L1 – Introduction to Behavioural Change
Rationale of Difficulty in understanding correlational direction
behavioural - Hard to conclude whether culture affects beliefs or vice versa
change
Therefore Look at how changing beliefs leads to changing behaviour
Theoretical Outcome expectations – Beliefs about a behaviour
concepts - Perceived Susceptibility – How one is vulnerable to something
- Perceived Benefits – How they perceive reward
- Perceived Barriers – How barriers are perceived
Self-Efficacy – Beliefs of self on ability to change behaviour
- Perceived Behavioural Control
Descriptive Norms
Social Norms
Pluralistic Ignorance
- False beliefs of others
Changing Open defecation
behaviour - Costs imposed on poor communities
- Building toilets does not mean that people use it
- Need to reward and introduce competition for incentive
Community-Led Total Sanitation (CLTS) Programme
- Bangladesh – 42% Open defecation (2003) 1% (2016)
- Focus on social pressure and social comparison for behaviours
- Via Group meetings
- The need to know that the general public knows Change with social
pressure
Female Genital Circumcision (FGC) – Saleema initiative
- 200 million women in 30 countries’
- To reduce FGC in communities
- Via encouragement of social communication in classrooms to talk
- Integrate into culture Facilitate communication
- Also focus on public knowledge via media
- Facilitating communication and spread
- To change individual behaviour through highlighting behaviour and
beliefs of other people within the community
Smoking
- Change of environment change social acceptability
- Leads to reduction in behaviour when general population agrees
- Also to know factual knowledge
- Importance of beliefs about benefits and costs of quitting
- Also barriers to quitting
, Iron deficiency
- Importance of cultural context
- Different strategies in different groups
- Focus on the grounded beliefs and cultural behaviour
- Cooking iron bars Cooking iron bars with fish shape (Signifies hope
and good luck Increased social acceptance
AIDS Community Demonstration project
- To reduce spread of HIV
- Used media campaigns and peer modelling
- Exposure amount correlates with beliefs
- E.g. See more ads Higher use of condoms
- Increased self-efficacy, outcome expectations and normative
expectations
Is it right to Ethics of Behaviour change
change - Usually make something socially unacceptable and shameful
people’s - The facilitating of shame Painful and psychologically destabilizing
behaviours - Could reinforce prejudice and structural poverty in societies
- Making poorest communities the most targeted for shame
Reading
ACDP ACDP promoted condom use and injection hygiene
- Showed significant increase in condom use
Bandura’s dual-link communication technique
- Recruit members of peer networks to distribute materials promoting the
imitation of peer models who have adopted a specific behavioural
innovation
- Media communication used mainly to present peer models for
behaviour change
- Interpersonal communication used mainly to provide peer support and
reinforcement for imitating the models
Behavioural Journalism
- Combination of behavioural science and journalism
- The communicator is placed in the role of an investigative reporter who
finds early adopters (E.g. Peer models)
Bandura’s concept of self-efficacy expectation
- persons must typically learn new skills to enact difficult personal or
social behaviours
- Confidence in those skills increases perceptions of behavioural control
Fishbein and Ajzen’s theory of reasoned action
- Identifying attitudes, perceived social norms, and behavioural intention
, Prochaska and DiClemente’s transtheoretical model
- attitudes, skill acquisition, and self-efficacy are related to stages of
behaviour change
Key points for 4 key elements
behavioural - Action performed
change - Target directed
- Context
- Time
Generality
- How general is the scope
- E.g. Exercising VS Attending Yoga class
- E.g. Within 2 weeks VS 12 months
Getting the data
- Direct behavioural observation
- Self-report
L2 – Health Belief Model & Social Cognitive Theory
Health Belief Model
Background Developed in the 1950s
- To explain why people fail to participate in disease prevention programs
- To explain why people fail to adhere to medical regimes
Theoretical Rooted in reinforcement learning and early cognitive theory
basis
Learned associations
- Association between behaviour and +ve/-ve reinforcer
- With increase/ decrease frequency of the behaviour
- Where behaviour change focuses on education of outcomes/ reinforcers
Subjective value of an outcome
- Association needs to be in the context of belief of outcome value
Expectation of the outcome
- How likely the outcome is to occur
Theory Individuals’ beliefs predict their behaviours
- Direct effect of belief on behaviours
- Can consist of multiple beliefs One singular behaviour
