Max Sem Max Explorer Max Sumo Behaviour Change

Max. Sem Max. Explorer Max. Sumo Behaviour Change Model Decision Support Guide Evaluation Tool MAX Work Package B Models of Behaviour Change Prospective Assessment Tools Krakow, 15 -16 September 2009 Final Conference WP B Max. Eva Database

Max. Sem Max. Explorer Max. Sumo Behaviour Change Model Decision Support Guide Evaluation Tool Max. Eva Database Acknowledgements Presentation is based on the work of WP B partners § ILS Research Institute for Regional and Urban Development – ILS (DE) § Edinburgh Napier University – ENU (UK), with ESTC (USA) § Trivector Traffic – TRIV (SE) § University of Lyon – CNRS-LET (FR) § Julius-Liebig University of Giessen – JLU (DE) § Otto-von-Guericke-University of Magdeburg – UMAG (DE) § Aristotle University of Thessaloniki – AUTH (GR) Krakow, 15 -16 September 2009 Final Conference WP B

Max. Sem Max. Explorer Max. Sumo Behaviour Change Model Decision Support Guide Evaluation Tool Max. Eva Database WP B - Research areas Max. Sem: Model of Behaviour Change Assessment Toolkit Max. Explorer Max. Sumo Max. Eva Online Decision Support Guide Standardised Evaluation Tool Online Evaluation Database g. Situation based selection support g. Knowledge transfer Krakow, 15 -16 September 2009 g Planning g Monitoring g Evaluating Final Conference g Storage g Benchmarking WP B

Max. Sem Max. Explorer Max. Sumo Behaviour Change Model Decision Support Guide Evaluation Tool Contents 1. Introduction 2. Max. Sem 3. Max. Sumo 4. Max. Eva 5. Discussion Krakow, 15 -16 September 2009 Final Conference WP B Max. Eva Database

Max. Sem Max. Explorer Max. Sumo Behaviour Change Model Decision Support Guide Evaluation Tool Max. Eva Database Max. Sem: MAX Self-Regulation Model Review of available models and their evidence Results: § many models available, but some with limited evidence § many similarities (constructs / assumptions) § but also some fundamental differences (static vs. dynamic) Þ Max. Sem: Integrated model for voluntary mode change First validation: § Cross-cultural validation study in 7 different ‘MAX’ countries § Testing of main theoretical constructs Krakow, 15 -16 September 2009 Final Conference WP B

Max. Sem Max. Explorer Max. Sumo Behaviour Change Model Decision Support Guide Evaluation Tool Max. Eva Database Max. Sem stages: identify the ‘willing ones’ § Behavioural change takes time, Max. Sem found 4 stages of behaviour change § ‘Stage-diagnostic’ questions: assign people to the stages differences in attitudes and perceptions towards changing their current behaviour (car use) Move to next stage - overcome thresholds (represented by psychological ‘constructs’) Þ MM supports people to ‘jump’ Precontemplation Krakow, 15 -16 September 2009 Preparation / Action Maintenance Contemplation Final Conference WP B 6

Max. Sem Max. Explorer Max. Sumo Max. Eva Behaviour Change Model Decision Support Guide Evaluation Tool Database Stage Progression in Max. Sem emotions anticipated with goal progress salient social norms felt obligation to fulfil personal felt obligation standards goal intention Negative affect perceived responsibility perceived negative consequences behavioural intention perceived behaviour control over different perceived goal feasibility behaviour change strategies attitudes towards different behavioural change strategies consequences of own behaviour Pre-Contemplation Krakow, 15 -16 September 2009 Contemplation Final Conference implementation intention cognitive planning abilities new habit skills to cope implementation problems skills to resist temptation and to recover skills recover from to relapse from relapse Preparation / Action Maintenance WP B 7

Max. Sem Max. Explorer Max. Sumo Behaviour Change Model Decision Support Guide Evaluation Tool Max. Eva Database Application of Max. Sem: Munich Study Validation study: use of Max. Sem dialogues in a telephone campaign (plus information material) pre-contemplation § Test of stage constructs and allocation with diagnostic questions § Test of stage specific intervention § special dialogues & the selection of relevant information material § Comparison to ‘normal’ Omniphone intervention § Evaluation design: randomised control group design after evaluation contemplation & preparation / action Krakow, 15 -16 September 2009 Final Conference WP B 8

Max. Sem Max. Explorer Max. Sumo Behaviour Change Model Decision Support Guide Evaluation Tool Max. Eva Database Application of Max. Sem: Munich Study Travel behaviour results Control Group Omniphon Dialogue Max. Sem N =469 N = 435 N = 372 Dialogue M SD Car Use 49, 3% 0. 37 43, 2% 0. 37 42, 5% 0. 36 PT Use 17, 0% 0. 27 19, 7% 0. 27 Cycling 6, 2% 0. 17 5, 7% 0. 17 7, 8% 0. 21 Walking 26, 4% 0. 28 31, 2% 0. 30 29, 6% 0. 29 1, 0% 0. 07 0, 3% 0. 02 0, 4% 0. 05 Others N = 1, 276 Krakow, 15 -16 September 2009 Final Conference WP B 9

