Influencing Behaviours - Moving Beyond the Individual : A User
Contents
1. I Agency the knowledge of how and where to recharge will physically make it easier for people to complete their EV journeys especially for new and more wide ranging trips This will further increase their sense of confidence that EVs can meet most if not all of their journey needs l Habit when people are learning new routes they seek out and focus closely on relevant information once that route has formed into a routine their use of information becomes much more blinkered New charging points call for new route information M Objects the maps themselves are needed at least initially to support the practice of driving and recharging EVs having them in electronic formats integrates the task of route planning into other practices like driving in the case of the satnav M Time amp Schedules maps make new routes possible which in turn make new trips possible joining different places on an itinerary together to make the best use of time and distance This includes the possibility of trip combining using different transport modes ISM USER GUIDE Encourage networks of EV drivers S Networks and relationships first to encourage demonstrations and norming of EV use I Skills Agency then as people switch to EVs encourage users to offer their charging points to others M Infrastructure Connecting EV users into networks not only builds webs of knowledge but physical networks of chargi2. Regulations Infrastructure Values Beliefs Attitudes Costs amp Benefits Emotions Agency Skills Habit INDIVIDUAL MATERIAL 0 9 Te x Time amp Schedules THE INDIVIDUAL CONTEXT This includes the factors held by the individual that affect the choices and the behaviours he or she undertakes These include an individual s values attitudes and skills as well as the calculations he she makes before acting including personal evaluations of costs and benefits This includes the factors that exist beyond the individual in the social realm yet shape his or her behaviours These influences include understandings that are shared amongst groups such as social norms and the meanings attached to particular activities as well as people s networks and relationships and the institutions that influence how groups of individuals behave THE MATERIAL CONTEXT This includes the factors that are out there in the environment and wider world which both constrain and shape behaviour These influences include existing hard infrastructures technologies and regulations as well as other softer influences such as time and the schedules of everyday life PAGE 04 ISM USER GUIDE The two case studies below on Scotland s approach to tackling alcohol misuse and on kerbside recycling illustrate the relevance and applicability of the ISM model The examples also illustrate how interaction between interventions across th
3. soft infrastructure emphasises features of everyday life which also bound individual action but are not concrete see Time amp Schedules and Rules amp Regulations Objects Many behaviours e g cycling to work involve the use of objects e g a bike cycle racks at work and the lack of necessary objects can stop a practice from being undertaken As with technologies objects and individual users interact such that sometimes the object can act back on its owner and heavily influence how much time an individual spends on which practices e g waste in the home acts back on the householder who spends time cleaning and sorting recycling for collection Time amp Schedules Time is a finite resource that gets used in the course of carrying out everyday activities Like money it is a scarce resource that people have to allocate across competing demands Changes in schedules e g set by formal institutions can often result in changes in individuals practices for instance school hours and commuting habits Infrastructure Objects Rules amp x Time amp Regulations Schedules i I L 1 L 1 MATERIAL ISM USER GUIDE PAGE 09 A further ISM case study is provided opposite The example of using mobile phones whilst driving illustrates that using traditional policy levers of information and regulation can be insufficient against fast growing or entrenched social pract
4. across the different contexts to generate ideas This step should also consider what factors would benefit from being strengthened For example a clearer understanding of the costs and payback period under Individual was identified in the electric vehicles workshop see worked example below ISM USER GUIDE PAGE 15 10 TAKE ACTION DEVELOP A COHERENT PACKAGE OF INTERVENTIONS Take a step back and reflect Decide the priority factors to address and ideas to take forward Ideas which impact on a range of different factors which have been identified as gaps are likely candidates The wider evidence base may also be helpful in deciding which ideas to take forward Possibilities for implementing more than one idea at a time should be explored working on as many contexts and factors as possible to develop a coherent and coordinated approach Evidence shows that this is more likely to be effective in influencing behaviours than developing and implementing one intervention at a time Consider the roles of government central and local business and other stakeholders such as communities and the third sector in taking forward different interventions It may also be a good idea to prototype or pilot new approaches and evaluate them in order to learn lessons before roll out In any event evaluation of the implemented package of interventions is good practice Finally it may not be possible to cover all of the steps in the same workshop
