Ways the arts can drive behaviour change

We can’t rely on logic to drive change

I worked for a number of years in the renewable energy sector at an amazing company called Regen - My gratitude to my colleagues there is endless for their brilliant minds, the dedication and commitment to making the world a better place. It hugely shaped me and showed me that one of the best ways to deal with eco-anxiety is to get involved with finding solutions and working towards them - There is way less chance of having time to worry when you have stuff on your plate.

Something that I found myself questioning both there and when involved in subsequent enterprises was the need to be able to make a ‘business case’ for any particular act. Things had to stack up financially and make sense from a logical and economic perspective. Communications around sustainability issues had to tell an economic story first and foremost. Impact needed to be SMART. Evidence for change needed to be found quickly.

Of course these things are important, boards and management groups like them and some minds respond to that sort of thing, but honestly I didn’t feel like facts or compelling evidence really made enough of a difference. No matter what logic you could present, now matter how much sense a solution might make in a rational argument, a crystalline mind-set is hard to change.

I remember discussions where logical people would say that the problem was lack of energy literacy, the need for education and skill development, time for the old guard to move on and be replaced by others with new knowledge. If only people had better, clearer, more useful information, that is what would make the difference to people’s decision making. I don’t buy it.

I was talking about how, in my experience, people don’t make choices based solely on cost and logic - I was trying to use the choice of what fridge to purchase as an example….There were so many aspects to how you could make that decision that cost and logic were only tiny factors drawved by other things like convenience, availability, what your mates think, necessity, aspiration, aesthetics, confidence….Not not mention the necessity of owning a fridge at all (I have a friend who seems to do very well with a cool box). My boss told me that brain science suggests that we often apply logic and rationale to our decisions AFTER our decisions are made. So I had a look into it.

Do people post-rationalise their decisions?

There is substantial evidence from psychology, neuroscience, and behavioral economics that humans frequently post-rationalise their decisions. This means that we often make choices based on subconscious, emotional, or instinctive factors and then later construct logical reasons to justify those choices. Several key studies and theories provide insight into this phenomenon:

1. Dual Process Theory

Psychologists such as Daniel Kahneman and Amos Tversky have contributed to our understanding of decision-making through their "dual process theory." Kahneman, in his book Thinking, Fast and Slow, explains that humans use two cognitive systems:

  • System 1: Fast, automatic, and intuitive decision-making, based on emotions, gut reactions, and heuristics.

  • System 2: Slow, deliberate, and logical thinking, used for more complex reasoning and analysis.

Most of our decisions are made using System 1, which is emotional and instinctive. Once a decision is made, System 2 comes in to rationalise or justify the choice, even though it may not have been involved in the initial process. This suggests that rational explanations often follow instinctive decisions, rather than guiding them.

2. Cognitive Dissonance

Cognitive dissonance theory, developed by psychologist Leon Festinger in the 1950s, provides evidence of how we post-rationalise decisions. The theory explains that people experience psychological discomfort (dissonance) when their actions or decisions conflict with their beliefs or values. To reduce this discomfort, they alter their beliefs or attitudes to align with their actions, effectively rationalising their decisions after the fact.

For example:

  • Festinger’s classic study (1957): Participants who were paid $1 to lie about a boring task later convinced themselves the task was enjoyable, while those paid $20 did not. The low payment wasn’t sufficient to justify lying, so they adjusted their beliefs to align with their actions, post-rationalising the lie.

3. Choice Blindness Experiments

Researchers Petter Johansson and Lars Hall demonstrated post-rationalisation in their "choice blindness" experiments. In these studies:

  • Participants were asked to choose between two options, such as pictures of faces they found most attractive.

  • Unbeknownst to them, they were later shown the face they did not choose and asked to explain why they selected it.

  • Remarkably, participants often failed to notice the switch and proceeded to explain their "choice" in detail, providing coherent but entirely fabricated rationalisations for a decision they never actually made.

This experiment shows how easily we can justify decisions that are made for us, reinforcing the idea that we rationalise choices after the fact.

