TATIYAYESUSNEGN

1. Unit one: Theories of behavior change
power point
By
Tariku Bachano
Jimma, Ethiopia
September , 2020
College of Agriculture and Veterinary Medicine

2. Contents of power point
1. Theories of behavior change
1.1 Defining theories of behavior change
1.2 The key elements of behavior change
1.3 Major theories of behavior change
1.4 Definition, classification and causation of human behavior
1.5 Principles of human behavior
1.6 Factors influencing human behavior
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3. 1. Theories of behavior change
1.1 Defining theories of behavior change
 Behavior change is often a goal for staff working directly with;
– constituents,
– organization
– governments communities.
 Individuals charged with this task can be thought of as interventionists
whose goal it is to design and implement.
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4. 1.2 The key elements of behavior change
 Threat
 Fear
 Response efficacy
 Self efficacy
 Barriers
 Benefits
 Reactance
 Subjective norms
 Attitudes
 Intention & cues to action 4

5. 1.3 Major theories of behavior change
i. Social cognitive theory
 Bandura’s social Cognitive theory proposes that people are driven not by
inner forces, but by external factors.
 external factors are;
a. Environmental factors represent;
situational influences and
environment in which behavior is preformed.
b. personal factors include instincts, drives, traits, & other individual
motivational forces
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6. Fig. 1 Social cognitive theory model
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7. How can this theory inform your practice?
Important to provide resources and support to raise individual
confidence.
To raise self-efficacy behavior change.
Individuals have a strong sense of efficacy.
Shaping the env’t may encourage behavior change.
It is important to recognize environmental constraints.
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8. ii. Theory of planned behavior
 This theory suggests that behavior is dependent on one’s intention to
perform the behavior.
Intention is determined by an individual’s attitude and subjective norms.
Behavior is also determined by an individual’s perceived behavioral
control.
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9. Fig.2 Model of theory of planned behavior
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10. How can this theory inform your practice?
Intention has been shown to be the most important variable in predicting
behavior change.
Suggesting that behaviors are often linked with one’s personal behavior.
To present information to help shape positive attitudes towards the behavior
and stress subjective norms.
Behavioral control to influence behavior control over opportunities,
resources & skills needed is an important for change process.
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11. iii. Transtheoretical (stages of Change) Model
a) Precontemplation: people are not intending to make a change in the near
future.
b) Contemplation is the stage where people intend to change.
c) Preparation: people have a plan of action and intend to take action in the
immediate.
d) Action: stage where people work to prevent relapse.
e) Termination : stage where individuals have 100% efficacy.
f) Maintenance: the most difficult to maintain, & people remain a lifetime.
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12. Precontemplation
Contemplation
Preparation
Action
Termination
Maintenance
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Fig. 3 Stages of change
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13. How can this theory inform your practice?
It is essential to match behavior change interventions to people’s stages.
to raise their awareness about a behavior in order for them to contemplate
making a behavior change.
Help individuals progress through the stages:-
 Consciousness-raising
 Dramatic relief
 Self reevaluation
 Environmental reevaluation 13
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14. 1.4 Definition, classification and causation of human
behavior
Behavior: actions or reactions of a person in response to external/internal
stimulus situation.
 We understand behavior when we know that what is caused made the
person do it.
 We evaluate behavior when we approvedisapprove it.
 Understanding & evaluation: are common reaction that individual engage
daily.
Psychology: science of activity of people which lead to an understanding of
nature of behavior.
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15. Behavior is always the product of two things.
 The nature of individual or organism that behaves.
 The nature of situation in which the individual find himself.
Situation is a source of stimulus and is always the organism’s
response to stimulus from env’t.
Behavior is any activity which can be observed, recorded and
measured.
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16. Psychologists analyze behavior from two point of view.
 Overt:-visible and what occurs outside of human being.
Example: playing football and eating something
 Covert:- behavior that is not visible and what occurs inside of human
being.
Example: thinking
Human behavior refers to the array of every physical action and
observable emotion associated with individuals, as well as the human
race as a whole. 16
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17. a) Molecular and Moral Behavior:
 Molecular behavior;
The sudden behavior what occurs without thinking something.
Example: Abul hits a stick on Kuddus eyes and Kuddus closes his eyes at
once.
 Molar Behavior:
Is the opposite of molecular behavior.
When human behavior occurs with a thinking process.
Example: counter attract.
Classification of human behavior
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18. b) Overt & Covert Behavior:
 Overt behavior: is visible and what occurs outside of human being.
Example: Playing football, eating something
 Covert behavior: is not visible and what occurs inside of human being
Example: thinking.
c) Voluntary and Involuntary Behavior:
 Voluntary behavior: The behavior what depend on human want.
Example: Speaking, walking, & writing.
 Involuntary behavior: Behavior what occurs naturally.
Example: Movement of heart, taking oxygen and giving up carbon dioxide.
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19. Characteristics of human behavior
 Social rules and regulations
 Language and understanding
 Education and knowledge
 Adaptability
 Capacity to learn knowledge
 Drive/aim:
 Human being is great in behavior & knowledge
Characteristics of human behavior
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20.  Stimulus Situation: stimulus may be created by light, sound, job routine ,
& others.
 Organism: when stimulus situation faced by a person then organism
automatically start.
 Behavior: is a result of stimulus situation and individual organism.
 Accomplishment: It occurs when stimulus situation change.
Causation of behavior
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21. Objectives
 To provide a broad background of relevant principles and laws of human
behavior with a view to;
– Understand behavior and the factors influencing it,
– Understanding essential elements of theories and models.
 Understanding behavior: disciplines & approaches
– Proof of the complexity of man.
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1.5 Principles of human behavior