5. also be a good idea to invite along a critical friend to challenge people s assumptions In other words aim to achieve a diverse range of participants with a deep understanding of the factors that influence behaviours in order to maximise the possibilities for creative insights Ideally one person acts as convenor or customer for the session they outline the problem and are the main arbiter of whether and how to action the ideas generated As well as a facilitator who is knowledgeable in behaviour change theory and research and has experience of working with ISM it s worth appointing an able note taker who can capture points as they are being raised 3 INTRODUCE THE ISM TOOL It s a good idea to provide a short introduction to the ISM tool covering explanations of the contexts and the different factors which influence behaviours For those who are already familiar with the tool a brief re cap should suffice ISM USER GUIDE PAGE 13 4 EXPLAIN EXISTING CONTEXT The customer or convenor of the session should briefly outline the existing policy and practice context covering the current uptake of the target behaviour the main things government and others are currently doing to encourage this behaviour i e the policy context and any reflections on key issues or problems Try and keep this to five minutes maximum If more detail is required it will emerge in subsequent stages of the exercise 5 START ISM BEHAVIOUR MAPPING This shoul
6. and frequently with little conscious thought and usually in the same time or place These can also be understood as routines e g commuting by car or using the tumble drier even in good weather Values Beliefs Attitudes Costs amp Benefits Emotions Agency Skills Habit Li LI LI I LI 1 Li 1 INDIVIDUAL ISM USER GUIDE PAGE 07 SOCIAL factors that shape behaviour Opinion Leaders Opinion leaders can be thought of as individuals who have a strong influence over others for instance in shaping social norms In social networks these people could be network nodes who connect together numerous others In everyday life examples could include faith leaders or celebrities Institutions Institutions influence how groups of individuals behave when they are engaging in particular activities or interacting with other people Institutions can be formal such as the legal system or more informal such as family life In either shared expectations about how members should behave are transmitted e g eating together as desirable Shared understandings may also take shape as explicit rules and regulations Norms People s perception of how other people especially significant others would view their behaviour In turn these perceptions have a strong influence on the behavioural decisions that people make e g people being aware that they are not supposed to fly for domestic trips but observi
7. create a sense of collective national action Material The introduction of EU directives on waste management and associated regulation in the UK e g landfill tax incentivised local authorities to provide collections infrastructure for household recycling More recently changes in the scheduling of recycling kerbside collections relative to other household rubbish e g weekly for recycling fortnightly for residual waste have further incentivised people to take practical action to manage the different wastes and sent out further signals to householders about the need to recycle PAGE 06 ISM USER GUIDE UNDERSTANDING ISM Within each of the three ISM contexts there are a number of factors which influence behaviours INDIVIDUAL factors that shape behaviour Values Beliefs Attitudes The basic elements of an individual s motivational system moving from the most abstract and broad based values e g pursuit of wealth or power through beliefs or more particular worldviews e g that we should preserve the environment for future generations to attitudes which are individual s views on specific things such as objects activities or other people e g should not have to pay more for sustainable products Costs amp Benefits The cost benefit calculation is the basic method of decision making in which the perceived benefits or utility of acting are weighed against the perceived costs of doing so including non monetar
8. points and transparent and competitive electricity tariffs to encourage EV recharging at home at times of low demand energy supply industry and continuing improvements to technology such as battery life and more efficient electric motors will help combat concerns around EVs and make them more comparable to conventional vehicle use Other stakeholder groups could have a role to play in developing and extending networks of EV users including to people who are considering EV use The Low Carbon Vehicle Policy Team in Transport Scotland are considering the ideas generated in the workshop alongside existing interventions The Roadmap for Electric Vehicles will be published in summer 2013 ISM USER GUIDE ISM AS AN EVALUATIVE TOOL So far we have shown how the ISM tool can be used to develop interventions broadly in the earlier stages of the policy cycle to plan prototype and pilot However the ISM model can also be used as a framework for evaluating the effectiveness of pilots or interventions that have already been rolled out Evaluation could be undertaken in different forms from an initial workshop session to identify key evaluation issues to a more formal research project The former would be akin to the session described above but with a stronger focus on evaluation of the effectiveness of existing policies rather than generating new ideas The advantages of using the ISM model as a framework for evaluation is that it captures
9. policy levers of providing information and regulation have not been enough to curb undesirable behaviour The UK Government has been looking at alternative approaches which in combination may prove to have more traction on this behaviour while Police Scotland continue to actively target people who use mobile phones whilst driving See for example Laberge Nadeau C Maag U Bellavance F Lapierre SD Desjardins D Messier S Saidi A 2003 Wireless telephones and the risk of road crashes Accident Analysis and Prevention 35 5 649 60 ISM USER GUIDE An ISM approach to tackling mobile phone use while driving would look to address a range of key factors giving rise to the following ideas to strengthen the influence of existing interventions Individual E Costs amp Benefits Show that it s not worth the risk by publicising prominent cases in which people have been caught and prosecuted for mobile phone driving including the loss of their licence E Habits Encourage people to plan their communications before they travel in the same way they might go to the toilet before they set out or provide visual reminders 6 9 Road Safety Scotland previously developed mobile phone shaped in car air fresheners as a visual reminder of the risks and penalties involved ISM USER GUIDE Social Norms Work to reshape social norms by making mobile phone use while driving socially unacceptable This might include giving messages abo
