Behavioral Change Models

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Behavioral Change Models
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Theoretical Models of Behavior Change

• Prochaska Stages of Change
• Diffusion Process
• Ecological Systems
• Social Marketing

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Prochaska Stages of Change
Intentional change unfolds through a series of
five stages

• Precontemplation
• Contemplation
• Preparation
• Action
• Maintenance

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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.

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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.

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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.

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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.

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Stages of Change

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

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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
Reinforcement management Helping
relationships Counterconditioning Stimulus control
Self re-evaluation
Self-liberation
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Prochaska Stages of Change
Implications for Programs

• 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

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Innovation-Decision (Diffusion) Process
Knowledge-Persuasion-Decision-Implementation-Confi
rmation
Awareness-Interest-Evaluation-Trial-
Adoption/Action
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Innovation-Decision (Diffusion) Process
TIME
Awareness-Interest-Evaluation-Trial-
Adoption/Action
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Diffusion Theory
Key concepts include

• An innovation
• Communications channels
• Time
• A social system

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Diffusion Theory
When new ideas are invented, diffused, and are
adopted or rejected, leading to certain
consequences, social change occurs
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Adoption Curve
Adopters of new knowledge
Early majority
Late majority
Early adopters
Late adopters (laggards)
Innovators
Time of Adoption
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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.

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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.

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Basic Assumptions of an Ecological Systems Model

• You cant 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.

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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)

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The Social Marketing Process

• Key concepts include
• A social idea or practice
• One or more groups of target adopters
• Social change management technology

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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