22.  Diversity of disciplines involved to study human behavior
– Psychology
– Anthropology
– Ethnology, History
– Economics, Law, Humanity
– Relatively slow progress made in understanding human behavior
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23. Divergent thinking bn psychology and sociology
Psychology
– Any thing must start with the individual
– The individual is born with certain biological based needs and
potentialities.
– Man’s innate and biological tendencies have more effect on human
nature and personality.
– Is interested in understanding the mechanism of learning.
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24. Sociology
– Impressed with the social heritage of customs, institutions, and
modes of social behavior into which each individual is born
– pays less attention to the process, the “how”, of learning than he does
to the what.
– focuses on social influences (family, school, community) operating
on each child with in the broader cultural pattern.
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25. Psychological approaches to behavior
 Neurobiological approach: all psychological events are represented by
the activity of the brain and nervous system.
 Behavioral approach: psychologists studies individuals by looking at
their behavior rather than their internal workings.
 Cognitive approach: the mind actively processes the information it
receives and transforms it into new forms and categories.
 Cognition refers to the mental processes of perception, memory, and
information. 25
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26.  Psycho-analytical approach
 By unconscious processes Fraud meant thoughts, fears and whishes a
person is unaware of but which nevertheless influence behavior
 Phenomenological approach
 It is concerned with the individual’s personal view of the world and
interpretation of the events.
 Phenomenological psychologists believe that we can learn more about
human nature by studying how people view themselves and their world.
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27. Behavior characteristics
 Major propositions characterizing human behavior
 Human behavior is less predictable than any other species in the animal
kingdom.
 In general, the lower the species, the more instinct controlled, constant
and predictable the behavior.
Kesewlij, wesha masadeg yishalal
Egziabher keseraw hulu besew lij tesesete
 Man achieves maximum flexibility in behavior. 27
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28. Needs as basis for change
There is motive behind all behavior and this motive is need related.
This immediately posses the question as to what the difference.
Classification of needs
Fundamental needs (Self expression = I)
Basic needs (II = Survival, III = Self actualization, IV = Recognition, V
= Social, VI = Security)
Operation Self expression, regarded as the fundamental need finds
expression in one or more of the basic needs.
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29. Cognitive dissonance theory
Assumption
– Human beings cannot tolerate inconsistency
– When psychological inconsistency exists, it does two things to the
organism.
– Dissonance exists whenever one cognitive element conflicts with (its
dissonant) another cognitive element.
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30. Decision Making:- is the key issue in behavior change and extension.
Decision:- is the most critical aspect of change since behavior is a mere
execution of what has been decided.
It is important, however to realize that man is a reluctant decision-maker.
He tends to:
– Avoid making a choice or taking responsibility
– Procrastinate or if it is not possible
– To invent rationalization for ignoring the worrisome doubts that make
for decisional conflict.
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31. Evaluating the quality of decision making
Follow the following criteria;
– Examine alternative courses of action
– Survey the full range of objectives to be fulfilled
– Weigh the costs and risks
– Search for new information relevant to further evaluation
– Assimilate and take expert judgment
– Re examine the positive and negative consequences
– Making detailed provisions for executing the choosen course of action
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32. Decision making strategies
i. The optimizing strategy
 It has the goal of selecting the course of action with the highest pay-off and
estimating the comparative value of every viable.
ii. Satisfying
 The decision maker satisfier rather than maximizes & satisficing approach
