The document outlines the challenges of primary disease prevention, emphasizing the need for individuals to change their lifestyles and adopt healthy behaviors, which can be difficult due to various influences. It discusses a framework for profiling and user segmentation based on factors like health behavior, motivation, and environmental contexts, which can aid in creating effective interventions. Additionally, it explores the potential of persuasive technology in facilitating behavior change and raises questions about the complexities of targeting versus tailoring interventions for health behavior change.

1. Directions for ICT Research in Disease Prevention
FP7-ICT-2009.5.1 – Support Action
PREVE: Task 2.3
Personal profile, motivation, user
segmentation

2. Introduction
I t d ti
• Primary prevention of diseases is a challenging task
– Often, adopting healthy lifestyles require people to change their
familiar habits and give up their preferred ways of living
familiar habits and give up their preferred ways of living
– These changes are not easy, since they often require extra time,
strong willpower and considerable mental effort
– The changes often affect parts of our lives not completely within
The changes often affect parts of our lives not completely within
our control (e.g. work, family, economic situation)
Why should I make these ”sacrifices” to prevent diseases
that are uncertain to occur even in the distant future
that are uncertain to occur even in the distant future ‐
especially, when I feel completely healthy?
www.preve‐eu.org

3. Current status of work
C t t t f k
• Identified different factors influencing health behavior
and behavior change
– Determinants of reasoned behavior
Determinants of reasoned behavior
– Habits and systematic biases
– Life stages and trigger events
– Environmental contexts
E i t l t t
– Effective health communication
High‐level intervention strategies
Tentative plan for profiling and user segmentation
• Obj ti
Objective of today: Validation of and feedback for the
f t d V lid ti f d f db k f th
work done so far
www.preve‐eu.org

4. Part I: Influences on health behavior
www.preve‐eu.org

5. Determinants of health behavior
D i fh l hb h i
Social Ability
influences
Reasoned
Awareness Self-efficacy
Self efficacy Intention
behavior
Outcome
O t
expectations Barriers
Automatic
behaviors
Environmental contexts
E i t l t t
www.preve‐eu.org

6. Life stages
Lif t
history-related events
Strength of relativ influence
ve
age-related events
S
Childhood Adolescence Adulthood Old age
www.preve‐eu.org

7. Trigger events
Ti t
Motivators
Resources
Trigger
events
Childhood Adolescence Adulthood Old age
www.preve‐eu.org

8. Environmental contexts
E i t l t t
• Physical and social environments:
Public policy
the context for behavior
– Available options
– Ways to present the choices Community
• The choice architecture of the Organizational
decision context
– supports or discourages a
pp g
behavior Interpersonal
– guides the formation of habits
– Is built by actors from multiple
levels Individual
www.preve‐eu.org

9. Effective health communication
Eff ti h lth i ti
Communication
Social influence
Source Content
Credible Personal relevance
Channel
Powerful Appeal
Likable Framing
Awareness
www.preve‐eu.org

10. Main implications for interventions
M i i li ti f i t ti
• Primary aims:
– Create or strengthen intention
– Increase abilities and remove barriers
Increase abilities and remove barriers
– Modify environmental contexts
• E i
Environmental contexts have a significant influence on
t l t t h i ifi t i fl
behavior
Make changes on multiple levels through involving different actors
Make changes on multiple levels through involving different actors
Guide people with appropriate choice architectures
Offer immediate, tangible benefits for healthy behaviors
• Take advantage of trigger events in people’s lives
www.preve‐eu.org

11. Technology‐aided persuasion
T h l id d i
• Persuasive technology can
change attitudes and behavior
• Three roles:
– Tool
– Medium
– Social actor
• Persuasive design: provide
e
Lif
motivation, ability, and
ycl
e
ec
sty
triggers for target behaviors
Lif
le
Figure adapted from Chatterjee & Price, 2009.
www.preve‐eu.org

