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Behavioral Change Models

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People in this stage have no intention to change their behavior in the forseeable future. ... Knowledge-Persuasion-Decision-Implementation-Confirmation ... – PowerPoint PPT presentation

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Title: Behavioral Change Models


1
Behavioral Change Models
2
Theoretical Models of Behavior Change
  • Prochaska Stages of Change
  • Diffusion Process
  • Ecological Systems
  • Social Marketing

3
Prochaska Stages of Change
Intentional change unfolds through a series of
five stages
  • Precontemplation
  • Contemplation
  • Preparation
  • Action
  • Maintenance

4
Stages of Change
  • Precontemplation
  • People in this stage have no intention to change
    their behavior in the forseeable future.
  • Although individuals at this stage are usually
    unaware of their problems, their friends and
    family usually are.

5
Stages of Change
  • Contemplation
  • In this stage, people are aware that a problem
    exists and are seriously thinking about
    addressing it, but have not yet made a commitment
    to take action.
  • They are aware of the pros of changing, but also
    are acutely aware of the cons.

6
Stages of Change
  • Preparation
  • Individuals in this stage are intending to take
    action in the near future.
  • They have a plan and sometimes have already made
    small changes in behavior.

7
Stages of Change
  • Action
  • In this stage, individuals modify their behavior,
    experiences or environment in order to overcome
    their problems.
  • Involves a significant commitment of time and
    energy.

8
Stages of Change
  • Maintenance
  • In this stage, people work to prevent relapse and
    consolidate the gains they made during the action
    phase.

9
Stages of Change
  • Stages of change in which particular processes of
    change are emphasized

Precontemplation Contemplation
Preparation Action Maintenance
Consciousness raising Dramatic
relief Environmental-reevaluation
Reinforcement management Helping
relationships Counterconditioning Stimulus control
Self re-evaluation
Self-liberation
10
Prochaska Stages of Change
Implications for Programs
  • People differ in their readiness to change
  • The effectiveness of a given strategy is likely
    to differ by stage of change
  • Relapse and recycling through stages is common
    for behaviors that are difficult to change
  • Simply helping move people from one stage to
    another may be an appropriate goal

11
Innovation-Decision (Diffusion) Process
Knowledge-Persuasion-Decision-Implementation-Confi
rmation
Awareness-Interest-Evaluation-Trial-
Adoption/Action
12
Innovation-Decision (Diffusion) Process
TIME
Awareness-Interest-Evaluation-Trial-
Adoption/Action
13
Diffusion Theory
Key concepts include
  • An innovation
  • Communications channels
  • Time
  • A social system

14
Diffusion Theory
When new ideas are invented, diffused, and are
adopted or rejected, leading to certain
consequences, social change occurs
15
Adoption Curve
Adopters of new knowledge
Early majority
Late majority
Early adopters
Late adopters (laggards)
Innovators
Time of Adoption
16
Ecological Systems Theory Implications for
Practice
  • Definition Ecology
  • The term ecology comes from the biological
    sciences and refers to the interrelations between
    organisms and their environments.

17
Ecological Systems Theory
  • Ecological models of human behavior assume that
    behaviors are influenced by intra-personal,
    social, cultural and physical environmental
    factors, and that these factors are likely to
    interact with one another.

18
Basic Assumptions of an Ecological Systems Model
  • You cant understand a person or their behavior
    apart from the environment or ecology in which
    they live.
  • Human behavior is multiply influenced.
  • Systematic influences are not only
    multi-dimensional but also cumulative and
    interactive.

19
Ecological Systems Model
  • Individuals also influence their environment
  • Because most behavior is multiply determined and
    cumulative, change is most likely to occur when
    multiple factors are targeted
  • Not all factors in a system are equally important
    (keystone factors and tipping points)

20
The Social Marketing Process
  • Key concepts include
  • A social idea or practice
  • One or more groups of target adopters
  • Social change management technology

21
The Social Marketing Process
  • Analyzing the social environment
  • Researching selecting the target audience(s)
  • Designing the social marketing strategy
  • Planning the social marketing program mix
  • Implementing the social marketing effort
  • Evaluating the social marketing effort
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