1. MaxSem MaxExplorer MaxSumo MaxEva Behaviour Change Model Decision Support Guide Evaluation Tool Database MAX Work Package B Models of Behaviour Change Prospective Assessment Tools Krakow, 15-16 September 2009Final Conference WP B 1

2. MaxSem MaxExplorer MaxSumo MaxEva Behaviour Change Model Decision Support Guide Evaluation Tool Database Krakow, 15-16 September 2009Final Conference WP B 2 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) Acknowledgements

3. MaxSem MaxExplorer MaxSumo MaxEva Behaviour Change Model Decision Support Guide Evaluation Tool Database WP B - Research areas Krakow, 15-16 September 2009 3 Final Conference WP B MaxSem: Model of Behaviour Change MaxExplorer Assessment Toolkit MaxSumoMaxEva Online Decision Support Guide  Situation based selection support  Knowledge transfer Standardised Evaluation Tool  Planning  Monitoring  Evaluating Online Evaluation Database  Storage  Benchmarking

4. MaxSem MaxExplorer MaxSumo MaxEva Behaviour Change Model Decision Support Guide Evaluation Tool Database Krakow, 15-16 September 2009Final Conference WP B 1.Introduction 2.MaxSem 3.MaxSumo 4.MaxEva 5.Discussion 4 Contents

5. MaxSem MaxExplorer MaxSumo MaxEva Behaviour Change Model Decision Support Guide Evaluation Tool Database MaxSem: 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)  MaxSem: 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 5 Final Conference WP B

6. MaxSem MaxExplorer MaxSumo MaxEva Behaviour Change Model Decision Support Guide Evaluation Tool Database MaxSem stages: identify the ‘willing ones’ Krakow, 15-16 September 2009 6 Final Conference WP B Pre- contemplation Contemplation Preparation / Action Maintenance  Behavioural change takes time, MaxSem 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’)  MM supports people to ‘jump’

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

8. MaxSem MaxExplorer MaxSumo MaxEva Behaviour Change Model Decision Support Guide Evaluation Tool Database Application of MaxSem: Munich Study Validation study: use of MaxSem dialogues in a telephone campaign (plus information material) 8  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 pre-contemplation contemplation & preparation / action Krakow, 15-16 September 2009Final Conference WP B

9. MaxSem MaxExplorer MaxSumo MaxEva Behaviour Change Model Decision Support Guide Evaluation Tool Database Application of MaxSem: Munich Study Travel behaviour results 9 Control Group N =469 Omniphon Dialogue N = 435 MaxSem Dialogue N = 372 M SDM M Car Use 49,3% 0.37 43,2% 0.37 42,5% 0.36 PT Use 17,0% 0.27 19,7% 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 Others 1,0% 0.07 0,3% 0.02 0,4% 0.05 N = 1,276 Final Conference WP BKrakow, 15-16 September 2009

10. MaxSem MaxExplorer MaxSumo MaxEva Behaviour Change Model Decision Support Guide Evaluation Tool Database Application of MaxSem: Hammersmith pilot study (London) Pilot study: use of MaxSem in an awareness raising campaign with information material (postal delivery) Krakow, 15-16 September 2009 10 Final Conference WP B  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

11. MaxSem MaxExplorer MaxSumo MaxEva Behaviour Change Model Decision Support Guide Evaluation Tool Database Application of MaxSem: Hammersmith pilot stage movement results 11 GroupBeforeAfterTotalMovers PreConContPrepAMaint MaxSem emotional PreCon 213102516 % Cont 0131012446 % Total 4931 % rational PreCon 171101911 % Cont 012812143 % Total 4028 % Standard PreCon 18001195 % Cont 09401331 % Total 3216 % Control Group PreCon 901 0 1010 % Cont 1142 0 1712 % Total 2711 % N = 148 Krakow, 15-16 September 2009Final Conference WP B

12. MaxSem MaxExplorer MaxSumo MaxEva Behaviour Change Model Decision Support Guide Evaluation Tool Database Conclusions: the use of MaxSem  Easy application of MaxSem stage-diagnostic questions  Tested useful tool to determine individuals position in the process of change (included in MaxSumo)  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 MaxSem constructs for selecting and designing suitable messages & MM measures  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 12 Final Conference WP BKrakow, 15-16 September 2009

13. MaxSem MaxExplorer MaxSumo MaxEva Behaviour Change Model Decision Support Guide Evaluation Tool Database Contents 1.Introduction 2.MaxSem 3.MaxSumo 4.MaxEva 5.Discussion 13 Krakow, 15-16 September 2009Final Conference WP B

14. MaxSem MaxExplorer MaxSumo MaxEva Behaviour Change Model Decision Support Guide Evaluation Tool Database MaxSumo 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 2009Final Conference WP B 14

15. MaxSem MaxExplorer MaxSumo MaxEva Behaviour Change Model Decision Support Guide Evaluation Tool Database Mobility Management System impact MaxSumo Krakow, 15-16 September 2009Final Conference WP B 15

16. MaxSem MaxExplorer MaxSumo MaxEva Behaviour Change Model Decision Support Guide Evaluation Tool Database

17. MaxSem MaxExplorer MaxSumo MaxEva Behaviour Change Model Decision Support Guide Evaluation Tool 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 Awareness: 48 % (480 employees) Usage: 28 % (280 employees) particip. in info-meet. Satisfaction: 80 % satisfied with info and test concept Mobility option offered 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: Car traffic: 110.000 km, CO2: 20 tonnes Krakow, 15-16 September 2009Final Conference WP B 17

