Lecture 5 Flashcards

1
Q

Social Cognitive Theory

A

A dynamic ongoing process in which personal factors, environmental factors and human behaviour exert influence over each other.

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2
Q

What theory did Social Cognitive theory evolve out of?

A

Social Learning Theory

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3
Q

Key principal of Social Learning Theory

A

Vicarious learning. People learn by observing others.

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4
Q

What individual characteristics play a role in changing behaviour according to the Social Cognitive Theory?

A

Sense of self-efficacy, barriers, capability, expectations, self-control, and emotional coping ability.

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5
Q

What environmental factors play a role in changing behaviour according to Social Cognitive Theory?

A

The social/physical environment surrounding individuals (including the modeling behaviour of others).

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6
Q

Reciprocal Determinism

A

An interactive process where the determinants continually act on one another.

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7
Q

Self-efficacy

A

Confidence or belief of one’s ability.

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8
Q

3 models of observational learning

A

Live model (acting out a behaviour). Verbal instructional model (descriptions/explanations of a behaviour). Symbolic model (real or fictional characters displaying behaviour).

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9
Q

Reciprocal Determinism (Social Cognitive Theory)

A

The dynamic interaction of the person, behaviour, and the environment in which the behaviour is performed.

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10
Q

Behavioural capability (Social Cognitive Theory)

A

Knowledge and skill to perform a given behaviour

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11
Q

Expectations (Social Cognitive Theory)

A

Anticipated outcomes of a behaviour

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12
Q

Self-efficacy (Social Cognitive Theory

A

Confidence in one’s ability to take action and overcome barriers.

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13
Q

Observational learning (modeling)

A

Behavioural acquisition that occurs by watching the actions and outcomes of others’ behaviour

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14
Q

Reinforcements

A

Responses to a person’s behaviour that increase or decrease the likelihood of reoccurrence

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15
Q

Critiques of Social Cognitive Theory

A

Very complex. It’s evolved many times and retains a lot of earlier constructs.

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16
Q

Social Network Theory

A

A social network is the set of relationships an individual participates in.

17
Q

Give an example of an area where Social Network Theory has been used.

A

The development of network based interventions for HIV/AIDS

18
Q

What is the focus of Social Network Theory…

A

The relationship between and among individuals and how these relationships influence behaviour and attitudes.

19
Q

Sociogram

A

An ego-centered network (map) that shows 2-way relationships.

20
Q

What are some characteristics of Social Networks?

A

Frequency of interactions, relational ties, cohesion, closeness, betweenness. centrality, reciprocity, intensity, complexity, homogeneity or diversity, cliques and boundaries, communication, geographic density/dispersion.

21
Q

Critiques of Social Network Theory

A

Limited applications, labour intensive, and complex terms and usages, requires technology.

22
Q

Diffusion of Innovations

A

The process by which an innovation makes its way into a population and is adopted or not.

23
Q

Innovation (Diffusion of Innovations)

A

New behaviour or technology

24
Q

Diffusion (Diffusion of Innovations)

A

Process by which innovation is communicated/disseminated.

25
Q

Give an example of an application of Diffusion of Innovations in public health.

A

Use of oral rehydration therapy. Condom usage.

26
Q

What are the 5 key processes in the Dissemination of an Innovation?

A

Innovation development, dissemination, adoption, implementation, and maintenance.

27
Q

The adoption phase of the Dissemination of Innovations Theory requires movement through which 4 stages?

A

Knowledge about the innovation, persuasion/attitude development, implementation, and confirmation.

28
Q

Decision to adopt is influenced by? (Diffusion of Innovations)

A

Awareness, procedural knowledge, principles knowledge (understanding how and why the innovation works).

29
Q

Diffusion of Innovations adopters categories.

A

Innovators, early adopters, early majority, late majority, leggards.

30
Q

Attributes of products that diffuse easily

A

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.

31
Q

Social Marketing

A

Applies principles of marketing to social and health communications.

32
Q

The 4 P’s (Social Marketing)

A

Product, price, place, and promotion

33
Q

Social Marketing constructs

A

Market segmentation and targeting/tailoring

34
Q

Market segmentation

A

Segmentation of population in subgroups so that messages may be appropriately tailored.

35
Q

Targeting/tailoring

A

The process of developing campaigns that are closely aligned to the needs, attitudes, beliefs, behaviours of each segment.

36
Q

Critique of social marketing

A

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.