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Social MKTG PPT 3
Social MKTG PPT 3
2.perceived Susceptibility
Personal risk or susceptibility is one of the more powerful perceptions in prompting
people to adopt healthier behaviors. The greater the perceived risk, the greater the
likelihood of engaging in behaviors to decrease the risk. Perceived susceptibility
motivates people to be vaccinated for influenza, to use sunscreen to prevent skin
cancer, and to floss their teeth to prevent gum disease and tooth loss.
When people believe they are not at risk or have a low risk of susceptibility,
unhealthy behaviors tend to result. perception of increased susceptibility or risk is
linked to healthier behaviors, and decreased susceptibility to unhealthy behaviors.
3. Perceived Benefits
The construct of perceived benefits is a person’s opinion of the value or usefulness
of a new behavior in decreasing the risk of developing a disease. People tend to
adopt healthier behaviors when they believe the new behavior will decrease their
chances of developing a disease. Would people strive to eat five servings of fruits
and vegetables a day if they didn’t believe it was beneficial? Would people quit
smoking if they didn’t believe it was better for their health? Would people use
sunscreen if they didn’t believe it worked? Probably not Perceived benefits play an
important role in the adoption of secondary prevention behaviors, such as
screenings.
4. perceived Barriers
Since change is not something that comes easily to most people, the last construct of
the HBM addresses the issue of perceived barriers to change. This is an individual’s
own evaluation of the obstacles in the way of him or her adopting a new behavior. Of
all the constructs, perceived barriers are the most significant in determining behavior
change.
In order for a new behavior to be adopted, a person needs to believe the benefits of
the new behavior outweigh the consequences of continuing the old behavior This
enables barriers to be overcome and the new behavior to be adopted.
3.2. The Trans theoretical Model of Health Behavior Change
This model, popularly known as “stages of change”, has become one of the most
often used models in social marketing programs. this model was being applied by
social marketing programs in the early 1990’s to increase physical activity levels of
community residents.
Stage One: Pre-contemplation ((Not yet acknowledging that there is a problem
behavior that needs to be changed). In the pre-contemplation stage, people are not
thinking seriously about changing and are not interested in any kind of help. People
in this stage tend to defend their current bad habit(s) and do not feel it is a problem.
They do not focus their attention on quitting and tend not to discuss their bad habit
with others.
Stage Two: Contemplation (Acknowledging that there is a problem but not yet
ready or sure of wanting to make a change). In the contemplation stage people are
more aware of the personal consequences of their bad habit and they spend time
thinking about their problem. Although they are able to consider the possibility of
changing, they tend to be ambivalent about it. In this stage, people are on a teeter-
totter, weighing the pros and cons of quitting or modifying their behavior.
Stage Three: Preparation/Determination (Getting ready to change)
In the preparation/determination stage, people have made a commitment to make a
change. Their motivation for changing is reflected by statements such as: “I’ve got
to do something about this — this is serious. Something has to change. What can I
do? “This is sort of a research phase: people are now taking small steps toward
cessation. They are trying to gather information about what they will need to do to
change their behavior. Or they will call a lot of clinics, trying to find out what
strategies and resources are available to help them in their attempt.
Stage Four: Action/Willpower (Changing behavior)
This is the stage where people believe they have the ability to change their behavior
and are actively involved in taking steps to change their bad behavior by using a
variety of different techniques. The amount of time people spend in action varies. It
generally lasts about 6 months, but it can literally be as short as one hour! This is a
stage when people most depend on their own willpower.
Stage Five: Maintenance (Maintaining the behavior change)
Maintenance involves being able to successfully avoid any temptations to return to
the bad habit. The goal of the maintenance stage is to maintain the new status.
People in this stage tend to remind themselves of how much progress they have
made.
3.3 The Theory of Reasoned Action
The theory of reasoned action (TRA) is the most developed type of model and is
widely used in social psychology and consumer decision-making.
Attitude is a function of beliefs about the consequences of the behavior weighted by
an evaluation of each outcome.
Formative research is necessary to identify all of the relevant beliefs with regard to
the consequences of adopting or not adopting the recommended behavior, and
whether these consequences are viewed negatively, positively or neutrally.
Fishbein’s model introduced two important features.
First, the model requires the user to make a clear distinction between attitudes
towards objects, issues or events perse, and attitudes towards behaving in a certain
way towards these objects, issues, events, etc.
Second, the TRA distinguishes between the individual’s beliefs related to the object
or issues perse, and the individual’s beliefs about what other people think about the
issue, and how others think they should behave towards the issue (i.e., normative
beliefs).
3.4 Social Cognitive Theory (SCT)
SCT explains behavior in terms of triadic reciprocity (“reciprocal determinism”) in
which behavior, cognitive and other interpersonal factors, and environmental events
all operate as interacting determinants of each other.
In contrast to the previous theoretical models, SCT explicitly recognizes that
behavior is not determined by just intrinsic factors, or that an individual is a product
of their environment, but that he/she has an influence on what they do, their personal
characteristics, how they respond to their environment, and indeed, what their
environment is.