Understanding Motivators and Evaluating SNAP/EBT Incentive Outcomes in Farmers Markets

  Stacy Miller, Farmers Market Coalition   Migdalia Loyola, Blue Cross and Blue Shield of Minnesota   Amy Gilroy, Oregon Public Health Institute   Richard McCarthy, marketumbella.org

 Repetitive action-reward combination can cause the action to become habit.

 Motivation is mediated by environmental events.  Applying proper motivational techniques can be

much harder than it seems.  A person's actions always have social

ramifications; if actions are positively received people are more likely to act in this manner, or if negatively received people are less likely to act in this manner.

In•cen•tive theory

  From Latin incentivus (circa1400): … “setting the tune.”

 A reward, tangible or intangible, presented after the occurrence of a behavior with the intent to cause the behavior to occur again.

 Associates positive meaning to the behavior.

In•cen•tive

 When we reward A, while hoping for B, are we achieving the intended outcome?

  Is the external reward the only reason for continuing a behavior?

“Incentives are no substitute for good management”

In•cen•tive

Motivations   Intrinsic motivation ◦ Driven by an interest or enjoyment in the task

itself, and exists within the individual rather than relying on any external pressure.  Individuals attribute results to factors under their own control

  Extrinsic motivation ◦ Driven from factors outside of the individual. e.g. money, grades, trophies, or threat of punishment.

Intrinsic Motivators

 Reduced cost to taxpayers  Formation of partnerships that increase

effectiveness/efficiency  Ability to engage new and regular

volunteers  Ability to raise funds; write successful grants  Adding accessibility and equity to marketing

and promotion themes   Improved individual well-being and

community health

Motivators for Communities

 Taking care of the family   Sense of belonging  Most value for $ spent

(finding a good deal)  Ability to learn something;

impart knowledge to peers  Variety of product choices  Developing relationships

with producers of similar cultural heritage

Motivators for Individuals

 Access to brand new customer base

  Increased customer loyalty

 Building reputation for high value

 Capturing new product niches

  Financial literacy

Motivators for Farmers & Producers

What is the “desired behavior?”

What is the “reward?”

Accomplishment

Sense of Belonging

Opportunities to Get Engaged

Learning a Skill

 Define success in the beginning, and identify its expected short term and long term indicators ◦ Economic indicators: sales and per person

spending increase, dollars circulated locally ◦ Social indicators: relationships, equity of access,

ethnic, age, and language diversity at market ◦ Human indicators: skills learned, habits changed,

knowledge gained   Locate or collect all pertinent baseline data

What is success?

  Lawrence Peters

“If you don't know where you are going, you will probably end

up somewhere else.”

 What has become clearer?

 What questions do you still have?

Reflection

 What defines success to your stakeholders?  What indicators have you used to measure less

tangible intrinsic motivators being met (like increased sense of belonging?)

 What and how much data is it appropriate to collect from incentive participants?

 What examples can you share about unconventional incentives? What intrinsic motivator is it seeking to satisfy?

Discussion

  Real Food, Real Choice: Connecting SNAP Recipients with Farmers Markets

farmersmarketcoalition.org/real-food-real-choice

  Farmers Market Manager FAQ farmersmarketcoalition.org/managerfaq

  Information Marketplace Webinars farmersmarketcoalition.org/information-marketplace

  Seven Ways, Seven Days to Celebrate Farmers Markets www.farmersmarketcoalition.org/seven-days-seven-ways-2011

  Oregon Public Health Institute www.orphi.org

  Blue Cross and Blue Shield of Minnesota www.preventionminnesota.com

Resources