Social support refers to the perception or reality that other people will provide assistance in a given context. It is a key component of several behavior models and plays an important role in mediating behavior change.
Reducing friction or barriers to performing a behavior is simply making it easier or removing things that may be preventing someone from doing something.
This is a foundational technique in changing behavior, and part of the UK Behavioural Insights Team's 4-point approach ("Make it easy"). That said, knowing where the friction and barriers exist may not always be straightforward, and different groups of people may experience different barriers in different contexts.
Note: It is possible to remove too much friction. In a well-popularized study, a travel booking site found that delays in loading the best deals or travel options actually increased conversions. Similarly, longer input forms in digital interactions sometimes outperform, as people may consider the results more personalized or experience greater cognitive dissonance after having invested so much time in exploring the service.
Feedback entails providing qualitative or quantitative information about a behavior's performance or consequences.
Performative information might include data on how a person's current diet tracks with nutrition recommendations or how their home power consumption compares with nearby households.
Feedback on outcomes may include information about relative cancer risk based on current lifestyle factors or calculated net worth in 20 years based on the person's current savings rate and investment returns.
Lotteries are any form of assigning an award where there is an element of randomness or chance.
One example is a prize-linked savings account (PLSAs). One of the earliest of these was the Million a Month Account (MAMA) in South Africa, where First National Bank offered account-holders with qualifying deposits a chance to win up to one million rand each month (along with other smaller prizes given out at random).
Lotteries may be used with non-financial rewards as well, e.g. offering tickets to a sold-out play or sporting event for employees reaching certain performance benchmarks.
Goal setting simply refers to a person choosing a specific result to aim at achieving. This might include an outcome (e.g. a goal weight) or a behavior (e.g. exercise 90 minutes 3 times a week).
Social norms are shared expectations on how people within a certain group will or should behave. They are often considered as unwritten rules that govern behavior and tend to be very influential.
Influencing behavior using social norms can take a variety of forms. For example, some studies aim to correct misunderstandings around descriptive norms (what people in a group actually do). One trial involving the UK Behavioural Insights Team increased tax compliance by emphasizing that the vast majority of people pay their taxes on time, which influenced non-compliers to become more like the majority. People generally do not like to deviate from the norm, which may explain the success of this tactic.
Other approaches involve attempting to change social norms or create new social norms, which is substantially harder. One prominent example was the promotion of the ""designated driver"" (DDs) in the US during a period of high automobile fatalities. Public health officials influenced Hollywood producers to include the designated driver in film and television scenes, which caused viewers to: 1) likely believe the use of DDs was much more common than it actually was, and 2) likely consider using a DD was what they ""should"" do (i.e. the injunctive norm). Following the public health campaign, awareness and compliance with the DD protocol rose substantially, and auto fatalities dropped precipitously.
Motivational interviewing (MI) is a therapeutic approach that aims to influence behavior by eliciting goals, motivation, insights, and specific behavioral plans through structured dialog. It's largely associated with William Miller and Stephen Rollnick, and bears some relation to the Socratic method (as does the original cognitive therapy approach). While originally developed as part of a treatment for substance abuse, the method has been generalized and found empirical support in assisting behavior change in diet, exercise, and other areas.
Identity priming refers to attempting to influence someone's behavior by emphasizing their being part of to a certain group or being a certain type of person. These often leverage social norms—particularly injunctive norms—and introjected regulation.
For example, voter turnout campaigns often emphasize the person's membership to the community or previous voting history in reminder letters.