Understanding and Addressing Key Barriers in Behaviour...
Transcript of Understanding and Addressing Key Barriers in Behaviour...
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Food Matters Live | November 19, 2015
Understanding and Addressing Key Barriers in Behaviour Change: Can a Leopard Change His Spots?
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Behaviour is a key determinant of health
Personal
Social Environmental
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But there are barriers…
Personal
Social Environmental
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Theories and models of behaviour change
Behaviour Change
Behaviour Theory
Behaviour Model
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Benefits of Theories and Models
• Present a roadmap for understanding health behaviors
• Highlight variables (e.g. knowledge, skills) to target in an intervention
• Supply rationale for designing nutrition interventions that will influence knowledge, attitudes and behavior
• Guide process for eliciting behavior change
• Provide tools and strategies to facilitate behavior change
• Provide outcome measures to assess the effectiveness of interventions
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Theories and models of behavior change: Application
Individual/One-On-One
•Health Belief Model
•Motivational Interviewing
•Cognitive Behavioral Therapy
Community/Organization-Level
•Social Cognitive Theory
Social Ecological Model
Intrapersonal/Self: Technology
•The next domain for exploration
•Wearable devices & technology
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Individual/One-on-One
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Individual/One-on-One: Theories in Practice
• Cognitive Behavioral Therapy: Thoughts, feelings, actions
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Individual/One-on-One: Theories in Practice
• Motivational Interviewing: Directive, client-centered method
– Strategy to enhance intrinsic motivation by exploring/resolving ambivalence and barriers to change, with specific intentions of:
– Express empathy through reflective listening
– Develop discrepancy b/w individual’s goals and current behavior
– Avoid argumentation
– Roll with resistance
– Support self-efficacy
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Individual/One-on-One: Theories in Practice
• Health Belief Model: Focus on health motivation
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Community/Organization
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Community/Organization-Level: Theories in Practice
Learning occurs in social context with dynamic interactions among several levels of intervention:
Individual/Personal Factors
Environmental Factors
Behavioral Factors
• Social Cognitive Theory
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Community/Organization-Level: Theories in Practice
• Social Cognitive Theory: In Action
– Centers for Disease Control & Prevention (CDC) & Association for Supervision and Curriculum Development (ASCD): Whole School, Whole Community, Whole Child
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Community/Organization-Level: Theories in Practice • Social Ecological Model: Considers the complex
interplay between individual, relationship, community, and societal factors
– Synopsis: Behavior is impacted by factors all at varying levels of influence that impact one another
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Community/Organization-Level: Theories in Practice
• Social Ecological Model: In Action
• Drink Up!
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Community/Organization-Level: Theories in Practice
• Social Ecological Model: In Action
• Drink Up!
– Implementation: Intervention addressed multiple levels consistent with SCT
– Community: Partnered with several cities (Philadelphia, Chicago, Houston)
– Interpersonal:
– Social media presence on Twitter @URH2O and #drinkH2O hashtag
– Talking water fountain installation in NYC
– Sponsorship of surf competition
– Individual: Via PSAs; digital + out-of-home ads
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Community/Organization-Level: Theories in Practice
• Social Ecological Model: In Action
• Drink Up!
– Results:
– Nielsen research showed 4% lift in incremental retail sales of bottled water/filter products
– Natural Marketing Institute reported 2.7% increase in tap water consumption
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Interpersonal/Technology
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Intrapersonal/Self: Theories in Practice • Applying behavioral science to wearable technology
and health apps/websites
– Wristbands, smartwatches, bio-monitors; health and fitness smartphone applications/websites
– Goal: Adoption and sustained, long-term engagement
– Researchers argue that baseline criteria must be met for adoption and short-term utilization, but behavioral science must be considered to yield sustained engagement
– Evidence is limited
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Intrapersonal/Self: Theories in Practice
• Case Study: Weight Loss App
• In US since 2008, in UK since Q3 2015
• Results:
• n= 518,401
• 29% male
• Average Days Active in Lose It!: 167
• Starting BMI: 30.51
• Current BMI: 28.8
• Pounds lost per week: .68
• Not only the personal motivation but also the community
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Intrapersonal/Self: Theories in Practice
To drive long-term engagement: – Address the habit loop (cue, behaviour,
reward)
– FitBit Flex: push notifications
– Provide social motivation
– Strava: connect with other runners
– Provide goal reinforcement
– Nike Fuel Band
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Wrapping Up
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Thank You!