoretical Model (the Stages of Change Model) (Prochaska and DiClemen, 1989) explains the individual’s readiness to make a Change. The model proposes that Behaviour Change occurs in five stages (Pre-Contemplation, Contemplation, Preparation, Action, and Maintenance) and recognises that Behavior change is not linear and often involves stages of progression and regression.
Learn more:
Grimley, D., Prochaska, J. O., Velicer, W. F., Blais, L. M., & DiClemente, C. C. (1994). The transtheoretical model of change. Changing the self: Philosophies, techniques, and experiences, 201-227.
Health Belief Model
Category: Theories and models
The Health Belief Model (Rosenstock, Godfrey and colleagues,1950) is a theoretical framework that helps explain and predict health-related behaviors. It suggests that people's beliefs and attitudes about health, illness, and healthcare influence their health-related behaviors.
Learn more:
Rosenstock, I. M. (1974). The health belief model and preventive health behavior. Health education monographs, 2(4), 354-386.
Theory of planned behavior
Category: Theories and models
The Theory of Planned Behavior (TPB) is a social psychology theory that helps explain how people's attitudes, beliefs, and intentions influence their behavior.
The TPB suggests that the individual's attitudes towards behaviour, subjective norms and perceived behavioural control influence a person's behavior.
Learn more:
Ajzen, I. (2011). The theory of planned behaviour: Reactions and reflections. Psychology & health, 26(9), 1113-1127.
Ecological Models
Category: Theories and models
An ecological model is a group of models that recognize multiple levels of influence on health behaviours and have been useful for behaviour change.
The models suggest that behaviour is determined by:
Intrapersonal/individual factors: Individual characteristics such as knowledge, attitudes, behavior, self-concept, skills, and developmental history.
Interpersonal factors: interactions with others. Formal and informal social networks can provide social support or create barriers to interpersonal growth that promote healthy behavior.
Institutional and organizational factors, organizational characteristics and formal (and informal) rules (financial policies, lighting, campus climate, etc)
Community factors, Relationships among organizations, institutions
Public policy factors,: policies and laws at various levels of government—local, state, and federal—that oversee or endorse health-related actions and practices aimed at preventing diseases (early detection, control, and management).
Learn more:
Bronfrenbrenner, U. (1979). The ecology of human development. Cambridge: Harvard Press.
McLeroy, K. R., Steckler, A. and Bibeau, D. (Eds.) (1988). The social ecology of health promotion interventions. Health Education Quarterly, 15(4):351-377. Retrieved May 1, 2012, from http://tamhsc.academia.edu/KennethMcLeroy/Papers/81901/An_Ecological_Perspective_on_Health_Promotion_Programs.
Cognitive Behaviour Therapy
Category: Psychology Strategies
CBT is a psychotherapeutic approach that aims to change thinking and behaviour patterns. It is a short-term, goal-oriented treatment that targets and focuses on emotions, behaviours, and cognitions.
In recent years, gamification has been incorporated into CBT, demonstrating its potential to enhance user engagement and retention. This has been tested in children with anxiety disorder, cognitive impairment and others.
Learn more:
(Kaplan, 1995); (Bhattacharya et al., 2013); (Mora, 2016); (Dobosz, 2018).
Motivational Interviewing (MI)
Category: Psychology Strategies
MI is a Person-centered approach method for strengthening an individual's motivation and commitment to change.
Unlike using a deficit model (lacking - skills and knowledge), it aims to tap into users' existing motivation, strengths and resources. It can be effective for:
User empowerment: encourages users to reflect on the factors influencing decision-making processes (empowering them to have an active role in shaping behaviour
Ambivalent users: MI is effective in motivating ambivalent individuals, guiding them to think through their health behaviours and make an informed decision about whether to initiate/make a change
Learn more:
(Kaplan, 1995); (Bhattacharya et al., 2013); (Mora, 2016); (Dobosz, 2018).
Goal Setting Theory
Category: Psychology Strategies
The Goal Setting Theory, proposed by Locke and Latham, 1960, explains the mechanisms by which goals influence behavior, indicating that setting challenging and achievable goals can improve performance and motivation.
The theory suggests that the behaviour will be influenced or moderated various factors such as goal characteristics (difficulty, specificity, and clarity), the significance of the goal, commitment level, feedback mechanisms, and task complexity.
Learn more:
Locke, E. A., & Latham, G. P. (2006). New directions in goal-setting theory. Current directions in psychological science, 15(5), 265-268.
Self-efficacy
Category: Psychology Strategies
Self-efficacy refers to an individual’s belief in their capacity to execute behaviors necessary to produce specific performance outcomes. It is the overall belief and confidence in one’s ability to influence and control over one’s own motivation, behaviour and social environment.
Learn more:
Bandura A. Self-efficacy: Toward a unifying theory of behavioral change. Psychol Rev. 1977;84(2):191-215. doi:10.1037/0033-295x.84.2.19
Is there something that you think is missing? Please let me know in the comments or email us hi[@]aimforbehavior.com
Thanks for reading,
Robert
If you are interested in my courses:
https://courses.aimforbehavior.com/behavior-design