![Page 1: Theoretical and Conceptual Models for Social Marketing PUBH 535, Social Marketing in Public Health August 26, 2015](https://reader036.vdocuments.us/reader036/viewer/2022062423/5697c0201a28abf838cd228b/html5/thumbnails/1.jpg)
Theoretical and Conceptual Models for Social Marketing
PUBH 535, Social Marketing in Public Health August 26, 2015
![Page 2: Theoretical and Conceptual Models for Social Marketing PUBH 535, Social Marketing in Public Health August 26, 2015](https://reader036.vdocuments.us/reader036/viewer/2022062423/5697c0201a28abf838cd228b/html5/thumbnails/2.jpg)
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
![Page 3: Theoretical and Conceptual Models for Social Marketing PUBH 535, Social Marketing in Public Health August 26, 2015](https://reader036.vdocuments.us/reader036/viewer/2022062423/5697c0201a28abf838cd228b/html5/thumbnails/3.jpg)
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
![Page 4: Theoretical and Conceptual Models for Social Marketing PUBH 535, Social Marketing in Public Health August 26, 2015](https://reader036.vdocuments.us/reader036/viewer/2022062423/5697c0201a28abf838cd228b/html5/thumbnails/4.jpg)
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
![Page 5: Theoretical and Conceptual Models for Social Marketing PUBH 535, Social Marketing in Public Health August 26, 2015](https://reader036.vdocuments.us/reader036/viewer/2022062423/5697c0201a28abf838cd228b/html5/thumbnails/5.jpg)
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
![Page 6: Theoretical and Conceptual Models for Social Marketing PUBH 535, Social Marketing in Public Health August 26, 2015](https://reader036.vdocuments.us/reader036/viewer/2022062423/5697c0201a28abf838cd228b/html5/thumbnails/6.jpg)
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
![Page 7: Theoretical and Conceptual Models for Social Marketing PUBH 535, Social Marketing in Public Health August 26, 2015](https://reader036.vdocuments.us/reader036/viewer/2022062423/5697c0201a28abf838cd228b/html5/thumbnails/7.jpg)
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.
![Page 8: Theoretical and Conceptual Models for Social Marketing PUBH 535, Social Marketing in Public Health August 26, 2015](https://reader036.vdocuments.us/reader036/viewer/2022062423/5697c0201a28abf838cd228b/html5/thumbnails/8.jpg)
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.
![Page 9: Theoretical and Conceptual Models for Social Marketing PUBH 535, Social Marketing in Public Health August 26, 2015](https://reader036.vdocuments.us/reader036/viewer/2022062423/5697c0201a28abf838cd228b/html5/thumbnails/9.jpg)
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.
![Page 10: Theoretical and Conceptual Models for Social Marketing PUBH 535, Social Marketing in Public Health August 26, 2015](https://reader036.vdocuments.us/reader036/viewer/2022062423/5697c0201a28abf838cd228b/html5/thumbnails/10.jpg)
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.
![Page 11: Theoretical and Conceptual Models for Social Marketing PUBH 535, Social Marketing in Public Health August 26, 2015](https://reader036.vdocuments.us/reader036/viewer/2022062423/5697c0201a28abf838cd228b/html5/thumbnails/11.jpg)
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
![Page 12: Theoretical and Conceptual Models for Social Marketing PUBH 535, Social Marketing in Public Health August 26, 2015](https://reader036.vdocuments.us/reader036/viewer/2022062423/5697c0201a28abf838cd228b/html5/thumbnails/12.jpg)
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.
![Page 13: Theoretical and Conceptual Models for Social Marketing PUBH 535, Social Marketing in Public Health August 26, 2015](https://reader036.vdocuments.us/reader036/viewer/2022062423/5697c0201a28abf838cd228b/html5/thumbnails/13.jpg)
Social Cognitive Theory
• Primary motivational factor is governed by perception, the desire to achieve positive outcomes and avoid negative ones.
![Page 14: Theoretical and Conceptual Models for Social Marketing PUBH 535, Social Marketing in Public Health August 26, 2015](https://reader036.vdocuments.us/reader036/viewer/2022062423/5697c0201a28abf838cd228b/html5/thumbnails/14.jpg)
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)
![Page 15: Theoretical and Conceptual Models for Social Marketing PUBH 535, Social Marketing in Public Health August 26, 2015](https://reader036.vdocuments.us/reader036/viewer/2022062423/5697c0201a28abf838cd228b/html5/thumbnails/15.jpg)
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).
![Page 16: Theoretical and Conceptual Models for Social Marketing PUBH 535, Social Marketing in Public Health August 26, 2015](https://reader036.vdocuments.us/reader036/viewer/2022062423/5697c0201a28abf838cd228b/html5/thumbnails/16.jpg)
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
![Page 17: Theoretical and Conceptual Models for Social Marketing PUBH 535, Social Marketing in Public Health August 26, 2015](https://reader036.vdocuments.us/reader036/viewer/2022062423/5697c0201a28abf838cd228b/html5/thumbnails/17.jpg)
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
![Page 18: Theoretical and Conceptual Models for Social Marketing PUBH 535, Social Marketing in Public Health August 26, 2015](https://reader036.vdocuments.us/reader036/viewer/2022062423/5697c0201a28abf838cd228b/html5/thumbnails/18.jpg)
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
![Page 19: Theoretical and Conceptual Models for Social Marketing PUBH 535, Social Marketing in Public Health August 26, 2015](https://reader036.vdocuments.us/reader036/viewer/2022062423/5697c0201a28abf838cd228b/html5/thumbnails/19.jpg)
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.
![Page 20: Theoretical and Conceptual Models for Social Marketing PUBH 535, Social Marketing in Public Health August 26, 2015](https://reader036.vdocuments.us/reader036/viewer/2022062423/5697c0201a28abf838cd228b/html5/thumbnails/20.jpg)
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”
![Page 21: Theoretical and Conceptual Models for Social Marketing PUBH 535, Social Marketing in Public Health August 26, 2015](https://reader036.vdocuments.us/reader036/viewer/2022062423/5697c0201a28abf838cd228b/html5/thumbnails/21.jpg)
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
![Page 22: Theoretical and Conceptual Models for Social Marketing PUBH 535, Social Marketing in Public Health August 26, 2015](https://reader036.vdocuments.us/reader036/viewer/2022062423/5697c0201a28abf838cd228b/html5/thumbnails/22.jpg)
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
![Page 23: Theoretical and Conceptual Models for Social Marketing PUBH 535, Social Marketing in Public Health August 26, 2015](https://reader036.vdocuments.us/reader036/viewer/2022062423/5697c0201a28abf838cd228b/html5/thumbnails/23.jpg)
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
![Page 24: Theoretical and Conceptual Models for Social Marketing PUBH 535, Social Marketing in Public Health August 26, 2015](https://reader036.vdocuments.us/reader036/viewer/2022062423/5697c0201a28abf838cd228b/html5/thumbnails/24.jpg)
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
![Page 25: Theoretical and Conceptual Models for Social Marketing PUBH 535, Social Marketing in Public Health August 26, 2015](https://reader036.vdocuments.us/reader036/viewer/2022062423/5697c0201a28abf838cd228b/html5/thumbnails/25.jpg)
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.)