Autonomy Bias
We have a deep-seated need to control our situations
Feeling power and choice over our future gives us certainty, motivation and lower stress. Autonomy is vital for successful behavior change.
Botti & McGill (2011). The locus of choice: Personal causality and satisfaction with hedonic and utilitarian decisions. Journal of Consumer Research.
The study
Setup
88 students were told about an exercise training camp and split into 2 groups: either having a choice about the four fitness programs on offer or having one randomly assigned. They were then asked to rate their anticipated satisfaction of the program out of 9.
Results
Those given some autonomy reported higher levels of anticipated satisfaction than those who weren’t.
In detail
Key Takeaways
Choice = autonomy = certainty. For instance, giving people a choice to still use the old version of your software platform for a given timeframe will reduce anxiety and uncertainty.
Product type matters. People desire autonomy for pleasure purchases (i.e. vacations) more than for practical ones (i.e. business trips). Place more focus on the former in order to maximise feelings of control and consumer satisfaction (Botti & McGill, 2011).
Change behavior with the ‘4As’. Feeling that any change originated from within is vital. Ask about the behavior, advise them impartially of the facts and of better routes, but that they must make their own choice. If keen to change, assist them to make a commitment to do so by a given date, and arrange a follow-up to support this behavior change.
Autonomy Bias
We have a deep-seated need to control our situations
Feeling power and choice over our future gives us certainty, motivation and lower stress. Autonomy is vital for successful behavior change.
Botti & McGill (2011). The locus of choice: Personal causality and satisfaction with hedonic and utilitarian decisions. Journal of Consumer Research.
The study
Setup
88 students were told about an exercise training camp and split into 2 groups: either having a choice about the four fitness programs on offer or having one randomly assigned. They were then asked to rate their anticipated satisfaction of the program out of 9.
Results
Those given some autonomy reported higher levels of anticipated satisfaction than those who weren’t.
Key Takeaways
Choice = autonomy = certainty. For instance, giving people a choice to still use the old version of your software platform for a given timeframe will reduce anxiety and uncertainty.
Product type matters. People desire autonomy for pleasure purchases (i.e. vacations) more than for practical ones (i.e. business trips). Place more focus on the former in order to maximise feelings of control and consumer satisfaction (Botti & McGill, 2011).
Change behavior with the ‘4As’. Feeling that any change originated from within is vital. Ask about the behavior, advise them impartially of the facts and of better routes, but that they must make their own choice. If keen to change, assist them to make a commitment to do so by a given date, and arrange a follow-up to support this behavior change.
Autonomy Bias
We have a deep-seated need to control our situations
The study
Setup
88 students were told about an exercise training camp and split into 2 groups: either having a choice about the four fitness programs on offer or having one randomly assigned. They were then asked to rate their anticipated satisfaction of the program out of 9.
Results
Those given some autonomy reported higher levels of anticipated satisfaction than those who weren’t.
In detail
Pairings
Offer a small dose of situational control
Feeling a sense of control over our situation can give us great confidence and overcome unease in the face of change.
Where can you integrate choices that make people feel like they’ve “got this”?
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Autonomy Bias
