Jan18th2012 - Health Communication in Mediated Contexts...

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COMM 636.02 Chul-joo Lee Health Behaviors and Health Communication Health Communication in Mediated Contexts
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Models of Behavior Change: A Set of Explanatory Models Implications of Each Model for Program Design
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A Set of Explanatory Models Structural Social Expectancy Outcome Skill/Self-Efficacy Drive/Personality Behaviorist
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Structural Circumstance Models Community Structural Factors Sidewalks, Workplace exercise rooms Individual Structural Factors Family, work demands Ability to purchase gym membership
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Social Models Direct expectations for conformity Cultural/social network response to exercise and to obesity Availability of models for behavior Peers who exercise Provision of Information or Resources. Peers who can tell you where to walk
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Beliefs about Expected Outcomes Models Likelihood of good and bad outcomes from doing the behavior Good health outcomes, good appearance, boredom… Desirability of the outcomes (Health Belief Model/Theory of Reasoned Action)
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Skill and Self-efficacy models Skill to engage in the behavior How to exercise to get heart rate right How to increase level slowly Self-confidence in one’s skill Can do the exercise even if: It is raining Your feet hurt (Social Cognitive Model)
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Drive or Personality Models Drives affect behavior Sex, Food, Avoidance of boredom, social interaction Personality affects behavior Innovativeness and openness to change (Sensation-seeking)
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Jan18th2012 - Health Communication in Mediated Contexts...

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