TRA TPB IM _Jan 23_2012_for students

TRA TPB IM _Jan 23_2012_for students - Behavioral Change...

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Behavioral Change Theories COMM 636.02 Chul-joo Lee, Ph.D. Jan 23, 2012
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Behavioral Change Theories Numerous theories have been developed by persuasion scholars. TRA, TPB, and IM – (1) most widely used, (2) include key components used by other theories, and (3) the most refined of its kind.
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Behavior Change Theories The importance of Behavior in health communication Health Belief Model (Rosenstock) Social Cognitive Theory (Bandura) Stage of Change Model (DiClemente)
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TRA, TPB, IM Theory of Reasoned Action (TRA; Fishbein & Ajzen, 1975) Theory of Planned Behavior (TPB; Ajzen, 1985) Integrated Model of Behavior Change (IM; Fishbein et al., 2002)
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Key Components “So pervasive has been the tendency of persuasion researchers to employ attitude change as their principle measure of persuasive effect that the terms ‘persuasion’ and ‘attitude change’ are virtually synonymous.” (Miller & Burgoon, 1978, p. 34) Attitude, Social Norm, Self-efficacy
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TRA/TPB *
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Defining the behavior Target: object toward which the action is performed. Action: the action being performed. Context: the particular context in which behavioral performance will occur Time: the specified time (frame) in which the behavior will occur I ate (action) 5 servings of fruit and vegetables (target) at home (context) to reduce my risk of cancer, during the past week (time).
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An individuals’ perception of the likelihood of performing the behavior in terms of the T.A.C.T. Example of Intention measure : I intend to refuse my child’s request for a junk food during my next visit to the grocery store with my child. Unlikely :
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This note was uploaded on 02/29/2012 for the course COMM 636.02 taught by Professor Lee during the Winter '12 term at Ohio State.

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TRA TPB IM _Jan 23_2012_for students - Behavioral Change...

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