{"id":927,"date":"2025-10-09T23:30:56","date_gmt":"2025-10-09T21:30:56","guid":{"rendered":"https:\/\/huibkoeleman.nl\/kennisbank\/casi-de-verborgen-krachten-achter-gedragsverandering\/"},"modified":"2025-10-19T13:44:18","modified_gmt":"2025-10-19T11:44:18","slug":"casi-the-hidden-forces-behind-behavior-change","status":"publish","type":"resource","link":"https:\/\/huibkoeleman.nl\/en\/knowledge\/casi-the-hidden-forces-behind-behavior-change\/","title":{"rendered":"CASI: The Hidden Forces Behind Behavior Change"},"content":{"rendered":"<div class=\"bg-purple-90 pb-16 lg:pb-28 pt-[calc(var(--header-height)+var(--spacing)*16)] lg:pt-[calc(var(--header-height)+var(--spacing)*28)] not-prose\">\n\n  <div class=\"container grid-container\">\n\n    <div class=\"col-span-full lg:col-span-8 lg:col-start-3 flex flex-col gap-y-6 items-center lg:gap-y-8\">\n\n      <nav aria-label=\"Breadcrumb\">\n        <ol class=\"flex flex-wrap items-center gap-x-2 list-none p-0\">\n          <li class=\"list-none\"><a class=\"group\/link btn-text btn-secondary\" href=\"https:\/\/huibkoeleman.nl\/en\/knowledge-hub\/\">\n\n  Knowledge Hub\n\n<\/a>\n<\/li>\n                      <li class=\"list-none flex items-center gap-x-2\"><svg class=\"size-4\" width=\"16\" height=\"16\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n    <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M5.293 3.293a1 1 0 0 0 0 1.414L8.586 8l-3.293 3.293a1 1 0 1 0 1.414 1.414l4-4a1 1 0 0 0 0-1.414l-4-4a1 1 0 0 0-1.414 0z\" fill=\"#0c0b0e\"\/>\n<\/svg>\n\n<a class=\"group\/link btn-text btn-secondary\" href=\"https:\/\/huibkoeleman.nl\/en\/knowledge-hub\/?type=blogs\">\n\n  Blogs\n\n<\/a>\n<\/li>\n                                <li class=\"list-none flex items-center gap-x-2\"><svg class=\"size-4\" width=\"16\" height=\"16\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n    <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M5.293 3.293a1 1 0 0 0 0 1.414L8.586 8l-3.293 3.293a1 1 0 1 0 1.414 1.414l4-4a1 1 0 0 0 0-1.414l-4-4a1 1 0 0 0-1.414 0z\" fill=\"#0c0b0e\"\/>\n<\/svg>\n\n<a class=\"group\/link btn-text btn-secondary\" href=\"https:\/\/huibkoeleman.nl\/en\/knowledge-hub\/?onderwerp=change-communication\">\n\n  Change communication\n\n<\/a>\n<\/li>\n                  <\/ol>\n      <\/nav>\n\n      <h1 class=\"text-primary-dark text-h2-sm lg:text-h2-lg font-sans text-center hyphens-auto xs:hyphens-none\">\n\n                  CASI: The Hidden Forces Behind Behavior Change\n        \n      <\/h1>\n\n      \n      <div class=\"flex items-center gap-x-4 mt-2 lg:mt-8\">\n\n                <div class=\"flex flex-col\">\n          <span class=\"text-secondary font-bold\">Auteur<\/span>\n          <span class=\"\">Huib Koeleman<\/span>\n        <\/div>\n      <\/div>\n\n    <\/div>\n\n    <div class=\"col-span-full mt-12 lg:mt-20\">\n\n      \n        <img\n    data-sizes=\"auto\"\n    data-src=\"https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/CASI-De-verborgen-krachten-achter-gedragsverandering-1440x810.jpg\"\n    data-srcset=\"https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/CASI-De-verborgen-krachten-achter-gedragsverandering-1440x810.jpg 1440w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/CASI-De-verborgen-krachten-achter-gedragsverandering.jpg 1920w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/CASI-De-verborgen-krachten-achter-gedragsverandering-1280x720.jpg 1280w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/CASI-De-verborgen-krachten-achter-gedragsverandering.jpg 1920w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/CASI-De-verborgen-krachten-achter-gedragsverandering-1024x576.jpg 1024w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/CASI-De-verborgen-krachten-achter-gedragsverandering.jpg 1920w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/CASI-De-verborgen-krachten-achter-gedragsverandering-640x360.jpg 640w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/CASI-De-verborgen-krachten-achter-gedragsverandering-1280x720.jpg 1280w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/CASI-De-verborgen-krachten-achter-gedragsverandering-390x219.jpg 390w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/CASI-De-verborgen-krachten-achter-gedragsverandering-780x439.jpg 780w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/CASI-De-verborgen-krachten-achter-gedragsverandering-272x153.jpg 272w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/CASI-De-verborgen-krachten-achter-gedragsverandering-544x306.jpg 544w\"\n    src=\"https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/CASI-De-verborgen-krachten-achter-gedragsverandering-1440x810.jpg\"\n    alt=\"trappetje naar een hoofd\"\n    class=\"lazyload w-full\"\n    decoding=\"async\" loading=\"lazy\">\n          <\/div>\n\n  <\/div>\n\n<\/div>\n\n\n\n<p>Every transformation stands or falls with behavior. Not with PowerPoints, timelines, or shiny new systems \u2014 but with what people actually <em>do<\/em> (or stubbornly <em>don\u2019t<\/em> do). And human behavior can\u2019t be steered simply with knowledge or good intentions.