Diffusion of Innovation Theory:
Diffusion of Innovation is a process by which an innovation is communicated through certain channels over time among members of a social system.
Innovations: An innovation is an idea, practice or object that is perceived as new by an individual or other unit of adoption. The following 5 factors of an innovation affect adoption:
- 1. Relative advantage- the degree to which an innovation is perceived as better than the status quo
- 2. Compatibility- the degree to which an innovation is perceived as consistent with existing workflow and value systems of potential adopters
- 3. Complexity- the degree to which an innovation is perceived as confusing or difficult to use
- 4. Triability- the degree to which an innovation may be experimented with and considered before final adoption
- 5. Observability- the degree to which the results of an innovation are visible to others
The innovations theory uses the following picture to describe the time it takes for an individual to pass through the “innovation-decision” process to adoption:
- 1. Innovators - These are people who want to be the first to try the innovation. They are venturesome and interested in new ideas. These people are very willing to take risks, and are often the first to develop new ideas. Very little, if anything, needs to be done to appeal to this population.
- 2. Early Adopters - These are people who represent opinion leaders. They enjoy leadership roles, and embrace change opportunities. They are already aware of the need to change and so are very comfortable adopting new ideas. Strategies to appeal to this population include how-to manuals and information sheets on implementation. They do not need information to convince them to change.
- 3. Early Majority - These people are rarely leaders, but they do adopt new ideas before the average person. That said, they typically need to see evidence that the innovation works before they are willing to adopt it. Strategies to appeal to this population include success stories and evidence of the innovation's effectiveness.
- 4. Late Majority - These people are skeptical of change, and will only adopt an innovation after it has been tried by the majority. Strategies to appeal to this population include information on how many other people have tried the innovation and have adopted it successfully.
- 5. Laggards - These people are bound by tradition and very conservative. They are very skeptical of change and are the hardest group to bring on board. Strategies to appeal to this population include statistics, fear appeals, and pressure from people in the other adopter groups.
Glanz, k., B.K., &Viswanath, K. (2008) Health behavior and health education: Theory, research, and practice. San Francisco, CA: Jossey-Bass
Kotler, P. & Lee, N. (2016). Social Marketing: Changing behaviors for good. Thousand Oaks, CA:Sage.
Stages of Change/Transtheoretical Model:
The Stages of Change aka the Transtheoretical Model was originally developed from research done on individuals trying to quit smoking. This theory incorporates six main constructs:
- 1. Precontemplation- no intention to change behavior
- 2. Contemplation- recognize that a problem exists and considering action within 6 months
- 3. Preparation- actively planning to take action within 1 month
- 4. Action- behavior change begins and has been occurring for less than 6 month
- 5. Maintenance- behavior change continues and individual work to prevent lapses in new regiment, individual have been taking action for more than 6 months
- 6. Termination- relapse is no longer a concern and the behavior has been permanently changed (some deny that this stage exists)
This theory is believed to be more cyclic than linear as individuals can jump from one stage to another and do not have to move through stages fluidly.
Other constructs used in the processes of change:
- • Consciousness raising
- • Dramatic relief
- • Self-reevaluation
- • Environmental reevaluation
- • Self-liberation
- • Helping relationships
- • Counterconditioning
- • Reinforcement management
- • Stimulus control
- • Decisional balance
- • Self-efficacy
Glanz, k., B.K., &Viswanath, K. (2008) Health behavior and health education: Theory, research, and practice. San Francisco, CA: Jossey-Bass
Kotler, P. & Lee, N. (2016). Social Marketing: Changing behaviors for good. Thousand Oaks, CA:Sage.
Health Belief Model:
The Health Belief Model is a psychological model that attempts to explain and predict health behaviors. This model is based on the understanding that a person will take a health-related action if a person feels that a negative health condition can be avoided, has a positive expectation that taking the recommended action will help avoid a negative health outcome, and believes that they can successfully take a recommended health action. The main constructs used in this model include:
Construct
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Definition
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Application
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Perceived Susceptibility
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One's opinion of chances of getting a condition
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Define population(s) at risk, risk levels; personalize risk based on a person's features or behavior; heighten perceived susceptibility if too low.
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Perceived Severity
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One's opinion of how serious a condition and its consequences are
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Specify consequences of the risk and the condition
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Perceived Benefits
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One's belief in the efficacy of the advised action to reduce risk or seriousness of impact
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Define action to take; how, where, when; clarify the positive effects to be expected.
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Perceived Barriers
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One's opinion of the tangible and psychological costs of the advised action
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Identify and reduce barriers through reassurance, incentives, assistance.
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Cues to Action
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Strategies to activate "readiness"
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Provide how-to information, promote awareness, reminders.
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Self-Efficacy
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Confidence in one's ability to take action
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Provide training, guidance in performing action.
|
https://www.utwente.nl/cw/theorieenoverzicht/Theory%20Clusters/Health%20Communication/Health_Belief_Model/
Theory of Reason Action/Theory of Planned Behavior:
The Theory of Reason Action aka Theory of Planned Behavior focuses on constructs relating to individual motivations for performing a specific behavior. This theory assumes the best predictor of behavior is behavioral intention, which is determined by attitude and social normative perceptions toward the behavior. The main constructs in this theory are:
- • Attitude- determined by individual beliefs about outcomes or attributes of performing the behavior and weighed by evaluations of those outcomes or attributes
- • Subjective norms- determined by individual beliefs about whether others will approve or disapprove of them performing the behavior and weighted by the motivation to comply with those individuals
- • External variables- demographic variables, personality traits, and environmental factors (indirectly influence behavioral intention)
Glanz, k., B.K., &Viswanath, K. (2008) Health behavior and health education: Theory, research, and practice. San Francisco, CA: Jossey-Bass
Kotler, P. & Lee, N. (2016). Social Marketing: Changing behaviors for good. Thousand Oaks, CA:Sage.
