HEP4211 Changing Health Behaviour: summary of (mini)
lectures
Attitude
Attitude is an important determinant of behaviour, which is used in many
theories (Theory of Planned Behaviour, I-Change Model, Reasoned Action
Approach etc.). Several strategies can be used to change attitude.
Gain vs loss framing
Framing: several forms of framing can be distinguished:
- Risky choice framing: subjects are presented with two options in a forced
choice task. The two options are typically gambles which can be described in
terms of proportions and probabilities of gains or losses. Usually, one of these
options is a sure thing (in which an intermediate outcome is specified as
certain), while the other is a risky gamble (in which extreme good and bad
values are both assigned non-zero probabilities). The gamble and sure thing
are both described either in terms of gain outcomes and probabilities or else
in terms of equivalent loss outcomes and probabilities.
- Attribute framing: A single attribute of a single object is described in terms
of either a positively valued proportion or an equivalent negatively valued
proportion. The subject is then required to provide some evaluation of the
object thus described. Objects described in terms of a positively valued
proportion are generally evaluated more favorably than objects described in
terms of the corresponding negatively valued proportion.
- Goal framing: the goals of an action or behaviour is framed
o Gain framing the benefits of engaging in a healthy behaviour. Focus
is on (1) good things that will happen and (2) bad things that will not
happen
o Loss framing the costs of failing to engage in a healthy behaviour.
Focus is on (1) bad things that will happen and (2) good things that will
not happen.
- Both promote the same outcome: healthy behaviour
When to use which type of framing?
Depends on:
- The behaviour: according to the message framing theory (Rothman):
o Preventative health behaviour gain, low risk option (sunscreen)
o Detection health behaviours loss frame, risky option (cancer
screening)
- Risk implications: the effectiveness of framed messaged hinges on how the
individual thinks and feels about the behaviour and not the behaviour type
per se attitude concerning the behaviour, uncertainty about the outcome
of the behaviour will make the behaviour more risky.
- Dispositional factors: the effectiveness of framed messages hinges on
individual’s tendency to orient his or her behaviour toward favourable or
unfavourable outcomes if you are more likely to focus on the positive of
negative things that will happen once you perform the behaviour
- Issue involvement (how involved are you in the behaviour) low evidence
for this though
- Perspective of orientation (promotion (gain) vs prevention (loss) , on which
one are you more focused) low evidence
- Self-efficacy high SE (gain) vs low SE (loss) low evidence
, Affective vs cognitive arguments
Attitude consists of a cognitive part and an affective part:
Cognitive: perception you have on a certain behaviour unhealthy, safe, bad
instrumental beliefs
Affective: affective or emotional beliefs feel better, unpleasant, fear,
pleasant, happy, stressful affective beliefs
These constructs are used in many theories (TPB, ICM, RAA) and can be
measured separately. Because there is a difference between cognitive and
affective attitudes, both types of arguments should be used to change this
attitude
Which arguments to use?
Depends on:
- The level of need for cognition/affect personal
o Need for cognition (cognitive arguments): tendency for an individual
to engage in and enjoy effortful cognitive activity
o Need for affect (Affective arguments): tendency for an individual to
see emotions as desirable and feel a need to pursue them
- Attitudinal base how do you form your attitude, based on cognitive or
affective beliefs? personal.
o Matching: (attitudinal base = cognitive cognitive arguments).
o Mismatching: (attitudinal base = cognitive affective arguments)
there is evidence for both, depends on how you measure it
Meta-bases: you ask the person self-assessment of attitude
base.
Matching the meta base leads to higher levels of appreciation
Structural bases: statistical story, you don’t ask the person directly
but you measure it objectively objective assessment of attitude
base
Mismatching the structural base leads to attitude change
Elaboration likelihood model of persuasion
ELM: how arguments are processed by a person
Dual model: two routes to persuasion
1) Central route: involves careful consideration of the issue-relevant
information relating to the attitude object if you like to think about all
the options and the pro's and the cons
2) Peripheral routes: reliance on simple cues available in the persuasion
context as well as mental short-cuts called heuristics if you are not likely
to elaborate on things for a longer time, you rely on simple cues (someone
tells you, you see it somewhere etc.)
it is a continuum, you can switch between the two
Which route to take:
Depends on:
- Motivation: are you motivated to elaborate (content interest)
- Ability: are in a position to elaborate? (time, intelligence, peace of mind)
Central route:
- High motivation and high ability
- Arguments content and relevance is important
- Results: careful consideration of the message and stable attitude change
lectures
Attitude
Attitude is an important determinant of behaviour, which is used in many
theories (Theory of Planned Behaviour, I-Change Model, Reasoned Action
Approach etc.). Several strategies can be used to change attitude.