4. Haidt’s Social Intuitionist Model

Psychologist Jonathan Haidt’s social intuitionist model of moral decision-making suggests that moral judgments are driven by intuitive and emotional processes, with reasoning playing a secondary role. Haidt argues that people often make snap judgments based on emotional or gut reactions, and only afterward do they construct rational arguments to justify their position.

Haidt uses the metaphor of a rider (rational thought) on an elephant (intuition/emotion): while the rider may seem to be in control, it's the elephant that directs most of the movement, with the rider explaining or justifying the path after the fact.

5. Neuroscientific Evidence: Antonio Damasio’s Somatic Marker Hypothesis

Neuroscientist Antonio Damasio’s research offers biological evidence for post-rationalization. In his somatic marker hypothesis, Damasio argues that emotional processes guide (or bias) decision-making, particularly in situations of uncertainty or complexity. His work with patients who had damage to the emotional centers of their brains showed that they struggled to make decisions, even though their logical reasoning was intact. This suggests that emotions play a central role in decision-making, and rational thought often follows to justify emotionally driven choices.

6. Studies in Behavioral Economics

Behavioral economics provides multiple examples of how people post-rationalize decisions that are made irrationally:

  • Dan Ariely’s experiments: In his book Predictably Irrational, Ariely demonstrates how people’s behavior is often driven by irrational factors like social norms, framing effects, or anchoring. After making irrational choices, people rationalise them as if they were well-considered.

For instance, people will pay vastly different amounts for the same item depending on how it is framed (e.g., a discounted luxury item versus a full-priced necessity), yet afterward, they create logical explanations for why they made the purchase, even though their initial decision was influenced by framing and emotions.

7. The "Affective Forecasting" Error

Research by psychologists like Timothy Wilson and Daniel Gilbert shows that people are often poor at predicting how they will feel about future events, a phenomenon called affective forecasting error. Once the event occurs, people tend to rationalise their choices to maintain a sense of consistency and satisfaction, even if the outcome wasn’t what they initially expected or wanted. This process of post-rationalisation helps them cope with emotional disappointment or surprise.

The evidence from cognitive psychology, behavioural experiments, neuroscience, and economics suggests that post-rationalisation is a common feature of human decision-making. People often make choices based on intuition, emotion, or other non-logical factors and then justify those decisions with logical explanations afterward, creating the illusion that their actions were reasoned from the start.

The notion that people are primarily motivated by logic or money has some truth but is far from the whole picture. While rational decision-making and financial incentives certainly play a role in guiding behavior, they do not capture the full complexity of human motivation. People are emotional, social, and deeply influenced by factors that are often subconscious or driven by instinct rather than logic or material reward.

Beyond Logic: Emotional and Intuitive Motivation

From my perspective it seems to me that if our gut instincts are what drive a high proportion of what we do, then we can’t rely on logic to change our patterns of behaviour, it means we have to work on the subconscious, pre-conscious, embodied stuff. Participating in the arts could support this. I love the idea that by inviting ourselves to be creative in response to the climate challenge, we allow ourselves to take steps on the journey from where we are to where we might want to be.

Human behavior is often driven by emotions, desires, and needs that are not necessarily logical. Decisions are frequently made based on how people feel rather than on careful reasoning. Emotional drivers like fear, love, joy, or a sense of belonging can be far more powerful motivators than logic alone.

For example:

  • Fear of loss or uncertainty can prompt immediate action, even when it defies logical analysis.

  • Desire for connection often motivates people to engage in activities that build relationships or community, even when there is no financial gain.

  • Creative satisfaction motivates artists to pursue their work passionately, even without the promise of substantial monetary reward.

Beyond Money: Purpose, Autonomy, and Mastery

While money is an important motivator, especially for meeting basic needs, it is often insufficient for creating sustained engagement or deep fulfillment. Behavioral research, such as that from psychologist Edward Deci and studies on intrinsic motivation, shows that humans are driven by deeper psychological needs:

  1. Purpose: A sense of meaning or higher purpose can inspire people to commit to long-term goals and projects, often without financial compensation. This is seen in volunteer work, activism, and creative endeavors.

