Understanding the User
Psychology and Transport
How to obtain efficacy
in psycho-social change
Antonio Consiglio, psychologist and psychotherapist
21st May, ECOMM 2015, Utrecht
Index
• Theoretical reflection
• Practical examples
• Tool
Antonio Consiglio, «How to obtain efficacy in psychosocial change», ECOMM 2015, 21st May, Utrecht
The theoretical model: what is it good for?
• «Ex ante» evaluation: efficacy prediction during the design phase of a project
• Freeze behavioral change
• Maximize efficiency
Antonio Consiglio, «How to obtain efficacy in psychosocial change», ECOMM 2015, 21st May, Utrecht
What point of view on the problem?
Problems are related to our perception of
them.
(Von Glasersfeld 2009, Watzlavick, 1981)
«The use of the means of transport»
Antonio Consiglio, «How to obtain efficacy in psychosocial change», ECOMM 2015, 21st May, Utrecht
In other words, which theoretical model?
the implicit «empty box» model
• Providing information or knowledge to
fill the «Box»
• Reinforcing by incentives
• Needs assessment
• If…then / Cause-and-Effect relationship
the explicit «interactive mind» model
•
•
•
•
•
Mimetic process
Cooperative / competitive process
Identity process
Social value
No Needs assessment, but Goal oriented
Antonio Consiglio, «How to obtain efficacy in psychosocial change», ECOMM 2015, 21st May, Utrecht
School context example 1:
The Walking Bus
1) Survey
2) Actions on/with parents
3) Actions on kids
Antonio Consiglio, «How to obtain efficacy in psychosocial change», ECOMM 2015, 21st May, Utrecht
The Walking Bus
1) survey
«empty box» model
Questionnaire
Q: Why going to school by car?
A: - Heavy bag,
- weather,
- safety,
- etc.
«interactive mind» model
Performative Questionnaire
Q: Why should your son take part in the
Walking Bus?
A: - Personal growth,
- decrease pollution,
- learn safety practices,
- because pupils like The Walking Bus, etc.
Antonio Consiglio, «How to obtain efficacy in psychosocial change», ECOMM 2015, 21st May, Utrecht
The Walking Bus
2) Actions on/with parents
«empty box» model
Activists are involved
«interactive mind» model
All parents are involved
We make them work by cooperative processes
and form Self Managed Working Groups
Antonio Consiglio, «How to obtain efficacy in psychosocial change», ECOMM 2015, 21st May, Utrecht
The Walking Bus
3) Actions on kids
«empty box» model
«interactive mind» model
Same activity, but different engagement
Antonio Consiglio, «How to obtain efficacy in psychosocial change», ECOMM 2015, 21st May, Utrecht
The Walking Bus
• *7 schools engaged
• 2000 pupils involved in mimetic/competitive processes
• 5 groups of parents activated (more than 50 volunteers)
• 120 pupils walked to school everyday
Antonio Consiglio, «How to obtain efficacy in psychosocial change», ECOMM 2015, 21st May, Utrecht
School context example 2:
School Mobility Management
1) Actions on students
Antonio Consiglio, «How to obtain efficacy in psychosocial change», ECOMM 2015, 21st May, Utrecht
School Mobility Management
«Empty box model»
Random class
Statistic and ecology lessons
«Interactive mind model»
Trendy class
Self-empowered class
Self-decided topic
Antonio Consiglio, «How to obtain efficacy in psychosocial change», ECOMM 2015, 21st May, Utrecht
School Mobility Management
«Empty box model»
Creating interest in
someone as future job
«Interactive mind model»
Group identity
Goal-oriented group
Antonio Consiglio, «How to obtain efficacy in psychosocial change», ECOMM 2015, 21st May, Utrecht
School Mobility Management
*Before: less than 10 students all over the school’s population moved to school by bike.
After: more than 60 students moved to school by bike
Antonio Consiglio, «How to obtain efficacy in psychosocial change», ECOMM 2015, 21st May, Utrecht
The tool
We can define the «Use of means of transport» as:
availability of the set of actions
Information redundancy
status/value of information
mimetic processes among people
cooperative/competitive processes among people
identity processes (individuation, separation, etc.)
Bicycle
Bicycle
Bicycle
-
Bicycle
Antonio Consiglio, «How to obtain efficacy in psychosocial change», ECOMM 2015, 21st May, Utrecht
* Mentioned projects concern the experience implemented in Bisceglie, Apulia, Italia on 2013, funded from Apulia Region, CREAATTIVA-MENTE program, “Cicloattivi@scuola 2012”. Link to mobilita.regione.puglia.it or menteinterattiva.it
Grazie, ciao
Antonio Consiglio, psychologist, interactionist psychotherapist
Phone: +39 3200537154 - [email protected] - www.menteinterattiva.it