The subconscious – people are often unaware of the numerous factors that may influence their behaviours. If a chocolate cake is in view or offered to people they tend to want to take it even if they are not hungry, whereas out of sight is out of mind. It is important to consider how best to avoid temptation. Dolan et al (2010) explored how the government could use policy to support and influence individual behavioural choices subliminally.
Emotional associations – individuals tend to do things that make them feel better, are associated with ‘good times’ and are comforting or relieve anger or stress. People sometimes develop maladaptive coping strategies such as self-harming, smoking or drinking. Changing maladaptive behaviours requires time and often specialist help.
Ego – people behave in a way that makes them feel good about themselves. A negative behaviour may be an act of bravado, for example taking a risk or breaking the law to be popular or part of a particular group. People need to feel proud about making a change and not despondent if they do not succeed straight away.
Commitments – most people try to keep promises or return favours, which is why for some individuals it helps to announce that they are giving up smoking or drinking or say they will accompany a friend on a daily jog. Commitments, therefore, need to be achievable. It is better to succeed with several small steps towards a goal, than fail attempting something too difficult. Complete time out activity 1