Lecture 5 Flashcards
Social Cognitive Theory
A dynamic ongoing process in which personal factors, environmental factors and human behaviour exert influence over each other.
What theory did Social Cognitive theory evolve out of?
Social Learning Theory
Key principal of Social Learning Theory
Vicarious learning. People learn by observing others.
What individual characteristics play a role in changing behaviour according to the Social Cognitive Theory?
Sense of self-efficacy, barriers, capability, expectations, self-control, and emotional coping ability.
What environmental factors play a role in changing behaviour according to Social Cognitive Theory?
The social/physical environment surrounding individuals (including the modeling behaviour of others).
Reciprocal Determinism
An interactive process where the determinants continually act on one another.
Self-efficacy
Confidence or belief of one’s ability.
3 models of observational learning
Live model (acting out a behaviour). Verbal instructional model (descriptions/explanations of a behaviour). Symbolic model (real or fictional characters displaying behaviour).
Reciprocal Determinism (Social Cognitive Theory)
The dynamic interaction of the person, behaviour, and the environment in which the behaviour is performed.
Behavioural capability (Social Cognitive Theory)
Knowledge and skill to perform a given behaviour
Expectations (Social Cognitive Theory)
Anticipated outcomes of a behaviour
Self-efficacy (Social Cognitive Theory
Confidence in one’s ability to take action and overcome barriers.
Observational learning (modeling)
Behavioural acquisition that occurs by watching the actions and outcomes of others’ behaviour
Reinforcements
Responses to a person’s behaviour that increase or decrease the likelihood of reoccurrence
Critiques of Social Cognitive Theory
Very complex. It’s evolved many times and retains a lot of earlier constructs.
Social Network Theory
A social network is the set of relationships an individual participates in.
Give an example of an area where Social Network Theory has been used.
The development of network based interventions for HIV/AIDS
What is the focus of Social Network Theory…
The relationship between and among individuals and how these relationships influence behaviour and attitudes.
Sociogram
An ego-centered network (map) that shows 2-way relationships.
What are some characteristics of Social Networks?
Frequency of interactions, relational ties, cohesion, closeness, betweenness. centrality, reciprocity, intensity, complexity, homogeneity or diversity, cliques and boundaries, communication, geographic density/dispersion.
Critiques of Social Network Theory
Limited applications, labour intensive, and complex terms and usages, requires technology.
Diffusion of Innovations
The process by which an innovation makes its way into a population and is adopted or not.
Innovation (Diffusion of Innovations)
New behaviour or technology
Diffusion (Diffusion of Innovations)
Process by which innovation is communicated/disseminated.
Give an example of an application of Diffusion of Innovations in public health.
Use of oral rehydration therapy. Condom usage.
What are the 5 key processes in the Dissemination of an Innovation?
Innovation development, dissemination, adoption, implementation, and maintenance.
The adoption phase of the Dissemination of Innovations Theory requires movement through which 4 stages?
Knowledge about the innovation, persuasion/attitude development, implementation, and confirmation.
Decision to adopt is influenced by? (Diffusion of Innovations)
Awareness, procedural knowledge, principles knowledge (understanding how and why the innovation works).
Diffusion of Innovations adopters categories.
Innovators, early adopters, early majority, late majority, leggards.
Attributes of products that diffuse easily
Superior, compatible, trial period, ease of use, tangible results, enriching effects, reversibility, easy to understand, minimal time investment, minimal risk, can be modified/updated, can be used effectively with modest commitment.
Social Marketing
Applies principles of marketing to social and health communications.
The 4 P’s (Social Marketing)
Product, price, place, and promotion
Social Marketing constructs
Market segmentation and targeting/tailoring
Market segmentation
Segmentation of population in subgroups so that messages may be appropriately tailored.
Targeting/tailoring
The process of developing campaigns that are closely aligned to the needs, attitudes, beliefs, behaviours of each segment.
Critique of social marketing
When you’re not dealing with tangible goods, it’s not easy to keep track of changes due to the campaign. This makes it difficult to measure.
