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Designing for Behavior
Change
Applying Psychology and Behavioral
Economics
Stephen Wendel
Beijing 
·
 Cambridge 
·
 Farnham 
·
 Köln 
·
 Sebastopol 
·
 Tokyo
Designing for Behavior Change
by Stephen Wendel
Copyright © 2014 Stephen Wendel. All rights reserved.
Printed in the United States of America.
Published by O’Reilly Media, Inc., 1005 Gravenstein
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October 2013: First Edition.
Revision History for the First Edition:
2013-10-25
First release
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[
Contents
]
Foreword
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
ix
Preface
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
xiii
Part I
UNDErStaNDING tHE MIND aND BEHaVIOr CHaNGE
Chapter 1
How the Mind Decides What to Do Next
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
3
The Deliberative and Intuitive Mind
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
3
Making Sense of the Mind
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
4
Most of the Time, We’re Not Actually “Choosing” What to Do Next
. .
6
Even When We “Choose,” Our Minds Save Work
. . . . . . . . . . . . . . . . . . . .
15
The Obvious, Simple Stuff Is Really Important
. . . . . . . . . . . . . . . . . . . . . .
19
A Map of the Decision-Making Process
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
21
On a Napkin
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23
Chapter 2
Why We Take Certain Actions and Not Others
. . . . . . . . . . . . . . . . . . . . . . .
25
A Simple Model of When, and Why, We Act
. . . . . . . . . . . . . . . . . . . . . . . . .
26
The Create Action Funnel
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
39
On a Napkin
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45
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
47
. . . .
47
Chapter 3
Strategies for Behavior Change
Strategy 1: Cheat!
A Decision or a Reaction: Three Strategies to Change Behavior
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
49
Strategy 2: Make or Change Habits
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
58
Strategy 3: Support the Conscious Action
. . . . . . . . . . . . . . . . . . . . . . . . . . . .
67
A Recap of the Three Strategies
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
68
On a Napkin
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
69

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