Most of us work towards a behavior change in marketing. Do more of this! Do less of this! This is the core concept of most marketing concepts designed to sell stuff at the end of the day.
My colleague Kirill shared this great link to an interactive tool that helps design for behavioral change. The questions it tries to answer are simple and yet very difficult: how do I make people to stop this or start that?
Check out the interactive tool here: http://www.behaviorwizard.org