Understanding and Addressing Key Barriers in Behaviour Change: Can a Leopard Change His Spots? Food Matters Live November 19, 2015
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1 Understanding and Addressing Key Barriers in Behaviour Change: Can a Leopard Change His Spots? Food Matters Live November 19, 2015
2 Behaviour is a key determinant of health Personal Social Environmental
3 But there are barriers Personal Social Environmental
4 Theories and models of behaviour change Behaviour Change Behaviour Theory Behaviour Model
5 Benefits of Theories and Models Present a roadmap for understanding health behaviors Highlight variables (e.g. knowledge, skills) to target in an intervention Supply rationale for designing nutrition interventions that will influence knowledge, attitudes and behavior Guide process for eliciting behavior change Provide tools and strategies to facilitate behavior change Provide outcome measures to assess the
6 Theories and models of behavior change: Application Individual/One-On-One Health Belief Model Motivational Interviewing Cognitive Behavioral Therapy Community/Organization- Level Social Cognitive Theory Social Ecological Model Intrapersonal/Self: Technology The next domain for exploration Wearable devices & technology
7 Individual/One-on-One
8 Individual/One-on-One: Cognitive Behavioral Therapy: Thoughts, feelings, actions
9 Individual/One-on-One: Motivational Interviewing: Directive, clientcentered method Strategy to enhance intrinsic motivation by exploring/resolving ambivalence and barriers to change, with specific intentions of: Express empathy through reflective listening Develop discrepancy b/w individual s goals and current behavior Avoid argumentation Roll with resistance Support self-efficacy
10 Individual/One-on-One: Health Belief Model: Focus on health motivation
11 Community/Organization
12 Community/Organization-Level: Social Cognitive Theory Learning occurs in social context with dynamic interactions among several levels of intervention: Individual/Personal Factors Environmental Factors Behavioral Factors
13 Community/Organization-Level: Social Cognitive Theory: In Action Centers for Disease Control & Prevention (CDC) & Association for Supervision and Curriculum Development (ASCD): Whole School, Whole Community, Whole Child
14 Community/Organization-Level: Social Ecological Model: Considers the complex interplay between individual, relationship, community, and societal factors Synopsis: Behavior is impacted by factors all at varying levels of influence that impact one another
15 Community/Organization-Level: Social Ecological Model: In Action Drink Up!
16 Community/Organization-Level: Social Ecological Model: In Action Drink Up! Implementation: Intervention addressed multiple levels consistent with SCT Community: Partnered with several cities (Philadelphia, Chicago, Houston) Interpersonal: Social media presence on and #drinkh2o hashtag Talking water fountain installation in NYC Sponsorship of surf competition Individual: Via PSAs; digital + out-of-home ads
17 Community/Organization-Level: Social Ecological Model: In Action Drink Up! Results: Nielsen research showed 4% lift in incremental retail sales of bottled water/filter products Natural Marketing Institute reported 2.7% increase in tap water consumption
18 Interpersonal/Technology
19 Intrapersonal/Self: Applying behavioral science to wearable technology and health apps/websites Wristbands, smartwatches, bio-monitors; health and fitness smartphone applications/websites Goal: Adoption and sustained, long-term engagement Researchers argue that baseline criteria must be met for adoption and short-term utilization, but behavioral science must be considered to yield sustained engagement Evidence is limited
20 Intrapersonal/Self: Case Study: Weight Loss App In US since 2008, in UK since Q Results: n= 518,401 29% male Average Days Active in Lose It!: 167 Starting BMI: Current BMI: 28.8 Pounds lost per week:.68 Not only the personal motivation but also the community
21 Intrapersonal/Self: To drive long-term engagement: Address the habit loop (cue, behaviour, reward) FitBit Flex: push notifications Provide social motivation Strava: connect with other runners Provide goal reinforcement Nike Fuel Band
22 Wrapping Up
23 Thank You!
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