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Program Planning: Models and Theories

Program Planning: Models and Theories. 1/22/04. 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

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Program Planning: Models and Theories

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  1. Program Planning: Models and Theories 1/22/04

  2. 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

  3. Explanatory Theory = Theory of the Problem Change Theory = Theory of Action

  4. Planning Models

  5. Social Marketing Approach

  6. 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

  7. 4 “Ps” of Social Marketing • Product • Price • Place (distribution) • Promotion (communication)

  8. PRECEDE-PROCEED (Green and Kreuter) • Systematic planning process • Empowers individuals with • understanding • motivation • skills • active engagement in community affairs

  9. 9 phases • 1-5 are diagnostic • 6-9 are implementation and evaluation

  10. PRECEED-PROCEED Planning Model

  11. What is a Theory? • Set of concepts, definitions, and propositions • Systematic view of events or situations • Allows explanation of events or situations

  12. Applying Theories to Health Promotion • Different theories work in different situations • Combinations of theories are often most effective

  13. A Good Fit Theory • Is logical • Is consistent with observations • Is similar to those used in previous successful interventions for a similar situation

  14. Two Main Options • Change people • Change the environment • The most powerful approaches do both

  15. An Ecological Perspective: Levels of Influence

  16. Individual Level

  17. Interpersonal Level

  18. Community Level

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