Behavior
Change
Communication
Presentation by
Smith Boonchutima
Chulalongkorn University
Motivation
http://vchrspace.wikispaces.com/2.+Motivation
Motivation
http://vchrspace.wikispaces.com/2.+Motivation
Motivation
http://vchrspace.wikispaces.com/2.+Motivation
Motivation
Extrinsic
Operant
Conditioning
Social
Cognition
Intrinsic
Cognition
Affection
Conation
Biology
Spiritual
Huitt,...
Paradigm
Shift
http://rattanasak.jigsawoffice.com/content/content.php?mid=2862&did=340&tid=4
Motivation 1.0 – presumed
that humans were
biological creatures,
struggling to obtain our
basic needs for food,
security a...
Motivation 2.0 – presumed
that humans also
responded to rewards and
punishments. That worked
fine for routine tasks but
in...
• Motivation 3.0 – the
upgrade we now need,
presumes that humans
also have a drive to learn,
to create, and to better
the ...
Autonomy
Our “default setting” is to be
autonomous and self-directed.
Unfortunately, circumstances –
including outdated no...
Autonomy
To encourage Type I behavior, and
the high performance it enables,
the first requirement is autonomy.
People need...
v
Mastery
Mastery begins with “flow” – optimal
experiences when the challenges we
face are exquisitely matched to our
abil...
Mastery
Flow is essential to mastery; but
flow doesn’t guarantee mastery.
Flow happens in a moment;
mastery unfolds over m...
Hire good people, and leave
them alone.”
3M’s president and chairman
profit
maximization
purpose
maximization
Motivation 2.0 Motivation 3.0
People who are very high in
extrinsic goals for wealth are more
likely to attain that wealth, but
they’re still unhappy. S...
Before designing, consider…..
• which target groups are most vulnerable;
• which risk / vulnerability factors are most imp...
Before designing, consider…..
• what could be barriers to behaviour change;
• what type of messages will be meaningful to ...
What motivates Kids?
• that parents who believe and show high
support for their children, will give their
children more se...
• Young children are motivated by their parent’s
beliefs, desires and goals.
What motivates Kids?
• A child must be sufficiently eating, and
sufficiently loved before they can worry about
fractions a...
What motivates teenagers?
• In high school, those who participated in
these clubs or activities were often considered
“ner...
What motivates Adults?
• “Honor is the motive that connects people to
their parents, ancestors, and heritage; family
is th...
• At young ages, they don’t know any better,
and whether they are conscious of it or not,
their young lives are highly aff...
Exercise Motivation
• Results showed that the most common
perceived motives for exercise were
– 'general health',
– 'maint...
• Females indicated 'control weight' to be a
stronger exercise motive while the senior group
agreed that exercise to 'mana...
• Barriers to exercise among the groups
included,
– 'I don't have an exercise partner' which was more
of a concern among y...
Behavior Change Communication การสื่อสารเพื่อปรับเปลี่ยนพฤติกรรม
Behavior Change Communication การสื่อสารเพื่อปรับเปลี่ยนพฤติกรรม
Behavior Change Communication การสื่อสารเพื่อปรับเปลี่ยนพฤติกรรม
Behavior Change Communication การสื่อสารเพื่อปรับเปลี่ยนพฤติกรรม
Behavior Change Communication การสื่อสารเพื่อปรับเปลี่ยนพฤติกรรม
Behavior Change Communication การสื่อสารเพื่อปรับเปลี่ยนพฤติกรรม
Behavior Change Communication การสื่อสารเพื่อปรับเปลี่ยนพฤติกรรม
Behavior Change Communication การสื่อสารเพื่อปรับเปลี่ยนพฤติกรรม
Behavior Change Communication การสื่อสารเพื่อปรับเปลี่ยนพฤติกรรม
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Behavior Change Communication การสื่อสารเพื่อปรับเปลี่ยนพฤติกรรม

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Behavior Change Communication (BCC) คือ การสื่อสารเพื่อปรับเปลี่ยนพฤติกรรม สามารถใช้ได้ทั้งในด้านการทำงาน และการออกกำลังกาย มีขั้นตอนการออกแบบการสื่อสารที่เน้นการกำหนดลำดับขั้นแห่งการเปลี่ยนแปลง (Stage of Change or Transtheoretical Model : TTM) และการกระตุ้นแรงจูงใจ (Motivation)