10. the breadth of contextual factors that influence behaviours but when combined with evidence also supports homing in on the most important issues for a particular behaviour ISM USER GUIDE For example for EV use to be become widespread in the future it will be important that charging becomes automatic i e a habit Therefore any evaluation of electric vehicles would need to look not only at the material infrastructure the type range and distribution of charging points e g supermarkets and service stations cafes 81 but also at how and when people charge their EVs Can and do EV users combine charging with a variety of other tasks e g shopping Or is it seen as an additional and standalone task A positive answer to the former would suggest that charging is becoming a routine habit linked to other activities This would work positively in encouraging other people to buy EVs as opposed to a situation with limited charging points in which re charging is difficult Of course a variety of other ISM contexts and factors would also need to be addressed in any evaluation of electric vehicles In keeping with the working methods of ISM in which multiple factors across three different contexts are addressed by various stakeholders a thorough ISM evaluation would involve multiple research methods and sources of evidence e g usage and charging data travel activity diaries attitude surveys media discourse analysis In the
11. EV range anxiety I Agency and Emotions and educating people about alternative transport options For example asking people to keep a record of how long their journeys actually are could help circumvent range anxiety Information on trip habits could also be captured and fed back out to drivers such that they can get a better sense of what is normal in terms of journey distances and journey patterns S Norms Concluding comments Looking at the insights and opportunities for intervention generated above it is apparent that most of the ideas address multiple factors across different ISM contexts As noted in step 10 above it is useful to consider these interactions when developing a coherent package of interventions to influence behaviours For example although the first three examples above are Material interventions they impact on the softer Individual factors Beliefs Agency Skills as well as working to influence Habits and the key Social factors of Norms and Meanings PAGE 24 It is also worth considering the roles of government central and local business and other stakeholders Although government holds or can influence a number of levers industry and other sectors hold many of the remits that can help make widespread EV use a reality Examples include the right type of vehicles must be available at an attractive price with dealer support automotive industry support for installation of domestic charging
12. INFLUENCING BEHAVIOURS MOVING BEYOND THE INDIVIDUAL A USER GUIDE TO THE ISM TOOL ANDREW DARNTON AND JACKIE HORNE social research 7 I 1 11 LI Ld INFLUENCING BEHAVIOURS MOVING BEYOND THE INDIVIDUAL A USER GUIDE TO THE ISM TOOL ANDREW DARNTON AND JACKIE HORNE The Scottish Government Edinburgh 2013 The views expressed in this report are those of the researchers and do not necessarily represent those of the Scottish Government or Scottish Ministers O Crown copyright 2013 This document is also available from our website at www scotland gov uk ISBN 978 1 78256 567 3 The Scottish Government St Andrew s House Edinburgh EH1 3DG Produced for the Scottish Government by APS Group Scotland DPPAS13977 06 13 Published by the Scottish Government June 2013 The authors of this guide would like to thank CONTENTS all of those who have given time and thought to developing the ISM tool The ISM language INTRODUCTION orbit bn bae bet Dao E a IEEE LL E 02 originated with Dale Southerton and colleagues WHAT 03 at the University of Manchester while Paul Tyrer UNDERSTANDING ISM 07 the Scottish Government saw its potential ac HOW TO USE THE ISM TOOL A STEP BY STEP APPROACH 12 T practical tool Scottish Government and other WORKED EXAMPLE BUYING AN ELECTRIC VEHICLE 17 colleagues have since helped to trial and r
13. Therefore you may wish to reconvene the same or a different group of people to reflect on the issues and ideas raised and to develop an action plan for moving forward The next section of the guide provides a worked example which illustrates the insights and ideas which can be gained from using the ISM tool PAGE 16 ISM USER GUIDE WORKED EXAMPLE BUYING AN ELECTRIC VEHICLE Increasing individual business and public sector use of electric vehicles EVs is a key proposal within the Scottish Government s Second Report on Policies and Proposals RPP2 which outlines how Scotland will meet its ambitious climate change targets Whilst the technology one of the Material factors is already available and improving all the time making EVs a common purchasing choice is challenging As the behaviour mapping below shows appealing to the multiple factors in the three different contexts is critical if the government and car manufacturers are to break the current catch 22 of non use or niche purchase and significantly increase the uptake of EVs The worked example below identifies a wide range of factors many of which are interlinked which all need to be addressed if a step change in EV use is to be achieved For presentational purposes the worked example captures the main issues raised within the workshops rather than providing an exhaustive list Note the example focuses on people s decisions to buy an EV As per step 1 above the factors w
