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Behaviour Modification Study

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This study investigated the effects of a behaviour modification plan based on a tripartite design in increasing the consumption of fresh FV and decreasing junk food eating behaviour. The results showed that both the frequency and amount of fresh FV increased after the implementation of a behaviour modification plan by modifying the antecedents to the behaviour and when reinforcing the behaviour of FV eating behaviour. As anticipated, both frequency and amount of junk food eating behaviour decreased when junk food behaviour was not reinforced contingently or was punished.
The results supported Skinners (1938) theory of operant conditioning where behaviour could be modified and the use of reinforcement or punishment can increase or decrease …show more content…

However, the process of creating a behaviour modification plan may also influence these results. Noojier et al. (2006) has suggested that the intention of changing behaviours influences an individual’s thought process, thus behaviour. Hence, in future replications it would be best to use both cognitive and behavioural therapy in increasing the consumption of fresh FV. It is also observed that 42% of participants endorsed that they were living with parents or careers. This means that social influences may motivate an individual thus increase the desired behaviour and decrease the undesired behaviour (Noojier et al. 2006). Thus, in future studies it would be best to separate the recorded data for participants who lived with parents or carers and with other’s that do not, to see whether this has an effect on our hypothesis. Since our sample size has been taken from university students, our results may not be able to be generalised to the entire population, thus future studies could incorporate a wider range of individuals to see the effects of behaviour modification plans.
Despite these limitations, this research adds to the study of self-implementation of behaviour modification plans. The behaviour modification plan followed a tripartite design. First the antecedents to the behaviour, in particular FV eating behaviour were identified

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