1. Misconceptions and Malpractices in Applying Behavioral Changes Theories and Models in Iran Hamid Allahverdipour Professor Department of Health Education & Promotion Tabriz University of Medical Sciences In the name of God

2. WHY USE THEORETICAL MODELS? To guide the development of health promotion programs. To guide the development of health promotion programs. Useful in planning, implementing and evaluating interventions Useful in planning, implementing and evaluating interventions Effective communication strategies should be grounded in a sound theory Effective communication strategies should be grounded in a sound theory

3. PROBLEMS ASSOCIATED WITH A THEORY-BASED APPROACH Although the evidence for using theory is difficult to refute, the use of theory is not without its problems. Although the evidence for using theory is difficult to refute, the use of theory is not without its problems. Theory objectifies human experience and through this process deviates from the main health promotion ethos of holism and empowerment. Tones and Green (2004) Theory objectifies human experience and through this process deviates from the main health promotion ethos of holism and empowerment. Tones and Green (2004) This means that a person is seen as someone who can be measured, analyzed, adjusted or directed. This means that a person is seen as someone who can be measured, analyzed, adjusted or directed.

4. PROBLEMS ASSOCIATED WITH A THEORY-BASED APPROACH A broader concept of theory should perhaps be taken to alleviate the narrow, mechanistic focus that theory may have. A broader concept of theory should perhaps be taken to alleviate the narrow, mechanistic focus that theory may have. Theory should be used as a means to guide the understanding of complex behaviour, rather than a rigid model that should be followed. Airhihenbuwa and Obregon (2000) Theory should be used as a means to guide the understanding of complex behaviour, rather than a rigid model that should be followed. Airhihenbuwa and Obregon (2000) Designing interventions that attempt to focus on all aspects of a model may be both daunting and unrealistic. Parker et al. (2004) Designing interventions that attempt to focus on all aspects of a model may be both daunting and unrealistic. Parker et al. (2004)

5. PROBLEMS ASSOCIATED WITH A THEORY-BASED APPROACH The other key criticism of the theory-based approach is that structural, political and environmental factors are excluded in many theoretical models. The other key criticism of the theory-based approach is that structural, political and environmental factors are excluded in many theoretical models. Behavior and influences on behavior are altered by the wider societal context and theory often focuses on individuals only. This approach alone will not be effective without emphasizing on other enabling factors. Behavior and influences on behavior are altered by the wider societal context and theory often focuses on individuals only. This approach alone will not be effective without emphasizing on other enabling factors.

6. Misconceptions and Malpractices in Applying Behavioral Changes Theories and Models in Iran

7. Misconceptions and Malpractices in Health Communication Programs In Iran Introduction Behavior modification is remained as a main strategy in the implemented health education and promotion programs in Iran. Behavior modification is remained as a main strategy in the implemented health education and promotion programs in Iran. There are numerous misconceptions about applicability of behavior changes theories which could lead to erroneous research outcomes. There are numerous misconceptions about applicability of behavior changes theories which could lead to erroneous research outcomes.

8. Misconceptions and Malpractices in Health Communication Programs In Iran Methods Data Bases: SID, Magiran, ISC, and Google scholar Data Bases: SID, Magiran, ISC, and Google scholar Searched items: “health education”, “theory”, “model”, “behavior change Theories”, & “ Health Communication” Searched items: “health education”, “theory”, “model”, “behavior change Theories”, & “ Health Communication” Published articles: 2001 to 2014 in the Persian language Published articles: 2001 to 2014 in the Persian language Studied articles : the titles, abstracts and full-texts of the 550 article Studied articles : the titles, abstracts and full-texts of the 550 article Included articles: 231 articles Included articles: 231 articles

9. Misconceptions and Malpractices in Health Communication Programs In Iran Findings Applied Theories and Models in the research Health Belief Model 48% Health Belief Model 48% Theory of Planned Behavior 32% Theory of Planned Behavior 32% Trans-theoretical Model 15% Trans-theoretical Model 15% Others 5% Others 5%

10. Misconceptions and Malpractices in Health Communication Programs In Iran Findings Study Design Interventional 52% Interventional 52% Non-Interventional 48% Non-Interventional 48%

11. Misconceptions and Malpractices in Health Communication Programs In Iran Findings FindingsErroneous Inappropriate Intervention 77% Inappropriate Intervention 77% Inappropriate Analysis 58% Inappropriate Analysis 58% Inappropriate applied methodology 37% Inappropriate applied methodology 37% Discrepancy between title an applied Discrepancy between title an applied theory or Model 16%

12. Conclusion What is the source of facts and human knowledge? What is the source of facts and human knowledge? How much we should share in producing knowledge? How much we should share in producing knowledge? What are the approaches of Iranian researchers in application of behavior change theories and models? What are the approaches of Iranian researchers in application of behavior change theories and models? How we should apply HE theories and models correctly? How we should apply HE theories and models correctly?