18. MaxSem MaxExplorer MaxSumo MaxEva Behaviour Change Model Decision Support Guide Evaluation Tool Database Final Conference WP BKrakow, 15-16 September 2009 How to use MaxSumo? 18

19. MaxSem MaxExplorer MaxSumo MaxEva Behaviour Change Model Decision Support Guide Evaluation Tool Database

20. MaxSem MaxExplorer MaxSumo MaxEva Behaviour Change Model Decision Support Guide Evaluation Tool Database Overall goals Target groups Mobility services provided Mobility option(s) offered MaxSumo Monitoring and Evaluation Plan Template 1 Krakow, 15-16 September 2009Final Conference WP B 20

21. MaxSem MaxExplorer MaxSumo MaxEva Behaviour Change Model Decision Support Guide Evaluation Tool Database Level TargetsIndicatorsMethods When Assessm. of services provided AMM project details BAwareness of mobility services provided CUsage of mobility services provided DSatisfaction with mobility services provided Assessm. of mobility option offered EAcceptance of mobility options offered FTake up of mobility option offered GSatisfaction with the mobility option offered Overall Effects HLong-term attitudes and behaviour ISystem impacts MaxSumo Monitoring and Evaluation Plan Template 2 Krakow, 15-16 September 2009Final Conference WP B 21

22. MaxSem MaxExplorer MaxSumo MaxEva Behaviour Change Model Decision Support Guide Evaluation Tool Database Level TargetsIndicatorsMethods When Assessm of services provided AMM project details XXX BAwareness of mobility services provided XXX CUsage of mobility services provided XXX DSatisfaction with mobility services provided XXX Assessm. of mobility option offered EAcceptance of mobility options offered XXX FTake up of mobility option offered XXX GSatisfaction with the mobility option offered XXX Overall Effects HLong-term attitudes and behaviour XXX ISystem impacts XXX MaxSUMO Evaluation Plan Template 2 MaxSumo Monitoring and Evaluation Plan Template 2 Krakow, 15-16 September 2009Final Conference WP B 22

23. MaxSem MaxExplorer MaxSumo MaxEva Behaviour Change Model Decision Support Guide Evaluation Tool Database

24. MaxSem MaxExplorer MaxSumo MaxEva Behaviour Change Model Decision Support Guide Evaluation Tool Database MaxSumo gives you -Help to manage and pilot -Guidance on survey design: - control group - comparison group - one group -Practical help: Examples of questions -Help throughout the whole process: stop and go -Early results -Comparable results To be aware of… -Clear objective -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 Krakow, 15-16 September 2009Final Conference WP B 24

25. MaxSem MaxExplorer MaxSumo MaxEva Behaviour Change Model Decision Support Guide Evaluation Tool Database System impact Test traveller MaxSumo Travel plan MaxSumo MM campaign MaxSumo XX MaxSumo Krakow, 15-16 September 2009Final Conference WP B 25

26. MaxSem MaxExplorer MaxSumo MaxEva Behaviour Change Model Decision Support Guide Evaluation Tool Database Contents 1.Introduction 2.MaxSem 3.MaxSumo 4.MaxEva 5.Discussion 26 Krakow, 15-16 September 2009Final Conference WP B

27. MaxSem MaxExplorer MaxSumo MaxEva Behaviour Change Model Decision Support Guide Evaluation Tool Database  Interactive database with input and output modules  Based on MaxSumo and SARA  Repository for results from MM projects using MaxSumo  Precursor of a predictive tool  Single measures  Plans or programs MaxEva web-based database Krakow, 15-16 September 2009Final Conference WP B 27

28. MaxSem MaxExplorer MaxSumo MaxEva Behaviour Change Model Decision Support Guide Evaluation Tool Database MaxEva input Krakow, 15-16 September 2009Final Conference WP B 28  Measure  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 - MaxSumo level A: Performed activities - MaxSumo level B-H: Awareness, Usage, Satisfaction, Acceptance, Take up

29. MaxSem MaxExplorer MaxSumo MaxEva Behaviour Change Model Decision Support Guide Evaluation Tool Database Example: Data on travel behaviour Krakow, 15-16 September 2009Final Conference WP B 29

30. MaxSem MaxExplorer MaxSumo MaxEva Behaviour Change Model Decision Support Guide Evaluation Tool Database Krakow, 15-16 September 2009Final Conference WP B 30 Krakow, 15-16 September 2009Final Conference WP B Obtained results on - MaxSumo level A: Performed activities - MaxSumo 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 ) MaxEva output

31. MaxSem MaxExplorer MaxSumo MaxEva Behaviour Change Model Decision Support Guide Evaluation Tool Database  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 MaxEva gives you Krakow, 15-16 September 2009Final Conference WP B 31

32. MaxSem MaxExplorer MaxSumo MaxEva Behaviour Change Model Decision Support Guide Evaluation Tool Database Max WP B 32 MaxExplorerMaxSumoMaxEva Online Decision Support Guide  Situation based selection support  Knowledge transfer Standardised Evaluation Tool  Planning  Monitoring  Evaluating Online Evaluation Database  Storage  Benchmarking  future Prediction MaxSem: Theoretical Standard Model of Behaviour Change Assessment Toolkit Thank you very much! Questions? Thank you very much! Questions? Krakow, 15-16 September 2009Final Conference WP B