Lecture 5

Question 1

Social Cognitive Theory

Answer 1

A dynamic ongoing process in which personal factors, environmental factors and human behaviour exert influence over each other.

Question 2

What theory did Social Cognitive theory evolve out of?

Answer 2

Social Learning Theory

Question 3

Key principal of Social Learning Theory

Answer 3

Vicarious learning. People learn by observing others.

Question 4

What individual characteristics play a role in changing behaviour according to the Social Cognitive Theory?

Answer 4

Sense of self-efficacy, barriers, capability, expectations, self-control, and emotional coping ability.

Question 5

What environmental factors play a role in changing behaviour according to Social Cognitive Theory?

Answer 5

The social/physical environment surrounding individuals (including the modeling behaviour of others).

Question 6

Reciprocal Determinism

Answer 6

An interactive process where the determinants continually act on one another.

Question 7

Self-efficacy

Answer 7

Confidence or belief of one’s ability.

Question 8

3 models of observational learning

Answer 8

Live model (acting out a behaviour). Verbal instructional model (descriptions/explanations of a behaviour). Symbolic model (real or fictional characters displaying behaviour).

Question 9

Reciprocal Determinism (Social Cognitive Theory)

Answer 9

The dynamic interaction of the person, behaviour, and the environment in which the behaviour is performed.

Question 10

Behavioural capability (Social Cognitive Theory)

Answer 10

Knowledge and skill to perform a given behaviour

Question 11

Expectations (Social Cognitive Theory)

Answer 11

Anticipated outcomes of a behaviour

Question 12

Self-efficacy (Social Cognitive Theory

Answer 12

Confidence in one’s ability to take action and overcome barriers.

Question 13

Observational learning (modeling)

Answer 13

Behavioural acquisition that occurs by watching the actions and outcomes of others’ behaviour

Question 14

Reinforcements

Answer 14

Responses to a person’s behaviour that increase or decrease the likelihood of reoccurrence

Question 15

Critiques of Social Cognitive Theory

Answer 15

Very complex. It’s evolved many times and retains a lot of earlier constructs.

Question 16

Social Network Theory

Answer 16

A social network is the set of relationships an individual participates in.

Question 17

Give an example of an area where Social Network Theory has been used.

Answer 17

The development of network based interventions for HIV/AIDS

Question 18

What is the focus of Social Network Theory…

Answer 18

The relationship between and among individuals and how these relationships influence behaviour and attitudes.

Question 19

Sociogram

Answer 19

An ego-centered network (map) that shows 2-way relationships.

Question 20

What are some characteristics of Social Networks?

Answer 20

Frequency of interactions, relational ties, cohesion, closeness, betweenness. centrality, reciprocity, intensity, complexity, homogeneity or diversity, cliques and boundaries, communication, geographic density/dispersion.

Question 21

Critiques of Social Network Theory

Answer 21

Limited applications, labour intensive, and complex terms and usages, requires technology.

Question 22

Diffusion of Innovations

Answer 22

The process by which an innovation makes its way into a population and is adopted or not.

Question 23

Innovation (Diffusion of Innovations)

Answer 23

New behaviour or technology

Question 24

Diffusion (Diffusion of Innovations)

Answer 24

Process by which innovation is communicated/disseminated.

Question 25

Give an example of an application of Diffusion of Innovations in public health.

Answer 25

Use of oral rehydration therapy. Condom usage.

Question 26

What are the 5 key processes in the Dissemination of an Innovation?

Answer 26

Innovation development, dissemination, adoption, implementation, and maintenance.

Question 27

The adoption phase of the Dissemination of Innovations Theory requires movement through which 4 stages?

Answer 27

Knowledge about the innovation, persuasion/attitude development, implementation, and confirmation.

Question 28

Decision to adopt is influenced by? (Diffusion of Innovations)

Answer 28

Awareness, procedural knowledge, principles knowledge (understanding how and why the innovation works).

Question 29

Diffusion of Innovations adopters categories.

Answer 29

Innovators, early adopters, early majority, late majority, leggards.

Question 30

Attributes of products that diffuse easily

Answer 30

Superior, compatible, trial period, ease of use, tangible results, enriching effects, reversibility, easy to understand, minimal time investment, minimal risk, can be modified/updated, can be used effectively with modest commitment.

Question 31

Social Marketing

Answer 31

Applies principles of marketing to social and health communications.

Question 32

The 4 P's (Social Marketing)

Answer 32

Product, price, place, and promotion

Question 33

Social Marketing constructs

Answer 33

Market segmentation and targeting/tailoring

Question 34

Market segmentation

Answer 34

Segmentation of population in subgroups so that messages may be appropriately tailored.

Question 35

Targeting/tailoring

Answer 35

The process of developing campaigns that are closely aligned to the needs, attitudes, beliefs, behaviours of each segment.

Question 36

Critique of social marketing

Answer 36

When you're not dealing with tangible goods, it's not easy to keep track of changes due to the campaign. This makes it difficult to measure.