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Transcript of Lynn Stockley & Associates Introduction to Behavioural Change Lynn Stockley.
Lynn Stockley & Associates
Introduction to Introduction to Behavioural ChangeBehavioural Change
Lynn Stockley
SummarySummary• Why you don’t need to be worried.........
• 2 main categories of behaviour change theories/models– Descriptive
– To bring about change
• Within those, some are intended for using with individuals, and other with groups or populations
• Using broad principles identified by NICE and GSR is good practice
• Take control and combine and adapt these theories/models to suit your purpose.
Lynn Stockley & Associates
Lynn Stockley & Associates
PRECEED-PROCEEDBandura’s Mastery
Bandura’s Mastery
ModellingModelling Schein’s Organisational
Schein’s Organisational
Culture Culture
DE
FR
A’s
4E
’s M
odel
Prototype/Willingness
Model
Framework
for
Framework
for
Environmen
tal
Environmen
tal
Education Stra
tegies
Education Stra
tegies
Social marketing
Social marketing
• Darnton A (2008) Behaviour Change: Government Social Research Knowledge Review. Government Social Research Advisory Group, London.
http://www.civilservice.gov.uk/Assets/Behaviour%20change_practical_guide_tcm6-9696.pdf
• National Institute for Health and Clinical Excellence (2007) Behaviour change at population, community and individual levels, London.
http://www.nice.org.uk/nicemedia/pdf/PH006quickrefguide.pdf
Lynn Stockley & Associates
“ tools to be used in the design of interventions”
“should use models as an aid to thinking”
Lynn Stockley & Associates
Exercise:-
In pairs
Each of you – share one of your last New Year’s resolutions (or make one up). With the help of the other person, try and list all of the things that influence that behaviour. Not how to change it – but what influences it.
Lynn Stockley & Associates
Frameworks, theories and modelsFrameworks, theories and models• Those that are intended to be descriptive of
influences on behaviour
• Those that identify intervention techniques to bring about change and/or suggest broad approaches to intervention design, implementation and evaluation
Darnton 2008
Lynn Stockley & Associates
Frameworks, theories and modelsFrameworks, theories and models• Those that are intended to be
descriptive of influences on behaviour
• Those that identify intervention techniques to bring about change and/or suggest broad approaches to intervention design, implementation and evaluation
Darnton 2008
Lynn Stockley & Associates
‘‘Psychological’ modelsPsychological’ modelsDescribe influences within and as perceived by the
individual e.g.• Attitudes e.g. preferences, perceptions of costs, balance of risks
and benefits• Concepts like self efficacy • Norms• Agency• Habit• Emotion• Contextual factors
Lynn Stockley & Associates
Ajzen’s Theory of Planned Behaviour (1986)Ajzen’s Theory of Planned Behaviour (1986)
BehaviourIntention
Attitude towards the behaviour
Subjective norm
Beliefs about outcomes
Evaluation of outcomes
Beliefs about what others
think
Relative importance of attitude and norm
Perceived Behavioural Control
Reproduced from Conner 2007
‘‘Societal’ modelsSocietal’ models
• Show behaviour of individuals interacting with other influences e.g.
• community
• living/working/conditions
• environmental
• cultural
• political
Lynn Stockley & Associates
Dahlgren and Whitehead’s Model of the Main Determinants of Behaviour
Lynn Stockley & Associates
Lynn Stockley & Associates
Reproduced from Watt, R. UCL
Structuration Theory adapted from Giddens 1984. Reproduced from Delormier 2009.
Lynn Stockley & Associates
Foresight Obesity MapForesight Obesity Map
Exercise:-
In small groups
Identify a population sub group one of you is familiar with:-
Draw the Dahlgren and Whitehead diagram
Fill in the respective elements as far as possible
Lynn Stockley & Associates
Dahlgren and Whitehead’s Model of the Main Determinants of Behaviour
Lynn Stockley & Associates
Frameworks, theories and modelsFrameworks, theories and models• Those that are intended to be descriptive of influences on behaviour
• Those that identify intervention techniques to bring about change and/or suggest broad approaches to intervention design, implementation and evaluation
Darnton 2008
Lynn Stockley & Associates
MODEL OF HEALTH PROMOTION 2: HEALTH MODEL OF HEALTH PROMOTION 2: HEALTH PROMOTION METHODS USING BEATTIE’S PROMOTION METHODS USING BEATTIE’S TYPOLOGY (BEATTIE – 1991)TYPOLOGY (BEATTIE – 1991)
Advice
Education
Behaviour change
Mass media campaign
Counselling
Education
Group work
Legislation
Policy making and implementation
Health surveillance
Lobbying
Action research
Skills sharing and training
Group work
Community development
MODE OF INTERVENTION
Individual Group/Popn
Authoritarian
Negotiated
.........identify intervention techniques to bring about change and/or suggest broad approaches to intervention design, implementation and evaluation
........................in individuals
Lynn Stockley & Associates
Lynn Stockley & Associates
Stages of ChangeStages of Change
Reproduced from Watt, R. UCL.
..........identify intervention techniques to bring about change and/or suggest broad approaches to intervention design, implementation and evaluation
........................in groups or populations
Lynn Stockley & Associates
Is social marketing a behavioural Is social marketing a behavioural framework/model/theory......... .......and framework/model/theory......... .......and does it matter?does it matter?
• NICE: a mechanism that is successful in some circumstances:
• GSR: provides step-by-step guidance for developing interventions. This guidance is consistent with more specific frameworks e.g. Intervention Mapping (IM) (for health programmes
Lynn Stockley & Associates
Lynn Stockley & Associates
“Social marketing is an adaptable approach, increasingly being used to achieve and sustain behaviour goals on a range of social issues.
While formal definitions vary, three key elements commonly appear:
Its primary aim is to achieve a particular 'social good' (rather than commercial benefit), with clearly defined behavioural goals. It is a systematic process phased to address short, medium and long-term issues. It uses a range of marketing techniques and approaches (a marketing mix......”
http://www.nsmcentre.org.uk/what-is-social-marketing.html
Social marketing - componentsSocial marketing - components Lynn Stockley & Associates
Social marketing - stagesSocial marketing - stages
Lynn Stockley & Associates
Lynn Stockley & Associates
“...identify intervention techniques to bring about change and/or suggest broad approaches to intervention design, implementation and evaluation...”
• Darnton 2008 GSR Behaviour Change review identified 9 principles
• NICE identified 7 principles
NICENICE
1. How to plan interventions
2. Assessing the social context
3. Education and Training
4. For individual level interventions
5. For Community level interventions
6. For population level interventions
7. How to evaluate
GSRGSR
1. Identify the audience and the target behaviour
2. Identify relev behav (descriptive) models
3. Identify key influences
4. Identify effective intervention techniques
5. Engage audience
6. Develop prototype
7. Pilot – with monitoring
8. Evaluate
9. Feedback
What does this mean for me?What does this mean for me?
• Good practice to use either of the set of principles
• Behavioural models and theories are tools not recipes:-– get to know your tools. Case studies; meta-
analyses interventions and models e.g. Abrahams and Mitchie
– You control your tools – not the other way around. Mix, match and adapt.
Lynn Stockley & Associates
SummarySummary• Why you don’t need to be worried.........• 2 main categories of behaviour change theories/models
– Descriptive
– To bring about change
• Within those, some are intended for using with individuals, and other with groups or populations
• Using broad principles identified by NICE and other is good practice
• Now you’re not worried you can take control and combine and adapt these theories/models to suit your purpose.
Lynn Stockley & Associates