We know from experience that no single class, incentive, or approach will motivate someone to shift from their car to a bike. That’s because behavior change is a process with distinct stages.
So how do you know what interventions and programming will work?
Jessica Roberts, Principal at Alta Planning + Design, shows us how Stages of Change theory — an academic model of assessing and categorizing individual desire to change behavior — can help planners and program managers empower more people to ride. In this forum, Jessica covers:
The five Stages of Change, as applied to the decision to ride a bike
How to segment your audience for more effective marketing
How to deliver the right interventions at the right times
Ways to use this behavior change theory to guide your bike program