ADMNBH: "Nudge, Motivation and Behaviour Change"

Module code: ADMNBH

Module provider: School of Agriculture, Policy and Development

Credits: 20

Level: 7

When you’ll be taught: Semester 2

Module convenor: Dr Anna MacReady , email: a.l.macready@reading.ac.uk

Pre-requisite module(s):

Co-requisite module(s):

Pre-requisite or Co-requisite module(s):

Module(s) excluded:

Placement information: NA

Academic year: 2025/6

Available to visiting students: Yes

Talis reading list: Yes

Last updated: 3 April 2025

Overview

Module aims and purpose

Over the past decade the importance of behaviour change in our society has become very apparent, however the theory underpinning behaviour change, its ethics and its efficacy, are not well understood. Understanding the scope of nudge, the role of motivation, and being able to apply successful strategies for behaviour change for the benefit of society is therefore important for future generations. Worldwide campaigns in relation to smoking, obesity and recycling are just some examples of such behaviour change initiatives. This module will help students to understand and evaluate theories, models and techniques for behaviour change including when, how and where to apply them appropriately, ethically and effectively, in order to formulate appropriate behaviour change strategies. The overall aim of this course is to provide an overview of the major challenges and opportunities in behaviour change, and to enable students to become thought leaders in developing and utilising these strategies in practice.Ìý

Module learning outcomes

By the end of the module, it is expected that students will be able to:Ìý

1. Understand and critically evaluate nudge, motivation and behaviour change theory, models and techniques within a variety of environmentsÌý
2. Explore the ethics and controversies surrounding behaviour change interventions for individual and community change, and the role of technology in behaviour change interventions in practice.Ìý
3. Analyse self-regulation and self-control theories of human motivation, demonstrating the ability to apply the relevant concepts and theories appropriately in practice.Ìý
4. Be equipped to design strategies to promote motivation and behaviour change to meet a range of real-world challenges and scenarios.Ìý

Module content

Integrating key perspectives in psychology, marketing and economics through lectures, case studies, debate and presentations will help students to identify the major challenges and opportunities in nudge, motivation and behaviour change today to gain the knowledge and skills to become a thought leader in developing and utilising nudge, motivation and behaviour change strategies in practice. Students will explore why and how we adopt certain behaviours, barriers to motivation and behaviour change. You will evaluate and apply theories, models and techniques for achieving goals and behaviour change in practice.Ìý

Structure

Teaching and learning methods

Students will experience a mixture of lectures and interactive discussions using case studies, debate formats and team presentations. Key issues in nudge, motivation and behaviour change will be analysed in relation to consumer behaviour, drawing on a range of perspectives in economics, psychology, marketing and consumer research. A team presentation on aspects of motivation and behaviour change to support or solve a societal, economic or environmental issue will form the basis of discussion at the end of the module, and form part of the assessment of the module.Ìý

Study hours

At least 44 hours of scheduled teaching and learning activities will be delivered in person, with the remaining hours for scheduled and self-scheduled teaching and learning activities delivered either in person or online. You will receive further details about how these hours will be delivered before the start of the module.