Lectures Health Communicatio
Lecture 1 – Theories of planned behaviour & Online health
communicatio
Rationale: Why important
o Increased number of chronic diseases e.g. Cancers due to an aging populatio
o Predictor for diseases: Health behaviour, unhealthy lifestyle is associated with disease
o Unhealthy lifestyle = Not enough sports, Fast food, Saturated fats, Addicted
behaviours (Alcohol, Smoking
o 9 Targets of the WHO (World health organisation
From theory to practic
Nothing is as practical as a good theory. Why
o Many behavioural determinants are already know
o At individual level: knowledge, attitude, subjective norms, self-ef cacy
▪ Need knowledge to be able to change behaviour, attitude should be
positive towards the desired behavioural change, should form intentio
o At environmental level: services, funding, policy
▪ Services available have an in uence on the behaviou
1
,Theory can help us
o Identify why people change their behaviour or don’t
o Explain behaviour and suggest how we achieve behavioural chang
o Helps what you need to know before developing or organizing an intervention
progra
o Provide insight into how you can shape effective program
o Identify what should be monitored, measured or compared in program evaluatio
Kinds of theorie
1. Intervention planning (e.g. Intervention mapping
2. Explaining or predicting behaviour (Theory of planned behaviour, Theory of reasoned
action
3. Diffusion of interventions (e.g. Diffusions of Innovations
Explaining and predicting behaviour - Theory of reasoned action –
Montano & Kaspryzk (2002
o Behaviour is determined by behavioural intention, which is in turn determined by the
attitude towards the behaviou
o Subjective norms: Do you feel like your social environment approves or disapproves
of the behaviou
o Normative beliefs: Beliefs about people in your environment and if they approve of
the behaviour – If your parents disapprove of smoking but you do not care about their
2
, opinion you will not, however if your friends say stop smoking and you value their
opinion you will – will change your subjective norm perceptions
o Behavioural beliefs: Thinking smoking leads to improved health or more stress –
beliefs related to the behaviou
o These behavioural outcomes need to be evaluated: If I believe smoking sensation leads
to improved health but if you do not care about your health, your intention will not
chang
Explaining and predicting behaviour - Theory of planned behaviour -
Montano & Kaspryzk (2002
o Extension of TR
o 3rd theoretical concept important to consider health behavioural chang
o Perceived behavioural control: People should feel like they can control their own
behaviour – capable to perform desired behaviour e.g. quitting to smok
o Control beliefs: Potentially dif cult situation
o Perceived power: If you feel you have power over these dif cult situations or no
3
, Theory – The I-Change Model – Smit et al. (2012)
Intention stat
o Most proximal predictor of behaviou
o Precontemplation: Do not consider to change behaviour within the next 6 month
o Contemplation: Motivated within 6 months, not too soo
o Preparation: Within the next mont
Motivation factor
o Similar to TPB but more speci c
o Attitude – pros and cons, rational (health) vs emotional (feeling better example for
people around me
o Social in uences – Norms (what people think I should do), Modelling (What I think
they do), Pressure (desired or undesired behaviour
4
Lecture 1 – Theories of planned behaviour & Online health
communicatio
Rationale: Why important
o Increased number of chronic diseases e.g. Cancers due to an aging populatio
o Predictor for diseases: Health behaviour, unhealthy lifestyle is associated with disease
o Unhealthy lifestyle = Not enough sports, Fast food, Saturated fats, Addicted
behaviours (Alcohol, Smoking
o 9 Targets of the WHO (World health organisation
From theory to practic
Nothing is as practical as a good theory. Why
o Many behavioural determinants are already know
o At individual level: knowledge, attitude, subjective norms, self-ef cacy
▪ Need knowledge to be able to change behaviour, attitude should be
positive towards the desired behavioural change, should form intentio
o At environmental level: services, funding, policy
▪ Services available have an in uence on the behaviou
1
,Theory can help us
o Identify why people change their behaviour or don’t
o Explain behaviour and suggest how we achieve behavioural chang
o Helps what you need to know before developing or organizing an intervention
progra
o Provide insight into how you can shape effective program
o Identify what should be monitored, measured or compared in program evaluatio
Kinds of theorie
1. Intervention planning (e.g. Intervention mapping
2. Explaining or predicting behaviour (Theory of planned behaviour, Theory of reasoned
action
3. Diffusion of interventions (e.g. Diffusions of Innovations
Explaining and predicting behaviour - Theory of reasoned action –
Montano & Kaspryzk (2002
o Behaviour is determined by behavioural intention, which is in turn determined by the
attitude towards the behaviou
o Subjective norms: Do you feel like your social environment approves or disapproves
of the behaviou
o Normative beliefs: Beliefs about people in your environment and if they approve of
the behaviour – If your parents disapprove of smoking but you do not care about their
2
, opinion you will not, however if your friends say stop smoking and you value their
opinion you will – will change your subjective norm perceptions
o Behavioural beliefs: Thinking smoking leads to improved health or more stress –
beliefs related to the behaviou
o These behavioural outcomes need to be evaluated: If I believe smoking sensation leads
to improved health but if you do not care about your health, your intention will not
chang
Explaining and predicting behaviour - Theory of planned behaviour -
Montano & Kaspryzk (2002
o Extension of TR
o 3rd theoretical concept important to consider health behavioural chang
o Perceived behavioural control: People should feel like they can control their own
behaviour – capable to perform desired behaviour e.g. quitting to smok
o Control beliefs: Potentially dif cult situation
o Perceived power: If you feel you have power over these dif cult situations or no
3
, Theory – The I-Change Model – Smit et al. (2012)
Intention stat
o Most proximal predictor of behaviou
o Precontemplation: Do not consider to change behaviour within the next 6 month
o Contemplation: Motivated within 6 months, not too soo
o Preparation: Within the next mont
Motivation factor
o Similar to TPB but more speci c
o Attitude – pros and cons, rational (health) vs emotional (feeling better example for
people around me
o Social in uences – Norms (what people think I should do), Modelling (What I think
they do), Pressure (desired or undesired behaviour
4