14. USER GUIDE 1 DECIDE IN ADVANCE THE TARGET BEHAVIOUR If you want to change a behaviour first specify that target behaviour GSR Behaviour Change Knowledge Review 2008 In other words this is a specific behaviour e g installing loft insulation undertaken by the same group of people e g house owners rather than landlords Note that this is not necessarily the same as a policy goal For instance a policy goal might be to save energy in the home but from the householder perspective this could involve turning down the thermostat and or installing double glazing or solid wall insulation All of these are different behaviours with different contexts and influences and each would need to be targeted differently It is critical that the targeted behaviour is clearly understood and agreed in advance with the people attending the workshop 2 GET A GOOD MIX OF PEOPLE TOGETHER It s important to get the right people together people with a good knowledge of the behaviour in question the current policy and practice landscape and knowledge of research and evidence Policy leads analysts specialists in the field from different disciplines and practitioners who work at the coal face would be ideal to invite along A group of up to ten people is a good workable number The ISM tool should itself provide a challenge to received wisdom by identifying the wide range of different contexts and factors that influence behaviours However it may
15. alise the behaviour PAGE 22 Explore alternative charging networks Home charging at times of low electricity demand is the primary aim but alternatives which make a wider range of journeys viable are important too Alternative charging sites M Infrastructure could include petrol stations service stations cafes and other places where people break long journeys This has the potential to impact on the following factors including l Agency the availability of alternative charging points will make a wider range of journeys viable which will increase people s confidence in using EVs 1 Habit encouraging EV users to link their recharging activity with other purposes shopping resting should help to make the practice of recharging a routine and less of a strange chore until it becomes as established as filling up the tank S Institutions clearly partner organisations will be required here to spread the charging networks Meanings where charging points are located can change the meaning of the act of recharging If in a petrol station it would appear more like normal refuelling but if at a caf it could feel more like part of a social call ISM USER GUIDE Provide better information maps and apps of the network of charging points Accessible maps and apps of the charging network tied into satnav where possible 4 Objects This has the potential to impact on the following factors including
16. d follow smoothly on from step 4 and pick up on one or two of the main points noted there observing the useful principle of starting where people are at The facilitator or note taker should start capturing the key points being raised about the different factors either on to flip charts or PowerPoint so that the group can view them as they work through the remaining steps There will be different ways to use the tool depending on whether it is being used for developing effective strategies or evaluation Depending on the assumptions and skills of the participants you may wish to put a different emphasis on the different contexts in the tool for example highlighting Individual or Social factors when previous work has been led by a focus on Infrastructure or Technologies and by contrast emphasising the Material when participants are more inclined to turn to communications based solutions 6 COVER ALL THE CONTEXTS AND FACTORS It is useful to capture linkages as the conversation flows from factor to factor and across contexts Although we do not suggest running the exercise as a rigid checklist which goes through all separate ISM factors in order there may be a need towards the end of the session to prompt the group on any factors that have not come out spontaneously This in turn leads naturally into the next step of standing back and prioritising Furthermore at this point do not worry too much about the details of the supporting evide
17. e three contexts is important in developing a coherent approach to influencing behaviours and achieving social change CHANGING SCOTLAND S RELATIONSHIP WITH ALCOHOL A FRAMEWORK FOR ACTION This framework sets out a strategic approach to tackling alcohol misuse in Scotland highlighting over 40 measures aimed at preventing and reducing alcohol related harm The strategy draws heavily on the international evidence base and behavioural science to identify those measures which offer the greatest chance of success The strategy therefore includes a range of interventions Individual Prevention and treatment initiatives e g targeting alcohol brief interventions at those who are drinking above sensible limits aiming to change habits Social Measures aimed at changing attitudes and cultural norms around drinking in Scotland e g campaigns aimed at influencing women s alcohol consumption and advice for parents to support them to talk to young people about the effects of alcohol and to reflect on their own consumption These policies are being delivered via a comprehensive strategy aimed at the whole population with particular targeting for high risk groups ISM USER GUIDE Material Regulatory measures such as alcohol licensing reforms and price based interventions e g banning quantity discounts minimum unit pricing and restricting alcohol promotions in off sale premises Whilst the strategy is based on the best available national a
18. efine ISM AS AN EVALUATIVE TOOL eeeeeeeeeeeeeenen enne nnne nnn nnne 25 the tool and comment on the guide 1 d p M 26 ISM USER GUIDE PAGE 01 INTRODUCTION Influencing how people behave whether it be using less energy in the home eating healthily or using public transport rather than driving to work is often the ultimate goal of government policy Yet influencing behaviours can be difficult to achieve with no off the shelf nor magic bullet solutions Over recent years governments across the UK have been applying insights from behavioural science to policy problems The interested practitioner has several approaches to follow This ISM user guide belongs in the same tradition but is different in that it brings together the main concepts from across the principal academic disciplines and turns them into a practical tool to be used throughout the policy process The ISM user guide is therefore designed for policy makers and practitioners whose work ultimately aims at engaging people and influencing their behaviours in order to deliver improved outcomes ISM should be particularly helpful when facing policy problems where significant levels of social change are required ISM is based on moving beyond the individual to consider all of the contexts that shape people s behaviours the Individual the Social and the Material By understanding these different contexts and the multiple factors within
