Program Planning: Models and Theories

Why Theories and Models? Builds clarity in understanding targeted health behavior and environmental context. Directs program planning - why, what and how? Directs evaluation as integral part

Explanatory Theory = Theory of the Problem (Health Belief Model, the Theory of Planned Behavior, Precaution Adoption Process Model) Change Theory = Theory of Action (Ex: Community Organization, Diffusion of Innovations)

Planning Models

Social Marketing Approach

Key Concepts of Social Marketing Consumer orientation not expert driven Concentrates on a defined target group Must understand what drives current behavior and what “levers” can be used to drive and maintain new behavior

4 “Ps” of Social Marketing Product Price Place (distribution) Promotion (communication)

PRECEDE-PROCEED (Green and Kreuter) Systematic planning process Empowers individuals with understanding motivation skills active engagement in community affairs

9 phases 1-5 are diagnostic 6-9 are implementation and evaluation

What is a Theory? Set of concepts, definitions, and propositions Systematic view of events or situations Allows explanation of events or situations

Applying Theories to Health Promotion Different theories work in different situations Combinations of theories are often most effective

A Good Fit Theory Is logical Is consistent with observations Is similar to those used in previous successful interventions for a similar situation

Two Main Options Change people Change the environment The most powerful approaches do both

3 Key Concepts at the Individual & Intrapersonal Level 1. Behavior is mediated by cognitions; that is, what people know and think affects how they act. 2. Knowledge is necessary for, but not sufficient to produce, most behavior changes. 3. Perceptions, motivations, skills, and the social environment are key influences on behavior.

Individual Level

Interpersonal Level

Community Level