motivational quality : self determination theory
Understanding behavioral change during and after the pandemic is important to understanding and predicting the success of the blab brand campaign . Understanding how motivation works , and with all the basic psychological needs ( autonomy , competence , and relatedness ). Motivation drives us to take a action , this is intrinsic or extrinsic . Relatedness is all to do with connection , even people who would identify as introverts have this fundamental need .
Long term change happens here !
Ryan & Deci ( 2000 ) | Segar & Hall ( 2011 )
Fig 31
Amy Bucher ’ s book ‘ Engaged designing for behavior change ’ explains the theory in further detail , depicting how this can used during the pandemic . The pandemic has totally changed the principles of behaviour , everything they were free to do before has changed . In essence , people have been asked to radically change their natural behaviour . These requests of self-isolation which have been put upon people have challenged basic psychological needs .
A brand need ’ s to be able to harness these three areas , autonomy , competence and relatedness . Creating conditions for these behaviours to stick . Giving people the chance to feel empowered to make a difference and allow them to feel hopeful and engaged even after the global pandemic has passed .
Blab will harness this using positive praise and encouragement to make the consumer feel good within themselves . Empowering them to help others who may feel lonely and to comfort them if they start to have these feelings on their own . Blab will be fully transparent with the consumer , growing trust . There will be no hidden elements or quick wins to benefit the brand at the consumers expense . ( Butcher , 2020 )
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Fig 32