19. final analysis these measures would be presented against the background of the take up of the desired behaviour of buying an electric rather than a fuelled vehicle PAGE 25 CONCLUSION A number of reports on behaviour change and public policy have noted the importance of working across the range of different contexts that influence people s behaviours in order to achieve substantive and long lasting change in the population s behaviours The ISM tool is based on moving beyond the individual to consider explicitly the social and material contexts that both shape and constrain people s behaviours Many unsustainable behaviours are an entrenched or fast growing feature of everyday life Addressing complex and multi faceted issues such as transitioning to a low carbon society requires creative and effective solutions involving multiple stakeholders working across different contexts to implement a coherent and co ordinated package of interventions The ISM tool is designed to help achieve this working collaboratively to define a problem to identify solutions and to deliver and evaluate interventions ISM has drawn on the latest behavioural science thinking encompassing three disciplines in order to develop a single practical tool to help design and improve behavioural interventions In this way ISM gets round the problem of which of the many behavioural models a practitioner should choose because it brings together the main insights f
20. hich influence organisations decisions to buy electric vehicles will be somewhat different and are best modelled separately ISM USER GUIDE PAGE 17 INDIVIDUAL FACTORS This section provides a description in summarised note form of the Individual factors which influence people s decisions to buy an EV rather than a petrol diesel vehicle Values Beliefs Attitudes E Range anxiety in fact c 60 100 miles Lack of critical mass chicken and egg between vehicles and charging network when will a tipping point be reached E Mis perceptions of inconvenience Costs amp Benefits E Purchase price is high battery costs up to 5096 of car price But factor in very low running and maintenance costs Leasing agreement for battery ongoing cost plus purchase car outright Length of payback unclear E No resale market yet so resale price unknown Hard to calculate vs fuel prices future uncertain including level of fuel taxes Incentives currently available 5k or 25 off purchase price Emotions Initial distrust suspicion gives way to pleasant surprise on test driving Agency E Range anxiety plays into concerns about completing journey not running out of charge Skills How to drive an automatic Knowing where how to recharge Habit Car buying habits including preferred make and model E Refuelling routines new charging habits need forming The facto
21. ices By considering the various factors that influence behaviours including the social factors ISM can provide a different perspective which may prove to have more traction on these types of behaviours PAGE 10 UNLOCKING MOBILE PHONE DRIVING By the early 2000s researchers began to present substantial evidence showing an increased risk of road accidents due to drivers using mobile phones Legislation on the use of mobile phones while driving is reserved to Westminster The UK Government moved to address the issue by introducing UK wide legislation banning the use of handheld mobile phones and similar devices while driving Initially this reduced reported levels of handheld phone use while driving but evidence started to emerge from 2005 2007 that the proportions were gradually starting to increase again Accordingly the UK Government increased the on the spot penalty from 30 to 60 and added an automatic three points to the driver s licence Advertising about the dangers of mobile phone driving and the new penalties was also undertaken as part of the Department for Transport s Think campaign Again evidence suggests handheld phone use decreased initially before beginning to rise again The case of using mobile phones whilst driving illustrates how even the stiffest measures prohibitive legislation with automatic penalties attached can be insufficient against fast growing social practices In ISM terms traditional
22. n in summarised note form of the Material factors which influence people s decisions to buy an EV rather than a petrol diesel vehicle Rules amp Regulations B Financing Arrangements e g government grants discounts A resale market none yet E Spatial planning guidelines e g siting the charging network E Congestion charging e g exemptions for EVs Technologies Electric vehicles themselves mostly small to medium cars at present E Batteries with increasing ranges decreasing costs E Various charging arrangements vary by point type and EV Infrastructure Bi Charging points and parking spaces B Homes with space to fit charging points ideally with dedicated cabling NB government financial support with this from 2013 E EV dealerships Objects E Info maps on charging points E Eye catching branding on charging points Time amp Schedules E Recharging routines at home e g plug in overnight B Scheduling breaks in long journeys to recharge around 30 mins required for 80 charge E Trip patterns and accurate assessment of how often long car journeys are undertaken e g 9896 of car journeys are less than 40 miles The mapping of factors in the Material context highlights that most work undertaken to date to encourage EV use has been in the Material context for example making the Technology viable more affordable and accessible and putting in the hard Infrastructure such as charging
