Mkt4025 W5

922 views
833 views

Published on

Published in: Business, Health & Medicine
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
922
On SlideShare
0
From Embeds
0
Number of Embeds
21
Actions
Shares
0
Downloads
0
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Mkt4025 W5

  1. 1. Temporal Models of Health Behaviour: TTM/SOC and PAP MKT4025
  2. 2. Where we are at <ul><li>We had two types of models Health Belief Model TRA/TPB </li></ul><ul><li>We have added  inner directed (HBA)  perceived norms(TRA)  self-efficacy (HBA & TPB) </li></ul>
  3. 3. What we have not done <ul><li>We have omitted some important considerations:  persuasiveness  message framing  education and understanding  coping and adjustment  temporal considerations </li></ul>
  4. 4. Time-adjustment <ul><li>Important for changes in life: </li></ul><ul><li>Non-voluntary changes diagnosis of illness/disability spouse leaving </li></ul><ul><li>Voluntary changes new life “positive” change </li></ul>
  5. 5. Culture Shock <ul><li>Euphoria </li></ul><ul><li>Gradual irritation </li></ul><ul><li>Hostility </li></ul><ul><li>Gradual Adjustment </li></ul><ul><li>Adaptation (Bi-Culturalism phase) </li></ul>
  6. 6. Death (and separation!) <ul><li>Denial </li></ul><ul><li>Anger </li></ul><ul><li>Bargaining </li></ul><ul><li>Depression </li></ul><ul><li>Acceptance </li></ul><ul><li>(Kuebler-Ross, 1969) </li></ul>
  7. 7. In Social Marketing Terms <ul><li>Some actions require instant & permanent change: needle exchange/condom use </li></ul><ul><li>Some actions are one-offs: immunisations </li></ul><ul><li>Some actions have gradual change: sports, better nutrition </li></ul><ul><li>Some actions have a warm-up phase, and instant change: smoking cessation “cold-turkey style” </li></ul>
  8. 8. Precaution Adaptation Process Model 1. Unaware of Issue 2. Unengaged by issue 3. Deciding about action 5. Decided to act 6. Acting 7. Maintenance 4. Decided not to act
  9. 9. PAP Model 1. Unaware of Issue 2. Unengaged by issue 3. Deciding about action 5. Decided to act 6. Acting 7. Maintenance 4. Decided not to act - Mass-media messages - Direct normative pressure - Personal experience <ul><li>Likelihood & Severity - Susceptibility - Precaution effectiveness </li></ul><ul><li>- Behviour/Recomendations of others - Perceived Social Norms - Fear/Worry </li></ul>- Time/effort/Resource requirements - How-To knowledge - Reminders and cues to action - Assistance/Support ?
  10. 10. TTM (Glanz, 2002) Main-tenance Action Preparation Con- templation Precon-templation Behaviour has changed for more than 6 months. Behaviour has changed for less than 6 months. Intention to take action in next 30 days. First steps taken. Intention to take action in next 6 months No intention to take action in next 6 months
  11. 11. TTM Precontemplation Maintenance Contemplation Preparation Action <ul><li>Consciousness raising </li></ul><ul><li>Dramatic relief (fear, anxiety) </li></ul><ul><li>Environmental reevaluation </li></ul><ul><li>Self-reevaluation </li></ul><ul><li>Self-liberation </li></ul><ul><li>Counterconditioning </li></ul><ul><li>Helping relationships </li></ul><ul><li>Reinforcement management </li></ul><ul><li>Stimulus control </li></ul>Social-liberation omitted Overwhelming Contra Overwhelming Pro Decisional Balance Self-efficacy (directional only) Confidence Temptation (Glanz, 2002)
  12. 12. Uses <ul><li>Smoking </li></ul><ul><li>Exercise </li></ul><ul><li>Alcohol use </li></ul><ul><li>Condom use </li></ul><ul><li>Organ donation </li></ul><ul><li>Multiple behaviour changes </li></ul>
  13. 13. Critical voices <ul><li>Stages do not necessarily follow sequentially </li></ul><ul><li>Stages may not necessarily predict stage in 12 months </li></ul><ul><li>Addiction variables seem more predictive </li></ul><ul><li>No clear guidance for “moving” across stages </li></ul>
  14. 14. Next week <ul><li>We will be looking at Persuasiveness! </li></ul>

×