  2. Autonomy: The desire for independence and control over one's actions motivates individuals to pursue personal or professional freedom. People are more motivated when they feel they are acting of their own accord rather than being controlled by external incentives.

  3. Mastery: The drive to improve and develop skills is a powerful motivator. People often engage in challenging activities, like learning an instrument or mastering a craft, for the joy of getting better, rather than for financial gain.

The Role of the Arts in Understanding Motivation

The arts help illuminate these deeper layers of motivation. Artistic expression often taps into the emotional, social, and existential aspects of human experience, showing that people are moved by beauty, creativity, and connection just as much, if not more, than by logic or money. In many cases, artistic endeavors engage people in ways that money or logic cannot:

  • Artistic collaboration creates a sense of community and shared purpose.

  • Emotional expression in music, visual art, or theater can stir feelings of empathy, compassion, or reflection, leading to personal growth or social change.

  • Symbolism and storytelling offer people new ways to understand themselves and their world, activating motivations rooted in identity, values, and belonging.

Ultimately, while logic and money have their place in motivating behavior, human beings are far more complex. Our actions are shaped by an intricate web of emotional, social, psychological, and existential factors, which the arts are uniquely positioned to explore and activate.

Thinking about what motivates and sustains behavior and behavior change, it's essential to consider both the psychological drivers and the role of external influences. The arts, with their unique capacity to connect deeply with emotions and inspire new perspectives, can play a transformative role in this process.

Motivating Behavior and Change

At the core of behavior change is a combination of internal and external motivators:

  1. Intrinsic Motivation: This refers to doing something because it's inherently rewarding. The arts tap into this by providing people with opportunities for self-expression, joy, and exploration. When people engage in creative activities, they often do so because it fulfills a personal need, whether it’s emotional, intellectual, or spiritual.

  2. Extrinsic Motivation: While internal rewards are important, external factors, such as social expectations, rewards, or recognition, also drive behavior change. Artists and artistic communities often set powerful examples of how change can be aesthetically and socially meaningful, providing role models and external validation for those shifting their behaviors.

  3. Habit Formation: Lasting change often comes through repetition and reinforcement. In the arts, whether learning a new instrument, dance, or visual art, habits are formed through continuous practice. This can translate into how individuals approach changes in other areas of life, teaching resilience, patience, and commitment.

  4. Sense of Purpose: One of the strongest motivators for sustained behavior change is a sense of purpose or belonging. Art has a long history of helping people find meaning in difficult times. In collective artistic projects, like community theater, murals, or music, individuals feel they are part of something larger than themselves. This sense of shared purpose fosters collaboration, empathy, and a commitment to sustain change.

Sustaining Behavior Change

Sustained behavior change requires more than initial motivation—it needs support systems, reinforcement, and the ability to overcome challenges:

  1. Emotional Resilience: Arts practice often requires persistence in the face of failure, uncertainty, or self-doubt. Engaging in artistic activities builds emotional resilience, a key trait in sustaining any kind of long-term change.

  2. Feedback and Reflection: In many creative processes, feedback is a constant. Whether it’s in a dance rehearsal, a writing workshop, or a visual critique, artists learn to incorporate feedback and self-reflection. This process can be mirrored in behavior change, where reflecting on progress and adapting can help sustain new habits.

  3. Community Support: The arts thrive in community settings—whether through audiences, collaborative projects, or shared experiences. Behavior change is more likely to be maintained when people feel supported by a group. For example, initiatives like participatory art projects or collective performances can give people a social framework for adopting and maintaining new behaviors.

  4. Celebration of Small Wins: The arts celebrate small achievements, whether it’s mastering a difficult piece of music or completing a painting. This constant acknowledgment of progress is key to sustaining motivation over time. When applied to behavior change, the celebration of small milestones reinforces a sense of accomplishment and encourages continuation.

How the Arts Can Support Behavior Change

Art is particularly powerful because it bypasses logical reasoning and directly influences emotions, which are central to behavior. Here are some ways the arts support motivation and lasting change:

  1. Narrative and Storytelling: Through stories, whether in films, theater, or novels, the arts help us explore different life choices, understand consequences, and empathize with others. These narratives can inspire individuals to change by offering new perspectives and a sense of shared humanity.