23. nce Work from the groups5 expertise which step 2 highlighted should include people with knowledge of the evidence base After the session it is a good idea to ground and cross check the facts as reported in the session especially if it is a crucial element in the chosen intervention approach es PAGE 14 ISM USER GUIDE 7 NOTE IMMEDIATE OBSERVATIONS PRIORITY FACTORS AND KEY INSIGHTS Key insights are likely to be those which were the most striking to participants when they first came up or which keep being referred back to by the group Others may be apparent by reviewing the completed mapping to see which factors link most with other factors Note any initial ideas for step 9 8 EXISTING POLICY ISM MAPPING Picking up from step 4 above note existing policies and interventions by government and others to encourage the target behaviour before moving on to the next step 9 WHAT S MISSING IDENTIFY GAPS AND IDEAS Note what factors are not covered by existing policies or interventions the gaps and note people s ideas for how these gaps can be addressed In other words what should we be doing to impact on key behavioural factors that we are not already doing Some ideas will come naturally to the fore and may already have been generated as part of the mapping of behaviours steps 5 7 whilst others may require more creative thinking It may be helpful to focus in on the potential linkages between factors both within and
24. nd international evidence a peer reviewed monitoring and evaluation framework was developed alongside the strategy The evaluation due to report in 2015 will assess the extent to which desired outcomes have been achieved including the extent to which the different measures highlighted above have contributed to the success of the strategy PAGE 05 HOW DID RECYCLING BECOME THE NORM Across the last 10 to 15 years kerbside household recycling has become an everyday behaviour for many people across the country How did this society wide behaviour change happen ISM would point to multiple actions by diverse actors covering a range of factors across the Individual Social and Material contexts Individual A lot of messaging was provided about the importance and benefits of recycling and doing your bit working on people s attitudes and emotions Recycling was made easier by introducing a wide range of collections infrastructure including kerbside collections and providing clear and simple how to information thereby highlighting the ease and lowering the costs of participating Social Kerbside collection boxes sent out strong visual signals about who was and wasn t recycling thus working on the power of social norms Recycling was also promoted within people s workplaces schools and colleges some people take home their new behaviours from there Consistent branding Waste Aware Scotland Recycle for Scotland was also used to
25. ng family friends and others doing it Roles amp Identity Roles relate to a persons different repertoires of behaviours and attitudes based on the role they are fulfilling at the time e g mother employee football supporter etc The related concept of identity is a person s innate sense of who they are e g being a good person or identifying as a green Tastes Tastes can be understood as preferences through which people signal their belonging to particular social groups e g kinds of music listened to or table manners These preferences are collectively developed and are based on shared understandings of appropriate and desirable conduct Meanings Meanings are culturally constructed understandings of daily life which can include images ideas metaphors and associations These meanings effectively set the frame for a behaviour or practice and in so doing influence how it is undertaken and how it is understood e g smoking in popular culture used to mean sophistication and glamour but now is more likely to mean an unhealthy lifestyle Networks amp Relationships Connections between individuals which people identify and draw upon in identifying and carrying out possible courses of action this is sometimes called social capital In aggregate social networks can help to explain how ideas innovations and behaviours can spread e g growing your own food Roles amp Identity Tastes Ins
26. ng points potentially in places where other infrastructure hubs e g arterial roads garages are more scarce There is also the potential to tie into the existing Energy Saving Trust Green Homes network to build networks across the Scottish Government s ten key low carbon behaviour areas Raise awareness of EVs amongst the general public 1 Values Beliefs and Attitudes through influential TV shows showing celebrities S Opinion Leaders or ordinary families S Norms using EVs long term in their everyday lives This could combat mis perceptions that EVs are far less convenient and much more difficult than other fuelled vehicles especially for long journeys if timed carefully in terms of the growth of charging infrastructure A related idea is to increase public exposure to EVs as taxis hire cars branded trade vehicles etc To help calculate payback cost comparison websites M Object for EVs versus fuelled vehicles for different models mileages and journey types would be helpful Information on the actual costs and other aspects of EV use such as range and speed will be important to enable people to make informed decisions about the relative advantages of buying an EV l Costs amp Benefits PAGE 23 Think about your mobility Helping people understand their journey habits better particularly on the mileage relating to everyday driving such as commuting shopping and leisure with the dual aim of counteracting
27. our change interventions ISM is based on theory and evidence which shows that three different contexts the Individual Social and Material influence people s behaviours The model is shown in figure 1 on page 4 One of the key principles of ISM is that interventions should take account of influences across multiple contexts S and M in order to achieve substantive and long lasting change ISM USER GUIDE Traditional behavioural interventions have tended to focus on either the Individual or on the Material contexts and sometimes on both of these However this is often insufficient to lead to the change in behaviour that practitioners are expecting The approach described here has more chance of success because it encourages broader thinking and points towards collaborative working to develop a more integrated package of interventions ISM can generate a wide range of ideas for interventions because it draws on insights from all three of the main disciplines which study behaviours and practices social psychology behavioural economics and sociology mostly theories of practice The ISM tool has its origins in encouraging sustainable behaviours but it is also applicable to a range of other policy areas and social challenges including health and transport to name but a few PAGE 03 FIGURE 1 FACTORS THAT INFLUENCE BEHAVIOUR IN THE INDIVIDUAL SOCIAL AND MATERIAL CONTEXTS THE ISM MODEL Technologies Rules amp
