Social Change Media consultant Les Robinson explains the 7 Doors Model he developed for designing and evaluating behaviour change programs.
The 7 Doors is a model of personal voluntary change that's useful as a checklist for program design and evaluation. It began with a thought experiment I carried out in 1998. I asked, 'What it would take to get me to change my own behaviour?'
The model has been refined from responses in training workshops, consideration of cognitive theories of change; and the results of some formal empirical research that I conducted.
Here below is the latest version of this model.
1. Role models and visions
In this model people tend to adopt voluntary changes because they are unhappy, frustrated or dissatisfied with their lives or businesses. This dissatisfaction provides the energy and motivation for change.
Dissatisfaction happens when the reality of life contradicts people's hopes, dreams and sense of identity. It's not about rational calculation. It's about the role of the imagination: the ever shifting dream world that swirls around our identity (our hopeful self).
There are many elements on our 'hopeful self', including values (things we value); perceived social norms (what we think our peers value); and hopes (our vision for our lives). But life isn't a dream, it's full of indignities and frustrations. The bigger the dissonance between dreams and reality, the more unattainable our dreams seem, then the greater the motivation for change. Dissonance alone does not make change however. It actually blocks change unless there are feasible pathways for change and social 'invitations' to entice/kick us out of out comfy zones - that's where the other elements of the model come in.
|Shared purpose: A vision for living, running a business or household that:
References: | | |Andreasen, Alan R. (1978), A Marketing Audit of the Smoking and Breast Cancer Program | | | |of the Office of Cancer Communications, National Cancer Institute, Washington, D.C.: | | | |Dow-Jones Irwin. | | | |Andreasen, Alan R.(1990), Strategic Marketing Planning Workbook, Alexandria, Va: | | | |Andreasen, Alan R. (1994), "Social Marketing: Definition and Domain," Journal of | | | |Marketing and Public Policy (Spring), pp | | |Andreasen, Alan R. (1995a), Expanding the Audience for the Performing Arts, | | | |Washington: Seven Locks Press | | |Andreasen, Alan R. (1995b), Marketing Social Change. San Francisco: Jossey-Bass, Inc. | | | |Andreasen, Alan R | | |Bagozzi, Richard P. (1974), "Marketing as an Organized Behavioral System of Exchange,"| | | |Journal of Marketing (October), 77-81 | | |Bagozzi, Richard P. (1978), "Marketing as Exchange," American Behavioral Scientist, | | | |(March-April), 535-556 | | |Bagozzi, Richard P. and Paul Warshaw (1990), "Trying to Consume," Journal of Consumer | | | |Research, 17, 127-140 | | |Bartels, Robert (1974), "The Identity Crisis in Marketing," Journal of Marketing, | | | |October, 73-76 | | |Berkowitz, Eric N. and William A. Flexner (1978), "The Marketing Audit: A Tool for | | | |Health Service Organizations," HCM Review, (Fall), 55-56 | | |Bloom Paul N. and William D. Novelli (1981), "Problems and Challenges of Social | | | |Marketing," Journal of Marketing 45 (Spring), 79-88 | | |Burlingame, Dwight F. and Dennis R. Young (eds.) (1996), Corporate Philanthropy at the| | | |Crossroads | | |Cooper, Philip D. (1979), Health Care Marketing: Issues and Trends. Germantown, MD: | | | |Aspens Systems Corporation | | |Cordes, Joseph J. , Jeffrey R. Henig, Eric C. Twombly and Jennifer L. Saunders (1999),| | | |"The Effects of Expanded Donor Choice in United Way Campaigns on Nonprofit Human | | | |Currence, Cynthia (1997), "Demographic and Lifestyle Data: A Practical Application to | | | |Stimulating Compliance With Mammography Guidelines Among Poor Women," in Marvin | | | |Drucker, Peter F. (1989), "What Business Can Learn from Nonprofits," Harvard Business | | | |Review, (July-August), 88-93 | | |Elliott, Barrie J. (1991), A Re-examination of the Social Marketing Concept. Sydney: | | | |Elliott & Shanahan Research | | |Fine, Seymour (1981) , The Marketing of Ideas and Social Issues. New York: Praeger. | | | |Fine, Seymour (ed.) (1990), Social Marketing: Promoting the Causes of Public and | | | |Ten Years," Journal of Marketing, Vol. 44 (Fall), 24-33. | | | |Goldberg, Marvin (1996), "Social Marketing: Are We Fiddling While Rome Burns?" Journal| | | |of Consumer Psychology, 4(4), 347-370. | | | |Goldberg, Marvin, Martin Fishbein and Susan Middlestadt (eds.) (1997), Social | | | |Herron, Douglas B. (1978), "Developing a Marketing Audit for Social Service | | | |Organizations," in Weinberg, Charles B | | |in Public and Nonprofit Marketing, Palo Alto, CA: The Scientific Press, 269-271. | | | |Herron, Douglas (1997), Marketing Nonprofit Programs and Services : Proven and | | | |Independent Sector (1998), America 's Nonprofit Sector in Brief. Washington, DC: | | | |Independent Sector | | |Kotler, Philip (1972), "A Generic Concept of Marketing," Journal of Marketing, Vol. 36| | | |(April), 46-54 | | |Kotler, Philip (1975), Marketing for Nonprofit Marketing. Englewood Cliffs, NJ: | | | |Prentice-Hall, Inc | | |Kotler, Philip (1979), "Strategies for Introducing Marketing Into Nonprofit | | | |Organizations," Journal of Marketing, Vol | | |Kotler, Neil and Philip Kotler (1998), Museum Strategy and Marketing. San Francisco: | | | |Jossey-Bass | | |Kotler, Philip and A.R. Andreasen (1996), Strategic Marketing for Nonprofit Marketing | | | |(5th | | |Kotler, Philip and Roberta N. Clarke (1986), Marketing for Health Care Organizations. | | | |Englewood Cliffs, N.J.: Prentice-Hall | | | |Kotler, Philip and Karen F.A. Fox (1995), Strategic Marketing for Educational | | | |Organizations(2nd ed) | | |Kotler, Philip, William Gregor, and William Rodgers (1977), "The Marketing Audit Comes| | | |of Age," Sloan Management Review, Winter, 25-43 | | |Kotler, Philip, Donald H. Haider, and Irving Rein (1993), Marketing Places: Attracting| | | |Investment, Industry and Tourism to Cities, States and Nations | | |1993 | | | |Kotler, Philip, Somkid Jatusripitak and Suvit Maesincee (1997), The Marketing of |