Plan Components for the Problem Description
IV. Strategy for
Using Behavioral Theories and Models
Behavioral theories and models provide insight into why people behave the way
they do. These theories and models help describe the factors that can lead to
change and what you could consider measuring. They can point you to promising
leads on how you might help individuals change their behavior, which, in turn,
will help you develop intervention strategies once you get to phase 3. When
reviewing theories and models, you should try to identify the factors that are
relevant for your particular audience(s), in their specific situations. This
information can help suggest ways to motivate your audience to change existing
behaviors or to adopt new ones.
In social marketing the following theories and models are commonly used
- Social-ecological model.
- Stages of change model.
- Social cognitive theory.
- Theory of reasoned action.
- Health belief model.
- Diffusion of innovations theory.