Theoretical and Conceptual Models for Social Marketing

PUBH 535, Social Marketing in Public Health August 26, 2015

Learning Objectives

• Understand the theoretical constructs of social marketing

• Understand how theoretical models translate into practical interventions

• Look at examples of how theory is used in previous studies

Why theory?

• Provides useful foundation for behavior change

• It is the “so what” behind behavioral interventions

• Theory gives us the rational behind behaviors • Why people make certain decisions

Adoption of a new behavior is more rapid if….

• Perceived to have a relative advantage over current behavior

• It is compatible with one’s daily routine • Does not seem overly complex to adopt or practice• Can be tried without great risk before committing to

it • Can be observed in action to see what outcomes

others experience before trying it oneself

Types of Theories Used • Integrated Model of Behavioral Prediction • Extended Parallel Processing Model (Fear or Threat Management Theory) • Social Learning Theory• Diffusion of Innovations • Knowledge Attitude Behavior Model • Behavior Learning theory • Health Belief Model • Social Cognitive Theory • Theory of Planned Behavior • Transtheoretical Model or Stages of Change Theory • Theory of Reasoned Action • Behavioral Economics

Integrated Model of Prediction

• An indication of an individual’s readiness or decision to perform a behavior

• The most important predictor a desired behavior will actually occur

• A function of attitudes toward a behavior and perceived norms toward that behavior

• Similar to TRA and TPB

Extended Parallel Processing Model

• The Extended Parallel Process Model (EPPM) is a framework developed by Kim Witte which attempts to predict how individuals will react when confronted with fear inducing stimuli. It was first published in Communication Monographs, Volume 61, June 1994.

Social Learning Theory

• Also called observational learning • Theory that emphasizes learning through observation

of others • We learn how to perform a behavior and about what

will happen to us in specific situations if we perform it.

Diffusion of Innovations

• The Diffusion of Innovations model has been widely used to understand the steps and processes required to achieve widespread dissemination and diffusion of public health innovations.

Knowledge Attitude Behavior Model

• Some level of knowledge is prerequisite to the formation of healthier attitudes and that the formation of new attitudes toward health will result in healthy behavior change.

Behavior Learning Theory

• Asserts that behavior is the outcome of a costs- benefit evaluation

• Ex. A person will exercise if he/she perceives the benefits of exercise to outweigh the costs

Health Belief Model

• A persons perceived susceptibility for contracting a disease

• The perceived impact of the disease • The perceived benefits in taking action to reduce the

threat of contracting the disease • Perceived barriers to the preventive behavior, cues to

action, and self efficacy.

Social Cognitive Theory

• Primary motivational factor is governed by perception, the desire to achieve positive outcomes and avoid negative ones.

Theory of Planned Behavior

• Argues that planned behavior is directed by ones attitude toward the behavior in question

• The perceived social pressure to perform that behavior (subjective norm) and the ease with which one can perform the behavior (perceived behavioral control)

Stages of Change

• Perception is also deeply rooted here too• This proposes that a person makes a successful

behavior change by progressing through certain stages of change.

• Precontemplation and contemplation rely on whether the person perceives or does not perceive that there is a problem (or need for behavioral change).

Theory of Reasoned Action

• This suggests that individuals' performance of a given behavior is primarily determined by their intention to perform a given behavior.

• Primary factors to perform a behavior: – Person's attitude toward performing the behavior– The subjective norm concerning the behavior

Taken Together

• Underlying theme in most behavior change models is that a person needs to have a realistic perception of the behavioral issue (like health behavior) to make a suscessful behavior change – Understand: perceived benefits/ costs – Perceived risk of disease or condition – Perceived impact of diease – Perceived social pressure to partake in behavior– Perceived control of the health behavior

Taken Together

– In order to begin a behavioral intervention plan you must understand what a person thinks about the health behavior.

– Must understand their perceptions and how they currently see their health condition

– Must evaluate the target audiances' self-rated health – If audience dosen't perceive that a problem exists, then

interventions will be ineffective– But, if audience perceives that there is a problem with

their current behavior then more likely to change

Behavioral Economics

• It is the study of situations in which people make choices that do not appear to be economically rational.

• Going to give more psychological background • People who are rewarded for a behavior that they

would typically enjoy can attribute their interest in the behavior to the reward, and thus view the behavior as less attractive.

Behavioral Economics

• Another example of intervention backfire: • Trying to craft messages that emphasize the

frequency of a health problem. (like the prevalence of obesity)

• Your message says: “many people are doing this undesirable thing”

• But other people think: “many people are doing this”

Behavioral Economics

• Situational barriers trump voices of reason and ethics • We may see human problems as a sign of weakness,

but you need to look at a person’s or community’s situational barriers and how to overcome

• Distance is another example or channel factors

Behavioral Economics

• Situational barriers trump voices of reason and ethics • We may see human problems as a sign of weakness,

but you need to look at a person’s or community’s situational barriers and how to overcome

• Distance is another example or channel factors

Behavioral Economics

• Social pressures and constraints from peer groups can be a barrier or an effective force to achieve success in behavior change

• Information introduced in contest of small group discussion, as in this course, can be more effective than conveying info through lectures.

• Must transcend the individual level and create group norms

Readings

• Luca NA, Suggs, LS (2013). Theory and Model Use in Social Marketing Health Interventions. Journal of Health Communication, 18:20-40,2013.

• Griffith, BR, Lovett, GD, et al. (2011) Self-Rated Health in Rural Appalachia. BMC Public Health 2011, 11:229

Sources • Luca NA, Suggs, LS (2013). Theory and Model Use in Social Marketing

Health Interventions. Journal of Health Communication, 18:20-40,2013. • Griffith BR, Lovett GD, et al. (2011) Self-Rated Health in Rural Appalachia.

BMC Public Health 2011, 11:229 • Newton-Ward, M. (2007). North Carolina’s Social Marketing Team. Journal

of Nonprofit and Public Sector Marketing (Vol. 17,No ½, 2007.) • Bertrand M, Mullainathan, and Shafir E. (2006) Behavioral Economics and

Marketing in Aid of Decision Making among the Poor • Newton-Ward, M. (2007). North Carolina’s Social Marketing Team. Journal

of Nonprofit and Public Sector Marketing (Vol. 17,No ½, 2007.)