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Why Theories and Models?
• Builds clarity in understanding targeted health behavior and environmental context.
• Directs program planning - why, what and how?
• Directs evaluation as integral part
Explanatory Theory = Theory of the Problem (Health Belief Model, the Theory of Planned Behavior, Precaution Adoption Process Model)
Change Theory = Theory of Action (Ex: Community Organization, Diffusion of Innovations)
PRECEDE-PROCEED (Green and
Kreuter)
• Systematic planning process
• Empowers individuals with– understanding– motivation– skills– active engagement in community affairs
What is a Theory?
• Set of concepts, definitions, and propositions
• Systematic view of events or situations
• Allows explanation of events or situations
Applying Theories to Health Promotion
• Different theories work in different situations
• Combinations of theories are often most effective
A Good Fit Theory
• Is logical
• Is consistent with observations
• Is similar to those used successfully in similar situations
3 Key Concepts at the Individual & Intrapersonal Level
1. Behavior is mediated by cognitions; that is, what people know and think affects how they act.
2. Knowledge is necessary for, but not sufficient to produce, most behavior changes.
3. Perceptions, motivations, skills, and the social environment are key influences on behavior.
Theory Focus Key concepts
Stages of Change Model
Individuals' readiness to change or attempt to change toward healthy behaviors
Precontemplation Contemplation Decision/determination Action Maintenance
Health Belief Model
Persons' perception of the threat of a health problem and the appraisal of recommended behavior(s) for preventing or managing the problem
Perceived susceptibility Perceived severity Perceived benefits of action Perceived barriers to action Cues to action Self-efficacy
The Theory of Planned Behavior /Theory of Reasoned Action
Behavioral intention is key, intention is driven by attitude and beliefs about what others who are important think
Behavioral Intention Attitude Subjective Norm Perceived Behavioral Control
Individual Level
Interpersonal Level
Theory Focus Key Concepts
Social Cognitive Theory
Behavior is explained via a 3-way, dynamic reciprocal situation in which personal factors, environmental influences and behavior continually interact
Behavioral capability Reciprocal determinism Expectations Self-efficacy Observational learning Reinforcement
Community Level
Theory Focus Key Concepts
Community Organization Theories
Emphasizes active participation and development of communities to evaluate and solve health and social problems
Empowerment Community competence Participation and relevance Issue selection Critical consciousness
Organiza-tional Change Theory
Concerns processes and strategies for increasing the chances that healthy policies and programs will be adopted and maintained in formal organizations
Problem definition (awareness stage) Initiation of action (adoption stage) Implementation of change Institutionalization of change
Diffusion of Innovations
Addresses how new ideas, products, and social practices spread within a society or from one society to another
Relative advantage Compatibility Complexity Trialability Observability
Group Work
• Chose a theoretical model or constructs that seem to be the best fir for your selected community issue and the strategy you have selected to address the situation.
• Complete the table on the following slide.