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Example: Your sugar level is your mentors periodically monitor it. (for diabetics)
- Health belief model: Developed around the 1950s by Hochbaum, Kegels and Rosenstoc!, the Health belief model (HBM) of influencing behaviours is useful in analysing diseased persons (e.g. those with hypertension, diabetes, etc.). It is characterized by inaction regarding illness or non-compliance to intervention and remains one of the most widely recognized conceptual frameworks of health behaviour.
The focus of this model was on increasing the use of preventive services,
Four basic constructs representing the perceived threat and net benefits in the HBM are:
- Perceived susceptibility, i.e. one's opinion of the chances of acquiring a condition;
- Perceived severity, i.e. how serious a condition and its squeal are;
- Perceived benefits, i.e. efficacy of the advised action to reduce the risk or seriousness of impact; and
- Perceived barriers, i.e. tangible and psychological costs of the advised action.
These are related to readiness to act which, coupled with cues to act (including strategies to activate readiness), will lead to a change in the behaviour.
Rosenstock added self-efficacy or one's confidence in the ability to successfully perform an action to better fit the cf: allenges of changing habitual unhealthybehaviours, such as being sedentary, smoking or overeating.
In applying the HBM to a smoker, it would seem that the messages best suited for health education would include (i) I can have lung cancer (susceptible) based on the epidemiology of the disease, (ii) lung cancer can kill me (the severity is great), (iii) quitting can reduce the chances (how much; benefits), (iv) quitting will be associated with loss of contacts and perceived .pleasure. of smoking (costs/barriers), and (v) a strategy to improve self-efficacy in the case of repeated relapses should be put in place.
- Transtheoretical stage of change model: This model, popularly known as "stages of change", has become one of the more often used models in social marketing programs.
The model emerged from an analysis of leading theories of psychotherapy and behavior change in which ten distinct processes of change were identified. These processes then suggest certain types of interventions that will be most appropriate for moving people through six specific stages of change.
The basic principle is that behaviour change is a process and not an event, and that individuals are at varying levels of motivation, or .readiness to change. People at different points in the process of change can benefit from different interventions, matched to their stage at that time.
This is a circular model consisting six stages pre-contemplation, contemplation, preparation ,action maintenance and termination. The subjects may enter and exit at any stage and go through the cycle in both directions. The most popular and utilized aspect of the model are the stages themselves. They include:
- Precontemplation: people are not intending to take action in the foreseeable future, usually measured as the next six months.
- Contemplation: people in this stage indicate that they are planning to take action (change behavior) within the next six months.
- Preparation: here people indicate that they will take action in the next month and have a plan of action.
- Action: at this stage, people have made specific behavioral changes within the past six months.
- Maintenance: people in this phase are working at preventing relapse and use many of the processes described earlier to help them maintain their changes. Thisphase lasts anywhere from 6 months to 3 years.
- Termination: is described as "the stage in which individuals have zero temptation and 100% self-efficacy (Prochaska & Velicer, 1997, p.39)." People in this stage are sure they will not return to their old behavior or habit.
- Consciousness rising: increases awareness of the causes, consequences and cures for a problem behavior. Feedback, education, confrontation and media campaigns are possible intervention modalities.
- Self-reevaluation: uses assessments of one's self-image with and without a particular unhealthy behavior. Value clarification, healthy role models and imagery techniques can help people move evaluative.
- Social liberation: increases the social opp0l1unities or alternatives especially for people already relatively deprived or oppressed. Advocacy, empowerment techniques and policy changes are procedures that can be used to meet these goals.
- Helping relationships: combines caring, trust, openness, acceptance and support for health behavior change. Strategies such as relationship building, counselor calls and buddy systems can be sources for such support.
- Consumer information processing model: This model is based on the fact that information is important for people to solve problems. Information is needed for deciding virtually everything, e.g guidance in choosing treatment modalities or specific information to choose foods for therapeutic diets, etc. The human system, however, is limited by the ability to process information.
Furthermore, information is necessary but not sufficient for encouraging healthful behaviours. In the present era of information explosion, information can increase or decrease a person's anxiety, depending on their information preferences, and how much and what kind of information they are given. Misconceptions can lead even motivated consumers to behave in risky ways.
The Information processing model is governed by the need for information and motivation to acquire the information. This model depicts a cyclical process of information search, choice, use, learning and feedback for future decisions. To be used in making decisions for change, the information must be available, appealing and novel.
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Participants