Social Cognitive Theory/Social Learning Theory:
The Social Cognitive Theory aka Social Learning Theory relies heavily on the constructs:
- • Outcome expectancies (perceived benefits): refers to the value placed on an outcome: the perceived benefit of performing a behavior must outweigh the cost to the individual
- • Self-efficacy: one’s belief in their own ability to carry out a behavior. One’s confidence in their ability to carryout a behavior is enhanced through observing social norms and others performing the behavior
The triadic reciprocal causation model has also been used in the social cognitive theory depicting the interaction between personal determinants, environmental determinants and behavioral determinants:
Bandura, A. (2005). The evolution of social cognitive theory. In G.K. Smith & M.A. Hitt. Great Minds in Management (pp 9-35). Oxford: Oxford University Press.
Social Norms Theory:
The social norms theory states that much of what people’s behavior is influenced by perceptions of what is “normal” or typical. Norms are rules groups use to determine appropriate or inappropriate behavior along with values, believes and attitudes. This theory can be used in health communication campaigns by advertising healthy social norms, such as; “Most northwestern Montana’s young adults (88%) don’t drink and drive”.
Glanz, k., B.K., &Viswanath, K. (2008) Health behavior and health education: Theory, research, and practice. San Francisco, CA: Jossey-Bass
Kotler, P. & Lee, N. (2016). Social Marketing: Changing behaviors for good. Thousand Oaks, CA:Sage.
Community Readiness Model:
The community readiness model assesses the stage of readiness of a community to develop and implement programs by conducting key informant interviews with community stakeholders. There are 6 key dimensions evaluated and scored from 1-9 with the score of 9 being the highest:
- • Past efforts
- • Community knowledge of efforts
- • Leadership
- • Community climate
- • Community knowledge of issues
- • Resources
Knowledge Gap:
The Knowledge Gap Theory uses the idea that knowledge and information is not equally distributed across populations with people with more formal education and higher socioeconomic statuses are more likely to benefit from information from media campaigns. Increasing the information available in the system would only exacerbate the already existing differences between these groups. Example: Sesame street was originally developed to assist disadvantaged children prepare for kindergarten. While these children did in fact learn information that assisted in the preparation for kindergarten so did children of higher social economic statuses resulting in a larger knowledge gap between children of low and high economic statuses.
Glanz, k., B.K., &Viswanath, K. (2008) Health behavior and health education: Theory, research, and practice. San Francisco, CA: Jossey-Bass
Kotler, P. & Lee, N. (2016). Social Marketing: Changing behaviors for good. Thousand Oaks, CA:Sage.
Agenda setting:
The Agenda setting theory refers to how the media’s news coverage determines which issues become the focus of public attention. This theory rests of two basic assumptions; the media filters and shapes reality instead of simply reflecting it, and the sssumption that the more attention the media gives to certain issues, the more likely the public will be to label those issues as vital ones. There are three basic types of agenda setting:
- 1. Public agenda setting
- 2. Policy agenda setting
- 3. Media agenda setting
Glanz, k., B.K., &Viswanath, K. (2008) Health behavior and health education: Theory, research, and practice. San Francisco, CA: Jossey-Bass
Kotler, P. & Lee, N. (2016). Social Marketing: Changing behaviors for good. Thousand Oaks, CA:Sage.
Cultivation Theory:
The Cultivation Theory states that media blurs, blends and bends reality for heavy consumers. This theory has been most extensively applied to violent, crime, race, politics, and gender. Four elements of the Cultivation Theory include:
- • 1st order- viewers estimate the occurrence of some phenomenon
- • 2nd order- the attitudes formed around a phenomenon
- • Resonance- viewers see images and messages in the media that are congruent with their won realities
- • Mainstream- monopolized symbols in the media that dominate outside ideas and discourse; a relative commonality of outlooks
Glanz, k., B.K., &Viswanath, K. (2008) Health behavior and health education: Theory, research, and practice. San Francisco, CA: Jossey-Bass
Kotler, P. & Lee, N. (2016). Social Marketing: Changing behaviors for good. Thousand Oaks, CA:Sage.
Risk Communication:
Risk in the health context refers dangers to be described, assessed, and managed for reduction or prevention of a negative outcome. Risk Communication focuses on how individuals and groups perceive, process, and act on their understanding of a risk and how the media and other powerful institutions shape these processes for outcomes. This can be done on the individual or community level as part of a health communication campaign.
Glanz, k., B.K., & Viswanath, K. (2008) Health behavior and health education: Theory, research, and practice. San Francisco, CA: Jossey-Bass
Kotler, P. & Lee, N. (2016). Social Marketing: Changing behaviors for good. Thousand Oaks, CA:Sage.
Framing Theory:
Framing can be:
- • How a problem is defined and the definition is influenced by the power of culture and/or the frame sponsors
Framing often uses exemplars or narratives and may be used to target sensation seeking individulas
Glanz, k., B.K., &Viswanath, K. (2008) Health behavior and health education: Theory, research, and practice. San Francisco, CA: Jossey-Bass
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