Max. Sem Max. Explorer Max. Sumo Behaviour Change Model Decision Support Guide Evaluation Tool Max. Eva Database Application of Max. Sem: Hammersmith pilot study (London) Pilot study: use of Max. Sem in an awareness raising campaign with information material (postal delivery) § Test stage specific messages § Test emotional vs rational messages § Focus: pre-contemplative and contemplative car drivers § Evaluation design: control group with before/after comparison emotional arguments attitudes & goal feasablity Krakow, 15 -16 September 2009 Final Conference WP B 10

Max. Sem Max. Explorer Max. Sumo Max. Eva Behaviour Change Model Decision Support Guide Evaluation Tool Database Application of Max. Sem: Hammersmith pilot stage movement results Group Before After Cont Prep. A 3 1 13 10 emotional Pre. Cont Pre. Con 21 0 rational Pre. Cont 17 0 1 12 1 8 Standard Pre. Cont 18 0 0 9 0 4 Control Group Pre. Cont 9 1 0 14 1 2 Max. Sem Maint 0 1 Total 1 0 Total 0 0 Total Movers 25 24 49 19 21 40 19 13 32 10 17 27 16 % 46 % 31 % 11 % 43 % 28 % 5% 31 % 16 % 10 % 12 % 11 % N = 148 Krakow, 15 -16 September 2009 Final Conference WP B 11

Max. Sem Max. Explorer Max. Sumo Behaviour Change Model Decision Support Guide Evaluation Tool Max. Eva Database Conclusions: the use of Max. Sem § Easy application of Max. Sem stage-diagnostic questions Þ Tested useful tool to determine individuals position in the process of change (included in Max. Sumo) Þ Oportunity to see more subtle effects of MM and TA, the stage progression not ‘only’ behaviour change per se § More complex & complicated application: use of Max. Sem constructs for selecting and designing suitable messages & MM measures Þ MAX team started to test, showed some possible ways to put the model into practice, but more experience needed to judge different effectiveness and give precise advice Krakow, 15 -16 September 2009 Final Conference WP B 12

Max. Sem Max. Explorer Max. Sumo Behaviour Change Model Decision Support Guide Evaluation Tool Contents 1. Introduction 2. Max. Sem 3. Max. Sumo 4. Max. Eva 5. Discussion Krakow, 15 -16 September 2009 Final Conference WP B Max. Eva Database

Max. Sem Max. Explorer Max. Sumo Behaviour Change Model Decision Support Guide Evaluation Tool Max. Eva Database Max. Sumo A tool that gives guidance on how to plan, monitor and evaluate an MM-project With focus on assessment of: - The efforts of the project - The change in attitudes towards a mobility shift - The change in mobility behaviour Krakow, 15 -16 September 2009 Final Conference WP B

Max. Sem Max. Explorer Max. Sumo Behaviour Change Model Decision Support Guide Evaluation Tool Max. Eva Database Mobility Management Max. Sumo System impact Krakow, 15 -16 September 2009 Final Conference WP B

Max. Sem Max. Explorer Max. Sumo Behaviour Change Model Decision Support Guide Evaluation Tool Max. Eva Database

Max. Sem Max. Explorer Max. Sumo Behaviour Change Model Decision Support Guide Evaluation Tool Max. Eva Database Example: Test Traveller / Job ticket project Framework conditions Person-rel. factors Travel behaviour before: 5 % PT, 95 % car Assessment of services provided MM project details: 10 posters, Intra net info, 4 meetings, 10000 E Mobility option offered Awareness: 48 % (480 employees) Usage: 28 % (280 employees) particip. in info-meet. Satisfaction: 80 % satisfied with info and test concept Acceptance: 6 % (54 people) signed a contract Take up: During test month: 85 % PT, 15 % car Satisfaction: 90 % of TT satisfied with commuting by PT Effects Long-term att & beh: After 12 months: 40 % PT, 60 % car System impacts: Krakow, 15 -16 September 2009 Car traffic: 110. 000 km, CO 2: 20 tonnes Final Conference WP B

Max. Sem Max. Explorer Max. Sumo Behaviour Change Model Decision Support Guide Evaluation Tool Max. Eva Database How to use Max. Sumo? Krakow, 15 -16 September 2009 Final Conference WP B 18

Max. Sem Max. Explorer Max. Sumo Behaviour Change Model Decision Support Guide Evaluation Tool Max. Eva Database

Max. Sem Max. Explorer Max. Sumo Behaviour Change Model Decision Support Guide Evaluation Tool Max. Sumo Monitoring and Evaluation Plan Template 1 Overall goals Target groups Mobility services provided Mobility option(s) offered Krakow, 15 -16 September 2009 Final Conference WP B Max. Eva Database

