Behavior Change Marketing

AQUITY Global uses the insights and strategies drawn from Behavioral Change Marketing to assist partners to improve beneficiary outcomes. Drawing on methods from economics, psychology, sociology, and neurology, Aquity Global helps clients better understand the social and psychological influences that limit rational choices and drive participant engagement, decisions, and behaviors.

We assist partners to integrate strategies based extrinsic and intrinsic motivations, include sound nudge theories as part of the service delivery, and frame communication. We assist decision-makers to design and scale-up public health and education interventions based on improved models of human behavior.

Our technology-driven approach integrates evidence-informed Behavioral Economics (BE) strategies. Our user-friendly apps are tailored to assist local providers to easily and seamlessly integrate BE methods such as SIMPLER, which elevates Social influence, Implementation prompts, Making deadlines prominent, Personalization, Loss aversion, Ease, and Reminders.

Aquity Global’s team of experts work closely with local, regional, and national partners to ensure that providers are able to rapidly provide automated feedback to their clients on behaviors, and use technology to drive higher participant engagement in the service delivery system.

Samples of Behavioral Change Marketing to Public Health

Simple computer settings can affect opioid pills prescribed to patients

Some addictions stem from an initial opioid prescription for acute pain in individuals who never previously took the pain medications. Researchers found that when default settings, showing a preset number of opioid pills, were modified downward, physicians prescribed fewer pills, resulting in a lower proportion of prescriptions that exceed prescribing recommendations from the federal Centers for Disease Control and Prevention.

Behavioral Change Marketing Insights for Pediatric Obesity

Despite considerable time and effort spent encouraging healthy eating and more exercise, substantial improvements in these behaviors or obesity outcomes have not been realized. The authors explore the efficacy of translating evidence-based obesity-related guidelines into behaviorally sound recommendations for patients.

A systematic review of nudge theories and strategies used to influence adult health behavior and outcome in diabetes management

The researchers examine whether or not nudging may be a potential solution to improve diabetes control by targeting specific health behaviors, including medication adherence, physical activity, diet, blood glucose monitoring, foot care, self-efficacy.

Behavioral Change Marketing Insights to Improve Medication Adherence in Adults with Chronic Conditions: A Scoping Review

Medication adherence is poor in patients with chronic conditions. Behavioral Change Marketing interventions may reduce biases that are associated with poor adherence.

Behavioral Change Marketing and COVID-19


Based on a survey of a representative sample of Italian residents (N=894), researchers found that respondents are more likely to express the intention to reduce, and less willing to increase their self-isolation effort if negatively surprised by a given hypothetical extension, i.e. if the extension is longer than what they expected.

Forming New Habits In The Era Of The Coronavirus

Colin Camerer, the Robert Kirby Professor of Behavioral Change Marketing and the T&C Chen Center for Social and Decision Neuroscience Leadership Chair in the Tianqiao and Chrissy Chen Institute for Neuroscience at Caltech, explore the question of habit formation (habitization). He says that the coronavirus pandemic may have ripple effects that lead to lasting behavioral changes in the arenas of public health, education, and more.

There’s a big flaw with COVID-19 contact tracing apps

Behavioral Change Marketing research indicates that in order to ensure cooperative behavior, the majority of people must be assured that others are doing the right thing, and that others are not getting away with uncooperative behavior.

A Behavioral Economist Explains Why People Are Still Rebelling Against Social Distancing

Syon Bhanot, an assistant professor of economics at Swarthmore College, examines why certain people commit acts of defiance and rebellion against social distancing mandates. To encourage compliance, he recommends enlisting “prominent people to try to bring a little bit of joy and fun to the acts we are required to do,” and “give people concrete instructions for what’s acceptable and what’s not acceptable,” such as the 6ft rule.

Nudging out the coronavirus with behavioral change marketing

Nudge theory is a concept used in behavioral change marketing that proposes ways to influence people’s choices and behaviors through subtle changes in the environment or context where decisions are made. Researcher Nurit Nobel explains the science behind encouraging good behaviors—and how it can help us during the pandemic.