For decades, the Theory of Planned Behaviour has offered a map of human action that feels both intuitive and practical. It gives practitioners convenient variables to measure, neat intentions to track, and surface behaviours to predict.
But if we take seriously the deeper problems that run through folk psychology, economics, and social psychology alike, then the task is not to patch TPB. It is to recognise that the model was built on assumptions that never fully captured how behaviour unfolds — and that many entering Behavioural Insights still replicate, often unknowingly, despite nodding to newer ideas like dual- and triple-process theory.

Duolingo set out to address these challenges by reimagining how languages are taught online. To clear blocked utilities in the existing online language learning offerings, Duolingo shifted its focus from the productive delivery of education service to an active, engaging, and even addictive learning experience.

Baptisée “O Patrocínio Que Ninguém Viu” (Le sponsoring que personne n’a vu), cette opération a été imaginée par les agences End to End et Área 23, en partenariat avec l’Institut Melanoma Brasil. Son objectif : alerter sur les dangers du mélanome, un cancer de la peau aussi discret que mortel.

For GLP-1 receptor agonists specifically, adherence challenges are a major concern, as these medications require long-term use to achieve meaningful health benefits in chronic conditions like diabetes and obesity.

There was no difference in edoxaban adherence between the groups. However, the proportion of adequate medication adherence was higher in the intervention group, and the benefit of the smartphone app–based intervention on medication adherence was more pronounced among older patients than among younger patients. Given the low adherence to oral anticoagulants, especially among older adults, using a smartphone app may potentially improve medication adherence.

Many of us are struggling to stay on the narrow path of healthy choices. At work, at meetings, and in the car on the way home we are constantly tempted to snack a little bit—to kill boredom, to have a good time, or to get some quick energy to stay awake and aware. Each single occurrence does obviously not make a difference, but over time one snack becomes more, and slowly but surely our waistline expands.

What’s often overlooked is that employee resistance to change is most likely due to the emotions behind the change, not the change itself. And in examining those emotions, the late Carl Frost offered four key questions that people ask themselves when they’re being asked to change. The answers to these questions determine their excitement, or resistance, to change.

Patients were assessed for their adherence to optimal medical therapy at the time of the index duplex scan, the first follow-up visit, and at each subsequent follow-up visit until the end of the study, ultimately leading to a median follow-up period of 2.7 years. In the study, optimal medical therapy was defined via three key tenets: abstinence from smoking; use of aspirin or other antiplatelets; and use of statins or other lipid-lowering therapies.

Employee disengagement is a persistent problem, and attempts to inject excitement often fall flat. However, gamification — using elements of games to motivate — has serious potential when thoughtfully executed. This article explores the psychology behind gamification, successful examples, and how to leverage probabilistic rewards (like lotteries tied to performance) to increase employee motivation.

Human beings are creatures of habit. Ours days have a particular rhythm to them, and behaviours we exhibit today are generally indicative of how we behaved yesterday and will behave tomorrow. Yet for how routine our lives can be, behavioural research conducted the last 50 years has found that people tend to struggle when asked to recall specific details about their day-to-day life.

In recent years, it has been increasingly recognized that food choices are not only central to health, but also to global sustainability. In particular, production and consumption of meat have been linked to dying prematurely, as well as proven to be a central source of CO2 emissions responsible for ~15% of the total global CO2 emission. Thus, changing people’s diets from a meat-based to a vegetarian, may prove to be a necessary step in the battle against what has become a global food–health crisis as well as climate change.

One aspect of COVID-19 prevention, however, was not something foreign to the general populace. Basic hand hygiene is preached from a young age as a means of illness prevention, and health organisations made sure to emphasise that the simple act of washing one’s hands or using an alcohol-based sanitiser may help curb the spread disease in this new context too. Yet for how important hand cleansing is in keeping individuals and the community safe, compliance can be difficult to achieve, and even harder to measure.

At the Abarca Forward conference earlier this year, George Van Antwerp, managing director at Deloitte, discussed how social determinants of health and a personalized member experience can improve medication adherence and health outcomes.

Connaissez vous les cafés suspendus ? Cette tradition italienne du milieu du 20ème siècle consiste à payer deux cafés, l’un pour soi et l’autre pour un client démuni ou dans le besoin. Depuis quelques années, la tradition s’est importée en France. Zoom sur ces cafés suspendus.

After Suspended Coffee’s initial wave of popularity on the social media, critics have come out of the woodwork to cut down the idea. Some have been blatantly trolls, some have been hopelessly cynical, and some have made good points. Here is a summary of some of the criticisms. None have dampened my belief that this is a good idea.

This study proposes a research model to corroborate that patient health information–seeking behavior (way and effectiveness) in OHCs exerts positive effects on patient compliance with the treatment and physician’s advice and provides suggestions for patients, physicians, and OHC service providers in China to help guide patients’ health-related behaviors through OHCs to improve patient compliance, patient satisfaction, treatment efficiency, and health outcomes.

As a leading world-renowned Centre, the CBC promotes the science and practice of behaviour change to address key challenges facing society through interdisciplinary collaboration and partnerships.

Uncover the science behind behaviour. This unique and dynamic programme provides the opportunity for full-time professionals working in any sector to obtain a graduate qualification in behavioural science, allowing you to pursue new and expanded opportunities within this emerging and exciting field.

Health inequalities within and between countries remain a major public health problem despite extensive evidence and proposed interventions from two approaches to health equity: individually oriented behaviour change and the social or wider determinants of health. While substantial evidence exists within each, there is little integration and intersections are seldom developed. Consilience at practice, policy and research levels could contribute to effectively alleviating the burden of ill health among poor and disadvantaged people.

This study is the first step in testing the acceptability, feasibility, and preliminary efficacy and safety of CBT-VR for patients with depression without controls in an open-label trial. If its feasibility for depression treatment is confirmed, we intend to proceed to a large-scale validation study.

So-called complementary and alternative medicine (CAM) is largely philosophy-based medicine rather than science based. There are a few core concepts that are endlessly recycled in various forms, but it is mythology and culture, not grounded in the rigorous methods of science that allow us to tell the difference between our satisfying fantasies and hard reality. Sometimes proponents of such philosophies try to cloak their beliefs in the appearance of science, resulting in what we simply call pseudoscience.

There is a meaningful relationship between the perceived frequency of the outcome occurring in the presence and absence of the putative cause (i.e., contingency learning), and judgements of causality across a range of health beliefs, including popular complementary and alternative medicine and therapies. To our knowledge, this is the first demonstration of the relationship between contingency estimation and causal judgement on real-world health beliefs, in particular beliefs relating to CAM and judgements of treatment efficacy. This finding is promising as it suggests that strategies that effectively improve people’s ability to accurately infer the likelihood of recovery from an illness with and without the alternative therapy should thus change their beliefs about the efficacy of the treatment when used for that purpose.