{"id":4607,"date":"2021-04-07T11:10:01","date_gmt":"2021-04-07T09:10:01","guid":{"rendered":"https:\/\/www.netpresenter.com\/?post_type=knowledge&p=4607"},"modified":"2024-04-12T10:07:30","modified_gmt":"2024-04-12T08:07:30","slug":"three-ways-to-bridge-your-employees-intention-action-gap-with-internal-communication","status":"publish","type":"knowledge","link":"https:\/\/www.netpresenter.com\/knowledge-center\/behavioral-change\/three-ways-to-bridge-your-employees-intention-action-gap-with-internal-communication","title":{"rendered":"Three Ways to Bridge your Employees\u2019 Intention-Action Gap with Internal Communication"},"content":{"rendered":"\n

<\/path><\/svg><\/span><\/span>Estimated reading time: <\/span>6<\/span> minutes<\/span><\/p>\n\n\n\n

When we want to make a change in our lives, it usually starts with an intention. To stop smoking, lose weight, decrease screen time, read more books, spend more time with family: these are probably recognizable examples of behavioral change intentions. And yet \u2026 books stay unread, the weight stays on, we keep our families waiting. The explanation may lay in the intention-action gap. Everyone has experienced this gap between intending to show behavior and genuinely showing said behavior, even you and your colleagues. Well-crafted internal communication can help your employees bridge the intention-action gap and drive behavioral change!<\/p>\n\n\n\n

What is the intention-action gap?<\/h2>\n\n\n\n

The intention-action gap, or the intention-behavior gap, describes the failure to convert intentions into action and behavior. In other words: people intend to do the behaviors they are told to do or that they have planned to do but do not always follow through. The intention-action gap is pervasive and has been seen in all sorts of contexts<\/a>.<\/p>\n\n\n\n

\"bridging<\/figure>\n\n\n\n

Internal communicators can help employees bridge their intention-action gap with internal communication<\/a>. These are the things you can pay attention to as an internal communicator:<\/p>\n\n\n\n

1. Phrasing information<\/h2>\n\n\n\n

The way we phrase things can be of influence on our behavior. Neuroscience shows<\/a> that positive words strengthen areas of the brain\u2019s frontal lobes and promote cognitive function \u2013 hearing positive words makes us feel good. People process positive information faster, have broader associations from it and show stronger congruency effects.<\/p>\n\n\n\n

Therefore, when we want to change our behavior, we should focus on positive phrasing. Positive phrasing is effective because it is clear, unambiguous, and invites cooperation. It is saying what is rather than what is not. It outlines expectations of what behavior should look like instead of what it should not look like. This helps employees not only to intend to show a certain behavior; it also provides information on what should be done to display said behavior.<\/p>\n\n\n\n

For example: \u2018Bring your own cup! It\u2019s good for the environment! If you do use disposable cups, make sure to recycle them in the dedicated recycling bins\u2019 instead of \u2018Don\u2019t use disposable cups\u2019. This may even raise the question \u2018what else am I going to drink my coffee from?\u2019, making it harder to change the behavior into the desired behavior as there is no indication of what the desired behavior is.<\/p>\n\n\n\n

\"reminders<\/figure>\n\n\n\n

2. Timing and reminders<\/h2>\n\n\n\n

Research shows<\/a> the chances of successful behavioral change increase when a person is regularly reminded of the change they want to make. The same study also states that chances of showing the desired behavior further increased when a person acknowledges said reminder.<\/p>\n\n\n\n

So, do you want to help your colleagues bridge the intention-action gap and show behavioral change with internal communication? Reminding them of their intended behavior with a notification<\/a> on their smartphone or laptop<\/a> can help them show the desired behavior when they want or need to. Adding an acknowledgment button to a message in, for example, an employee app<\/a> will nudge them in the right direction even further; actively acknowledging the reminder of their behavioral change indicates that the participant actually processed the reminder.<\/p>\n\n\n\n

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