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Design Psychology: Mo0vate Your Users
Amy Bucher, Ph.D. @amybphd, amybucherphd.com
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Types of Mo0va0on: Self Determina0on Theory
Amo$vated
• I am not mo0vated
External
• My employer/doctor/ coach told me I need to
Introjected
• I know I should
Iden$fied
• The behavior is consistent with my goals
Integrated
• The behavior is part of my iden0ty
Intrinsic
• The behavior feels good
Autonomous Controlled
More likely to engage in and sustain behavior change
Adapted from Segar & Hall (2011) Source: Ryan & Deci (2000)
Amy Bucher, Ph.D.: @amybphd, amybucherphd.com
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Involves self-‐ini0a0on and self-‐regula0on of one’s own behavior
Ability to interact proficiently or effec0vely with the environment
Feelings of closeness and belonging to a social group
Autonomy
Competence
Relatedness
Motivation
Self-‐Determina0on Theory (SDT): Antecedents of Mo0va0on
Ryan, R. M., & Deci, E. L. (2000). Self-‐determina0on theory and the facilita0on of intrinsic mo0va0on, social development, and well-‐being. American Psychologist, 55, 68-‐78.
Amy Bucher, Ph.D.: @amybphd, amybucherphd.com
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Applica0on of SDT
• Minimal external pressure • Provision of maximum choice • Internal frame reference shared
Autonomy Support
• Op0mal challenge • Developmentally appropriate demands • Relevant feedback
Competence Support
• Warmth • Involvement • Conveyance of belongingness
Relatedness Support
Adapted from Sco_ Rigby
Amy Bucher, Ph.D.: @amybphd, amybucherphd.com
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PERCEIVED AUTONOMY Help people feel they have control
Amy Bucher, Ph.D.: @amybphd, amybucherphd.com
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Amy Bucher, Ph.D.: @amybphd, amybucherphd.com
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Amy Bucher, Ph.D.: @amybphd, amybucherphd.com
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Pandora.com Amy Bucher, Ph.D.
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WeightWatchers.com
Lunch Builder Cheat Sheet
Amy Bucher, Ph.D.: @amybphd, amybucherphd.com
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Amy Bucher, Ph.D.: @amybphd, amybucherphd.com
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PERCEIVED COMPETENCE Help people feel they can do it
Amy Bucher, Ph.D.: @amybphd, amybucherphd.com
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2x weight loss in people who track food 6+ days per week vs. people who track less than 11
1. Hollis, J. F. et al. (2008). Weight loss during the intensive interven0on phase of the weight-‐loss maintenance trial. American Journal of Preventa8ve Medicine, 32(5), 118-‐126.
2. Kruger, J., Blanck, H. M., & Gillespie, C. (2006). Dietary and physical ac0vity behaviors among adults successful at weight loss maintenance. Interna8onal Journal of Behavioral Nutri8on and Physical Ac8vity, 3.
3. Bravata, D. M., et al. (2007). Using pedometers to increase physical ac0vity and improve health: A systema0c review. Journal of the American Medical Associa8on, 298(19), 2296-‐2304.
18% of successful dieters kept a calorie diary, vs. 8% of unsuccessful dieters2
People using pedometers keep their
physical ac0vity at 27% above baseline levels3
Amy Bucher, Ph.D.: @amybphd, amybucherphd.com
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Opower.com 1.4 – 3.3% energy use reduc0on per household (Alco_, 2011)
Amy Bucher, Ph.D.: @amybphd, amybucherphd.com
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Amy Bucher, Ph.D.: @amybphd, amybucherphd.com
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Feedback Granularity
Amy Bucher, Ph.D.
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Amy Bucher, Ph.D.
J&J Digital Health Scorecard h_p://www.digitalhealthscorecard.com/?sf7635864=1
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Amy Bucher, Ph.D.: @amybphd, amybucherphd.com
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Does it work?
h_p://duolingo.com/#/effec0veness-‐study
34 Hours of Duolingo 1 University Semester
Amy Bucher, Ph.D.: @amybphd, amybucherphd.com
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PERCEIVED RELATEDNESS Show people they’re connected
Amy Bucher, Ph.D.: @amybphd, amybucherphd.com
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Amy Bucher, Ph.D.: @amybphd, amybucherphd.com
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Amy Bucher, Ph.D.: @amybphd, amybucherphd.com
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Amy Bucher, Ph.D.: @amybphd, amybucherphd.com
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Amy Bucher, Ph.D.: @amybphd, amybucherphd.com
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SDT Applied to Beer
Amy Bucher, Ph.D.: @amybphd, amybucherphd.com
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Thank you!
• Twi_er: @amybphd • Website and blog: amybucherphd.com
Amy Bucher, Ph.D.: @amybphd, amybucherphd.com