SCIENCE DOMAIN

PSYCHOLOGICAL NEEDS

Tap into core human needs for meaning, autonomy, and loss aversion. When interventions align with what people fundamentally want, behaviour change becomes intrinsic.

3 strategies|9 techniques

DOMAIN OVERVIEW

PSYCHOLOGICAL NEEDS

"Which core psychological need does your intervention address - and are you working with it or against it?"

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PSYCHOLOGICAL NEEDS

OVERVIEW

Psychological Needs are the fundamental drivers of human motivation. When a product, service, or intervention connects to people's deep need for meaning, autonomy, and loss aversion, behaviour change becomes intrinsic rather than forced. This domain draws on Self-Determination Theory, Prospect Theory, and commitment psychology to create lasting change by aligning with what people already want at a fundamental level.

KEY QUESTION

Which core psychological need does your intervention address - and are you working with it or against it?

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STRATEGIES

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STRATEGY

3 TECHNIQUES

MEANINGFUL

make it meaningful

Connect actions to a higher purpose, personal narrative, or emotional resonance. When people feel that what they do matters - to themselves, to others, or to a cause - motivation becomes self-sustaining. Meaning transfor...

"How can you frame the desired behaviour as part of a larger, personally meaningful narrative?"

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MEANINGFUL

TECHNIQUES

#82

Storytelling

Present information in a story form to provide context and connect events in a meaningful way.

#84

Identifiable Victim Effect

Focus on one person (the victim) and her/his background story, rather than vaguely defined groups.

#81

Epic Meaning

Implicitly or explicitly connect mundane actions or individual achievements to a higher purpose or cause.

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STRATEGY

3 TECHNIQUES

YOURS

make it yours

Leverage people's tendency to value things more when they feel ownership or personal investment. By creating commitment, building on small agreements, and fostering a sense of "mine," you make the desired behaviour feel ...

"How can you give people a sense of ownership over the behaviour change process itself?"

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YOURS

TECHNIQUES

#95

Foot-in-the-Door

Start with a modest request then follow up later with a larger request - you increase your chances of succeeding with the larger request.

#98

Behavioural Contract

Encourage actions with monetary incentives and tangible benefits through formal agreements that create accountability.

#93

Commitment Device

Enable users to commit to do or refrain from doing a certain behaviour by introducing friction, social accountability or the prospect of a financial loss.

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STRATEGY

3 TECHNIQUES

AVERSIVE

make it aversive

Use loss aversion, risk salience, and negative consequences to discourage undesired behaviours. People are more motivated to avoid losses than to acquire equivalent gains. Making the cost of inaction vivid and personal c...

"What is the cost of NOT changing - and how can you make that cost feel immediate and personal?"

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AVERSIVE

TECHNIQUES

#101

Sunk Cost Fallacy

Encourage continued actions by highlighting the investment already made - people are reluctant to abandon something they've already put effort or money into.

#104

Emphasise Risks

Emphasise the risks and likelihood of negative outcomes associated with inaction or inaction.

#109

Punishment

Add an undesirable stimulus or remove a pleasant stimulus to decrease a behaviour.

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