The Top Ten Myths of Behaviour Change

- A Communications Specialist with Metro Vancouver talks about what drives behaviour change, in the context of increasing recycling, at the Recycling Council of British Columbia’s 2011 annual conference. He lists ten myths and breaks them down into anecdotes and references to studies on things like financial incentives.

For example, a daycare instituted fines for parents who picked up their kids late, but lateness increased because people felt like they’d bought a service.

After discussing myths, he talks about how we can change behaviours and develop new habits, drawing on knowledge from psychology, behavioural economics, marketing, neuroscience, sociology, social media, and more.

As an avid recycler who wants to help the environment however I can, new ways to promote recycling using social proof and other smart tactics sound very promising.

Producer: Recycling Council of British Columbia Featuring: Ruben Anderson
Format: Flash Date: 08/06/11
Length: 00:30:27  
Video Link:
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    Last reviewed: 11 Apr 2013

APA Reference
Kiume, S. (2012). What Changes Behaviours?. Psych Central. Retrieved on November 29, 2014, from


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