ABSTRACT
This chapter demonstrates the value of segmenting consumers according to their main compliance barriers. Consumer compliance barriers typically fall into three clusters. It includes challenges arising from a lack of Motivation or absence of meaningful value; Challenges arising from a lack of Ability to make decisions; and Challenges arising from difficulties in forming. Three projects demonstrate how persuasion can be enhanced by overcoming barriers in a 'Motivation' segment, an 'Ability' segment, and a 'Planning' segment. After identifying motivation challenges, South African males were encouraged to get circumcised by applying consumer behavioral decision solutions. The redesign was guided by consumer research on trust, vividness, and mindsets to overcome ability barriers—procrastinating, not understanding the options, inability to compute the return on investment, and confusion stemming from a lot of jargon and legal language. Consumer research provides effective solutions for overcoming specific compliance barriers.