fits the limited information processing capabilities of human beings.
iii. Instrumentalism
 The incremental improvements & succession of satisfying policy choices.
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33. Towards a theory of behavioral change
 Objective
To appreciate the need of a theory, and after getting acquainted with
various theories and approaches.
To identify and develop an understanding of the most appropriate theory
for practical extension.
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34. The nature and purpose of theories
In attempting to understand social behavior, the social psychologists uses
both experience and theory
Experience provides the new data upon which understanding is based;
theory organizes experience
In general, experience that meets these criteria drives from experimentation.
Empirical data are essential for understanding behavior, but empiricism
alone does not lead to major advances in any science.
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35. Definitions theory
A is a set of interrelated hypotheses or propositions or set of phenomenon.
are set of statements, understandable to others, which make predictions
consists of one or more functional on.
A theory is a symbolic construction.
A device for interpreting, criticizing, and unifying established laws.
It is in part a summary of known “facts” and in part conjecture about the
implications of facts.
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36. Functions and purposes of theory
 It is a convenient way of organizing experience
 It enables us to go beyond the empirical data and to see implications
 It is a stimulus and a guide for further empirical investigation
 It predicts about complex functional relationships between variables
 It integrate many empirical observations
 It separate relevant from irrelevant variables
 It allow for the derivation of non-obvious predictions
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37. Characteristics of a good theory
Necessary characteristics
– Logically correct
– Its conclusions agree with observable data
– It should be testable
Other desirable characteristics
– Simple
– Economical, capable to explain the phenomenon
– Consistent with other related theories
– Readily interpretable
– Serve a useful purpose 37
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38. Traditional approaches
The following five distinguishable approaches are identifiable
- Teaching method approach
- Socio-cultural approach
- Atomistic communication approach
- Socio-structural communication approach
- Situational-functional approach
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39. Models of adoption and decision making
The 5-stage or classical adoption process
The Campbell-model
The innovation decision making process
The Psychological field theory of Lewin
The Tolman Model
Fishbein & Ajzen’s attitudinal determinants of behavior
AKIS
Duvel’s behavior analysis model
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40. 1.6 Factors that influencing human behavior are;
Attitude
Perception
Genetics
Culture
Social norms and ethics of a society
Religious inclination
Coercion and
Influence by authority
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1.6 Factors that influencing human behavior

41.  The following human characteristics that can lead to difficulties
interacting with the working environment.
Attention
Perception
Memory:
Logical reasoning
 Environmental, organizational and job factors, in brief, influence the
behavior at work in a way which can affect health and safety.
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42. Factors for human failures are;
i. Individual factors
Low skill and competence level
Tired staff
Bored or disheartened staff and individual medical problems
Ii. Job factors
Illogical design of equipment and instruments
Constant disturbances and interruptions
Missing or unclear instructions
Poorly maintained equipment & high workload
Noisy and unpleasant working conditions 42
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43. iii. Organization and management factors
Poor work planning, leading to high work pressure
Poor sops
Lack of safety systems and barriers
Inadequate responses to previous incident
Management based on one-way communications
Deficient co-ordination and responsibilities
Poor management of health and safety
Poor health and safety culture
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44. 44
Fig .4 Summary of some of the factors contributing to
human errors and to accidents
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45. The end!!!