positive behaviors and accomplishments with dispositional attribution and negative behaviors and shortcomings with situational attributions. Behaviour change theories The what of planned behaviour is the foremost theory of behaviour change. It has support from meta-analyses which reveals it can predict around 30% of behaviour. Theories, by nature however, prioritize internal validity, over external validity. They are coherent and therefore make for an easily reappropriated story. On the other hand, they will correspond more poorly with the evidence, and mechanics of reality, than a straightforward itemization of the behaviour change interventions (techniques) by their individual efficacy. These behaviour change interventions have been categorized by behavioral scientists. A mutually exclusive, comprehensively exhaustive (MECE) translation of this taxonomy, in decreasing order of effectiveness are: positive and negative consequences offering/removing incentives, offering/removing threats/punishments, distraction, changing exposure to cues (triggers) for the behaviour, prompts/cues, goal-setting, (increasing the salience of) emotional/health/social/environmental/regret consequences, self-monitoring of the behaviour and outcomes of behaviour, mental rehearsal of successful performance (planning?), self-talk, focus on past success, comparison of outcomes via persuasive argument, pros/cons and comparative imaging of future outcomes, identification of self as role model, self-affirmation, reframing, cognitive dissonance, reattribution, (increasing salience of) antecedents A typical instantiations of these techniques in therapy isexposure / response prevention for OCD. Conditioning theories Conditioning plays a huge part in the concept of persuasion. It is more often about leading someone into taking certain actions of their own, rather than giving direct commands. In advertisements for example, this is done by attempting to connect a positive emotion to a brand/product logo. This is often done by creating commercials that make people laugh, using a sexual undertone, inserting uplifting images and/or music etc. and then ending the commercial with a brand/product logo. Great examples of this are professional athletes. They are paid to connect themselves to things that can be directly related to their roles; sport shoes, tennis rackets, golf balls, or completely irrelevant things like soft drinks, popcorn poppers and panty hose. The important thing for the advertiser is to establish a connection to the consumer. This conditioning is thought to affect how people view certain products, knowing that most purchases are made on the basis of emotion. Just like you sometimes recall a memory from a certain smell or sound, the objective of some ads is solely to bring back certain emotions when you see their logo in your local store. The hope is