To read more about behavior change:

Principles of Effective Behavior Change:

http://www.joe.org/joe/2008october/a2.php

Behavior Change Strategies

http://www.joe.org/joe/2011february/tt5.php

Overview of Behavior Change Theories:

http://siteresources.worldbank.org/EXTGOVACC/Resources/BehaviorChangeweb.pdf