CHANGING

HUMAN
BEHAVIOUR

Session Objectives
Describe factors that influence behavior
Describe how identification of doers /
nondoers can influence decisions
List reasons why research to identify
behavioral determinants is important
Identify potential determinants relevant to
their own intervention programs

Questions to Address
What determines behavior?
How do we explain behavior?

Background Models and

Theories

1. Levels of Influence
(adapted from Glanz & Rimer, 1995)

Individual Factors: knowledge, attitudes,

beliefs, personality
Interpersonal Factors: social identity,
support, roles
Institutional Factors: rules, regulations,
informal structures
Community Factors: social networks,
norms
Public Policy:
regulations/laws

2. Stages of Change Model

(Prochaska, et. al., 1992)

Precontemplation
- unaware of problem

Contemplation
- thinking about change in near future

Decision / Determination
- making a plan to change

Action
- implementation of specific action plans

Maintenance
- repetition of desired behavior

3. Social Learning / Social

Cognition (see Glanz & Rimer, 1995)
a.
b.
c.
d.
e.
f.

Behavioral capability
Expectations
Self-efficacy
Observational learning
Reinforcement
Social support

a. Behavioral Capability

Knowledge and skills to influence

behavior
application:

provide information and training about new

behavior

b. Expectations

Beliefs about likely results of new

behavior
application:

incorporate information about likely results of

behavior in advance

c. Self-efficacy

Defined: confidence to take action

Also known as personal control
Dimensions:
internal / external
globality / specificity
stability / instability

Illusions of control
point out strengths
use persuasion and encouragement
approach behavior change in small steps

d. Observational Learning

Beliefs based on observing others like

self and / or visible physical results
application:

point out others experiences, physical changes

identify role models to emulate

e. Reinforcement

Responses to persons behavior that

increase or decrease changes of
recurrence
application:

provide incentives, rewards, praise

decrease possibility of negative response that
deter positive changes

f. Social Support

Defined: communications process that

occurs between people, between
providers of support and recipients of
support, that functions very specifically
to help people reduce the uncertainty
they face (Albrecht & Adelman, 1987).

4. Diffusion
a.
b.
c.
d.
e.

Relative advantage
Compatibility
Complexity
Trial-ability
Observability

a. Relative Advantage

Degree to which change is preferable

to status quo or competing behaviors
application:

point out unique benefits of change:

convenience, time saving, prestige, etc.

b. Compatibility

How consistent new behavior is with

values, experience, and needs
application:

tailor new behavior for the intended

audiences values, norms, and situation

c. Complexity

How difficult new behavior is to

understand and / or use
application:

create behavior to be accomplished, easy

to perform and understand

d. Trial-ability

Extent to which the new behavior

can be experimented with before a
commitment to adopt is required
application:

provide opportunities to try on a limited

basis with incentives

e. Observability

Extent to which the new behavior

provides tangible or visible results
application:

give an expected time

assure feasibility of desired results

In Summary:

All these theories are different views of

why people do what they do
these

models are complementary

some models may be more relevant than
others depending on the circumstances
and behavior
all are useful for asking questions about
what influences people

Specific Determinants of
Behavior

Which Determines Behavior:

Knowledge and skills?

Perceived risk?
Attitudes / Beliefs?
Perceived consequences?
Self-efficacy?
Other relevant characteristics?

1. Knowledge and Skills

What do people know about the
program?
Do they know how to do the target
behavior?
Can they access the program or
service?
What do we need to do to ensure
they receive needed information?

2. Perceived Risk
Does the target audience believe
they are personally susceptible or
vulnerable?
How severe do they perceive the
condition to be?

3. Attitudes
What are the attitudes of the target
audience?
How do they feel about the program,
service, or target behavior?
Are there rumors in the community
which would affect their attitude?

4. Perceived Consequences
What does the target audience believe
they will gain if they adopt the target
behavior?
What does the target audience believe
they will lose if they adopt the behavior?
How can we address this situation?

5. Self-efficacy

Defined: An individuals belief that

he/she can do a desired behavior

Do consumers believe they can

adopt the target behavior?
successfully?

6. Social Norms

Defined: standards of behavior for

attitude accepted as usual practice

What do consumers perceive the

norms to be?

7. Intentions
What does the audience already plan
to do about the new behavior?
How ready are they to change?

8. Demographics

Race / Ethnicity
Where they live
Age / Gender
Education
Religion
Marital status
Income
Occupation

9. Other Social-Psychological
Determinants

Self concept / Self esteem

- hopes, fears, aspirations

Occupational stress
Religiosity
Recreation and leisure
Social support networks
Media habits
- what they watch, listen, read
- how often? where? when?

THANK YOU