Professor develops new 'DNA' to improve the practical application of psychology
February 5, 2014
Psychological science has become too far removed from practice and must return to basics. The road psychology has now embarked upon is not productive for the future. That is what professor of Economic Psychology, Theo Poiesz, writes in his new book ‘Redesigning Psychology’.
Criticism about the science's development is increasingly being voiced and in a broader circle. Also within the science itself. One of the criticisms is that the scientific community is becoming increasingly removed from social problems and issues.
This also applies to psychology. The discipline's fragmentation is causing the miniaturization of behavioral insights. Its added value is decreasing while it is becoming increasingly removed from practice. In his new book, ‘Redesigning Psychology’, written in accessible English, Theo Poiesz, professor of Economic Psychology, argues that psychology has entered a dead-end, one-way system.
New unconventional model
He believes that psychology must look back: go back to basics. To this end he proposes an unconventional model that works with just three main behavioral causes: Motivation, Capacity and Opportunity. By juggling with these causes, Poiesz makes it clear that the model is not only able to (re)structure existing insights, but also offer surprising, new insights. These insights are relevant in theory and in practice. Using practical examples the book demonstrates where policymakers take wrong decisions related to the behavior of their target group. Indeed, in policy plans the emphasis is often placed on measures to be taken and not on the behavioral effect they need to successfully bringing (what people must do). This means that the policy plans often go wrong.
Redesigning Psychology points out to scientists the limitations of psychological research and the need for a new scientific approach. At the same time it helps the administrator and manager gain a foothold in practical decisions. Through an emphasis on simplicity the Triade model provides a better grip on behavior as a critical factor in policy.
Prof. Dr. Theo Poiesz is a professor in Economic Psychology and professor in Healthcare Management. He has previously held professorships in the fields of Marketing/Consumer behavior and the Psychology of Advertising. He works at TIAS School for Business and Society.
Redesigning Psychology; In Search of the DNA of Behavior
Author: Theo B.C. Poiesz
Publisher: Eleven International Publishing; Pavilion Publishing and Media