ISM Principles of Change
The ISM - Individual, Social, and Material - model is a multi-disciplinary tool to study the human behavior in the aspects of: behavioral economics, social psychology and sociology [GovScot.]. Based on theory and evidence, the contexts of the individual, the social, and the material have essential impact on human behaviour. The ISM model facilitates an integrated, whole-system perspective around these three contexts to highlight challenges of individuals, organizations, and partnerships. Through the process, stakeholders aim to develop a shared understanding by identifying their respective roles in bringing about change. Hereby, the model draws insight from multiple disciplines to ease the decision-making of complex problems [sustain.]. The result is a shared ownership of solutions. This is a vital part of programme management to successfully transferring ownership to operations in all kind of projects [PMI].
The ISM tool was developed by researcher Andrew Darnton and launched by the Scottish Government in 2013 to evaluate the impact of sustainability challenges in interrelated projects [ISM]. Since, it has found use for policy makers and practitioners to influence people's behaviors and bring about change [Govscot.]. The combination of theoritical and practical aspects of the ISM model is tailored to design or improve programmes, which are utilized in many cases such as waste management, lower carbon emissions, and policy processes [slidsha]. Hence, the applicability of ISM can be used to influence behaviour in the path to implement change through interrelated projects.
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Background
Traditional behavioural models tend to evaluate human behaviour by focusing on the factors separately. However, studies show that human behaviour depends on a combination of several interrelated factors [xx]. The most essential factors are related to the individual, its society, and the surrounding material. A cross-consideration of all three factors increase the chance of success to understand and manipulate human behaviour. The ISM model relies on this concept.
The ISM tool was originally created in 2011 at the University of Manchester to map and influence people's behaviour towards sustainability challenges. In this relation, Andrew Darnton further developed and standardized the ISM classification model in 2013 to cover policy interventions and programme management. The development is based on research and live projects on human behaviour towards sustainability change. Herein, the theoritical contexts are justified in the International Review of Behaviour Change Initiatives (Southerton et al, 2011). Therefore, the ISM tool is considered to be an all-in-one practical alternative to existing behavioural models by bringing together multiple disciplines as illustrated in Figure XX.
Since its creation, the success of the model has resulted in a technical guide, published by the Scottish Government, and nominated as the tool of choice to implement behavioural change. Moreover, the ISM concept has been mandated all public institutions in Scotland in order to meet certain Carbon budgets. The areas include health care, local authorities, DEFRA, the NUS, the Scottish Natural Heritage, and diverse community groups amongst others [ISMtool / scottish government].
The Three Aspects
The ISM connects three main factors in behavioural science, which are behavioural economics, social psychology, and sociology, in one single illustration, depicted in Figure xx. The factors are expressed within the context of three symbols: 1) a head (the indivual), 2) a circle (the social), and 3) a square (the material). All three context must be considered to succesfully evoke behavioural change as defined below by the creator Andrew Darnton [XX]:
The ISM model starts from an understanding of individual behaviour, but sets that within its social and material contexts, illustrating how action on multiple levels by multiple actors is required for inclusive and lasting change.
Individual
The individual context concerns the factors that individuals have an impact on, herein, the behaviours of individuals that affect decision-making. The behaviour of individuals arise from both from personal aspects such as attitudes, values, and skills but also more rational considerations such as cost and benefits. These aspects are elaborated into sense of control, competencies, past behaviour, and rational choices as depicted in Figure xx.
Figure xx: Individual context
Social
Material
Theoretical background
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ISM in practice
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Citations
References
Further reading
It fosters identification and development of options and shared ownership of solutions, taking account of influences on behaviors and decision-making which ultimately determine the impact of projects and actions.
Further readings: Behavioral economics: Nudge, R. H. Thaler. Social psychology: Influence Science and Practice, R. B. Cialdini. Sociology: The dynamics of social practice, E. Shove.