Rationale of Difficulty in understanding correlational direction
behavioural - Hard to conclude whether culture affects beliefs or vice versa
change
Therefore Look at how changing beliefs leads to changing behaviour
Theoretical Outcome expectations – Beliefs about a behaviour
concepts - Perceived Susceptibility – How one is vulnerable to something
- Perceived Benefits – How they perceive reward
- Perceived Barriers – How barriers are perceived
Self-Efficacy – Beliefs of self on ability to change behaviour
- Perceived Behavioural Control
Descriptive Norms
Social Norms
Pluralistic Ignorance
- False beliefs of others
Changing Open defecation
behaviour - Costs imposed on poor communities
- Building toilets does not mean that people use it
- Need to reward and introduce competition for incentive
Community-Led Total Sanitation (CLTS) Programme
- Bangladesh – 42% Open defecation (2003) 1% (2016)
- Focus on social pressure and social comparison for behaviours
- Via Group meetings
- The need to know that the general public knows Change with social
pressure
Female Genital Circumcision (FGC) – Saleema initiative
- 200 million women in 30 countries’
- To reduce FGC in communities
- Via encouragement of social communication in classrooms to talk
- Integrate into culture Facilitate communication
- Also focus on public knowledge via media
- Facilitating communication and spread
- To change individual behaviour through highlighting behaviour and
beliefs of other people within the community
Smoking
- Change of environment change social acceptability
- Leads to reduction in behaviour when general population agrees
- Also to know factual knowledge
- Importance of beliefs about benefits and costs of quitting
- Also barriers to quitting
, Iron deficiency
- Importance of cultural context
- Different strategies in different groups
- Focus on the grounded beliefs and cultural behaviour
- Cooking iron bars Cooking iron bars with fish shape (Signifies hope
and good luck Increased social acceptance
AIDS Community Demonstration project
- To reduce spread of HIV
- Used media campaigns and peer modelling
- Exposure amount correlates with beliefs
- E.g. See more ads Higher use of condoms
- Increased self-efficacy, outcome expectations and normative
expectations
Is it right to Ethics of Behaviour change
change - Usually make something socially unacceptable and shameful
people’s - The facilitating of shame Painful and psychologically destabilizing
behaviours - Could reinforce prejudice and structural poverty in societies
- Making poorest communities the most targeted for shame
Reading
ACDP ACDP promoted condom use and injection hygiene
- Showed significant increase in condom use
Bandura’s dual-link communication technique
- Recruit members of peer networks to distribute materials promoting the
imitation of peer models who have adopted a specific behavioural
innovation
- Media communication used mainly to present peer models for
behaviour change
- Interpersonal communication used mainly to provide peer support and
reinforcement for imitating the models
Behavioural Journalism
- Combination of behavioural science and journalism
- The communicator is placed in the role of an investigative reporter who
finds early adopters (E.g. Peer models)
Bandura’s concept of self-efficacy expectation
- persons must typically learn new skills to enact difficult personal or
social behaviours
- Confidence in those skills increases perceptions of behavioural control
Fishbein and Ajzen’s theory of reasoned action
- Identifying attitudes, perceived social norms, and behavioural intention
, Prochaska and DiClemente’s transtheoretical model
- attitudes, skill acquisition, and self-efficacy are related to stages of
behaviour change
Key points for 4 key elements
behavioural - Action performed
change - Target directed
- Context
- Time
Generality
- How general is the scope
- E.g. Exercising VS Attending Yoga class
- E.g. Within 2 weeks VS 12 months
Getting the data
- Direct behavioural observation
- Self-report
L2 – Health Belief Model & Social Cognitive Theory
Health Belief Model
Background Developed in the 1950s
- To explain why people fail to participate in disease prevention programs
- To explain why people fail to adhere to medical regimes
Theoretical Rooted in reinforcement learning and early cognitive theory
basis
Learned associations
- Association between behaviour and +ve/-ve reinforcer
- With increase/ decrease frequency of the behaviour
- Where behaviour change focuses on education of outcomes/ reinforcers
Subjective value of an outcome
- Association needs to be in the context of belief of outcome value
Expectation of the outcome
- How likely the outcome is to occur
Theory Individuals’ beliefs predict their behaviours
- Direct effect of belief on behaviours
- Can consist of multiple beliefs One singular behaviour
