A theory presents a systematic way of understanding events or situations.

It is a set of concepts, definitions and propositions that explain or predict these events or situations by illustrating the relationships between variables.

Theories must be applicable to a broad variety of situations.

They are, by nature, abstract, and don't have a specified content or topic area.

Theories are used to design behavioral interventions because: They provide evidence-based rationale and guide development and evaluation.

Explanatory Theories: Describe reasons why a problem exists;

Change Theories: Guide development of interventions.

A Theory is Useful if it is:

Logical

Consistent with everyday observations

Similar to those used in previous successful programs

Supported by past research in the same area or related areas.

-Maslow's Hierarchy of Needs

-Social Cognitive Theory

-Health Belief Model

-Theory of Reasoned Action and Theory of Planned Behavior

-Transtheoretical Model / Stages of Change Theory

-Integrative Model

-Community Organization

-Diffusion of Innovations Theory

-Hypodermic Needle / Magic Bullet Theory

-Knowledge Gap Theory

-Cultivation Theory

-Priming and Framing

-Transportation Theory

-Cognitive Dissonance Theory

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Abraham Maslow, 1943

Needs are ranked and basic needs must be met before higher-ranked needs can be considered.

Physiological - Safety - Love/Belonging - Esteem - Self-Actualization

Bandura 1962

Based on Social Learning Theory (SLT) by Miller and Dollard 1941

People learn not only from their own experiences but also by observing the actions of others and the benefits of those actions.

The main factors of SCT are (1) self efficacy, (2) goals, and (3) outcome expectancies.

Concept / Definition / Potential Change Strategy:

Reciprocal determinism: The dynamic interaction of the person, behavior, and the environment in which the behavior is performed. Consider multiple ways to promote behavior change including making adjustments to the environment or influencing personal attitudes.

Behavioral Capability: Knowledge and skill to perform a given behaiovr. Promote mastery learning through skills training.

Expectations: Anticipated outcomes of a behavior. Model positive outcomes of healthful behavior.

Self-efficacy: Confidence in one's ability to take action and overcome barriers. Approach behavior change in small steps to ensure success; be specific about the desired change.

Observational Learning (Modeling): Behavioral acquisition that occurs by watching the actions and outcomes of others' behavior. Offer credible role models who perform the targeted behavior.

Reinforcements: Responses to a person's behavior that increase or decrease the likelihood of reoccurrence. Promote self-initiated rewards and incentives.

Rosenstock 1966; explanatory theory

Key components:

Concept / Definition / Potential Change Strategy

1. perceived susceptibility: beliefs about the chances of getting a condition. Define what populations are at risk and their risk level; tailor risk information ased on an individual's characteristics or behaviors;  help the individual develop an accurate perception of his or her own risk.

2. perceived severity: beliefs about the seriousness of a condition and its consequences. Specify the consequences of a condition and recommended action.

3. perceived benefits: beliefs about the effectiveness of taking action to reduce risk or seriousness. Explain how, where, and when to take action and what the potential positive results will be.

4. perceived barriers: beliefs about the material and psychological costs of taking action. Offer reassurance, incentives, and assistance; correct misinformation.

5. cues to action: factors that activate 'readiness to change. Provide how-to info, promote awareness, and employ reminder systems.

6. self-efficacy: confidence in one's ability to take action. provide training and guidance in performing action; use progressive goal setting; give verbal reinforcement; demonstrate desired behaviors.

Fishbein & Ajzen, 1975/1980

Behavioral, normative and control beliefs --> attitudes, subjective norms, perceived behavioral control --> intention --> behavior

Concept / Definition / Measurement Approach

Behavioral intention: perceived likelihood of performing behavior. Are you likely or unlikely to perform the behavior?

Attitude: personal evaluation of the behavior. Do you see the behavior as good, neutral, bad?

subjective norm: beliefs about whether key people approve or disapprove of the behavior; motivation to behave in a way that gains their approval. Do you agree or disagree that most people approve/disapprove of the behavior?

Perceived behavioral control: belief that one has, and can exercise, control over performing the behavior. Do you believe that performing the behavior is up to you or not up to you?

See models of both theories in reading.

Prochaska, 1983

Precontemplation --> contemplation --> preparation --> action --> maintenance (--> relapse)

Used a lot in tobacco cessation.