12. Part II: Profiling and segmentation
www.preve‐eu.org

13. A tentative plan for a personal profile
A t t ti l f l fil
Variables to be included
• current health behavior together with risk Ability
factors
• degree of intention towards healthy Reasoned
Intention behavior
behaviors
• motivators or incentives
motivators or incentives
• resources Barriers
• variables that quantify the health
behavior, intention, motivators and
behavior intention motivators and
resources
• channels through which the individual can
h l th h hi h th i di id l
be best reached
• dynamicity: significant life course events
that modify the profile variables
www.preve‐eu.org

14. Segmentation in primary prevention (1/2)
g p yp ( / )
A tentative approach
Population
Initial division based on culture (and age?)
Segmentation along three dimensions
S t ti l th di i
Health behavior(s)
Low to high risk
No risk Degree of Motivators Resources
intention
www.preve‐eu.org

15. Segmentation in primary prevention (2/2)
g p yp ( / )
The resulting 3‐D matrix
www.preve‐eu.org

16. Targeting or tailoring?
T ti t il i ?
• Targeting: defining a subgroup of a population based on
common characteristics for which an appropriate
intervention is created
intervention is created
• Tailoring: fitting an intervention to meet the personal
needs and characteristics of a person rather than a group
needs and characteristics of a person rather than a group
• Do‐It‐Yourself: provide a platform and let the person
personalize the interventions/services by himself
Can effective interventions be designed based on
ff g
segmentation (targeting), or are the individual needs
associated with health behavior change too complex for
this approach?
this approach?
www.preve‐eu.org

17. Questions
Q ti
• Are there important theories missing?
h i h i i i ?
• Are some important behavioral determinants missing?
• Comments to the segmentation approach?
• Can effective interventions be designed based on segmentation (targeting),
Can effective interventions be designed based on segmentation (targeting)
or are the individual needs associated with health behavior change too
complex for this approach?
– Segmentation vs. individualization (targeting vs. tailoring) – which is the way to
go?
?
– What level of detail is required in segmentation to achieve practical usefulness –
the “accuracy level” of each dimension, what are the values for the dimensions?
– How to apply tailoring? (limited resources)
– What if we provide intervention platform that the person could personalize
h f d l f h h ld l
himself?
• Can the dynamicity of the profile be captured by the profiling variables?
– How to include personal life events?
• How can we quantify intentions, motivators, resources and channels of
individuals?
• If you were to develop a program related to primary prevention of diseases,
what information you would need of your target audience?
what information you would need of your target audience?
www.preve‐eu.org

18. Investigated theories by their focus areas
I ti t d th i b th i f
Individual behavior and behavior change
I di id l b h i db h i h Specific behavioral determinants
S ifi b h i l d t i t
Theories of individual behavior • Theories of social networks and social
• Social Cognitive Theory (SCT) support
• Health Belief Model (HBM)
Health Belief Model (HBM) • Prototype Willingness Model (PWM)
Prototype Willingness Model (PWM)
• Theory of Reasoned Action (TRA) • Self‐determination Theory (SDT)
• Theory of Planned Behavior (TPB) • Protection Motivation Theory (PMT)
• Integrated Change Model (ICM) • Goal‐setting theories
• Attribution theory
Theories of stages of behavior change
• Transtheoretical Model (TTM) Communication
• Precaution Adoption Process Model
(PAPM) • Elaboration Likelihood Model (ELM)
• Health Action Process Approach
Health Action Process Approach • Diffusion of Innovations Theory (DIT)
Diffusion of Innovations Theory (DIT)
(HAPA) • Persuasion‐Communication Matrix (PCM)
Frameworks of behavioral theories Applications of theories
• Social marketing framework
g
• Behavioral economics • Psychological therapies
• Persuasive technologies
Theories of automatic behavior and habits Life stages and profiling
Learning theories • Developmental theories
www.preve‐eu.org