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Prochaska Stages of Change
Health Belief Model*Rogers Diffusion of Innovation
*Lessons to be learned
Prochaska Stages of Change
A spiral model… Precontemplation Contemplation Preparation Action Maintenance
Doppelt’s Model of ChangeDisinterest Deliberation DesignDoing Defending
Health Belief Model
People will take a health-related action if that person… feels the negative health condition can be avoided
has a positive expectation that the recommended action avoids the negative health condition
believes he can successfully take the recommended health action
True or False….
If I have a good idea that adds value, it will be easy to
convince othersto accept it.
Diffusion of InnovationE.M. Rogers
KnowledgePersuasionDecisionImplementationConfirmation
Two things to remember…#1 Change is not an event; it is a
processknowledge – persuasion – decision –
implementation – confirmation (E.M.Rogers)
#2 Change is motivated by: a tension between current state and
desired state a belief in the ability to change
People do not move through the change process at the same rate
Do you know these people? New stuff is cool!
Innovators Interesting idea, but I want to hear more.
Early Adopters What do other people think?
Early Majority If I have to…
Late Majority We’ve always done it this way…
Laggards
More about the innovation decision process…
knowledge – persuasion – decision – implementation – confirmation
The mental activity at…… knowledge is cognitive (knowing)… persuasion is affective (feeling)
Knowledge:present the relevant facts
Goal: Audience will believe you and be willing to be persuaded
Stress a simple, concrete message Make it relevant to that person or organization Capture attention Show credibility Show a relative advantage Concentrate on the possibilities Keep it visible and frequent Make it memorable Include the next steps
People will forget what you said, forget what you did, but not forget how you made them feel. (Maya Angelou)
Persuasion:transform information into action
Goal: Audience will form the intended viewpoint and be willing to act on it
Ask yourself: What will cause my audience to feel something?
Set the stage - relationships Match problem to individual concerns Tell meaningful stories Use images Do food Appeal to a sense of urgency Stir up some anger Make it fun Build a support system Show that you are emotionally attached Show that you understand the fear and the challenges and their
loss Create a sense of ownership for the problem and the solution Ask for help Be appreciative
Two things to remember…#1 Change is not an event; it is a
processknowledge – persuasion – decision –
implementation – confirmation (E.M.Rogers)
#2 Change is motivated by: a tension between current state and
desired state a belief in the ability to change
Preventive Innovation….
Facts Fear Force “I’ll save you”
Versus
A sense of hope with accompanying support
Summary….
Change is not an event; it is a process It is useful to understand how different types of
people move through this process (Innovators, Early Adopters, Early Majority, Late Majority, Laggards)
Techniques for knowledge are different than those for persuasion
You must: (1) create a tension between the current state and the desired state, and (2) a belief in the ability to change Hope and support work better than facts, fear,
force, and “saving”