Stage / Definition / Potential Change Strategies:

Precontemplation: Has no intention of taking action wihtin the next six months. Increase awareness of need for change; personalize information about risks and benefits.

Contemplation: Intends to take action in the next six months. Motivate; encourage making specific plans.

Preparation: Intends to take action within the next thirty days and has taken some behavioral steps in this direction. Assist with developing and implementing concrete action plans; help set gradual goals.

Action: Has changed behavior for less than six months. Assist with feedback, problem solving, social support, and reinforcement.

Maintenance: Has changed behavior for more than six months. Assist with coping, reminders, finding alternatives, avoiding slips/relapses (as applicable).

Integrative Model

External variables        → behavioral beliefs                         → attitude  → skills

(demographics,                and their evaluative aspects                   ↓          ↓

attitudes toward            → normative beliefs and   → norm→ intention → behavior

targets,                                motivation to comply

personality traits,                                                                             ↑               ↑

other individual                  

difference variables)      → efficacy beliefs                        →self-efficacy→ environmental

                                                                                                                            constraints

see picture in reading for full model!!!

Term / Definition / Potential Change Strategy

Empowerment: A social action process through which people gain mastery over their lives and their communities. Community members assume greater power or extand their power from within to create desired changes.

Community Capacity: Characteristics of a community that affect its ability to identify, mobilize around, adn address problems. Community members participate actively in community life, gaining leadership skills, social networks, and access to power.

Participation: Engagement of community members as equal partners; reflects the principle "never do for other what they can do for themselves." Community members develop leaderships skills, knowledge, and resources through their invovlement.

Relevance: Community organizign that "starts where the people are." Community members create their own agenda based on felt needs, shared power, and awareness of resources.

Issue Selection: Identifying immediate, specific, and realizable targets for change that unify and build community strength. Community members participate in identifying issues; targets are chosen as part of a larger strategy.

Critical consciousness: Awareness of social, political, and economic forces that contribute to social problems. Community members discuss the root causes of problems and plan actions to address them.

Popularized by Everett M. Rogers, 1962

Innovation: an idea, object, or practice that is thought to be new by an individual, organization, or community.

Communication channels: the means of transmitting the new idea from one person to another.

Social system: a group of individuals who together adopt the innovation.

Time: How long it takes to adopt the innovation

Key attributes affecting the Speed and Extent of an Innovation's Diffusion:

Attribute/ Key Question

Relative Advantage / better than what it will replace

Compatibility / fits with the intended audience

Complexity / easy to use

Trialability / Can be tried before decision to adopt

Observability / results are observable and easily measurable

The innovation process involves:

Knowledge

Persuasion

Decision --> reject or adopt

Implementation

Confirmation

Opinion leaders, change agents, and gatekeepers play a key role.

1. Set a key health outcome ( a clear, measurable, long-term vision related to injury reduction)

2. identify behavioral objectives linked to the key health outcome

3. identify target constructs and their influence on the behavioral objectives

4. design and develop intervention content to address constructs

5. evaluate effectiveness of interventions

6. refine interventions and behavior change model, when needed.

A type of communication theory

Mass media can have a direct, immediate, and powerful effect on an audience

Higher education --> greater access to new knowledge --> greater likelihood of making changes

Creates disparities between people of different education and SES.

Television and other media play an extremely important role in how people view their world.

In moder culture most people get much of their information through media rather than direct experience.

Media can sense people's sense of reality.

Priming: effects of media can be enhanced through use of prior context

Framing: placing a concept wihtin a pre-existing field of meaning can influence its interpretation. For example, the battle against cancer.

Narratives can transport th audience into an alternate world through immersion in the story, potentially changing beliefs and motivating action

They can facilitate the mental stimulation of unknown/frightening procedures, provide role models, and create attitudes based on strong emotions and cognition.

The experience of dissonance (or incompatible beliefs and actions) is aversive and people are highly motivated to avoid it.

In their efforts to avoid feelings of dissonance, people will avoid hearing views that oppose their own, change their beliefs to match their actions, and seek reassurance after making a difficult decision.

Aggressor Effect: media can expose children to violence, result in immitation/triggering of violent behavior, and disinhibition

Fearfulness of becoming a victim

Bystander Effect (callousness and desensitization)

Identification with violent characters, emulation of violent behaviors, seeking out more violent programming.