IT IS ESSENTIAL TO REINFORCE A BEHAVIOUR TO CREATE A HABIT Have you ever had a phone call from a charitable telemarketer during which the caller said ‘Thank-you for giving last year – can we count on your support again this year’? Have you ever followed this experience up by thinking ‘I don’t remember giving […]

IT IS ESSENTIAL TO REINFORCE A BEHAVIOUR TO CREATE A HABIT Have you ever had a phone call from a charitable telemarketer during which the caller said ‘Thank-you for giving last year – can we count on your support again this year’? Have you ever followed this experience up by thinking ‘I don’t remember giving last year’ before giving a donation? I would be a little surprised if you had not had this experience. I certainly have! By telling you that you behaved a particular way previously, the caller is influencing you to behave in a consistent manner this year. This is a well-used and highly successful strategy. Most people like to be seen as consistent in their behaviour – and reminding or reinforcing prior behaviour works to encourage consistency. New habits are most readily developed where the rewards are forthcoming and where: You are reminded of the behaviour The…