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Population Health for Health Professionals. Part III. Learning and Models of Behavior Change. Major Variables in Behavior Change. Knowledge Skills Beliefs Attitudes Values. Health Belief Model. INDIVIDUAL PERCEPTIONS MODIFYING FACTORS LIKELIHOOD

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part iii

Part III

Learning and

Models of Behavior Change

major variables in behavior change
Major Variablesin Behavior Change
  • Knowledge
  • Skills
  • Beliefs
  • Attitudes
  • Values

Health Belief Model



Demographic Variables

Socio-psychological Variables

Perceived susceptibility

Perceived severity

Perceived benefits of

preventive action

Perceived barriers

to prevent action

Likelihood of taking recommended preventive health action

Perceived threat

Cues to Action



Persuasive communications


categories of belief
Categories of Belief
  • Perceived Seriousness
  • Perceived Susceptibility
  • Perceived Benefits
  • Perceived Barriers
categories of belief6

Relative severity of the health problem.

E.g. Seriousness of hepatitis encourages individuals to get the hepatitis vaccine.


Nature and intensity of perceptions affect willingness to take preventive action.

Nature and intensity of perceptions affect willingness to take preventive action.

Categories of Belief
categories of belief7

Anticipated value of the recommended course of action.

Must believe recommended health action will do good if they are to comply.


Perception of negative consequences

Greatest predictive value of whether behavior will be practiced.

Categories of Belief
stages of change
Stages of Change
  • Precontemplation
  • Contemplation
  • Preparation
  • Action
  • Maintenance
  • Definition
    • Not considering changing their behavior
    • Lack of awareness
  • Intervention Approach
    • Novel information
    • Persuasive communications
    • Experiences
  • Definition
    • Person is beginning to consider behavior change
    • Important stage of information acquisition
  • Intervention Approach
    • Motivated by role modeling and persuasive communications
    • Receptive to planned or incidental learning experiences.
  • Definition
    • Deciding to change by preparing and experimenting.
    • Psychological preparation of trying on or visualizing new behaviors and sharing the idea with others. Deciding to change.
  • Intervention Approach
    • How-to information, skill development, attitude change
  • Definition
    • Actually trying the new behavior
  • Intervention Approach
    • Skill
    • Reinforcement
    • Support
    • Self-management
    • Attitude and attribution change
  • Definition
    • Establishment of the new behavior
    • Taking on the new attitudinal and environmental supports
  • Intervention Approach
    • Relapse prevention skills
    • Self-management
    • Social and environmental support
discussion time
Discussion Time
  • Identify one of your health beliefs that may not be entirely healthy and place it in the model.
  • What might move you to change your behavior?
summary of module 3 part iii
Summary of Module 3, Part III
  • Behavior change involves many factors, including cognitive and affective variables.
  • Health Promotion is based on several theoretical models that help explain health behavior.
  • Understanding an individual’s “readiness to change” is an important aspect of their potential for success in behavior change.
module authors
Module Authors

Diane B. Wilson EdD, RD

Associate Professor

Mary S. McLellan MS,RD

Research Associate

Medical University of South Carolina