THEORY TO STRATEGY: DESIGNING PROGRAMS FOR SUCCESS Kristin Pace, Ph.D. Social Research Scientist
AGENDA Introduction to method and theory Integrated model of behavior change
BEHAVIOR CHANGE THEORY Behavior Change Start Stop Bolster
THEORY DRIVES QUESTIONS THAT NEED ANSWERS
RELATIONSHIP BETWEEN THEORY AND METHOD Interpretation Theoretical World Research Questions Information Physical World Methods
PRIMARY VERSUS SECONDARY RESEARCH
QUALITATIVE AND QUANTITATIVE METHODS
Quantitative Leaning Qualitative Leaning EXAMPLES OF METHODS Observation Interviews Focus Groups Surveys
TYPES OF SURVEYS Intercept Online Phone Paper
Quantitative Leaning Qualitative Leaning EXAMPLES OF METHODS Observation Interviews Focus Groups Surveys Testing/ Experiments
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
HOW DO YOU CHOOSE? Measure/Count Statistics Determine effectiveness Make comparisons Thoughts, feelings, opinions Generate ideas Capture stories, language, imagery Discover perceptions
NOW WHAT?
BEHAVIOR CHANGE THEORY There is nothing so practical as a good theory Kurt Lewin
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
INTEGRATED MODEL OF BEHAVIOR PREDICTION (YZER, 2012) Background Features Demographics Culture Personality Emotions Individual differences Risk Perception Media.
KING COUNTY DEMOGRAPHICS
INTEGRATED MODEL OF BEHAVIOR PREDICTION (YZER, 2012) Background Features Demographics Culture Personality Emotions Individual differences Risk Perception Media.
INTEGRATED MODEL OF BEHAVIOR PREDICTION (YZER, 2012) Background Features Demographics Culture Personality Emotions Individual differences Risk Perception Media. Attitudes Belief Strength
BEHAVIOR CHANGE: ATTITUDES The favorable and unfavorable opinions one holds toward a behavior.
Changing Attitudes Small Steps Consistency Argument Type
ATTITUDES: EMERGENCY PREPAREDNESS
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
BEHAVIOR CHANGE: SOCIAL NORMS Expectations about how we should behave.
Shifting Social Norms Similarity Majority Networks
PERCEIVE NORMS: SUICIDE PREVENTION
PERCEIVED NORMS: SUICIDE PREVENTION
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
BEHAVIOR CHANGE: SELF-EFFICACY One s belief in their ability to complete the behavior.
Increasing Self-Efficacy Practice Support Reinforcement
SELF-EFFICACY: HOUSEHOLD HAZARDOUS WASTE
RESPONSE EFFICACY One s belief that the advocated action will help avoid the threat.
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
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
BEHAVIOR CHANGE: SKILLS Skills: ABILITY to do the behavior Self-Efficacy: CONFIDENCE in doing the behavior
INCREASING SKILLS
INCREASING SKILLS
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
BEHAVIOR CHANGE: ENVIRONMENT Contextual factors that facilitate or impede behavior.
ENVIRONMENTAL CONSTRAINTS: ALTERNATIVE ENERGY
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
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
CONCLUSION Use behavior change theory to help identify questions you need to answer about your audience