THEORIES OF BEHAVIORAL CHANGE

1
THEORIES OF BEHAVIORAL CHANGE

• Group 3
• Megan Sumpter
• Kiel Upton
• Merideth Murphy
• Erin Holt
• Caroline Skinner

2
Introduction to Theories of Behavioral Change

• These theories emphasize that people make
  lifestyle decisions based on a complex array of
  factors including perceptions, skills, social
  pressures, and convenience.
• Applying these theories to health campaigns can
  have a positive effect.
• No one theory works all of the time or with every
  audience.

3
Definition of Health Belief Model

• This model proposes that people base their
  behavior on five primary considerations and that
  people are most motivated to change their
  behavior if they believe these five
  considerations.
• This model emphasizes that motivation is a
  complex process and assumes that it is naïve to
  expect someone to change just because someone
  tells them to do so.

4
People are most motivated to change their
behaviors if they believe that

• They will be adversely affected if they dont
  change,
• The adverse effects will be considerable,
• Behavior change will be effective in preventing
  the undesired outcome,
• The effort and cost of preventive behavior is
  worthwhile, and
• They are moved to action by a novel or
  eye-opening occurrence such as a brush with
  danger, a compelling warning message or an
  alluring incentive.

5
More about the Health Belief Model

• In a nutshell, motivation is based on an
  individuals perception of personal
  susceptibility, serious consequences, worthwhile
  benefits, justifiable costs, and cues to action.
• If only one of these is present in a campaign
  then that will not mean the campaign will be
  effective. All really need to be present to have
  a completely successful campaign.

6
Final Thoughts on the HB Model

• The Health Belief Model is widely used and
  accepted as a theory of health related behavior
  change.
• Researchers say this provides a useful framework
  to assess audiences and organize campaigns.
• Cons of the model people are affected in various
  degrees by the considerations presented in this
  model and this model does not take into account
  and cognitive, environmental or social
  influences.

7
Social Cognitive Theory

• Definition people make decisions considering the
  interplay of internal and external factors
• Internal Factors Skills, Knowledge, Habits, etc.
• External Factors Social Approval, Physical
  Environment, etc.
• People feel the most comfortable when the
  internal and external factors are in sync.
• Just because you are able to make people aware of
  the problem doesnt mean you will automatically
  change their behavior.
• (Du Pre)

8
SCT contd

• Building a persons communication skills can give
  them the confidence to try new behaviors.
• Social concerns often overshadow persons personal
  concerns. People base their decisions on society
  believes.
• In summary this theory says that the person
  creating the health campaign must do more than
  just make the public aware, they must also give
  them reasons to change their behavior.
• (Du Pre)

9
Embedded Behaviors Model

• Behaviors are enduring to the extent that they
  are am integral part of an individuals lifestyle
  or self-image and are supported by internal and
  external factors.
• AKA
• The likelihood for behavior change is related to
  the behavior itself-how frequent, complex,
  familiar, or novel it is and how interwoven it is
  with other valued behaviors.
• Athena D u Pre page 376

10
Theory of Reasoned Action

• Theory based on the assumption that people are
  rational decision makers.
• Decision making is based on two primary
  considerations (1) how strongly they believe a
  behavior will lead to positive outcomes (2) the
  perceived social implications of performing that
  behavior.

11
Theory of Reasoned Action

• TRA is similar to social cognitive theory in that
  both consider personal and social influences.
• TRA is more global in focus, its predictive
  power lies in assessing the attitudes and
  behaviors of large numbers of people.

12
Summing Up Theory of Reasoned Action

• TRA suggests that people make behavior changes
  based on their overall beliefs and assumptions.
  Small changes may not have much effect if they
  are outweighed by larger concerns.
• As Ajzen and Fishbein put it, Changing one or
  more beliefs may not be sufficient to bring about
  change in the overall attitude.
• Athena D u Pre page 373

13
Transtheoretical Model

• According to this theory people my not proceed
  directly from thinking about a problem to
  changing their behavior (du Pre, 2004)
• Example You find that some people want to
  exercise, but many are not doing so.
• Instead they tend to change in stages

14
Stages of Transtheoretical Model
15
Observations

• People do not change from one stage to another
• Change is a process that can involve
  self-evaluation or changes in social
  opportunities
• The stages described are just a general guide
• People can remain in one stage indefinitely, lose
  interest, or skip steps

16
Challenges/Opportunities forHealth Campaign
Managers

• People do not change their behavior as soon as
  they hear new information
• Change agents must be sensitive to barriers and
  motivations
• Seek incremental change rather than radical
  transformation
• Pushing for too much change can be
  counterproductive

17
Current Physical Activity StatusQuestionnaire

• 1.)I am currently not physically active, and do
  not intend to start being physically active in
  the next six months.
• 2.)I am currently not physically active, but I am
  thinking about becoming physically active in the
  next six months.
• 3.)I currently am physically active, but not on a
  regular basis.
• 4.)I currently am physically active regularly,
  but I have only begun doing so within the last
  six months.
• 5.)I currently am physically active regularly,
  and have done so for longer than six months.
• OConor, M. J. (1994). Excerxise Promotion in
  Physical Eduaction Application of the
  Trantheoretical Model. Journal of Teaching in
  Physical Eduacation, 14, 2-12

18
Extended Parallel ProcessModel (EPPM)

• Fear appeals are extremely effective persuasive
  messages.
• Shown to work with many different health topics
  (smoking, drinking) with many different
  population groups.
• EPPM explains what makes fear appeals succeed
  or fail.

19
STEP 1

• After receiving a health risk message, people
  will appraise the threat and appraise the
  efficacy of the recommended response.
• Appraisal of Threat Is the threat relevant to
  you? (Perceived Susceptibility) Is the threat
  significant? (Perceived Severity)

20
Was the message effective?

• If threat is perceived to be irrelevant or
  trivial no further information is processed
  about the threat. - ineffective message
• Low perceived susceptibility low perceived
  severity no response to risk message. -
  ineffective message
• High susceptibility to threat belief of serious
  harm fear motivation to act.
• -Message is a Success!

21
STEP 2

• Appraisal of Efficacy Can I perform the
  recommended response? (High or low
  self-efficacy) Will the recommended response
  work? ( High or low response efficacy)
• Seatbelt Example

22
Was the message effective?

• High efficacy High perceived threat
  Protection Motivation (motivation to control the
  danger and protect self)
• Danger Control Responses changes in attitude,
  intention, and behavior.
  - Message is a success!
• Low efficacy High perceived threat Defensive
  Motivation (need to control fear of the threat)
  - ineffective message
• Fear Control Responses Defensive avoidance,
  denial, reactance

23
Remember

• Any perceived threat motivates action. It is the
  perceived efficacy that determines the nature of
  the action. (Use of danger control responses or
  fear control responses)
• An effective message motivates people to use
  danger control responses.
• Beware of the Critical Point!