Explain Two Models of Behaviour Change That Have Been Used in Recent National Health Education Campaigns.
Explain two models of behaviour change that have been used in recent national health education campaigns.
Theory of Reasoned Action:
This theory was first created by Ajzen and Fishbein in 1980. This theory provides a framework to study the attitudes that support behaviours and suggests that the most important determinate of an individual’s behaviour is their behavioural intent. This is the individual’s intention to preform a certain behaviour, which is formed from a combination of their attitude towards the behaviour and the subject norm. (The subject norm is the individual’s perception of what others expect them to do).
If the individual believes that the result of accepting the behaviour will have a positive effect then the individual will begin to have a positive attitude towards the behaviour. Also if the important people within that individual’s life view the action as being positive then a positive subject norm is created. Taken together; the two influences would strongly suggest that the person will follow the health advice.
Behavioural change is a function of:
- Belief about the consequences of the behaviour
- Evaluation of the importance of the outcome
- The expectations of significant others
- A motivation to conform
This model can be seen within the ‘Change 4 life Campaign’, which was used to try and get people motivated to becoming healthier and it also showed how much fat and sugar are in the food we eat. It helped people lose weight and become more active. The theory of reasoned action can be seen within this campaign as it influenced many people to lose weight and showed people the positive impact losing weight can have on their life. By having a positive impact on the individuals life it also allows people to have a positive attitude about the campaign and can be shown as:
Joining the campaign will help you lose weight The campaign is useful (Positive outcome)
Theory of Reasoned Action:
This theory was first created by Ajzen and Fishbein in 1980. This theory provides a framework to study the attitudes that support behaviours and suggests that the most important determinate of an individual’s behaviour is their behavioural intent. This is the individual’s intention to preform a certain behaviour, which is formed from a combination of their attitude towards the behaviour and the subject norm. (The subject norm is the individual’s perception of what others expect them to do).
If the individual believes that the result of accepting the behaviour will have a positive effect then the individual will begin to have a positive attitude towards the behaviour. Also if the important people within that individual’s life view the action as being positive then a positive subject norm is created. Taken together; the two influences would strongly suggest that the person will follow the health advice.
Behavioural change is a function of:
- Belief about the consequences of the behaviour
- Evaluation of the importance of the outcome
- The expectations of significant others
- A motivation to conform
This model can be seen within the ‘Change 4 life Campaign’, which was used to try and get people motivated to becoming healthier and it also showed how much fat and sugar are in the food we eat. It helped people lose weight and become more active. The theory of reasoned action can be seen within this campaign as it influenced many people to lose weight and showed people the positive impact losing weight can have on their life. By having a positive impact on the individuals life it also allows people to have a positive attitude about the campaign and can be shown as:
Joining the campaign will help you lose weight The campaign is useful (Positive outcome)