Getting People to Behave: Research Lessons for Policy Makers

• Published in: Public administration review Vol. 75; no. 6; pp. 806 - 816
• Main Author: Weaver, R. Kent
• Format: Journal Article
• Language: English
• Published: Hoboken, USA Wiley Subscription Services, Inc 01.11.2015; American Society for Public Administration
• Subjects: Administrators; Architecture; Compliance; Constraints; Heterogeneity; Incentives; Management; Marketing; Public administration; Public policy; Social marketing; Strategic management; Theory to Practice
• ISSN: 0033-3352; 1540-6210
• DOI: 10.1111/puar.12412

Many government policies attempt to change the behavior of individuals and businesses. This article argues that policy makers and administrators should (1) think comprehensively about the barriers that may keep target populations from complying with government policies, (2) match policy instruments to the most important barriers that inhibit compliance, and (3) take into account heterogeneity within the target population. Relatively nonintrusive strategies such as social marketing, providing resources to targets to help them comply, and manipulating options and defaults (choice architecture) are politically attractive but unlikely to secure compliance when incentives for non-compliance are high. Based on the three basic principles outlined in the article, the author recommends strategies to increase compliance, including the use of leverage points and secondary targets, adjusting for unanticipated behavioral responses, and employing long-term, multiphase strategic management of behavior change initiatives.