Chapter 4 - Behaviour Change Theories, Models, & Frameworks

Question 1

Theories, models, and frameworks help in…

Answer 1

Selecting priority audiences
Setting behaviour objectives and goals
Understanding audiences barriers, benefits
Developing marketing intervention strategies

Question 2

The diffusion of innovations theory

Answer 2

Consists of 5 groups:
Innovators
Early Adopters
Early Majority
Late Majority
Laggards

Question 3

3 factors that influence behaviour change (ESP)

Answer 3

Environmental factors
Social factors
Psychological factors

Question 4

3 roles in the social network to share and sell your plan (CMS)

Answer 4

Connector - connects people to each other
Maven - connects people through sharing knowledge
Salesman - uses knowledge to engage and persuade

Question 5

The 6 stages of change/transtheoretical model

Answer 5

1. Precontemplation
2. Contemplation
3. Preparation
4. Action
5. Maintenance
6. Termination

Question 6

Self-control theory

Answer 6

Exerting self-control can be exhausting. Behaviours that require self-control “drain” the individual

Question 7

The goal-setting theory

Answer 7

Guides our discussions that behaviours should be specific and clear

eg: 5 mins showers vs shorter showers

Question 8

Self-perception theory

Answer 8

More engagement with people in a behaviour category (eg: working out) makes sustaining behaviour easier by altering the person’s belief about themselves

Question 9

Social determinants model (SHEEN)

Answer 9

5 influences affect behaviour and outcomes:
Social & community context
Health care access & quality
Education access & quality
Economic stability
Neighbourhood and build environments

Question 10

The health belief model

Answer 10

Perception of a personal health behaviour threat
Key descriptors:
perceived susceptibility
perceived severity
perceived benefits of taking action
perceived barriers to taking action
cues to action

Question 11

Theory of reasoned action

Answer 11

A person’s intention to act is determined by:
Beliefs about the associated outcomes
Perception about how the behaviour is viewed

Question 12

Theory of planned behaviour

Answer 12

The best predictor for intention is determined by:
Perceived benefits
Perceived costs
Perceived social norms

Question 13

Integrative model

Answer 13

Behaviour prediction and change model (SEE SLIDES)

Question 14

The social cognitive theory

Answer 14

2 factors influence likelihood to adopt a behaviour:
Benefits outweigh costs (value)
Self efficacy

Question 15

3 parts to the social learning theory (SRR)

Answer 15

Sequential approximation - individuals do not instantly leap from not doing a behaviour to doing it; instead, they prefer to work their way up to it
Repetition - individuals practice the new behaviour
Reinforcement - makes it likelier that the behaviour will become a “part of a permanent behavioural repertoire”

Question 16

Self efficacy is enhanced by (3 things)

Answer 16

Mastery experiences - learning skills
Modelling - observing social norms
Social persuasion - realistic encouragement

Question 17

The service-dominant logic model

Answer 17

Customer determines a product’s value
The product has value only when a customer “uses” it, and that when they do, it improves the condition of that person in some way
The product’s value is determined by the customer, not marketer

Question 18

Injunctive norms

Answer 18

Behaviours a group perceives as being approved or disapproved of by others in the group

Question 19

Descriptive norms

Answer 19

Perceptions of what behaviours others are actually, or normally, engaged in, regardless of whether or not these are approved of by others

Question 20

Explicit norms

Answer 20

Norms that are written or openly expressed

Question 21

Implicit norms

Answer 21

Norms that are not openly stated but understood to be the norm for a group

Question 22

Subjective norms

Answer 22

Expectations that individuals think others will have about how they will behave

Question 23

Personal norms

Answer 23

An individual’s standards for their own behaviour

Question 24

Conformity

Answer 24

We look to others’ behaviour to inform us about reality
Occurs as a way to increase stability of one’s self-evaluation

Question 25

Ecological model (4 factors IRCS)

Answer 25

Emphasis on supportive environments:
Individual factors (demographics, personality, genetics, skills, and religious beliefs)
Relationship factors (friends, families, peers, and colleagues)
Community factors (schools, work sites, media, etc)
Societal factors (cultural norms, law, policies, and governance)

Question 26

The behavioural economics framework and nudge tactics

Answer 26

Environmental factors prompt personal decisions

Question 27

4P nudge intervention model

Answer 27

A product nudge: streamlining apps for financial aid for a college education
A price nudge: offering lower costs for longer gym memberships
A place nudge: placing the “good food” at the beginning of a cafe line
A promotion nudge: having potential organ donors opt “out” versus opt “in”

Question 28

Science of habit framework

Answer 28

Influencing good habits
eg: car manufacturers adding a beep to encourage drivers to put on a seatbelt

Question 29

The hierarchy of effects model

Answer 29

Communications model - a potential customer experiences six steps:
Awareness
Knowledge
Liking
Preference
Conviction
Purchase

Question 30

The exchange theory

Answer 30

Perception of benefits greater than costs

Question 31

The community readiness model

Answer 31

Process the assess the level of readiness
6 key dimensions:
Past efforts
Community knowledge of efforts
Leadership
Community climate
Community knowledge of the issues
Resources

Question 32

Community based prevention marketing

Answer 32

Social marketing approach where social marketers collaborate with community members to design intervention plans

Question 33

6 types of social power (RRELIC)

Answer 33

Referent power
Reward power
Expert power
Legitimate power
Information power
Coercive power

Question 34

Social power

Answer 34

Capacity to alter the actions of others

Question 35

The carrots, sticks, and promises framework

Answer 35

Three tools govs rely on to influence behaviours:
marketing: the carrot - persuasion
law: the stick - how effective is it?
education: the promise - often ineffective due to complacency, indifference, etc

Question 36

3 characteristics of triggers and shikakeology

Answer 36

1. A shikake is a trigger for behaviour change
2. The trigger is designed to inspire a specific behaviour
3. The behaviour helps to alleviate a social or personal problem