By Clifford Ferguson,2014-07-03 11:30
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     Factors that Influence Behavior Change: Topics to Assess

    This document provides a guide for the factors that influence a change in behavior, such as becoming health information literate. Assessing an audience with behavior theories in mind can help order to understand what type of factors to address when developing outreach activities and strategies.

    Below are four tables that each list the factors that affect behavior change, according to the named theory. Included is a list of “Topics to Assess” which could be used in the pre-planning stage of an outreach program.

    Bandera’s Social Learning Theory – This theory identified factors that influence


    Behavioral CapabilityPeople must have the prerequisite skills and

    knowledge to change or learn.

    ExpectationsParticipants must believe that their

    behaviors will lead to given results.


    e they can carry out and maintain an action.

    Observational Learning When people see their role models

    (modeling)engaging in activities and getting positive

    results, they are more likely to engage in

    such activities.

    Topics to explore:

    1.Assess participants’ baseline knowledge and skill about finding health resources they

    need. What are their primary sources?

    2.Investigate their expectations about whether the sources they use have the information

    they need. How about their confidence in their own capabilities of finding what they


    3.Learn whom they respect. If their role models are local, see if they are available to

    support and participate in your programs.

     MeetingMedical Library AssociationWashington D.C.


    Stages of Change Model – If you are targeting a change in behavior in participants, you first must assess where the audience is along a continuum of desire to change. Planning programs around their stage of change increases your chances of successPrecontemplationNot thinking of changing their behavior

    ContemplationThinking about changing behavior

    PreparationPlanning to change behavior

    ActionCurrently engaging in the behavior

    MaintenanceHas been engaging in the behavior and ready to become

    more advanced, learn more, etc.

    Topics to explore:

    1.Does the target audience perceive any problems in finding or getting answers

    and information about health questions they have? If so, what are their

    reasons/barriers for not finding health information they need? What do they

    currently do when needing answers or information re: health questions? 2.What do they think is the ideal way to get quality health information? What

    might be keeping them from using Web-based resources?

    3. How motivated is the targeted audience to change the ways they find and use

    health resources? What is the best way to move them to the next level? Why

    would they change?

     MeetingMedical Library AssociationWashington D.C.


    Diffusion of Innovation Theory – The extent to which new products, procedures, or behaviors catch on in a group depends on a number of factors. The factors below predict the likelihood that something new will be adopted by a community. Relative AdvantagePeople must see an innovation as better

    than the product, process. etc., that it is


    CompatibilityAn innovation will accepted more readily if

    it is compatible with adopters’ habits,

    beliefs, experiences, or values

    ComplexityThe difficulty of understanding or using an

    innovation will determine the extent of its

    adoption in a community

    TrialabilityPeople are more likely to adopt an

    innovation if they can experiment with it

    before committing to it

    ObservabilityInnovations that will lead to tangible or

    visible results are more likely to be adoptedTopics to explore:

    1.Who are the key people who will be fascinated with using the Internet for health


    2.What leaders in the community are likely to support your effort?3.What are the specific ways that Internet access might be compatible—e.g. resonate or

    not resonate with their habits, need, values?

    4.How and how much will participants have to change to adopt the innovation?5. How difficult will the innovation be for participants to learn to use it?6.What resources are available to allow participants to play or work with the


    7.What will participants get or achieve if they adopt this innovation?

     MeetingMedical Library AssociationWashington D.C.


Community Organization—Outreach programs with a community perspective see

    success as involving more than changes at the individual level. Individuals will more likely sustain new attitudes or behaviors if reinforced in policies, decisions, and support within their community or organizational environment

    EmpowermentGaining mastery to produce change

    Community CompetenceAbility to engage in problem solving

    Participation and RelevanceProblem solving that “starts where the

    people are”

    Issue SelectionIdentifying winnable, simple, specific


    Topics to explore:

    1.What are the health issues of most concern for this community?

    2.How is health information viewed in this community? Are people inclined to

    view health information as something that will make a difference in their own


    3.If yes: Can you give me examples of ways that information has made a


    a.If no or maybe: Can you explain why not?

    4.How might an outreach program help people change their views about health


    5.What are the barriers that prevent people from getting the health information they

    need; things that get in the way?

    6.Overall, what do people in the community view as the best ways to get health


    7.What are best ways to give out good health information in this community? May 22, 2004Annual

     MeetingMedical Library AssociationWashington D.C.


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