THEORY TO STRATEGY: DESIGNING PROGRAMS FOR SUCCESS. Kristin Pace, Ph.D. Social Research Scientist

Transcription

1 THEORY TO STRATEGY: DESIGNING PROGRAMS FOR SUCCESS Kristin Pace, Ph.D. Social Research Scientist

2 AGENDA Introduction to method and theory Integrated model of behavior change

3 BEHAVIOR CHANGE THEORY Behavior Change Start Stop Bolster

4 THEORY DRIVES QUESTIONS THAT NEED ANSWERS

5 RELATIONSHIP BETWEEN THEORY AND METHOD Interpretation Theoretical World Research Questions Information Physical World Methods

6 PRIMARY VERSUS SECONDARY RESEARCH

7 QUALITATIVE AND QUANTITATIVE METHODS

8 Quantitative Leaning Qualitative Leaning EXAMPLES OF METHODS Observation Interviews Focus Groups Surveys

9 TYPES OF SURVEYS Intercept Online Phone Paper

10 Quantitative Leaning Qualitative Leaning EXAMPLES OF METHODS Observation Interviews Focus Groups Surveys Testing/ Experiments

11 STRENGTHS AND LIMITATIONS Qualitative Strengths Uncover complexities Gain depth Understand personal stories Probing Limitations Small numbers Not generalizable Subjective Researcher bias Quantitative Strengths Generalizable Objective Reduced researcher bias Ability to use statistics Limitations Big numbers Unnatural situations Erroneous conclusions Lack of personal connection

12 HOW DO YOU CHOOSE? Measure/Count Statistics Determine effectiveness Make comparisons Thoughts, feelings, opinions Generate ideas Capture stories, language, imagery Discover perceptions

13 NOW WHAT?

14 BEHAVIOR CHANGE THEORY There is nothing so practical as a good theory Kurt Lewin

15 ACTIVTY: INSTRUCTIONS Choose a behavior you started as an adult. The behavior must Be one you didn t do behavior before and then made a conscious choice to do Be positive Examples: Ride bus, buy organic, compost Think about when you first got the idea about the behavior Draw the steps you went through from getting the idea to taking action

16 INTEGRATED MODEL OF BEHAVIOR PREDICTION (YZER, 2012) Background Features Demographics Culture Personality Emotions Individual differences Risk Perception Media.

17 KING COUNTY DEMOGRAPHICS

18 INTEGRATED MODEL OF BEHAVIOR PREDICTION (YZER, 2012) Background Features Demographics Culture Personality Emotions Individual differences Risk Perception Media.

19 INTEGRATED MODEL OF BEHAVIOR PREDICTION (YZER, 2012) Background Features Demographics Culture Personality Emotions Individual differences Risk Perception Media. Attitudes Belief Strength

20 BEHAVIOR CHANGE: ATTITUDES The favorable and unfavorable opinions one holds toward a behavior.

21 Changing Attitudes Small Steps Consistency Argument Type

22 ATTITUDES: EMERGENCY PREPAREDNESS

23 INTEGRATED MODEL OF BEHAVIOR PREDICTION (YZER, 2012) Background Features Demographics Culture Personality Emotions Individual differences Risk Perception Media. Attitudes Belief Strength Social Norms Belief Motivation to comply

24 BEHAVIOR CHANGE: SOCIAL NORMS Expectations about how we should behave.

25 Shifting Social Norms Similarity Majority Networks

26 PERCEIVE NORMS: SUICIDE PREVENTION

27 PERCEIVED NORMS: SUICIDE PREVENTION

28 INTEGRATED MODEL OF BEHAVIOR PREDICTION (YZER, 2012) Background Features Demographics Culture Personality Emotions Individual differences Risk Perception Media. Attitudes Belief Strength Social Norms Belief Motivation to comply Efficacy

29 BEHAVIOR CHANGE: SELF-EFFICACY One s belief in their ability to complete the behavior.

30 Increasing Self-Efficacy Practice Support Reinforcement

31 SELF-EFFICACY: HOUSEHOLD HAZARDOUS WASTE

32 RESPONSE EFFICACY One s belief that the advocated action will help avoid the threat.

33 INTEGRATED MODEL OF BEHAVIOR PREDICTION (YZER, 2012) Background Features Demographics Culture Personality Emotions Individual differences Risk Perception Media. Attitudes Belief Strength Social Norms Belief Motivation to comply Efficacy Intention Behavior

34 INTEGRATED MODEL OF BEHAVIOR PREDICTION (YZER, 2012) Background Features Demographics Culture Personality Emotions Individual differences Risk Perception Media. Attitudes Belief Strength Social Norms Belief Motivation to comply Efficacy Intention Skill Behavior

35 BEHAVIOR CHANGE: SKILLS Skills: ABILITY to do the behavior Self-Efficacy: CONFIDENCE in doing the behavior

36 INCREASING SKILLS

37 INCREASING SKILLS

38 INTEGRATED MODEL OF BEHAVIOR PREDICTION (YZER, 2012) Background Features Demographics Culture Personality Emotions Individual differences Risk Perception Media. Attitudes Belief Strength Social Norms Belief Motivation to comply Efficacy Intention Skill Environmental Constraints Behavior

39 BEHAVIOR CHANGE: ENVIRONMENT Contextual factors that facilitate or impede behavior.

40 ENVIRONMENTAL CONSTRAINTS: ALTERNATIVE ENERGY

41 INTEGRATED MODEL OF BEHAVIOR PREDICTION (YZER, 2012) Background Features Demographics Culture Personality Emotions Individual differences Risk Perception Media. Attitudes Belief Strength Social Norms Belief Motivation to comply Efficacy Intention Skill Environmental Constraints Behavior

42 Attitudes: Unfavorable/Weak Norms: Unfavorable Efficacy: Low/Unstable Skills: Low Envi. Const: High CHANGE OVER TIME Attitudes: Favorable/Strong Norms: Favorable Efficacy: High/Stable Skills: High Envi. Const: Low

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44 CONCLUSION Use behavior change theory to help identify questions you need to answer about your audience