Using social media and online communities to change people's behavior depends on addressing their deep-seated psychological needs, writes Sean Young, a professor at the University of California, Los Angeles. Appealing to people's need to trust others, their need to fit in or their need to feel good about themselves can help online communities change people's actions, Young writes. "People are complicated ... but addressing these needs should get you a long way toward how you can use technologies to change and sustain behavior," he writes.

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