Psychological architectures of health behaviour change websites

The psychological architectures of health behaviour change websites
Designing interventions with the CBICM
Brian Cugelman, PhD
Health changing websites: the cutting edge of online behaviour change
Toronto, Canada
29 November 2010
Presentation partners:

1. Online Social Marketing
2

Social Marketing
“Social marketing is the systematic application of marketing alongside other concepts and techniques to achieve specific behavioural goals, for social or public good.”
(National Social Marketing Centre, 2006)
3

Examples of Campaigns
Quit smoking
Exercise more
Drive safer
Drink less
Eat healthier
Eat more
Eat less

Online Social Marketing
5

New breed of online health interventions
8

2. The Research Project
12

Research questions
How can online interventions scale to the population level?
With such high attrition, what can be done to improve intervention efficacy?
How do you design an online health intervention?
Which psychological architectures work best?
13

Challenges
Few studies of voluntary behaviours, as most dealt with chronic disease management
No magic list of psychological design
Traditional one-way communication models only partially describe online communications, which is increasingly two-way
14

Solutions
Communication-base Influence Components Model (CBICM)
Psychological architectures
One or two-way communications
Meta-analysis (what’s meta-analysis?)
Psychology
Adherence
15

3. Communication-based Influence Components Model (CBICM)
16

There is no “one size fits all” taxonomy to describe online interventions
Stages of change
Cialdini
CAPTOLOGY
Community-based social marketing
Evidence-based behavioural medicine
Learning Theories/Behaviourism
Social Cognitive Theory
Theory of Reasoned Action/Planned Behaviour
And many more....
17

One-Way: one-to-one, one-to-many
CUGELMAN, B., THELWALL, M., & DAWES, P. (2009) Communication-based influence components model. Paper presented at the Persuasive 2009, Claremont.

Two-Way: one-with-one

Mass/Interpersonal Divide

Mass-Interpersonal Communication

Communication-based Influence Components Model (CBICM)
A framework to describe the psychology of interventions

4. The Study
23

The Meta-Analysis
Searched five databases + grey literature
Obtained 1,271 results
Retrieved 95 full text studies
Selected 31
Primary analysis: 30 interventions from 29 studies (N=17,524)

Effect Sizes
Overall: d=.194, p=.000, k=30
d

Effect Size by Intervention Duration
d

Dose: Adherence over Time
28

Dose: Three Variables
Intervention
Adherence
COR r=.240, p<.000, k=9
COR r=.37, p<.000, k=5
MR r=.455, p=.109, k=13
Study
Adherence
Outcome
Effect Size
MR r=.481, p=.006, k=28
COR: Correlation effect size
MR: Meta-regression estimate

Relative Influence Components and Outcomes

Intervention Message

Audience Interpreter

Looking Forward
CBICM to help build future systems (and social media engagement)
Mass-interpersonal public health campaigns
State eHealth
34

Study Credits
First comprehensive meta-analysis on the psychological design of online interventions
CBICM in 2009: CUGELMAN, B., THELWALL, M., & DAWES, P. (2009) Communication-based influence components model. Paper presented at the Persuasive 2009, Claremont.
1st published Jan 2010 : CUGELMAN, B. (2010) Online social marketing: Website factors in behavioural change. University of Wolverhampton, Wolverhampton.
2nd extended publication in 2011: CUGELMAN, B., THELWALL, M., & DAWES, P. (2011, forthcoming) Online interventions for social marketing health behaviour change campaigns: A meta-analysis of psychological architectures and adherence factors. Journal of Medical Internet Research. (Get a pre-publication copy at www.cugelman.com)
35

Thank You
Brian Cugelman, PhD
Phone: +1 (416) 921-2055
brian@alterspark.com
Get in touch
@AlterSpark alterspark alterspark alterspark
www.AlterSpark.com
36

http://www.moflow.ca	97
http://www.alterspark.com	29
http://feeds.feedburner.com	15
http://www.socialmarketers.net	5
http://alterspark-wp.alterspark.net	3
http://ns4.winthropmorgan.com	1
http://socialmarketers.net	1

Psychological architectures of health behaviour change websites

by Brian Cugelman, PhD (AlterSpark)

Accessibility

Categories

Upload Details

Usage Rights

7 Embeds 151

Statistics