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Program Planning: Models and Theories. Why Theories and Models?. Builds clarity in understanding targeted health behavior and environmental context. Directs program planning - why, what and how? Directs evaluation as integral part .
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Why Theories and Models? • Builds clarity in understanding targeted health behavior and environmental context. • Directs program planning - why, what and how? • Directs evaluation as integral part
Explanatory Theory = Theory of the Problem (Health Belief Model, the Theory of Planned Behavior, Precaution Adoption Process Model) Change Theory = Theory of Action (Ex: Community Organization, Diffusion of Innovations)
Key Concepts of Social Marketing • Consumer orientation not expert driven • Concentrates on a defined target group • Must understand what drives current behavior and what “levers” can be used to drive and maintain new behavior
4 “Ps” of Social Marketing • Product • Price • Place (distribution) • Promotion (communication)
PRECEDE-PROCEED (Green and Kreuter) • Systematic planning process • Empowers individuals with • understanding • motivation • skills • active engagement in community affairs
9 phases • 1-5 are diagnostic • 6-9 are implementation and evaluation
What is a Theory? • Set of concepts, definitions, and propositions • Systematic view of events or situations • Allows explanation of events or situations
Applying Theories to Health Promotion • Different theories work in different situations • Combinations of theories are often most effective
A Good Fit Theory • Is logical • Is consistent with observations • Is similar to those used in previous successful interventions for a similar situation
Two Main Options • Change people • Change the environment • The most powerful approaches do both
3 Key Concepts at the Individual & Intrapersonal Level 1. Behavior is mediated by cognitions; that is, what people know and think affects how they act. 2. Knowledge is necessary for, but not sufficient to produce, most behavior changes. 3. Perceptions, motivations, skills, and the social environment are key influences on behavior.
