Social Marketing: Class-8 & 9

17 January 2017

Dr. M.K.Satish
Behavioral Change Model
Diffusion of Innovation
(E.M.Rogers)
Diffusion of Innovation
E.M. Rogers
Diffusion of Innovation- Use of Paytm

The individual is first exposed to an innovation, but lacks

information about the innovation. During this stage the
Knowledge
individual has not yet been inspired to find out more
information about the innovation.
The individual is interested in the innovation and actively
Persuasion
seeks related information/details.

The individual takes the concept of the change and weighs

the advantages/disadvantages of using the innovation and
Decision
decides whether to adopt or reject the innovation. Due to
the individualistic nature of this stage,

The individual employs the innovation to a varying degree

depending on the situation. During this stage the individual
Implementation
also determines the usefulness of the innovation and may
search for further information about it.

The individual finalizes his/her decision to continue using

Confirmation
the innovation.
Adoption is influenced by?
MODERNITY The extent to which the culture is receptive to
new things

HOMOPHILY The more similar to each other that members of

a culture are, the more likely an innovation is
to spread
US is low and Japan is high
PHYSICAL The greater the distance between people, the
DISTANCE less likely innovation is to spread

OPINION The more opinion leaders are valued and

LEADERSHIP respected the more likely an innovation is to
spread
Opinion leaders can be conservative
Two things to remember

#1 Change is not an event; it is a process

knowledge persuasion decision
implementation confirmation (E.M.Rogers)

#2 Change is motivated by:

a tension between CURRENT STATE AND DESIRED
STATE-500/1000 Rs Note Ban
a belief in the ability to change
Adopter Categories
Do you know these people?
New stuff is cool!
INNOVATORS. Willing to take risk
Interesting idea, but I want to hear more.
EARLY ADOPTERS. Opinion leaders, have social status, financial
status, education,
What do other people think?
EARLY MAJORITY- average social status
If I have to
LATE MAJORITY- average participant
Weve always done it this way
LAGGARDS- aversion to change
Diffusion of Innovation
Diffusion of Innovation
More about the innovation decision process

knowledge persuasion
decision implementation confirmation

The mental activity at

knowledge is cognitive (knowing)
persuasion is affective (feeling)
 Knowledge: present the relevant facts
Goal: Audience will believe you and be willing to be
persuaded
Stress a simple, concrete message
Make it relevant to that person or organization
Capture attention
Show credibility
Show a relative advantage
Concentrate on the possibilities
Keep it visible and frequent
Make it memorable
Include the next steps

People will forget what you said, forget what you did, but not
forget how you made them feel.
 Persuasion: transform information into action

Goal: Audience will form the intended viewpoint and be willing to act
on it

Ask yourself: What will cause my audience to feel something?

Set the stage - relationships
Match problem to individual concerns
Tell meaningful stories
Use images
Appeal to a sense of urgency
Stir up some anger
Make it fun
Build a support system
Show that you are emotionally attached
Show that you understand the fear and the challenges and their loss
Create a sense of ownership for the problem and the solution
Ask for help
Be appreciative
Two things to remember

#1 Change is not an event; it is a process

knowledge persuasion decision
implementation confirmation (E.M.Rogers)

#2 Change is motivated by:

a tension between current state and desired
state
a belief in the ability to change
Summary.
Change is not an event; it is a process
It is useful to understand how different types of people move
through this process (Innovators, Early Adopters, Early Majority,
Late Majority, Laggards)
Techniques for knowledge are different than those for
persuasion
YOU MUST: (1) CREATE A TENSION BETWEEN THE
CURRENT STATE AND THE DESIRED STATE, AND
(2) A BELIEF IN THE ABILITY TO CHANGE-
DEMONITISATION
Hope and support work better than facts, fear, force, and
saving
Seven Step Model
Seven Step Model
Seven Step Model
Seven Stages of Behavioural Inertia
Robinsons Model (Les Robinson 1998)
Health Belief Model
(Becker, 1974, 1988; Janz & Becker, 1984)
Health Belief Model
Developed in the 1950s as a way to explain why medical screening
programs offered by US Public Health Service particularly for
Tuberculosis were not successful
Underlying belief is determined by personal beliefs or perceptions
about a disease and the strategies available to decrease its
occurrence

FOUR MAIN CONSTRUCTS

PERCEIVED SERIOUSNESS
PERCEIVED SUSCEPTABILITY
PERCEIVED THREAT

PERCEIVED BENEFITS
PERCEIVED BARRIERS
Health Belief Model
PERCEIVED Individuals belief about the seriousness or severity of
SERIOUSNESS a disease
Perception of seriousness is based on medical
information or knowledge.
It may also come from beliefs
We view flu as a minor ailment. But if you have
asthama flue is very dangerous- Here perception of
flu is it might be a serious disease