<br><\/p>\n\n\n\n<p>That\u2019s where the <strong>CASI model<\/strong> \u2014 short for <em>Communication Activation Strategic Instrument<\/em> \u2014 comes in. It helps communication professionals understand what truly drives people. CASI reveals that behavior rarely has a single cause. It\u2019s shaped by nine different factors, from knowledge and attitude to emotions, habits, and social norms.<br><\/p>\n\n\n\n<p>Originally developed by the Dutch government for public campaigns, CASI turns out to be surprisingly useful for <strong>internal change<\/strong> as well. It helps you discover where behavior gets stuck, where energy flows, and which levers you can pull to really get people moving.<br>CASI identifies nine behavioral determinants that you can influence to spark change:<br><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Resistance<\/li>\n\n\n\n<li>Self-image<\/li>\n\n\n\n<li>Habits<\/li>\n\n\n\n<li>Emotions<\/li>\n\n\n\n<li>Social pressure<\/li>\n\n\n\n<li>Physical environment<\/li>\n\n\n\n<li>Ability<\/li>\n\n\n\n<li>Knowledge<\/li>\n\n\n\n<li>Attitude<\/li>\n<\/ul>\n\n\n\n<p>The last three \u2014 knowledge, attitude, and behavior \u2014 probably sound familiar. But the real power of CASI lies in its <strong>broader lens<\/strong> on what shapes human behavior. Let\u2019s take a closer look at each one.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>TL;DR<br>The CASI model developed by the Dutch government shows that influencing behavior is about much more than changing knowledge and attitude. By also considering emotions, social norms, and unconscious triggers, communication around change becomes far more effective \u2014 and sustainable.<\/em><\/p>\n<\/blockquote>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/CASI-change-1024x576.jpg\" alt=\"\" class=\"wp-image-929\" srcset=\"https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/CASI-change-1024x576.jpg 1024w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/CASI-change-300x169.jpg 300w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/CASI-change-768x432.jpg 768w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/CASI-change-1536x865.jpg 1536w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/CASI-change-2048x1153.jpg 2048w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/CASI-change-1440x811.jpg 1440w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/CASI-change-1280x721.jpg 1280w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/CASI-change-640x360.jpg 640w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/CASI-change-390x220.jpg 390w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/CASI-change-780x439.jpg 780w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/CASI-change-272x153.jpg 272w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/CASI-change-544x306.jpg 544w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/CASI-change-1920x1080.jpg 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Resistance<\/h2>\n\n\n\n<p>Whenever change asks people to do something differently, resistance is never far behind. CASI distinguishes three types: <strong>aversion<\/strong>, <strong>skepticism<\/strong>, and <strong>inertia<\/strong>.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Aversion<\/strong> arises when people feel their freedom of choice is threatened \u2014 it hits their need for autonomy.<\/li>\n\n\n\n<li><strong>Skepticism<\/strong> shows up when people don\u2019t see the point of the change or distrust the messenger \u2014 tied to our deep need for certainty.<\/li>\n\n\n\n<li><strong>Inertia<\/strong> is that quiet, passive resistance born out of indifference or fear. People simply do nothing and hope the change will blow over. Inertia stems from our natural tendency to conserve energy \u2014 the human brain prefers the path of least resistance, maintaining the <em>status quo<\/em>.<\/li>\n<\/ul>\n\n\n\n<p>Observing and talking to employees helps you identify which form of resistance is at play. The key is to address them in sequence: first aversion, then skepticism, and finally inertia.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Self-Image<\/h2>\n\n\n\n<p>Our self-image is how we see ourselves \u2014 \u201cI\u2019m the expert,\u201d \u201cthe funny one,\u201d \u201cthe helpful colleague.