28. pacting on Costs amp Benefits E 5k or 25 purchase discount whichever is higher E 0 rated road tax also example of Material Rules amp Regulations B Subsidised home charging kit installation Infrastructure Material impacting on Agency B Building the charging network soon to reach 500 charging points with an aim for a point every 50 miles on the trunk road network Ideas generated A number of ideas were generated as part of step 9 The first three ideas explain the ISM factors in full and how they interact whilst the rest are in summary form ISM USER GUIDE PAGE 21 Increase visual impact of charging points Increase the visual impact of charging points M Objects including through branding to show people that Infrastructure M to support EV purchase is growing and to help normalise the use of electric vehicles Even better if people can be seen using the charging points This has potential to impact on the following factors including I Beliefs and Attitudes giving people proof in their daily lives is the best way to change attitudes here by showing them that charging points away from home are available I Skills the know how required here includes where to recharge for instance the ability to spot charging points when driving will build knowledge of how to complete journeys by EV S Norms seeing people like me using charging points will be the best way to norm
29. points to support the technology Less has been done to date on information and maps of charging points and maximising the visual impact of the latter through branding Objects The focus on Time and Schedules highlights another linkage this time to the Individual context and people s reported range anxiety how many of people s car journeys exceed 100 miles without stopping and how inconvenient would a 30 minute recharging break be in those irregular longer journeys The importance of financial arrangements and incentives and planning guidelines is highlighted under rules and regulations some of which is under the control of the government However focusing on Rules and Regulations and Technology highlights an overlap with Social factors around Institutions While the government can lead on the charging Infrastructure and offer incentives the Technologies and overall market and pricing are largely in the hands of manufacturers Therefore close collaboration between government and industry will be important PAGE 20 ISM USER GUIDE DEVELOPING NEW POLICY AND INTERVENTIONS The next part of the workshop exercise mapped existing policies and interventions step 8 before identifying ideas for further consideration and development step 9 The following existing government schemes designed to encourage the purchase of electric vehicles by consumers were identified Funding and incentives Individual im
30. rom across them all However those single discipline or behaviour specific models and theories will still be valuable to focus in on particular behavioural issues or influences By bringing together all of the different contexts and factors that influence behaviours into one practical tool it is hoped that ISM will help deliver more effective policies and strategies resulting in lasting social change which benefits everyone PAGE 26 ISM USER GUIDE The Scottish Government Riaghaltas na h Alba Crown copyright 2013 ISBN 978 1 78256 567 3 This document is also available on the Scottish Government website WWwW Sscotland gov uk APS Group Scotland DPPAS13977 06 13
31. rs identified as part of the Individual context underline how new a behaviour buying an EV is There is uncertainty around Costs amp Benefits in terms of purchase price resale value and payback period set against a background of ingrained car buying Habits and refuelling routines Beliefs Attitudes and Agency are all influenced by range anxiety This is the worry about not being able to complete your journey due to running out of charge despite 98 of car and van journeys being less than 40 miles well within the range of an EV Skills and know how are also an issue in terms of knowing how and where to refuel and how to drive an automatic Scottish Household Survey 2011 travel diary data PAGE 18 ISM USER GUIDE SOCIAL FACTORS This section provides a description in summarised note form of the Social factors which influence people s decisions to buy an EV rather than a petrol diesel vehicle Opinion Leaders B TV shows including Top Gear Clarkson E Taxi drivers especially if driving an electric cab E Celebrity drivers Institutions Key stakeholders including Manufacturers Car hire market Car media e g Auto Trader Petrol stations install charging points here E NB some of these already on E cosse stakeholder working group Norms B None Should be good for using norms highly visible behaviour but currently not happening or talked about Roles amp Identity E Car attachment
32. them that influence the way people act every day more effective policies and interventions can be developed PAGE 02 This user guide introduces and explains the Individual Social and Material contexts and the different factors that influence behaviours with various examples that illustrate the applicability of ISM for successfully influencing behaviours The guide then outlines how the tool can be used in a workshop setting to develop new strategies and ideas and gives an example developed in a workshop at the Scottish Government purchasing an electric vehicle It also briefly notes how ISM can be used to evaluate new and existing interventions An accompanying technical guide provides all the background on the development of the tool and the contextual factors and influences That guide is effectively a short introduction to the field of behaviour change seen through the Individual Social and Material contexts It also outlines the three main behavioural disciplines that have been brought together within ISM and provides recommendations for further reading ISM USER GUIDE WHAT IS ISM ISM is a practical tool that has been developed from a sound conceptual model and refined through research and live projects The ISM tool has grown out of Southerton et al s 2011 International Review of Behaviour Change Initiatives where the Individual Social and Material contexts were used to examine the effectiveness of environmental behavi