PERCEIVED The greater the perceived risk, the higher the

RISK OR likelihood of engaging behaviours to decrease the
SUSCEPTIBILIT risk- DENGUE in rich localities
Y Perceived susceptibility motivates people to be
vaccinated for influenza, to use sun screen to
prevent skin cancer
Its logical when people believe they are at risk
PERCEIVED When the perception of susceptibility is combined
likely to do something to prevent it from happening
THREAT with seriousness, it results in perceived threat
When there is a threat, behaviour often changes
Ex: People take preventive diabetic care whose
parents had or had diabetes
Health Belief Model
PERCEIVED Usefulness of new behaviour
BENEFITS People tend to adopt healthier behaviours when
they believe the new behaviour will decrease
their chances of developing a disease
Perceived benefits play an important role in
adoption of secondary preventions behaviours
such as health screenings
Change does not come easy
PERCEIVED Individuals own evaluation of the obstacles in
BARRIERS adopting a behaviour
Eg: Test is painful
Benefits of new behaviour should outweigh the
consequence of continuing the old behaviour
Most important construct in determining
behaviour change
Health Belief Model

The four major constructs of perception are

MODIFYING modified by other variables such as
VARIABLES CULTURE
EDUCATION LEVEL
PAST EXPERIENCES
SKILL AND MOTIVATOIN

Behaviour is also influenced by cues to action

CUES TO ILLNESS OF A FAMILY MEMBER
ACTION MEDIA REPORTS
MASS MEDIA CAMPAIGN
ADVICE FROM OTHERS
REMINDER POSTER CARDS FROM HEALTH
CARE PROVIDERS
 Health Belief Model
(Becker, 1974, 1988; Janz & Becker, 1984)

INDIVIDUAL PERCEPTIONS MODIFYING FACTORS LIKELIHOOD

OF ACTION
Demographic variables
(age, sex, race,
ethnicity, etc.)
Sociopsychological variables
Perceived benefits of
preventive action
minus
Perceived barriers to
preventive action

Perceived Susceptability
to Disease X
Perceived Seriousness
(Severity) of Disease X
Perceived Threat of Likelihood of Taking
Disease X Recommended
Preventive Health Action

Cues to Action
Mass media campaigns
Advice from others
Reminder postcard from physician/dentist
Illness of family member or friend
Adapted from Janz & Becker Newspaper or magazine article
(1984). Health Education
Health Belief Model-Illustration
Health Belief Model-Example
Limitations of Health Behaviour Model
Habitual health related behaviours- smoking, drugs
Environment factors outside the control may prevent
engagement in desired behaviours- Eg: Environment
pollution outside prevents daily jogging
Does not consider the impact of emotions on health-related
behaviour
Health Belief Model
People will take a health-related action if that person
feels the negative health condition can be avoided
has a positive expectation that the recommended action
avoids the negative health condition
believes he can successfully take the recommended health
action
Health Belief Model-Perceived Risk
Health Belief Model-Perceived Barrier
 Health Belief Model -- Revised
(Rosenstock, Strecher, & Becker, 1988)

BACKGROUND PERCEPTIONS ACTION

Cues to Action

Media
Threat Personal influence
Reminders
Perceived susceptability
(or acceptance of the
diagnosis)
Perceived severity of
Sociodemographic ill-health condition
Factors Behavior
to reduce threat
(e.g., education, age, based on
sex, race, ethnicity) Expectations expectations
Perceived benefits of
action (minus)
Perceived barriers to
action
Adapted from Rosenstock (1990). Perceived self-efficacy
In Glanz, Lewis, & Rimer, to perform action
Health Behavior and Health
Education.
Social Cognitive Theory
(Bandura)
Social Cognitive Theory
Theory is based on the idea that people learn by observing
others
Bandura developed this theory by an experiement called
Bodo Doll Behaviour
Group of Children were exposed to a video featuring
violent and aggressive behaviours
Placed the children in a room with a Bodo doll.
Children who had watched the violent video subjected the
dolls to more aggressive and violent behaviour
Social Cognitive Theory-Bandura
OUTCOME To learn a particular behaviour people must
EXPECTATION understand what the potential outcomes if
S they repeat that behaviour
Expectancies are influenced by the
environment
In US traffic violations are less (possibly
a jail time)
Self-efficacy is the extent to which an
SELF- individual believes that they can master a
EFFICACY particular skill
Individuals self-efficacy plays a major role in
how goals, tasks and challenges are
approached
Individuals with low self-efficacy then to not
believe they can perform well which leads
them to avoid challenging tasks
 Social Cognitive Theory
(Bandura, 1986, 2004)

OUTCOME EXPECTATIONS
PHYSICAL
SOCIAL
SELF-EVALUATIVE

SELF-EFFICACY GOALS BEHAVIOR

SOCIOSTRUCTURAL FACTORS
FACILITATORS
IMPEDIMENTS

apted from Bandura (2004).

alth Education & Behavior, 31, 143-164.
Thank You