  2. Public Art and Awareness: Public art projects can raise awareness about specific social or environmental issues, encouraging behavior change on a large scale. For example, installations or performances focusing on climate change or social justice can motivate collective action.

  3. Creative Process and Problem-Solving: Engaging in the creative process helps people think outside the box and find unique solutions. This is crucial for behavior change, as it often requires rethinking old patterns and finding new, innovative approaches.

  4. Representation of Possible Futures: Art has the power to envision different futures. Whether through speculative fiction, futuristic installations, or utopian design projects, the arts show us what is possible. By offering alternative visions of the future, the arts can inspire change by providing models of what could be.

In summary, behaviour change is complex and multifaceted, but the arts provide a unique and powerful way to motivate and sustain this process. Through emotional engagement, community building, and creative problem-solving, the arts can help individuals and societies shift toward more meaningful and sustainable behaviours.

Pre-verbal and pre-logical engagement taps into fundamental, primal ways of understanding and interacting with the world. This type of engagement relies on sensory experiences—such as sound, touch, and movement—bypassing the need for verbal or logical reasoning. It’s a powerful way to activate behavior change because it connects directly to the body and emotions, often before conscious thought is involved.

Pre-Verbal and Pre-Logical Engagement

  1. Sensory Activation: Before we develop language, we experience the world through our senses. Engaging sight, sound, touch, and movement can create immediate emotional and physical responses, which are key to driving behavioral shifts. The arts excel at this: think of how a piece of music can make you feel sadness or joy without a single word being spoken. These raw, sensory experiences can influence behavior by stirring deep emotional responses that motivate action.

  2. Body-Based Understanding: Movement and physical engagement in the arts—such as dance, theater, or tactile visual arts—allow people to experience and process information through their bodies. This form of understanding is often more instinctual and bypasses the logical brain, making it easier to internalize new behaviors or perspectives. Dance, for instance, can activate emotions and promote feelings of freedom or connection, influencing how people act and relate to one another.

  3. Rhythms and Patterns: Our brains are wired to recognize and respond to patterns and rhythms. Pre-verbal children often respond to rhythmic sounds like music, and as adults, we still have that sensitivity. In the context of behavior change, creating rhythmic or repeated patterns in artistic experiences—whether through repetitive drumming, chanting, or visual motifs—can help embed new habits and behaviors by engaging these primal neural circuits.

  4. Symbolic and Archetypal Imagery: Symbols and archetypes resonate with us at a deep, often subconscious level. These images tap into universal themes—such as heroism, transformation, or death and rebirth—triggering responses that are beyond words or logic. Art that incorporates such symbolism can lead to profound personal insights, acting as a catalyst for behavioral change by activating deep-seated human drives and emotions.

Activation through the Arts

The arts are a powerful tool for activating these pre-verbal and pre-logical pathways, opening the door to new forms of understanding and behavior change. Some examples include:

  1. Music and Sound: Music has a direct pathway to our emotional centers, and it often elicits strong responses without the need for language. Drumming, for example, can activate a primal sense of rhythm and collective energy, promoting unity and collective action in a way that words cannot.

  2. Movement and Dance: Pre-verbal engagement through dance or movement allows people to experience and express emotions they may not yet have words for. This physical release and engagement can foster a sense of freedom, safety, and connection that motivates individuals to explore new behaviors and approaches.

  3. Visual Art and Color: Before we understand symbolism in words, we are drawn to colors, shapes, and forms that resonate emotionally. Visual artists often use color and form to provoke immediate, visceral reactions, which can open people up to deeper contemplation or motivate shifts in behavior.

  4. Ritual and Performance: Rituals, even those without words, can be powerful in creating a sense of transformation. Performances that use symbolic gestures, costumes, or repeated actions evoke emotional and psychological change at a subconscious level, encouraging people to participate in new behaviors with a sense of purpose and belonging.

By focusing on pre-verbal and pre-logical engagement, the arts can reach deeper parts of our psyche that are more instinctive and emotional. This creates an internal environment ripe for behavior change, as it speaks to the very roots of human experience and connection.

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