Theories of planned behaviour & digital health communication (1)
Theory - Why? Many behavioural determinants (bepalende factoren) are already known at
the individual/environmental level.
Theory - Why is it useful? A theory can…
- Help to identify reasons why people do (not) take health-promoting actions.
- Explain behaviour and suggest how to achieve behaviour change.
- Help pinpoint what you need to know before developing or organising an intervention
program. And provide insight into how you can shape effective programs.
- Identify what should be monitored, measured, and/or compared in a program evaluation.
Theory - Different kinds
1. Intervention planning
2. Explaining and/or predicting behaviour
3. Diffusion (verspreiding) of interventions
, Intention = the most important predictor of behaviour
Intention = the result of a conscious consideration of: Pros and cons, Important others’
opinion, Perceived control (except for the Theory of Reasoned Action)
Predicting behaviour(al) intention) : TACT (Target, Action, Context, Time) principle
VB: Walking on a treadmill in a physical fitness center for at least 30 minutes each day in the
forthcoming month
Compatibility principle: Intention to/ attitude towards…
Online health Communication: Public health impact = Effect * Reach
Digital health communication = high effect * high reach
Mass media communication = low effect * high reach
Health counselling (begeleiding) = high effect * low reach
Theory - Why? Many behavioural determinants (bepalende factoren) are already known at
the individual/environmental level.
Theory - Why is it useful? A theory can…
- Help to identify reasons why people do (not) take health-promoting actions.
- Explain behaviour and suggest how to achieve behaviour change.
- Help pinpoint what you need to know before developing or organising an intervention
program. And provide insight into how you can shape effective programs.
- Identify what should be monitored, measured, and/or compared in a program evaluation.
Theory - Different kinds
1. Intervention planning
2. Explaining and/or predicting behaviour
3. Diffusion (verspreiding) of interventions
, Intention = the most important predictor of behaviour
Intention = the result of a conscious consideration of: Pros and cons, Important others’
opinion, Perceived control (except for the Theory of Reasoned Action)
Predicting behaviour(al) intention) : TACT (Target, Action, Context, Time) principle
VB: Walking on a treadmill in a physical fitness center for at least 30 minutes each day in the
forthcoming month
Compatibility principle: Intention to/ attitude towards…
Online health Communication: Public health impact = Effect * Reach
Digital health communication = high effect * high reach
Mass media communication = low effect * high reach
Health counselling (begeleiding) = high effect * low reach
