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<h2 class="hd hd-2 unit-title">4.3.1 Phases of behavior change</h2>
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<p><span style="font-family: 'Open Sans', Verdana, Arial, Helvetica, sans-serif;">Now that we understand the wide variety of cognitive biases that might affect people’s choices and the (often negative) implications of those cognitive biases, let’s consider the processes and strategies for affecting changes in behavior. In this section, lecturer Carlos Pardo lays out the model for behavior change and offers a number of examples about how we can think about changing behavior in the context of transportation. </span></p>
<p><span style="font-family: 'Open Sans', Verdana, Arial, Helvetica, sans-serif;">As you watch these videos, think back to what you learned in the first section of the Week 4 Module from Professor Jinhua Zhao. Prof. Zhao highlighted the importance of values when considering behavioral change. How does that apply to the examples offered in this section?</span><span style="mso-spacerun: yes;"><span style="font-family: 'Open Sans', Verdana, Arial, Helvetica, sans-serif;"> </span> </span></p>
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<p>In the above videos, you learned about the phases of behavior change and an example of how this has happened in the past.</p>
<p>Recap: First, awareness is changed. Second, change of awareness leads to a change in behavior.</p>
<p>Other variables that must change are <em>norms</em> and <em>values</em>.</p>
<p>Do you remember that real price determines revenue but <em>perceived price</em> determines behavior? Similarly, a change in <em>perceived reality</em> will lead to a change in behavior.</p>
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<h2 class="hd hd-2 unit-title">4.3.2 Behavioral interventions part 1</h2>
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<p>In this section, we will share examples of behavioral interventions from cities around the world.</p>
<p>Think of your own travel behavior. Are there any changes you could make to shift towards more sustainable behaviors? Which initiatives would be most convincing to trigger your behavior change? Feel free to discuss with your classmates on the discussion forum after the video.</p>
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<h2 class="hd hd-2 unit-title">4.3.3 Behavioral interventions part 2</h2>
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<p>Policymakers and companies around the world are developing creative ways to promote sustainability, change of preferences, and then behavior change. We will continue to review some of the best practices.</p>
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