Explain Two Models of Behaviour Change That Have Been Used in Recent National Health Education Campaigns.

1111 Words Jun 18th, 2013 5 Pages
Explain two models of behaviour change that have been used in recent national health education campaigns.
Theory of Reasoned Action:
This theory was first created by Ajzen and Fishbein in 1980. This theory provides a framework to study the attitudes that support behaviours and suggests that the most important determinate of an individual’s behaviour is their behavioural intent. This is the individual’s intention to preform a certain behaviour, which is formed from a combination of their attitude towards the behaviour and the subject norm. (The subject norm is the individual’s perception of what others expect them to do).

If the individual believes that the result of accepting the behaviour will have a positive effect then the
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This may also convince family and friends that the campaign is worthwhile and they should join in. This will create a positive subject norm as people are influencing them and then that individual is more incline to follow the health advice given to them.
There is also another campaign which supports the theory of ‘Reasoned Action’. For example, another one is the Jump Rope for Heart Campaign. This campaign was put together by the British Heart Foundation. This campaign was set to raise money for the fight against heart disease and stroke, and also to show children how to stay healthy and have fun at the same time. The model supports the campaign because it enables and influences children to be healthy and this will also affect other people within the children’s life, which could create a positive subject norm. This could help them in later life because they will understand how to stay healthy and active.
The stages of change model:
This model is used a lot in substance use services (e.g. smoking, alcohol and many illegal substances). It shows that the process of behaviour can be broken down into five stages. These stages are:
Precontemplation: there is no intention to change behaviour in the foreseeable future and the individual is usually unaware or under aware of their problems. People also try to defend their current behaviour and they will not think that they have a problem.
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