Chapter 4 - Behaviour Change Theories, Models, & Frameworks Flashcards
(36 cards)
Theories, models, and frameworks help in…
Selecting priority audiences
Setting behaviour objectives and goals
Understanding audiences barriers, benefits
Developing marketing intervention strategies
The diffusion of innovations theory
Consists of 5 groups:
Innovators
Early Adopters
Early Majority
Late Majority
Laggards
3 factors that influence behaviour change (ESP)
Environmental factors
Social factors
Psychological factors
3 roles in the social network to share and sell your plan (CMS)
Connector - connects people to each other
Maven - connects people through sharing knowledge
Salesman - uses knowledge to engage and persuade
The 6 stages of change/transtheoretical model
- Precontemplation
- Contemplation
- Preparation
- Action
- Maintenance
- Termination
Self-control theory
Exerting self-control can be exhausting. Behaviours that require self-control “drain” the individual
The goal-setting theory
Guides our discussions that behaviours should be specific and clear
eg: 5 mins showers vs shorter showers
Self-perception theory
More engagement with people in a behaviour category (eg: working out) makes sustaining behaviour easier by altering the person’s belief about themselves
Social determinants model (SHEEN)
5 influences affect behaviour and outcomes:
Social & community context
Health care access & quality
Education access & quality
Economic stability
Neighbourhood and build environments
The health belief model
Perception of a personal health behaviour threat
Key descriptors:
perceived susceptibility
perceived severity
perceived benefits of taking action
perceived barriers to taking action
cues to action
Theory of reasoned action
A person’s intention to act is determined by:
Beliefs about the associated outcomes
Perception about how the behaviour is viewed
Theory of planned behaviour
The best predictor for intention is determined by:
Perceived benefits
Perceived costs
Perceived social norms
Integrative model
Behaviour prediction and change model (SEE SLIDES)
The social cognitive theory
2 factors influence likelihood to adopt a behaviour:
Benefits outweigh costs (value)
Self efficacy
3 parts to the social learning theory (SRR)
Sequential approximation - individuals do not instantly leap from not doing a behaviour to doing it; instead, they prefer to work their way up to it
Repetition - individuals practice the new behaviour
Reinforcement - makes it likelier that the behaviour will become a “part of a permanent behavioural repertoire”
Self efficacy is enhanced by (3 things)
Mastery experiences - learning skills
Modelling - observing social norms
Social persuasion - realistic encouragement
The service-dominant logic model
Customer determines a product’s value
The product has value only when a customer “uses” it, and that when they do, it improves the condition of that person in some way
The product’s value is determined by the customer, not marketer
Injunctive norms
Behaviours a group perceives as being approved or disapproved of by others in the group
Descriptive norms
Perceptions of what behaviours others are actually, or normally, engaged in, regardless of whether or not these are approved of by others
Explicit norms
Norms that are written or openly expressed
Implicit norms
Norms that are not openly stated but understood to be the norm for a group
Subjective norms
Expectations that individuals think others will have about how they will behave
Personal norms
An individual’s standards for their own behaviour
Conformity
We look to others’ behaviour to inform us about reality
Occurs as a way to increase stability of one’s self-evaluation
