Behavioral influence is steering people's choices and behavior through communication and context. The goal is to help people make a different choice, such as a different route, travel time, or mode of transport.
When do you use behavioral influence?
Behavioral influence is used for:
- Mobility campaigns
- Obstruction communication
- Roadworks
- Traffic measures
- Projects with an impact on behavior
As soon as you want people to change their behavior, behavioral influence is relevant.
What is the goal of influencing behavior?
The aim is to:
- To change behavior
- To let people make conscious choices
- to manage traffic flows
- to limit nuisance
- To increase the effectiveness of communication
It is not just about informing, but about activating behavior.
How does behavioral influence work?
Influencing behavior works by:
- To provide insight into the situation
- To clarify choices
- To offer alternatives
- To lower thresholds
- To make desired behavior more attractive
People are more likely to adjust their behavior if it feels simple and logical.
Which factors play a role?
Important factors are:
- Timing
- Context
- Habits
- Social influence
- Available alternatives
Behavior is influenced by multiple factors simultaneously.
What makes behavioral influence effective?
Effective behavioral influence is:
- Clear
- Relevant
- Practically applicable
- Focused on small changes
- Building on existing habits
Small adjustments often have the biggest impact.
Common mistakes
Common mistakes include:
- Simply inform without a course of action
- Messages that are too complex
- Ignore behaviour
- Too late to communicate
- Do not offer clear alternatives
As a result, behavior does not change.
How do you apply behavioral influence?
A simple approach:
- Analyze current behavior
- Determine the desired behavior
- Identify thresholds
- Offer clear alternatives
- Communicate at the right moment
- Evaluate and optimize
By following these steps, influencing behavior becomes concrete.
The role of digital platforms
Digital platforms, such as Traffic Solvers' BaaS platform, make it possible to apply behavioral influence at scale. By combining data, target groups, and communication, behavior is influenced in a more targeted manner.
Summary
Influencing behavior revolves around steering choices and behavior through communication and context. By specifically targeting behavior, you can increase the effectiveness of campaigns and limit nuisance.