\u201d We behave in ways that fit that picture. Because our self-image is tied to our core values, it\u2019s a powerful driver of behavior.<br>When the desired behavior aligns with how people see themselves, they\u2019re more likely to feel <em>intrinsically motivated<\/em>. Self-image can relate to social roles, like being \u201ca committed team player.\u201d Behavior that clashes with someone\u2019s self-image will feel unnatural or even threatening. Changing self-image is hard \u2014 but you can certainly <em>activate<\/em> it.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Habits<\/h2>\n\n\n\n<p>Much of what we do is automatic \u2014 habits and routines carried out on autopilot. That\u2019s also true for the unconscious associations triggered by communication. It\u2019s often easier to <strong>build on existing, desirable habits<\/strong> than to break unwanted ones. Sometimes the smartest change is simply helping people stay on their good autopilot.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Emotions<\/h2>\n\n\n\n<p>Emotions like fear, pride, or joy have a huge influence on what people do. They can motivate or block behavior. When strong emotions such as anger dominate, it\u2019s crucial to address the source of that emotion first. Interestingly, <em>suggested<\/em> emotions (the ones evoked by storytelling or imagery) can sometimes be influenced more easily than emotions people are actually feeling.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Social environment<\/h2>\n\n\n\n<p>Human behavior is deeply social. We look to others \u2014 especially our peers \u2014 for cues on what\u2019s normal or acceptable. We all want to belong, to be respected, and not to be the odd one out.<br>That\u2019s why <strong>social norms<\/strong> are so powerful. Injunctive norms tell us what people <em>think<\/em> we should do; descriptive norms show what people <em>actually<\/em> do. Both can have a strong impact. Role models, informal leaders, and team dynamics are often more influential than formal communication. If you want to change behavior, work with the group \u2014 not just the individual.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Physical Environment<\/h2>\n\n\n\n<p>Our surroundings \u2014 physical and digital \u2014 quietly shape what we do. The design of a workspace or system can make the desired behavior easier or harder. During the COVID era, some offices removed desks entirely to enforce distancing, while others just placed a few \u201cDo not sit here\u201d signs. Guess which one worked better?<br>The environment can nudge people toward the desired behavior \u2014 or accidentally encourage the opposite. Design matters.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Ability<\/h2>\n\n\n\n<p>People are far more likely to do something if they <em>can<\/em>. Skills, tools, time, and energy all affect whether behavior change is possible. Just as important is a person\u2019s <strong>sense of self-efficacy<\/strong> \u2014 their belief that they can succeed. Strengthening that belief is often more powerful than training new skills.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Knowledge<\/h2>\n\n\n\n<p>Knowledge shapes behavior \u2014 but information alone rarely changes it. More facts don\u2019t automatically lead to new habits. The key is <strong>relevant<\/strong> knowledge: what does your audience actually need to know to act differently? Misconceptions should be corrected, but overload avoided.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Attitude<\/h2>\n\n\n\n<p>A person\u2019s attitude toward a behavior depends on how they value its pros and cons. A positive attitude can certainly help \u2014 especially when motivation is intrinsic \u2014 but it doesn\u2019t guarantee change. Other factors like skill, emotion, and environment often outweigh attitude alone.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">In Closing<\/h2>\n\n\n\n<p>When you use CASI to look beyond knowledge and attitude, you open up a new world of possibilities to move people. It helps communication professionals make smarter, more targeted choices \u2014 and dramatically increases the chances of lasting behavioral change.<br>If we address both the <em>human<\/em> and <em>contextual<\/em> forces that shape behavior, change doesn\u2019t just happen \u2014 it sticks.<\/p>\n\n\n\n<p><br>Huib Koeleman&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The CASI model developed by the Dutch government shows that influencing behavior is about much more than changing knowledge and attitude. 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