Behavioral Determinants Framework

At Story MKTG, we’ve embraced the Behavioral Determinants Framework (BDF) to better understand and address what drives human behavior. This model integrates foundational theories from social psychology, behavioral economics, and cultural psychology to tackle one of the biggest challenges in marketing: identifying the factors influencing what people do.

What is the Behavioral Determinants Framework?

The BDF organizes the influences on behavior into 12 key categories, providing a structured way to analyze and address what drives action. Rather than targeting behaviors directly, the framework focuses on the underlying determinants—the influences that shape why people act the way they do. By addressing these determinants, we effectively influence the influencers of behavior.

The Roots of BDF

The Behavioral Determinants Framework has a deep history rooted in behavioral science. Its origins trace back to a landmark workshop hosted by the National Institute of Mental Health in 1991. The workshop convened leading scholars such as Albert Bandura (social cognitive theory), Martin Fishbein (reasoned action), and Daniel Kahneman (behavioral economics). This collaboration laid the groundwork for identifying key variables that explain most of the variance in human behavior. Over the years, these variables evolved into the 12 determinants of the BDF, incorporating advancements in fields like social identity theory, bias and heuristics, and self-regulation.

The 12 Categories of Influence

The BDF organizes behavioral determinants into the following categories:

  1. Consequences: Anticipated outcomes of a behavior.
  2. Risk: Perception of danger or uncertainty associated with an action.
  3. Emotion: Emotional drivers or barriers linked to behavior.
  4. Skills: The ability or confidence to perform the behavior.
  5. Efficacy: Belief in one’s capacity to achieve a desired result.
  6. Environment: External factors that enable or hinder behavior.
  7. Investment: The time, effort, or resources required for the behavior.
  8. Control: Perceived autonomy or ability to make choices.
  9. Social Norms: Shared expectations about acceptable behavior.
  10. Self-Standards: How the behavior aligns with personal values or identity.
  11. Social Identity: Group affiliations that shape behavior.
  12. Bias and Heuristics: Cognitive shortcuts that influence decision-making.

These categories reflect decades of research, drawing on theories from Bandura, Fishbein, Kahneman, and others, and remain dynamic, evolving with advancements in behavioral science.

How BDF Works

A BDF-based intervention begins with formative research to identify the active determinants for a specific audience and context. By using prescribed questions and analyzing differences between “doers” (those who perform the behavior) and “non-doers” (those who don’t), strategists uncover the key influences at play. From there, targeted strategies are developed to address those influences, whether by reducing barriers, enhancing motivations, or reshaping perceptions.

Why It Matters

At Story MKTG, we apply the Behavioral Determinants Framework to design campaigns that resonate with diverse audiences, fostering connection and driving meaningful action. This framework ensures our work doesn’t just raise awareness but creates lasting impact by addressing the underlying factors that inspire change.

Explore how Story MKTG uses the Behavioral Determinants Framework to make marketing more human, actionable, and impactful.