33. titutions Meanings Networks amp Relationships Opinion Leaders 1 t t 1 1 Lu y 4 SOCIAL PAGE 08 ISM USER GUIDE MATERIAL factors that shape behaviour Rules amp Regulations At their most basic rules and regulations are set out by formal institutions such as government to prescribe or prohibit certain kinds of behaviour e g through the taxation system Yet rules and regulations are also implicit for instance determining appropriate conduct for individuals in informal institutions e g not disposing of recyclable materials in the general waste bin in the workplace Technologies Technology is sometimes contrasted to behaviour in that techno fixes are presented as ruling out the need for individuals to change their behaviour However individuals and technologies interact and this can influence the effectiveness of a technology in terms of its desired impact e g smart meters and how they are used in practice This interaction also enables new practices and the meanings of these practices to spring up and take hold quickly e g tweeting Infrastructure Hard infrastructure relates to the firm boundaries to people s behavioural choices presented by the environments in which they live for example without a bus service there will be no chance of bus use Such factors can often prevent even motivated people from undertaking the behaviour in question Alongside hard infrastructure
34. ut only making calls when it is safe to do so or empowering people to end calls when they suspect the person at the other end is driving Meanings Weakening the idea of the car as personal space could lead to people being more ready to change their established in car behaviours in line with social pressures and rational risk based arguments This could have dividends for other policies e g smoke free places Material Time amp Schedules Encourage drivers to schedule mobile phone calls as part of rest breaks e g with adverts in service stations or work with courier companies taxi firms and others employing drivers to introduce systems and itineraries that mean they don t need to make calls while on the move PAGE 11 HOW IO USE THE ISM TOOL A STEP BY STEP APPROACH This next section of the guide shows how to use ISM as a practical tool for influencing behaviours In theory the ISM approach could be used as a planning tool by one person sitting at their desk However experience in developing effective strategies shows that you are more likely to be successful if you can bring together a group of people to use ISM as a practical tool in a workshop setting 111 1 The following steps are suggested as the basis of a workshop which seeks to provide insights for the development of policy and practice A summary diagram and a more detailed explanation are provided TN PAGE 12 ISM
35. very strong sense of social conversation my car is me Tastes Assumptions and preferences about car styles looks driving styles and journey patterns Meanings E Electric cars as milkfloats or Sinclair C5s vs e g Teslas or new electric F1 cars E Committed car drivers as petrol heads E EV could appeal to techie early adopter people but EV cars seen as a bit of a joke Ownership models of buying and leasing Networks amp Relationships E Personal contact with someone who drives an EV E failing which films and case studies with new EV drivers E Target early adopters and spread new norms The factors identified as part of the Social context again underline newness most notably there are no clear social norms around purchasing an EV yet Meanwhile current Norms for car purchasing are petrol based indeed the whole meaningfulness of cars only relates to petrol versions Cars are critical to the social conversations which we have as part of consumer society what would driving an EV say about the kind of person you are The Social context also highlights the role of Institutions and key stakeholders manufacturers the car hire market car media and petrol stations who all have a role to play in promoting and facilitating the uptake of EVs across the different Social Individual and Material factors ISM USER GUIDE PAGE 19 MATERIAL FACTORS This section provides a descriptio
36. y costs such as time e g deciding whether the extra time spent walking to work is worth the health and environmental benefits However recent research has shown that much of this decision making is based on mental shortcuts which can introduce errors rather than effortful calculations Emotions How people feel about something their emotional response is one aspect in their behavioural decision making e g fear virtuousness or apathy Some theories contrast hot evaluations based on emotions with cold evaluations based on attitudes and rational choice Agency Agency relates to self control and a person s confidence that they can undertake the behaviour in question and see it through to completion It usually relates to a specific object or situation e g installing and using microgeneration technologies in the home but people can also be described as low agency generally lacking in confidence Skills Skills are the things a person needs to know in order to carry out a behaviour These include both procedural knowledge know how and factual knowledge know what e g fuel efficient driving techniques The range of factors that influence people s behaviours show that people are not necessarily conscious of the influence on their behaviours nor are they always based on thinking things through on a rational basis Habit Habits are those behaviours which are undertaken automatically
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