This framework integrates seven research-backed approaches to behavior change. Each addresses a different aspect of how people come to adopt new beliefs and behaviors. Together, they provide a more complete picture than any single approach alone.
The foundational insight: Complex Contagion
Damon Centola's research on social contagion provides the foundation. His key finding: behavior change spreads differently than information.
Information can spread through weak ties—a single exposure is often enough. But behavior change requires something more:
- Multiple exposures from different sources
- Reinforcement through dense social networks
- Trusted connections who model the new behavior
This means one-time interventions rarely work. A single chatbot conversation, a single fact-check, a single removed post—these don't create the conditions for lasting change. We need systems that provide multiple touchpoints within trusted networks.
The seven approaches
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1. Complex Contagion (Centola)
Behavior change requires multiple reinforcing exposures within dense networks. Design systems that provide repeated touchpoints through trusted connections, not just single interventions.
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2. Contact Theory (Allport)
Prejudice diminishes through meaningful contact with out-group members under conditions of equal status, common goals, and institutional support. Create structured opportunities for positive interaction across divides.
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3. Restorative Practices
Focus on repairing harm and rebuilding relationships rather than punishment. Use circles, restorative questions, and facilitated dialogue to create accountability while maintaining community connection.
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4. Social-Emotional Learning (SEL)
Build underlying capacities: self-awareness, social awareness, relationship skills, responsible decision-making. Address the emotional and social dimensions of behavior, not just the cognitive.
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5. Bystander Intervention
Activate bystanders to interrupt harmful behavior. Reduce diffusion of responsibility, provide clear scripts, and make intervention feel safe and socially supported.
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6. Behavioral Design (Nudge)
BJ Fogg's behavior model: Behavior = Motivation + Ability + Prompt. Make the desired behavior easier, more obvious, and more socially visible. Reduce friction for positive actions.
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7. Moral Development (Kohlberg)
People operate at different stages of moral reasoning. Meet people where they are. Some respond to consequences, others to social norms, others to principles. Tailor messages accordingly.
How they work together
These approaches aren't alternatives—they're complementary. Each addresses a different dimension of behavior change:
A complete intervention might:
- Identify trusted messengers in the person's network (Complex Contagion)
- Create opportunities for positive interaction with diverse perspectives (Contact Theory)
- When harm occurs, use restorative questions to promote reflection (Restorative)
- Build emotional regulation and perspective-taking skills (SEL)
- Empower bystanders to speak up constructively (Bystander)
- Make the desired behavior visible and easy (Nudge)
- Frame the message appropriately for the person's moral reasoning (Moral Development)
Related work
This approach builds on and connects to work by:
- Susan Benesch — Dangerous Speech Project, counterspeech research
- Google Jigsaw — Perspective API, redirect method
- MIT Center for Constructive Communication (Deb Roy) — bridging divides online
- Patricia Rossini — incivility and deliberation online
- Amy Zhang — community moderation and governance
- Lucas Dixon — machine learning for healthy conversations
What's novel here isn't any single component, but the integration—bringing together detection, intervention, trusted networks, multiple interfaces, and continuous learning into a coherent system.
See it applied
Explore how this framework applies to specific challenges: