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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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Presentation Transcript
why theories and models
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
slide4

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)

definition of social marketing
Definition of Social Marketing
  • “The application of commercial marketing technologies to the analysis, planning, execution, and evaluation of programs designed to influence voluntary behavior of target audiences in order to improve their personal welfare and that of society."

http://www.cdc.gov/nccdphp/dnpao/socialmarketing/index.html

using social marketing
Using Social Marketing
  • mindset used in planning and partnership development, or a structured and strategic planning process
  • use to influence
    • behavior of individuals
    • behavior of policymakers and influential persons for policy and environmental changes.

http://www.cdc.gov/nccdphp/dnpao/socialmarketing/index.html

key concepts of social marketing
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
4 “Ps” of Social Marketing
  • Product
  • Price
  • Place
  • Promotion
product
Product
  • the desired behavior you are asking your audience to do, and the associated benefits, tangible objects, and/or services that support behavior change
price
Price
  • the cost (financial, emotional, psychological, or time-related) or barriers the audience faces in making the desired behavior change
place
Place
  • where the audience will perform the desired behavior, where they will access the program products and services, or where they are thinking about your issue
promotion
Promotion
  • communication messages, materials, channels, and activities that will effectively reach your audience
precede proceed green and kreuter
PRECEDE-PROCEED (Green and Kreuter)
  • Systematic planning process
  • Empowers individuals with
    • understanding
    • motivation
    • skills
    • active engagement in community affairs
9 phases
9 phases
  • 1-5 are diagnostic
  • 6-9 are implementation and evaluation
what is a theory
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
Applying Theories to Health Promotion
  • Different theories work in different situations
  • Combinations of theories are often most effective
a good fit theory
A Good Fit Theory
  • Is logical
  • Is consistent with observations
  • Is similar to those used successfully in similar situations
two main options
Two Main Options
  • Change people
  • Change the environment
  • The most powerful approaches do both
3 key concepts at the individual intrapersonal level
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.