Hoe kun je mensen hun gedrag laten veranderen?

HONG KONG – Onlangs heb ik twee aardige, slanke mannen ontmoet, die zojuist een afslankings-app hadden gelanceerd die dagelijkse menu's en recepten biedt, evenals een aantal alternatieven als de gebruiker niet van een bepaald soort voedsel houdt. De twee zijn programmeurs met weinig kennis van de markt waarop zij zich richten; ze hebben niet veel van de relevante literatuur gelezen.

Ik moet bekennen dat ik stomverbaasd was over hun gebrek aan kennis over voeding, psychologie, speldynamiek en zelfs vrouwenbladen. Ja, ze bedoelen het goed en ze voelen de pijn van hun gebruikers echt. “We krijgen brieven...” zei de een. “Een vrouw schreef ons dat ze onze menu's nauwkeurig volgt, maar dat ze dan midden in de nacht opstaat om naar de koelkast te  gaan … Ik weet niet wat ik tegen haar moet zeggen!”

Nou ja, om te beginnen zou hij kunnen opperen dat ze snoepgoed uit haar huis weert om niet in de verleiding te komen, of dat ze een deel van de maaltijd van iedere dag opzij zet om 's nachts nog iets te kunnen snacken. Het idee is dat je niet al te wetenschappelijk of pietluttig moet worden, maar dat je mensen moeten helpen hun gedrag te veranderen.

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