15 ноября центр Digital October провел телемост с Джули Дирксен, исследователем и автором современных подходов к обучению, дающих результат.
http://digitaloctober.ru/ru/events/knowledge_stream_kak_uchitsya_vzroslomu
1. Design for Behavior Change
Think about:
What behaviors would you like to see
changed?
Julie Dirksen, Usable Learning
2. There’s a question I’ve been
thinking about most of my
professional life…
3. Why do people do the wrong*
things?
It’s a simple question, but it has
a complicated answer.
*By wrong, I don’t mean morally wrong…
4. Why do people do the wrong*
things?
It’s a simple question, but it has
a
complicated answer .
*By wrong, I don’t mean morally wrong…
5. Answer 1: They don’t know any
better
I can’t buy printer
paper from my
brother-in-law?
It has to go
through
purchasing?
1800 Calories?
Seriously???
How do you
figure sales
tax, again?
6. Answer 1: They don’t know any
better
Texting
while
driving
Fast Food
Smoking
People don’t still smoke because nobody happened to mention it was a
bad idea, so why does it still happen?
7. I know, but…
Texting
while
driving
“I know it’s a bad idea, and I never do it (except when I
do, and then I feel guilty).”
“I know it’s a bad idea, but I only do it once in a while, and
I’m very careful.”
“I know it’s a bad idea for other people, but I can do it
because I’m really good at it.”
“Huh? What’s the big deal?”
Except for the last, none of these are knowledge
problems, so adding more information probably won’t
change things.
13. The Rider can hold out for a
while…
… but it gets tired quickly.
Shiv, B. and A. Fedorikhin. 1999
14. Answer 3: We learn from
experience
How many of you know
that it’s bad to text while
driving?
How many of you learned
this through personal
experience?
15. What do we really mean
when we say “We learn
from experience?”
Let me tell you a story about a friend of mine…
21. Visceral Matters
Remember the fruit salad vs cake?
The effect was much more pronounced if people were looking at the cake and fruit
salad when they made their choice.
31. Answer 6: Sometimes the changes are
downright fraught
Characteristics of a fraught decision:
• Benefits Now – Costs Later (or Costs
Now – Benefits Later)
• Degree of Difficulty
• Frequency
• Feedback
• Knowing What You Like
32. Answer 7: We lack self-efficacy
How do your learners feel?
Things just
happen to me
No control
Fixed mindset
Mindset, by Carol Dweck
I do
In control
Growth mindset
36. We listen to authority
figures, but… figure.
…you have to have the right authority
If you are talking to kids about drug and alcohol use, who is the real authority figure?
http://www.projectalert.com
52. Now you try
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Make it immediate
Create opportunities to practice
Meet people where they are
Have people learn from experience
Avoid cycles of failure
Design for the elephant
Opinion leaders, testimonials, success stories
Use good models
Fix the environment
How can you use some or all to address the behavior you want to
change?
54. References
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Shiv, B. and A. Fedorikhin. 1999. Heart and Mind in Conflict: Interplay of Affect and Cognition in
Consumer Decision Making. Journal of Consumer Research 26 (December): 278–282.
Haidt, Jonathan, The Happiness Hypothesis (book)
Gery, Gloria, Electronic Performance Support Systems (book)
Haier, R.J., B.V. Siegel Jr., A. MacLachlan, E. Soderling, S. Lottenberg, and M.S. Buchsbaum. 1992
Regional glucose metabolic changes after learning a complex visuospatial/motor task: a positron
emission tomographic study. Brain Research 570: 134–14.
Thaler, Richard and Sustein, Cass. Nudge (book)
Okita, S.Y., J. Bailenson, and D.L. Schwartz. 2008. Mere Belief of Social Action Improves Complex
Learning. Proceedings of the 8th International Conference for the Learning Sciences.
Johnson, Eric J. and Goldstein, Daniel G., Do Defaults Save Lives? (Nov 21, 2003). Science, Vol.
302, pp. 1338-1339, 2003. Available at SSRN: http://ssrn.com/abstract=1324774
Norman, Donald, The Design of Everyday Things (book)
Greene and Paxton, Patterns of Neural Activity Associated with Honest and Dishonest Moral
Decisions, PNAS 106:12506-12511 (July 28, 2009).
Prochaska, JO; Norcross, JC; DiClemente, CC. Changing for good: the revolutionary program that
explains the six stages of change and teaches you how to free yourself from bad habits. New York: W.
Morrow; 1994
Rogers, Everett Diffusion of Innovations (book)
Pronin E, Olivola CY, & Kennedy KA. (2008) Doing unto future selves as you would do unto others:
psychological distance and decision making. Personality and social psychology bulletin, 34(2), 224-36.