Slide 1Slide 2Chapter ThemesI. Theories and Models of Health Behavior ChangeExpectancy Value Theory (EVT) (Fishbein & Ajzen, 1975)Expectancy Value Theory (EVT) (Fishbein & Ajzen, 1975)Expectancy Value Theory (EVT) (Fishbein & Ajzen, 1975)Slide 8Social Cognitive Theory (SCT) (Bandura, 1977)Social Cognitive Theory (SCT) (Bandura, 1977)Social Cognitive Theory (Bandura, 1977)Social Cognitive Theory (Bandura, 1977)Theory of Reasoned Action (TRA)- (Ajzen & Fishbein, 1980)Theory of Reasoned Action (Ajzen & Fishbein, 1980)Theory of Planned Behavior (TPB) (Ajzen, 1985)Theory of Planned Behavior (Ajzen, 1985)Slide 17Health Belief Model (Rosenstock, Strecher & Becker, 1988)Health Belief Model (Rosenstock, Strecher & Becker, 1988)Health Belief Model (Rosenstock, Strecher, & Becker, 1988)Slide 21Slide 22Stages of the Transtheoretical ModelSlide 24II. Social Marketing: A Technique for Behavioral ChangeSocial MarketingSocial MarketingThe 4 PsThe 4 PsThe 4 PsThe 4 PsThe 4 PsThe 4 PsBlended ModelsIII. Ecological Approach to HealthIndividual FactorsIndividual FactorsCultural and Social NetworksCultural and Social NetworksEnvironmental FactorsHealth SystemsHealth PolicyIV. Challenges to Sustaining Health BehaviorsShort- versus Long-Term AdherenceAppeal of Unhealthy Behaviors© 2017 Taylor & FrancisHealth Psychology3rd editionDeborah Fish RaginThis multimedia product and its contents are protected under copyright law. The following are prohibited by law:any public performance or display, including transmission of any image over a network; preparation of any derivative work, including the extraction, in whole or in part, of any images; any rental, lease, or lending of the program.© 2017 Taylor & FrancisChapter 4Theories and Models of Health Behavior Change© 2017 Taylor & Francis© 2017 Taylor & FrancisI. Theories and Models of Health Behavior Change II. Social Marketing: A Technique for Behavior Change III. Ecological Approach to Health IV. Challenges to Sustaining Health BehaviorsChapter Themes© 2017 Taylor & Francis© 2017 Taylor & FrancisExpectancy Value Theory (EVT) Social Cognitive Theory Theory of Planned Behavior (TPB) Health Belief Model (HBM) Transtheoretical Model of Behavior Change (TTM) I. Theories and Models of Health Behavior Change© 2017 Taylor & Francis© 2017 Taylor & FrancisEVT defined: a cognitive process whereby an individual assesses behaviors and evaluates consequencesPremise:◦Two forces motivate behaviorAnticipated/expected outcome of behaviorValue assigned to outcomeExpectancy Value Theory (EVT)(Fishbein & Ajzen, 1975)© 2017 Taylor & Francis© 2017 Taylor & FrancisEVT◦Outcomes (consequences) assigned positive or negative value based on individual’s past experiences◦Example: Consequences of Eddie’s smoking behaviorEddie enjoys smoking, especially “social smoking”Assigns positive value to smokingEVT predict: Eddie continues smoking Expectancy Value Theory (EVT)(Fishbein & Ajzen, 1975)© 2017 Taylor & Francis© 2017 Taylor & FrancisLimitations to EVT◦Explains only one behavior◦Cannot evaluate the effects of a second factor on behaviore.g., peer groups & other social influencesCan only explain Eddie’s own behavior independent of group influences◦Studies testing explanatory power of EVT produced mixed outcomes◦BUT, some EVT concepts incorporated into other theories Expectancy Value Theory (EVT) (Fishbein & Ajzen, 1975)© 2017 Taylor & Francis© 2017 Taylor & FrancisEVT with Matching Law◦Matching Law: proposed to address the EVT’s inability to account for more than one factor◦Decision to engage in specific behavior is influenced, in part, by:Reinforcements for the intended behaviorReinforcements for alternate behaviors◦Assumption: If reinforcement for an alternate behavior is greater that reinforcement for the intended behavior, individual will perform alternate behaviorExpectancy Value Theory with Matching Law (Herrnstein (1970) & Borders (2004)© 2017 Taylor & Francis© 2017 Taylor & FrancisPremise: Learned behavioral consequences◦Individuals learn from the consequences of their behaviors◦Cognitive processes are critical to the acquisition and regulation of behaviorsSocial Cognitive Theory (SCT) (Bandura, 1977)© 2017 Taylor & Francis© 2017 Taylor & FrancisConsequences communicated through “response information” cues acquired one of four ways:◦Direct experience: individual’s own actions◦Vicarious experience: observe outcomes of another individual◦Persuasory learning: learn from judgments expressed by others about specific behaviors◦Inferred learning: derived using person’s own logical deductionsSocial Cognitive Theory (SCT) (Bandura, 1977)© 2017 Taylor & Francis© 2017 Taylor & FrancisKey Concept: Self-Efficacy◦Self-efficacy defined: Person’s conviction that their actions will produce the expected outcomes◦Premise: Person’s strong belief in ability to perform behavior will increase probability of performing behavior◦Fifth component of theory◦Three dimensions of self-efficacyMagnitude: level of difficulty of taskGenerality: level of mastery needed to accomplish taskStrength: strength of efficacy expectation (weak or strong) Social Cognitive Theory(Bandura, 1977)© 2017 Taylor & Francis© 2017 Taylor & FrancisLimitations◦Key concept: Reciprocal Determinismbehavior must be viewed in context of mutual interaction of:environmental events [E], personal factors [P], and behaviors [B]◦Problem: unable to test concept due to simultaneous interaction of all three factors◦Studies show self-efficacy is only factor that best predicts behaviorsSocial Cognitive Theory(Bandura, 1977)© 2017 Taylor & Francis© 2017 Taylor & FrancisPremise: behavior determined by intentions◦Intentions influenced by:Attitudes about the behavior: positive or negativeSubjective norms—i.e., the normative behavior of peer groups◦e.g., intention to drive through red light influenced by:Attitude—e.g., driving through red light behavior influenced byexpected outcome (no accident)positive attitude about behaviorSubjective norms: behavior influenced by Opinions of other influential members in social group Theory of Reasoned Action (TRA)- (Ajzen & Fishbein, 1980)© 2017 Taylor & Francis© 2017 Taylor & FrancisLimitations◦Intended to predict only volitional or intentional behavior◦Cannot explain