The acronym MINDSPACE summarises what influences people to change: 

  • Messenger - we are heavily influenced by who communicates information
  • Incentives -our responses to incentives are shaped by predictable mental shortcuts, such as strongly avoiding losses
  • Norms - we are strongly influenced by what others do
  • Defaults -we ‘go with the flow’ of pre-set options
  • Salience - our attention is drawn to what is novel and seems relevant to us
  • Priming - our acts are often influenced by sub-conscious cues
  • Affect - our emotional associations can powerfully shape our actions
  • Commitments - we seek to be consistent with our public promises, and reciprocate acts
  • Ego - we act in ways that make us feel better about ourselves

MINDSPACE Influencing behaviour by public policy - The Practical Guide Cabinet Office and Institute for Government . This is a summary - you may want to look at the full report 

An introduction to Thinking about ‘Energy Behaviour’: a Multi Model Approach Dec 2011 Department for Energy and Climate Change

Public attitudes to climate change and the impact of transport in 2011 2011 Department for Transport

Public attitudes to climate change and the impact of transport in 2011 (key responses from south of England) 2011 Department for Transport

Behavioural Insights Toolkit November 2011Social Research and Evaluation Division, Department for Transport

Climate Change and Transport Choices Segmentation Model - A framework for reducing CO2
emissions from personal travel July 2011 Alex Thornton, Lucy Evans, Karen Bunt, Aline Simon, Suzanne King and Tara Webster for the Department for Transport

Behaviour Change July 2011 House of Lords Science and Technology Select Committee HL Paper 179

Common Cause: The Case for Working with our Cultural Values September 2010 Tom Crompton, for COIN, CPRE, FoE and Oxfam. This influential paper on behaviour change is not restricted to travel behaviour.