Introduction to Community and Public Health by Sharma Manoj Branscum Paul W. Atri Ashutosh

Author:Sharma, Manoj, Branscum, Paul W., Atri, Ashutosh [Sharma, Manoj, Branscum, Paul W., Atri, Ashutosh]
Language: eng
Format: epub
Published: 0101-01-01T00:00:00+00:00

stages and processes of change have been widely used in health promotion

programs, the levels of change have not.

The next set of theories discussed in this chapter consisted of the theory

of reasoned action, the theory of planned behavior, and the integrative

model. These three iterations of the same theory illustrate that theories are

not static; rather, they can change over time. Social cognitive theory was

covered next. Originally conceived as social learning theory, this theory of

behavior change revolves around the premise that people are not driven by

internal forces or environmental stimuli alone; rather human functioning is

the result of a triadic relationship among behaviors, cognitive and personal

factors, and environmental cues or events. This relationship is also known

as reciprocal determinism.

The final two theories discussed in this chapter are social marketing

and diffusion of innovations theory. Social marketing has been defined as

“a program-planning process that applies commercial marketing concepts

and techniques to promote voluntary behavior change” (Grier & Bryant,

2005, p. 321). Diffusion of innovations theory describes how innovations, or

new (or perceived as new) ideas, practices, or objects, are diffused, or spread,

throughout a community through specific communication channels.

KEY TERMS

attitudes toward a behavior

action

adopter categories

audience segmentation

260

THEORIES IN HEALTH EDUCATION AND HEALTH PROMOTION

behavioral beliefs

perceived barriers

behavioral intentions

perceived behavioral control

communication channels

perceived benefits

competition

perceived facilitators and impedi-

consciousness raising

ments

consumer orientation

perceived norms

contemplation

perceived power

contingency management

perceived severity

continuous monitoring

perceived susceptibility

control beliefs

place

counterconditioning

precontemplation

cues to action

preparation

decision balance

price

descriptive norms

processes of change

dramatic relief

product

environmental reevaluation

promotion

goals ( or goal setting)

rate of adoption

helping relationships

reciprocal determinism

homophily

self-efficacy

injunctive norms

self-liberation

innovation

self-reevaluation

innovation-decision process

social liberation

knowledge

social systems

levels of change

stages of change

maintenance

stimulus control

motivation to comply

strong and weak principles of change

normative beliefs

subjective norms

outcome evaluations

termination

outcome expectations

WEBSITES TO EXPLORE

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REVIEW QUESTIONS

1. List and define the building blocks of the health belief model.

2. List and describe the stages of change and the processes of change of the transtheoretical model, and explain how they can be integrated.

3. Differentiate between the building blocks of the theory of reasoned action, of the theory of planned behavior, and of the integrative model.

4. List and describe the core building blocks of social cognitive theory.

5. List and define the building blocks of social marketing.

6. List and define the building blocks of diffusion of innovations theory.

SKILL-BUILDING ACTIVITY

In this chapter you have been introduced to a number of behavioral

theories that attempt to explain and predict health behaviors. Working in

small groups, choose a behavior that a public health worker would likely

work with, choose an audience for whom the behavior is a problem, and

conduct a brief literature review. Next, describe how the building blocks

from one of the theories discussed in this chapter could be applied to a

health promotion program for your chosen audience. When doing this,

list each building block of the theory and define it, in the context of the

problem you wish to address. Next, brainstorm and develop a number of

behavior change techniques that could be used to make changes in the

building block. Formalize your project, and make a small presentation to

your class.

WEBSITES TO EXPLORE

James Prochaska

http://www.uri.edu/research/cprc

This is the website for the Cancer Prevention Research Center, where

James Prochaska is the director. As discussed in this chapter, Prochaska was

instrumental in developing the transtheoretical model. On the left-hand side

of the webpage, you will see a number of tabs.

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