Psychological architectures of health behaviour change websites
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On 29 November 2010, Dr. Brian Cugelman, Managing Director of AlterSpark and Lee Taylor, Senior Manager, Health Information Services, Heart & Stroke Foundation of Ontario will share their knowledge ...

On 29 November 2010, Dr. Brian Cugelman, Managing Director of AlterSpark and Lee Taylor, Senior Manager, Health Information Services, Heart & Stroke Foundation of Ontario will share their knowledge and experience with designing behaviour change websites that support major health promotion campaigns and strategies.

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Psychological architectures of health behaviour change websites Presentation Transcript

  • 1. 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:
  • 2. 1. Online Social Marketing
    2
  • 3. 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
  • 4. Examples of Campaigns
    Quit smoking
    Exercise more
    Drive safer
    Drink less
    Eat healthier
    Eat more
    Eat less
  • 5. Online Social Marketing
    5
  • 6. 6
  • 7. 7
  • 8. New breed of online health interventions
    8
  • 9. 9
  • 10. 10
  • 11. 11
  • 12. 2. The Research Project
    12
  • 13. 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
  • 14. Challenges
    • Few studies of voluntary behaviours, as most dealt with chronic disease management
    • 15. No magic list of psychological design
    • 16. Traditional one-way communication models only partially describe online communications, which is increasingly two-way
    14
  • 17. Solutions
    • Communication-base Influence Components Model (CBICM)
    Psychological architectures
    One or two-way communications
    • Meta-analysis (what’s meta-analysis?)
    Psychology
    Adherence
    15
  • 18. 3. Communication-based Influence Components Model (CBICM)
    16
  • 19. 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
  • 20. 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.
  • 21. Two-Way: one-with-one
    CUGELMAN, B., THELWALL, M., & DAWES, P. (2009) Communication-based influence components model. Paper presented at the Persuasive 2009, Claremont.
  • 22. Mass/Interpersonal Divide
    CUGELMAN, B., THELWALL, M., & DAWES, P. (2009) Communication-based influence components model. Paper presented at the Persuasive 2009, Claremont.
  • 23. Mass-Interpersonal Communication
    CUGELMAN, B., THELWALL, M., & DAWES, P. (2009) Communication-based influence components model. Paper presented at the Persuasive 2009, Claremont.
  • 24. Communication-based Influence Components Model (CBICM)
    A framework to describe the psychology of interventions
    CUGELMAN, B., THELWALL, M., & DAWES, P. (2009) Communication-based influence components model. Paper presented at the Persuasive 2009, Claremont.
  • 25. 4. The Study
    23
  • 26. The Meta-Analysis
    • Searched five databases + grey literature
    • 27. Obtained 1,271 results
    • 28. Retrieved 95 full text studies
    • 29. Selected 31
    Primary analysis: 30 interventions from 29 studies (N=17,524)
  • 30. 25
  • 31. Effect Sizes
    Overall: d=.194, p=.000, k=30
    d
  • 32. Effect Size by Intervention Duration
    d
  • 33. Dose: Adherence over Time
    28
  • 34. 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
  • 35. Relative Influence Components and Outcomes
  • 36. CBICM
  • 37. Intervention Message
  • 38. Audience Interpreter
  • 39. Looking Forward
    • CBICM to help build future systems (and social media engagement)
    • 40. Mass-interpersonal public health campaigns
    • 41. State eHealth
    34
  • 42. 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.
    • 43. 1st published Jan 2010 : CUGELMAN, B. (2010) Online social marketing: Website factors in behavioural change. University of Wolverhampton, Wolverhampton.
    • 44. 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
  • 45. Thank You
    Brian Cugelman, PhD
    Phone: +1 (416) 921-2055
    brian@alterspark.com
    Get in touch
    @AlterSpark alterspark alterspark alterspark
    www.AlterSpark.com
    36