Published in: Health & Medicine, Technology

Behavior Change Communication การสื่อสารเพื่อปรับเปลี่ยนพฤติกรรม

  1. 1. Behavior Change Communication Presentation by Smith Boonchutima Chulalongkorn University
  2. 2. Motivation http://vchrspace.wikispaces.com/2.+Motivation
  3. 3. Motivation http://vchrspace.wikispaces.com/2.+Motivation
  4. 4. Motivation http://vchrspace.wikispaces.com/2.+Motivation
  5. 5. Motivation Extrinsic Operant Conditioning Social Cognition Intrinsic Cognition Affection Conation Biology Spiritual Huitt, W. (2011). Motivation to learn: An overview. Educational Psychology Interactive. Valdosta, GA: Valdosta State University. Retrieved from http://www.edpsycinteractive.org/topics/motivation/motivate.html
  6. 6. Paradigm Shift
  7. 7. http://rattanasak.jigsawoffice.com/content/content.php?mid=2862&did=340&tid=4
  8. 8. Motivation 1.0 – presumed that humans were biological creatures, struggling to obtain our basic needs for food, security and sex. Daniel H. Pink . Drive . http://www.marshallcf.com/assets/book_reviews//Drive.pdf
  9. 9. Motivation 2.0 – presumed that humans also responded to rewards and punishments. That worked fine for routine tasks but incompatible with how we organize what we do, how we think about what we do, and how we do what we do. We need an upgrade. Daniel H. Pink . Drive . http://www.marshallcf.com/assets/book_reviews//Drive.pdf
  10. 10. • Motivation 3.0 – the upgrade we now need, presumes that humans also have a drive to learn, to create, and to better the world.Daniel H. Pink . Drive . http://www.marshallcf.com/assets/book_reviews//Drive.pdf
  11. 11. Autonomy Our “default setting” is to be autonomous and self-directed. Unfortunately, circumstances – including outdated notions of “management” – often conspire to change that default setting and turn us from Type I to Type X.
  12. 12. Autonomy To encourage Type I behavior, and the high performance it enables, the first requirement is autonomy. People need autonomy over: Task – What they do, Time – When they do it, Team – Who they do it with and Technique – How they do it.
  13. 13. v Mastery Mastery begins with “flow” – optimal experiences when the challenges we face are exquisitely matched to our abilities. In flow, •Goals become crystal clear and efforts to achieve them are very black and white. •People live so deeply engaged, that their sense of time, place and even self melt away.
  14. 14. Mastery Flow is essential to mastery; but flow doesn’t guarantee mastery. Flow happens in a moment; mastery unfolds over months, years, sometimes decades.
  15. 15. Hire good people, and leave them alone.” 3M’s president and chairman
  16. 16. profit maximization purpose maximization Motivation 2.0 Motivation 3.0
  17. 17. People who are very high in extrinsic goals for wealth are more likely to attain that wealth, but they’re still unhappy. Satisfaction depends on not merely having goals, but on having the right goals – goals that are greater than their own self-interest.
  18. 18. Before designing, consider….. • which target groups are most vulnerable; • which risk / vulnerability factors are most important; • which factors may be related to the impact of conflict and displacement; • which target groups and risk / vulnerability factors the community wants to address; • what could be motivators for behaviour change;
  19. 19. Before designing, consider….. • what could be barriers to behaviour change; • what type of messages will be meaningful to each target group; • which communication media would best reach the target group; • which services/resources are accessible to the target group; • which target groups and risk / vulnerability factors are feasible in terms of expertise, resources and time.
  20. 20. What motivates Kids? • that parents who believe and show high support for their children, will give their children more self confidence and higher motivation. Again, the role of the parent on the child is very significant in early stages of development.
  21. 21. • Young children are motivated by their parent’s beliefs, desires and goals.
  22. 22. What motivates Kids? • A child must be sufficiently eating, and sufficiently loved before they can worry about fractions and grammar
  23. 23. What motivates teenagers? • In high school, those who participated in these clubs or activities were often considered “nerds”. This labeling often scares potential club members from joining because they need to protect their “image”.
  24. 24. What motivates Adults? • “Honor is the motive that connects people to their parents, ancestors, and heritage; family is the motive that connects parents to their children; and idealism is the motive that connects people to their society or community”
  25. 25. • At young ages, they don’t know any better, and whether they are conscious of it or not, their young lives are highly affected by who their parents are. On the other side of the spectrum, older adults are also focused on love and family because they’ve lived life, and have gained so much wisdom that they understand what is really important. Developmental Motivation: Motivation Through the Ages http://sitemaker.umich.edu/356.mcdermott/motivation_in_adults
  26. 26. Exercise Motivation • Results showed that the most common perceived motives for exercise were – 'general health', – 'maintain fitness', – to 'feel good', – 'strength and endurance' and – to 'feel energized'. Exercise motivation and barriers among men and women of different age groups LOUW, A. J.; VAN BILJON, A.; MUGANDANI, S. C. African Journal for Physical, Health Education, Recreation & Dan;Dec2012, Vol. 18 Issue 4, p759
  27. 27. • Females indicated 'control weight' to be a stronger exercise motive while the senior group agreed that exercise to 'manage stress' was more important. • Common barriers for exercise included – 'lack of time', – 'other priorities', – the perception that 'daily routine provides a workout', – 'lack of energy' – 'health issues'.
  28. 28. • Barriers to exercise among the groups included, – 'I don't have an exercise partner' which was more of a concern among younger groups and – a 'lack of knowledge' which was more prevalent among the senior groups.

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