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Stranger in a Strange Land: Implementation Science for Behavior Analysis. Ronnie Detrich Wing Institute CalABA 2014. Talking Points. Provide an example of successful culture change. Describe principles of effective dissemination. Behavior Analyst as cultural anthropologist. - PowerPoint PPT Presentation
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Stranger in a Strange Land: Implementation Science for Behavior Analysis
Ronnie DetrichWing Institute
CalABA 2014
Talking Points
• Provide an example of successful culture change.
• Describe principles of effective dissemination.
• Behavior Analyst as cultural anthropologist.
Large Scale Change
• Typically rely on rational discourse to occasion change.
• Generally a weak model for change.Not everyone shares the assumptions necessary for
argument to be persuasive. Not everyone is influenced by data.
• Alternative strategies are necessary.
Texas Cleans Up
• In the mid-1980s Texas was spending $20 million annually to clean up roadside litter.
• Various campaigns had been ineffectiveKeep America (Texas) Beautiful (Lady Bird Johnson)
What Did They Do?
• Target audience: Males between 18-35• Series of public service announcements by iconic
Texans including:Willie Nelson Joe ElyTexas Tornados Fabulous Thunderbirds
No One More Iconic than SRV
Effects of Don’t Mess with Texas
• Reduced roadside litter by 72% between 1986-1990.• Effects are maintaining.• Considered the most successful anti-littering
campaign in history.• Phrase has become part of the culture of Texas -
extends well beyond littering.
Science of Implementation
• Identifies variables that result in broad scale adoption of new practices.
Influencing Dissemination
• Rogers (2003): Diffusion of innovation is a social process, even more than a technical matter.
• The adoption rate of innovation is a function of: its compatibility with the values beliefs past experiences of the individuals in the social system.
Principles for Effective Dissemination:Improving the Odds (Rogers, 2003)
• Innovation has to solve a problem that is important for the “client.”
• Innovation must have a relative advantage over current practice.
• It is necessary to gain support of the opinion leaders if adoption is to reach critical mass and become self-sustaining.
• Innovation must be compatible with existing values, experiences and needs of the community.
Principles of Effective Dissemination:Improving the Odds
• Innovation is perceived as being simple to understand and implement.
• Innovation can be implemented on a limited basis prior to broad scale adoption.
• Results of the innovation are observable to others.
Stranger in Strange Land: Behavior Analyst as Cultural Anthropologist
• Anthropologist identifies values and behaviors that define a culture.Values=reinforcers within the culture.Behaviors=maintained by those reinforcers.
• Assessing culture: Identifies important cultural practices and maintaining
reinforcers. Identifies potential obstacles to culture change Suggests strategies for change.
Defining Cultural Practice
• Cultural practice: behavior that most members of the defined culture do. Both overt and verbal behavior. Can be measured via direct observation and surveys.
Measurement method depends on behavior of interest.e. g. Aarons-Evidence-based Practice Attitude Scale
Metrics for Measuring Cultural Practice
• Incidence rates: frequency that specific behaviors occur within a period of
time.
• Prevalence: percent of population that engages in behavior.
Some Assumptions
• High incidence rates + widespread prevalence =contingencies supporting practice.
• Changing cultural practices requires changing the relevant contingencies.
Possible Interactions
High
Low
LowHigh
Cultural Practice• Inadequate Frequency
Cultural Practice
Not Cultural Practice• Subset of population
engages in behavior• Effective contingencies
in place for this subset of culture
Not Cultural Practice
• No contingencies to support behavior
IncidencePr
eval
ence
Analytical Task
High
Low
LowHighBarriers to higher frequencies?• Lack of time?• Lack of resources?• Unclear expectations?
What contingencies support practices?
Differences betweenhigh/low performers?
Barriers to greater prevalence/incidence?• Verbal repertoires?• Training?• Unclear expectations?
IncidencePr
eval
ence
• Training?• Experience?• Peer group?
Analyzing the Distribution
1 2 3 45 6 7 8
Strongly Strongly
AgreeDisagree
High LowPrevalence Prevalence
Closing Thoughts
• Not everyone is persuaded by data and scientific explanation.
• To be effective, it is necessary to attend to audience variables and “make the case” in the most effective way.
• Behavior analysts should behave like cultural anthropologists.
Thank you
Copies of all talks available at
winginstitute.org