Lynn Stockley & Associates Introduction to Behavioural Change Lynn Stockley

Summary Why you don’t need to be worried main categories of behaviour change theories/models –Descriptive –To bring about change Within those, some are intended for using with individuals, and other with groups or populations Using broad principles identified by NICE and GSR is good practice Take control and combine and adapt these theories/models to suit your purpose. Lynn Stockley & Associates

Lynn Stockley & Associates PRECEED-PROCEED Bandura’s Mastery Modelling Schein’s Organisational Culture DEFRA’s 4E’s Model Prototype/Willingness Model Framework for Environmental Education Strategies Social marketing

Darnton A (2008) Behaviour Change: Government Social Research Knowledge Review. Government Social Research Advisory Group, London. _practical_guide_tcm pdf National Institute for Health and Clinical Excellence (2007) Behaviour change at population, community and individual levels, London. pdf Lynn Stockley & Associates

“ tools to be used in the design of interventions” “should use models as an aid to thinking” Lynn Stockley & Associates

Exercise:- In pairs Each of you – share one of your last New Year’s resolutions (or make one up). With the help of the other person, try and list all of the things that influence that behaviour. Not how to change it – but what influences it. Lynn Stockley & Associates

Frameworks, theories and models Those that are intended to be descriptive of influences on behaviour Those that identify intervention techniques to bring about change and/or suggest broad approaches to intervention design, implementation and evaluation Darnton 2008 Lynn Stockley & Associates

Frameworks, theories and models Those that are intended to be descriptive of influences on behaviour Those that identify intervention techniques to bring about change and/or suggest broad approaches to intervention design, implementation and evaluation Darnton 2008 Lynn Stockley & Associates

‘Psychological’ models Describe influences within and as perceived by the individual e.g. Attitudes e.g. preferences, perceptions of costs, balance of risks and benefits Concepts like self efficacy Norms Agency Habit Emotion Contextual factors Lynn Stockley & Associates

Ajzen’s Theory of Planned Behaviour (1986) BehaviourIntention Attitude towards the behaviour Subjective norm Beliefs about outcomes Evaluation of outcomes Beliefs about what others think Relative importance of attitude and norm Perceived Behavioural Control Reproduced from Conner 2007

‘Societal’ models Show behaviour of individuals interacting with other influences e.g. community living/working/conditions environmental cultural political Lynn Stockley & Associates

Dahlgren and Whitehead’s Model of the Main Determinants of Behaviour Lynn Stockley & Associates

Lynn Stockley & Associates Reproduced from Watt, R. UCL

Structuration Theory adapted from Giddens Reproduced from Delormier Lynn Stockley & Associates

Foresight Obesity Map

Exercise:- In small groups Identify a population sub group one of you is familiar with:- Draw the Dahlgren and Whitehead diagram Fill in the respective elements as far as possible Lynn Stockley & Associates

Dahlgren and Whitehead’s Model of the Main Determinants of Behaviour Lynn Stockley & Associates

Frameworks, theories and models Those that are intended to be descriptive of influences on behaviour Those that identify intervention techniques to bring about change and/or suggest broad approaches to intervention design, implementation and evaluation Darnton 2008 Lynn Stockley & Associates

MODEL OF HEALTH PROMOTION 2: HEALTH PROMOTION METHODS USING BEATTIE’S TYPOLOGY (BEATTIE – 1991) Advice Education Behaviour change Mass media campaign Counselling Education Group work Legislation Policy making and implementation Health surveillance Lobbying Action research Skills sharing and training Group work Community development MODE OF INTERVENTION IndividualGroup/Popn Authoritarian Negotiated

identify intervention techniques to bring about change and/or suggest broad approaches to intervention design, implementation and evaluation in individuals Lynn Stockley & Associates

Lynn Stockley & Associates Stages of Change Stages of Change Reproduced from Watt, R. UCL.

identify intervention techniques to bring about change and/or suggest broad approaches to intervention design, implementation and evaluation in groups or populations Lynn Stockley & Associates

Is social marketing a behavioural framework/model/theory and does it matter? NICE: a mechanism that is successful in some circumstances: GSR: provides step-by-step guidance for developing interventions. This guidance is consistent with more specific frameworks e.g. Intervention Mapping (IM) (for health programmes Lynn Stockley & Associates

Lynn Stockley & Associates “Social marketing is an adaptable approach, increasingly being used to achieve and sustain behaviour goals on a range of social issues. While formal definitions vary, three key elements commonly appear: Its primary aim is to achieve a particular 'social good' (rather than commercial benefit), with clearly defined behavioural goals. It is a systematic process phased to address short, medium and long-term issues. It uses a range of marketing techniques and approaches (a marketing mix......”

Social marketing - components Lynn Stockley & Associates

Social marketing - stages Lynn Stockley & Associates

Lynn Stockley & Associates “...identify intervention techniques to bring about change and/or suggest broad approaches to intervention design, implementation and evaluation...” Darnton 2008 GSR Behaviour Change review identified 9 principles NICE identified 7 principles

NICE 1.How to plan interventions 2.Assessing the social context 3.Education and Training 4.For individual level interventions 5.For Community level interventions 6.For population level interventions 7.How to evaluate GSR 1.Identify the audience and the target behaviour 2.Identify relev behav (descriptive) models 3.Identify key influences 4.Identify effective intervention techniques 5.Engage audience 6.Develop prototype 7.Pilot – with monitoring 8.Evaluate 9.Feedback

What does this mean for me? Good practice to use either of the set of principles Behavioural models and theories are tools not recipes:- –get to know your tools. Case studies; meta- analyses interventions and models e.g. Abrahams and Mitchie –You control your tools – not the other way around. Mix, match and adapt. Lynn Stockley & Associates

Summary Why you don’t need to be worried main categories of behaviour change theories/models –Descriptive –To bring about change Within those, some are intended for using with individuals, and other with groups or populations Using broad principles identified by NICE and other is good practice Now you’re not worried you can take control and combine and adapt these theories/models to suit your purpose. Lynn Stockley & Associates