Transcript Behavioral Change Models Theoretical Models of Behavior Change     Prochaska Stages of Change Diffusion Process Ecological Systems Social Marketing.

Behavioral Change
Models
Theoretical Models of
Behavior Change
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Prochaska Stages of Change
Diffusion Process
Ecological Systems
Social Marketing
Prochaska Stages of Change
Intentional change unfolds through
a series of five stages:
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Precontemplation
Contemplation
Preparation
Action
Maintenance
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.
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.
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.
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.
Stages of Change
Maintenance:
In this stage, people work to
prevent relapse and consolidate
the gains they made during the
action phase.
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
Self re-evaluation
Self-liberation
Helping relationships
Counterconditioning
Stimulus control
Prochaska Stages of Change
Implications for Programs:
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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
Innovation-Decision
(Diffusion) Process
Knowledge-Persuasion-Decision-Implementation-Confirmation
Awareness-Interest-Evaluation-Trial- Adoption/Action
Innovation-Decision
(Diffusion) Process
TIME
Awareness-Interest-Evaluation-Trial- Adoption/Action
Diffusion Theory
Key concepts include:
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An innovation
Communications channels
Time
A social system
Diffusion Theory
When new ideas are invented,
diffused, and are adopted or
rejected,
leading to certain consequences,
social change occurs
Adoption Curve
Adopters
of new
Early majority
knowledge
Early adopters
Late majority
Late adopters
(laggards)
Innovators
Time of Adoption
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.
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.
Basic Assumptions of an
Ecological Systems Model
You can’t 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 multidimensional but also cumulative and
interactive.
Ecological Systems Model
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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)
The Social Marketing Process
Key concepts include:
 A social idea or practice
 One or more groups of target
adopters
 Social change management
technology
The Social Marketing Process
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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