Theories of Health Communication and their conceptual models.
These can be used to design health communication program to ensure some behavioral changes. Tells about stages of behavior change, types of audience and their perceptions.
2. CONTENTS
DIFFUSION OF INNOVATION THEORY
HEALTH BELIEF MODEL
SOCIAL COGNITIVE THEORY
THEORY OF REASONED ACTION
IDEATION THEORY
TRANSTHEORETICAL MODEL
CONVERGENCE MODEL
3. DIFFUSION OF INNOVATION THOERY
Given by: E M Rogers in 1962 The diffusion of innovation theory
seeks to explain how and why new
ideas and practices are adopted,
with timelines potentially spread
out over long periods.
7. HEALTH BELIEF MODEL
Given by: Becker,
Haefner and
Maiman in 1977
Health beliefs:
Personâs ideas,
convictions and
attitude about
health and illness.
Model:
Theoretical way of
understanding
idea or concept.
8. BASIS OF MODEL
The HBM is based on the understanding that a person will
take a health-related action (i.e., use condoms) if that
person:
feels that a negative health condition (i.e., HIV)
can be avoided
has a positive expectation that by taking a recommended
action, he/she will avoid a negative health condition (i.e.,
using condoms will be effective at preventing HIV)
believes that he/she can successfully take a
recommended health action (i.e., he/she can use
condoms comfortably and with confidence).
9. COMPONENTS
Concept Definition Application
Perceived Susceptibility One's opinion of chances of
getting a condition
Define population(s) at risk,
risk levels; personalize risk
based on a person's features
or behavior; heighten
perceived susceptibility if too
low.
Perceived Severity One's opinion of how serious
a condition and its
consequences are
Specify consequences of the
risk and the condition
Perceived Benefits One's belief in the efficacy of
the advised action to reduce
risk or seriousness of impact
Define action to take; how,
where, when; clarify the
positive effects to be
expected.
Perceived Barriers One's opinion of the tangible
and psychological costs of the
advised action
Identify and reduce barriers
through reassurance,
incentives, assistance.
Cues to Action Strategies to activate
"readiness"
Provide how-to information,
promote awareness,
reminders.
Self-Efficacy Confidence in one's ability to
take action
Provide training, guidance in
performing action.
15. THEORY OF REASONED ACTION
Developed by Ajzen and Fishbein in 1980
Theory explains how and why attitude influence behavior
Theory gives the link between beliefs, attitudes, norms, intention and behavior of
individual. According to this model, A person behavior is determined by its
behavioral intention to perform. This intention is itself determined by the
personâs attitude and his subjective norms towards the behavior.
16. PURPOSE
Explain the cause of actual specific behavior
including both outside and inside factors
To identify how and where to target strategies
for changing behavior
18. KEY CONCEPTS
Attitude: A personâs negative or positive
feeling about performing a specific a specific
behavior.
Subjective norms:
belief that what others
will think about the
behavior
Behavioral belief:
perceived likelihood of
performing behavior
Behavior: defined by
four components:
action, target, context
and time
20. IDEATION THEORY
Given by: Kincaid, Figueroa, Storey & Underwood
in 2001
Ideation refers to how new ways of thinking (or new
behaviors) are diffused through a community by means of
communication and social interaction among individuals
and groups. Behavior is influenced by multiple social and
psychological factors, as well as skills and environmental
conditions that facilitate behavior.
23. TRANSTHEORETICAL MODEL
Also known
as stages of
behavior
change model
Given by:
Prochaska
and
Diclemente
in 1983
Research was
being
conducted on
experiences of
smokers
Theory
explains that
behavior
change is a
process which
occurs over
time
25. Given by: Kincaid in 1979
Non linear model of communication where
two communicators strive to reach mutual
understanding
Mutual agreement brings social change
CONVERGENCE MODEL
