2019 Volume 12 Pages 26-36
People do not always take desirable actions for society. However, changing the choice and behavior of individuals from a social point of view should be applied to the social issues with paying careful attention to the importance of individual subjective decision making. In this chapter, we will discuss about behavior changes in healthcare and health behavior as typical examples of behavior change, then introduce the basic theory of behavior change, and the neuroscientific basis of social behavior change. Finally, we discuss the strategic design that enables behavior change by using the case of expressing the intention of organ donation.
