Behavioral Change Models

Theoretical Models of Behavior Change   Prochaska Stages of Change   Diffusion Process   Ecological Systems   Social Marketing

Prochaska Stages of Change   Precontemplation   Contemplation   Preparation   Action   Maintenance Intentional change unfolds through a series of five stages:

Stages of Change Precontemplation: People in this stage have no intention to change their behavior in the forseeable future. Although individuals at this stage are usually unaware of their problems, their friends and family usually are.

Stages of Change Contemplation: In this stage, people are aware that a problem exists and are seriously thinking about addressing it, but have not yet made a commitment to take action. They are aware of the pros of changing, but also are acutely aware of the cons.

Stages of Change Preparation: Individuals in this stage are intending to take action in the near future. They have a plan and sometimes have already made small changes in behavior.

Stages of Change Action: In this stage, individuals modify their behavior, experiences or environment in order to overcome their problems. Involves a significant commitment of time and energy.

Stages of Change Maintenance: In this stage, people work to prevent relapse and consolidate the gains they made during the action phase.

Stages of Change Stages of change in which particular processes of change are emphasized: Precontemplation Contemplation Preparation Action Maintenance Consciousness raising Dramatic relief Environmental-reevaluation Self re-evaluation Self-liberation Reinforcement management Helping relationships Counterconditioning Stimulus control

Prochaska Stages of Change   People differ in their readiness to change   The effectiveness of a given strategy is likely to differ by stage of change   Relapse and recycling through stages is common for behaviors that are difficult to change   Simply helping move people from one stage to another may be an appropriate goal Implications for Programs:

Innovation-Decision (Diffusion) Process Knowledge-Persuasion-Decision-Implementation-Confirmation Awareness-Interest-Evaluation-Trial- Adoption/Action

Innovation-Decision (Diffusion) Process Awareness-Interest-Evaluation-Trial- Adoption/Action TIME

Diffusion Theory   An innovation   Communications channels   Time   A social system Key concepts include:

Diffusion Theory When new ideas are invented, diffused, and are adopted or rejected, leading to certain consequences, social change occurs

Adoption Curve Adopters of new knowledge Innovators Early adopters Early majority Late majority Late adopters (laggards) Time of Adoption

Ecological Systems Theory: Implications for Practice Definition: Ecology The term ecology comes from the biological sciences and refers to the interrelations between organisms and their environments.

Ecological Systems Theory Ecological models of human behavior assume that behaviors are influenced by intra-personal, social, cultural and physical environmental factors, and that these factors are likely to interact with one another.

Basic Assumptions of an Ecological Systems Model You can’t understand a person or their behavior apart from the environment or ecology in which they live. Human behavior is multiply influenced. Systematic influences are not only multi- dimensional but also cumulative and interactive.

Ecological Systems Model   Individuals also influence their environment   Because most behavior is multiply determined and cumulative, change is most likely to occur when multiple factors are targeted   Not all factors in a system are equally important (keystone factors and tipping points)

The Social Marketing Process Key concepts include:   A social idea or practice   One or more groups of target adopters   Social change management technology

The Social Marketing Process   Analyzing the social environment   Researching & selecting the target audience(s)   Designing the social marketing strategy   Planning the social marketing program mix   Implementing the social marketing effort   Evaluating the social marketing effort