PRICES Framework For Behavioral Design.


PRICES Framework for behavioral design is developed by Gsstudy to understand and organize different dimensions of behavioral interventions.


P Persuasion.


R Regulation.


I  Incentives.


C Choice Architecture.


E Education and Information.


S  Self Determination (intrinsic).

This is a perfect way for us to organize behavioral influencer’s and use it for learning design purposes. As learning designers our role will be to look at all of the above ways and device strategy, tactics, and actions corresponding to each of the 6 PRICES areas to improve learning performance.

PRICES Framework include 6 ways to change human behavior in 2 categories: Individual and social.

PRICES Individual Social
P: Persuasion
R: Regulation.
I : Incentives.
C: Choice Architecture
E: Education and Information.
S:  Self Determination


Our framework draws greatly from different areas and models from Behavioral science. Behavioral science include disciplines which deals with the subject of human actions, usually including sociology, social and cultural anthropology, psychology, and behavioral aspects of biology, economics, geography, law, psychiatry, and political science.

As learning designers we are interested in insights from various of these disciplines in the application and optimization of human learning.

Some of the major perspectives from behavioral sciences which we are interested in applying in our learning design thinking are:

Behavioral Economics: Behavioral economists are interested in studying how people think about the decisions they make, often by bringing to light what may be subconsciously influencing people’s choices. Learning leaders can benefit from understanding these motivations so that they can affect behavior change in their Schools. As learning designers can use behavioral economics to understand their learners’ motivations and thinking, they can help learners invest the time in learning and positively affect behavior change to apply the learning on the job.  

Behaviorism: Behaviorism is a psychological approach which emphasizes scientific and objective methods of investigation. The approach is only concerned with observable stimulus-response behaviors, and states all behaviors are learned through interaction with the environment. It has special emphasis on how animals learn with Stimulus-Response, Operant Conditioning, Schedules of Reinforcement, Classical Conditioning etc.

Social constructivism: Social constructivism is a sociological theory of knowledge according to which human development is socially situated and knowledge is constructed through interaction with others.

Socialization: Socialization is the process of internalizing the norms and ideologies of society.

Social Learning Theory: Social Learning Theory, theorized by Albert Bandura, posits that people learn from one another, via observation, imitation, and modeling.

The Fogg Behavior Model: The Fogg Behavior Model shows that three elements must converge at the same moment for a behavior to occur: Motivation, Ability, and a Prompt. When a behavior does not occur, at least one of those three elements is missing (including Captology)

Fogg Behavior Grid: Fogg Behavior Grid describes 15 ways behavior can change. The purpose is to help people (including myself) think more clearly about behavior change.

Hookmodel: Hook model explains how to Build Habit-Forming Products answers with a four-step process embedded into the products ( eg our learning design)

Connected Learning: Connected learning combines personal interests, supportive relationships, and opportunities. It is learning in an age of abundant access to information and social connection that embraces the diverse backgrounds and interests of all young people.

Community of practice: Community of practice is a group of people who share a concern or a passion for something they do, and learn how to do it better as they interact regularly. This definition reflects the fundamentally social nature of human learning.

Situated Learning Theory: Situated Learning Theory posits that learning is unintentional and situated within authentic activity, context, and culture.



And Much more…..