What behavioural science entails: the C-frame as a successor to the ‘personal responsibility’ policy paradigm

Abstract

Behavioural science is much more than a set of techniques to influence behaviour. It represents a perspective on social reality – a perspective that is no less important than the economic or legal perspective. In this contribution, I will explain the profound consequences of taking the behavioural perspective seriously by focussing on two interrelated psychological concepts: self-control and perceived control. The research on self-control convincingly shows that there are serious limitations to people’s capacity to always act in accordance with their intentions and plans, expecially in times of setbacks and stress. The research on perceived control convincingly shows that if people lack sufficient resources and opportunities to achieve their life goals, the resulting feelings of powerlessness can be very harmful, both to themselves and to society in general. Policymakers should therefore abandon the ‘personal responsibility’ paradigm that has shaped so many public policies over the past decades, as it is based on unrealistic assumptions. This paradigm should be replaced by a new approach of ‘shared responsibility’ that is much more in line with the research findings. Given the central importance of the two related control-concepts to this new approach, one might also call it the ‘C-frame’.