Behavioral Change Behavioral Change ModelsModels

Theoretical Models of Theoretical Models of Behavior ChangeBehavior Change

Prochaska Stages of Change Diffusion Process Ecological Systems Social Marketing

Prochaska Stages of Prochaska Stages of Change Change

Precontemplation Contemplation Preparation Action Maintenance

Intentional change unfolds througha series of five stages:

Stages of Change 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 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 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 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 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

Stages of change in which particular processes of change are emphasized:

Precontemplation Contemplation Preparation Action Precontemplation Contemplation Preparation Action Maintenance Maintenance

Consciousness raising Consciousness raising

Dramatic reliefDramatic relief

Environmental-reevaluationEnvironmental-reevaluation

Self re-evaluationSelf re-evaluation

Self-liberationSelf-liberation

Reinforcement Reinforcement managementmanagement

Helping relationshipsHelping relationships

CounterconditioningCounterconditioning

Stimulus controlStimulus control

Prochaska Stages of Prochaska Stages of Change Change

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

Implications for Programs:

Innovation-Decision Innovation-Decision (Diffusion) Process(Diffusion) Process

Knowledge-Persuasion-Decision-Implementation-Confirmation

Awareness-Interest-Evaluation-Trial- Awareness-Interest-Evaluation-Trial- Adoption/ActionAdoption/Action

Innovation-Decision Innovation-Decision (Diffusion) Process(Diffusion) Process

Awareness-Interest-Evaluation-Trial- Awareness-Interest-Evaluation-Trial- Adoption/ActionAdoption/Action

TIMETIME

Diffusion TheoryDiffusion Theory

An innovation Communications channels Time A social system

Key concepts include:

Diffusion Theory Diffusion Theory

When new ideas are invented, diffused, and are

adopted or rejected, leading to certain

consequences,social change occurs

Adoption CurveAdoption Curve

Adopters Adopters

of new of new

knowledknowledgege

Innovators Innovators

Early Early adoptersadopters

Early majorityEarly majority

Late Late majoritymajority

Late adopters Late adopters (laggards)(laggards)

Time of Time of AdoptionAdoption

Ecological Systems Ecological Systems Theory: Implications for Theory: Implications for

PracticePractice

Definition: EcologyThe term ecology comes from the biological sciences and refers to the interrelations between organisms and their environments.

Ecological Systems Ecological Systems TheoryTheory

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 Basic Assumptions of an Ecological Systems an Ecological Systems

ModelModel

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

multi-dimensional but also cumulative and interactive.

Ecological Systems Ecological Systems ModelModel

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 The Social Marketing ProcessProcess

Key concepts include: A social idea or practice One or more groups of target

adopters Social change management

technology

The Social Marketing The Social Marketing ProcessProcess

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