Max. Sumo Monitoring Plan Max. Sem and Evaluation Max. Explorer Max. Sumo Template 2 Behaviour Change Model Evaluation Tool Level Assessm. of services provided Assessm. of mobility option offered Overall Effects A MM project details B Awareness of mobility services provided C Usage of mobility services provided D Satisfaction with mobility services provided E Acceptance of mobility options offered F Take up of mobility option offered G Satisfaction with the mobility option offered H Long-term attitudes and behaviour I System impacts Krakow, 15 -16 September 2009 Decision Support Guide Targets Indicators Final Conference WP B Methods Max. Eva Database When

Max. SUMO Max. Sumo. Evaluation Monitoring and Evaluation Plan Max. Sem. Plan Max. Explorer Template 2 2 Behaviour Change Model Level Assessm of services provided Assessm. of mobility option offered Overall Effects Max. Sumo Decision Support Guide Targets Indicators A MM project details XXX B Awareness of mobility services provided XXX C Usage of mobility services provided XXX D Satisfaction with mobility services provided XXX E Acceptance of mobility options offered XXX F Take up of mobility option offered XXX G Satisfaction with the mobility option offered XXX H Long-term attitudes and behaviour XXX I System impacts XXX Krakow, 15 -16 September 2009 Evaluation Tool Final Conference WP B Methods Max. Eva Database When

Max. Sem Max. Explorer Max. Sumo Behaviour Change Model Decision Support Guide Evaluation Tool Max. Eva Database

Max. Sem Max. Explorer Max. Sumo Behaviour Change Model Decision Support Guide Evaluation Tool Max. Eva Database Max. Sumo gives you To be aware of… - Help to manage and pilot - Clear objective - Guidance on survey design: - Clear conceptions of services and options offered - Best if used already in the planning stage - You don´t have to use all levels - Only provides a structure – still the same requirements on the competence of the evaluator - control group - comparison group - one group - Practical help: Examples of questions - Help throughout the whole process: stop and go - Early results - Comparable results Krakow, 15 -16 September 2009 Final Conference WP B

Max. Sem Max. Explorer Max. Sumo Behaviour Change Model Decision Support Guide Evaluation Tool Test traveller Max. Sumo System impact Krakow, 15 -16 September 2009 Travel plan MM campaign Max. Sumo System impact Final Conference WP B Max. Eva Database XX Max. Sumo System impact

Max. Sem Max. Explorer Max. Sumo Behaviour Change Model Decision Support Guide Evaluation Tool Contents 1. Introduction 2. Max. Sem 3. Max. Sumo 4. Max. Eva 5. Discussion Krakow, 15 -16 September 2009 Final Conference WP B Max. Eva Database

Max. Sem Max. Explorer Max. Sumo Behaviour Change Model Decision Support Guide Evaluation Tool Max. Eva Database Max. Eva web-based database § § Interactive database with input and output modules Based on Max. Sumo and SARA Repository for results from MM projects using Max. Sumo Precursor of a predictive tool § Single measures § Plans or programs Krakow, 15 -16 September 2009 Final Conference WP B

Max. Sem Max. Explorer Max. Sumo Behaviour Change Model Decision Support Guide Evaluation Tool Max. Eva Database Max. Eva input § Measure description (goal, target group, services and option offered) § Measure settings (where, type of PT/bicycle supply etc) § Data on: - External factors - Stage position - Travel behaviour - Max. Sumo level A: Performed activities - Max. Sumo level B-H: Awareness, Usage, Satisfaction, Acceptance, Take up Krakow, 15 -16 September 2009 Final Conference WP B

Max. Sem Max. Explorer Max. Sumo Behaviour Change Model Decision Support Guide Evaluation Tool Max. Eva Database Example: Data on travel behaviour Krakow, 15 -16 September 2009 Final Conference WP B 29

Max. Sem Max. Explorer Max. Sumo Behaviour Change Model Decision Support Guide Evaluation Tool Max. Eva Database Max. Eva output Obtained results on - Max. Sumo level A: Performed activities - Max. Sumo level B-H: Number and % of people that are aware, have used etc… - Stage position effect - Modal split effect - Mileage effect - Environmental effect (tonnes of CO 2) Krakow, 15 -16 September 2009 Final Conference WP B Final Conference W

Max. Sem Max. Explorer Max. Sumo Behaviour Change Model Decision Support Guide Evaluation Tool Max. Eva gives you § Overview of needed data for an evaluation § Easy and quick overview of your obtained results § Help to calculate the environmental effects (CO 2) § Overview of results from other projects § Possibility to benchmark your results with other´s Krakow, 15 -16 September 2009 Final Conference WP B Max. Eva Database

Max. Sem Max. Explorer Max. Sumo Max. Eva Behaviour Change Model Decision Support Guide Evaluation Tool Database Max WP B Max. Sem: Theoretical Standard Model of Behaviour Change Assessment Toolkit Max. Explorer Max. Sumo Max. Eva Online Decision Support Guide Standardised Evaluation Tool Online Evaluation Database g. Situation based selection support g. Knowledge transfer g Planning g Monitoring g Evaluating g Storage g Benchmarking g future Prediction Thank you very much! Questions? Krakow, 15 -16 September 2009 Final Conference WP B