Purpose: The research objective of the thesis is to determine how Novo Nordisk can ensure that it is recognised as a catalyst for change on the Urban Diabetes Agenda. With a focus on behavioural economics, the research determines which psychological mechanisms that influence everyday decisions regarding psychical activity of Copenhagen dwellers. Methodology: The research objective is answered by means of an exploratory a multi-method quantitative study on micro level. To be able to construct a realistic context of psychical activity decisions, concrete, everyday decisions are found with the Day Reconstruction method. Based on these insights and psychological mechanisms from existing literature, four hypotheses are developed. A quantitative study determines to what degree the psychological mechanisms affect the decision-making process regarding psychical activity. The findings may guide Novo Nordisk in developing behaviour-changing initiatives to lower the rapid diffusion of urban diabetes. Findings: The analysis of variance examines the effect of four psychological mechanisms – saliency, framing, reward incentives and audience effects.All four mechanisms are found to significantly influence the everyday decisions of psychical activity. Based on the findings of the ANOVA, an analysis quantitative analysis level of exercising influences the effect of the reward mechanisms, no other variables seems to affect the effect of the psychological mechanisms. Conclusions: Showing effects on health decisions by means of the four psychological mechanisms for Copenhagen dwellers is the first step in developing behaviour changing initiatives. Habitual behaviour is the crucial aim of the initiatives in order to lower the rapid diffusion of urban diabetes. The characteristics of the decisions indicate that they my hold the potential for habit formation because of the consistency and repetition of the decisions, the low complexity behavioural task and increased intrinsic motivation of the collective mechanisms. The research provides Novo Nordisk with a detailed picture of how influential psychological mechanisms can be in everyday decisions of psychical activity. The insights from the research can be utilised to better understand the value of including psychology into the utilisation of knowledge and design of prevention actions for the CCD project.
|Educations||MSc in International Marketing and Management, (Graduate Programme) Final Thesis|
|Number of pages||161|