Health Education Models (Lecture 8)

Health Education Models (Lecture 8) - Selected Models of...

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Selected Models of Change* * From Theory at a Glance: A Guide for Health Promotion Practice (NIH Publication No. 97-3896), by the National Cancer Institute, 1995. Bethesda, MD. In the public domain. PRECEDE-PROCEED The PRECEDE-PROCEED framework is an approach to planning that examines the factors contributing to behavior change. These include: Predisposing factors —the individual’s knowledge, attitudes, behavior, beliefs, and values before intervention that affect willingness to change Enabling factors —factors in the environment or community of an individual that facilitate or present obstacles to change Reinforcing factors —the positive or negative effects of adopting the behavior (including social support) that influence continuing the behavior These factors require that individuals be considered in the context of their community and social structures, and not in isolation, when planning communication or health education strategies. PRECEDE-PROCEED Framework PRECEDE PROCEED For Further Reading Green, L.W., & Kreuter, M.W. (1999). Health promotion planning: An educational and ecological approach (3rd ed.). Mountain View, CA: Mayfield. Green, L.W., & Ottoson, J. M. (1999). Community and population health (8th ed.). New York: McGraw-Hill.
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Individual Level Behavioral Intentions Studies of behavioral intentions suggest that the likelihood of intended audiences’ adopting a desired behavior can be predicted by assessing (and subsequently trying to change or influence) their attitudes toward and perceptions of benefits of the behavior, along with how they think that their peers will view their behavior. Research by Fishbein and Ajzen supports the idea that individuals’ and society’s (perceived) attitudes are an important predecessor to action. Therefore, an important step toward influencing behavior is a preliminary assessment of intended audience attitudes, and subsequent tracking is necessary to identify any attitudinal changes. For Further Reading Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research . Reading, MA: Addison-Wesley. Communications for Persuasion William McGuire has described the steps an individual must be persuaded to pass through to assimilate a desired behavior. These steps are: Exposure to the message Attention to the message Interest in or personal relevance of the message Understanding of the message Personalizing the behavior to fit one’s life Accepting the change Remembering the message and continuing to agree with it Being able to think of it Making decisions based on bringing the message to mind Behaving as decided Receiving positive reinforcement for behavior Accepting the behavior into one’s life To communicate the message successfully, five communication components all must work: 1. Credibility of the message source 2. Message design 3. Delivery channel 4. Intended Audience 5. Intended behavior
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This note was uploaded on 11/09/2011 for the course PUBLIC HEA 232 taught by Professor Berger during the Fall '11 term at Rutgers.

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Health Education Models (Lecture 8) - Selected Models of...

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