susandraaijer.nl

DESIGN FOR BEHAVIORAL CHANGE

About the course

With the arrival of self-checkouts at supermarkets, a new stealing behavior has emerged. As prices continue to climb due to inflation in 2023, this innovative transaction method provides customers with a convenient loophole, owing to its simplicity and lack of visibility. In response, our team laid a focus on altering this behavior among the target group of students visiting University supermarkets specifically. This resulted in identifying the following target behavior: When using the self-checkout at supermarkets, customers will scan all their items before paying and exiting the store.

A thorough examination of behavior theory reveals that customers’ intentions regarding theft are the driving force behind their actions – alligning with the theory of planned behavior. As a result, the key determinants of attitudes, subjective norms, and perceived control had been modified through environmentally restructuring the self-checkouts, which can be seen in the newly rendered designs. To assess the effectiveness of this intervention, an

A thorough examination of behavior theory reveals that customers’ intentions regarding theft are the driving force behind their actions – alligning with the theory of planned behavior. As a result, the key determinants of attitudes, subjective norms, and perceived control had been modified through environmentally restructuring the self-checkouts, which can be seen in the newly rendered designs. To assess the effectiveness of this intervention, an empirical evaluation approach was employed. Two distinct role-playing scenarios were enacted: In the first scenario, three participants were assigned the role of ‘customer’ and one participant was assigned the role of ‘stealer’, without the participants being aware of the identity of the stealer. In the second scenario, the roleplay was conducted similarly, but now participants were instructed to actively identify who received the ‘stealer’ card. Naturally, the ‘stealer’ was instructed to attempt avoiding detection. After each roleplay, a discussion between the participants as well as an online survey allowed for evaluating the effectiveness of the intervention in changing participants’ behaviors and perceptions.

empirical evaluation approach was employed. Two distinct role-playing scenarios were enacted: In the first scenario, three participants were assigned the role of ‘customer’ and one participant was assigned the role of ‘stealer’, without the participants being aware of the identity of the stealer. In the second scenario, the roleplay was conducted similarly, but now participants were instructed to actively identify who received the ‘stealer’ card. Naturally, the ‘stealer’ was instructed to attempt avoiding detection. After each roleplay, a discussion between the participants as well as an online survey allowed for evaluating the effectiveness of the intervention in changing participants’ behaviors and perceptions.

In conclusion, a promising shift in behavioral intention had been observed across all three evaluated key determinants, indicating the potential for significant changes. Environmentally restructuring the self-scan checkout in this manner would therefore lead to a notable reduction in stealing behavior among university students.

COURSE

DDM110 TU/e

YEAR

2023

COACHING

Panos Markopoulos
Harm van Essen

TEAM

Ioana Caramiciu
Susan Draaijer
Rosanna Henstra
Haoyu Liu
Jochem Verstegen

Renders by Haoyu Liu