Gain vs loss framing
Framing: several forms of framing can be distinguished:
- Risky choice framing: subjects are presented with two options in a forced
choice task. The two options are typically gambles which can be described in
terms of proportions and probabilities of gains or losses. Usually, one of these
options is a sure thing (in which an intermediate outcome is specified as
certain), while the other is a risky gamble (in which extreme good and bad
values are both assigned non-zero probabilities). The gamble and sure thing
are both described either in terms of gain outcomes and probabilities or else
in terms of equivalent loss outcomes and probabilities.
- Attribute framing: A single attribute of a single object is described in terms
of either a positively valued proportion or an equivalent negatively valued
proportion. The subject is then required to provide some evaluation of the
object thus described. Objects described in terms of a positively valued
proportion are generally evaluated more favorably than objects described in
terms of the corresponding negatively valued proportion.
- Goal framing: the goals of an action or behaviour is framed
o Gain framing the benefits of engaging in a healthy behaviour. Focus
is on (1) good things that will happen and (2) bad things that will not
happen
o Loss framing the costs of failing to engage in a healthy behaviour.
Focus is on (1) bad things that will happen and (2) good things that will
not happen.
- Both promote the same outcome: healthy behaviour
When to use which type of framing?
Depends on:
- The behaviour: according to the message framing theory (Rothman):
o Preventative health behaviour gain, low risk option (sunscreen)
o Detection health behaviours loss frame, risky option (cancer
screening)
- Risk implications: the effectiveness of framed messaged hinges on how the
individual thinks and feels about the behaviour and not the behaviour type
per se attitude concerning the behaviour, uncertainty about the outcome
of the behaviour will make the behaviour more risky.
- Dispositional factors: the effectiveness of framed messages hinges on
individual’s tendency to orient his or her behaviour toward favourable or
unfavourable outcomes if you are more likely to focus on the positive of
negative things that will happen once you perform the behaviour
- Issue involvement (how involved are you in the behaviour) low evidence
for this though
- Perspective of orientation (promotion (gain) vs prevention (loss) , on which
one are you more focused) low evidence
- Self-efficacy high SE (gain) vs low SE (loss) low evidence
, Affective vs cognitive arguments
Attitude consists of a cognitive part and an affective part:
Cognitive: perception you have on a certain behaviour unhealthy, safe, bad
instrumental beliefs
Affective: affective or emotional beliefs feel better, unpleasant, fear,
pleasant, happy, stressful affective beliefs
These constructs are used in many theories (TPB, ICM, RAA) and can be
measured separately. Because there is a difference between cognitive and
affective attitudes, both types of arguments should be used to change this
attitude
Which arguments to use?
Depends on:
- The level of need for cognition/affect personal
o Need for cognition (cognitive arguments): tendency for an individual
to engage in and enjoy effortful cognitive activity
o Need for affect (Affective arguments): tendency for an individual to
see emotions as desirable and feel a need to pursue them
- Attitudinal base how do you form your attitude, based on cognitive or
affective beliefs? personal.
o Matching: (attitudinal base = cognitive cognitive arguments).
o Mismatching: (attitudinal base = cognitive affective arguments)
there is evidence for both, depends on how you measure it
Meta-bases: you ask the person self-assessment of attitude
base.
Matching the meta base leads to higher levels of appreciation
Structural bases: statistical story, you don’t ask the person directly
but you measure it objectively objective assessment of attitude
base
Mismatching the structural base leads to attitude change
Elaboration likelihood model of persuasion
ELM: how arguments are processed by a person
Dual model: two routes to persuasion
1) Central route: involves careful consideration of the issue-relevant
information relating to the attitude object if you like to think about all
the options and the pro's and the cons
2) Peripheral routes: reliance on simple cues available in the persuasion
context as well as mental short-cuts called heuristics if you are not likely
to elaborate on things for a longer time, you rely on simple cues (someone
tells you, you see it somewhere etc.)
it is a continuum, you can switch between the two
Which route to take:
Depends on:
- Motivation: are you motivated to elaborate (content interest)
- Ability: are in a position to elaborate? (time, intelligence, peace of mind)
Central route:
- High motivation and high ability
- Arguments content and relevance is important
- Results: careful consideration of the message and stable attitude change
