第三次课健康行为改变的理论II(yan20131030)

1、健康相关行为改变的理论健康相关行为改变的理论Theories of Health-related Behavior Changing 1 1、行为改变的阶段模式、行为改变的阶段模式/ /转换理论转换理论Transtheoretical Model of Behavior Change1 1、行为改变的阶段模式、行为改变的阶段模式前预期前预期预期预期准备准备行动行动保持保持不打算改变不打算改变打算改变打算改变为改变做准备为改变做准备行为改变行为改变保持新行为保持新行为复原复原前进前进行为改变阶段理论的特点行为改变阶段理论的特点行为改变阶段理论的应用行为改变阶段理论的应用2 2、创新扩散理论、创新

2、扩散理论（Diffusion and innovation)（1）创新扩散过程）创新扩散过程（1）创新扩散过程）创新扩散过程（1）创新扩散过程）创新扩散过程（2）实现创新扩散的要素）实现创新扩散的要素556444433333333222222222222221111111111111111111111111111122111A Typical Social Network典型的社会网络典型的社会网络（3）人们面对创新的反应）人们面对创新的反应Time 时间时间Level of persons involvement Beginning awareness 开始认识开始认识Seeks infor

3、mation 寻求信息寻求信息Active information seeking and first attempt at new behavior 主动地寻找信息并初次尝试新行为主动地寻找信息并初次尝试新行为New behavior frequent新行为的频率新行为的频率New behavior becomes a habit (Behavior Change)新行为变成习惯新行为变成习惯（行为改变）（行为改变）人们参与的程度人们参与的程度100%0%30%Knowledge Threshold （知识点阈值）（知识点阈值）Time 时间时间Spread of awareness 扩大认

4、识扩大认识(knowledge) （知识）（知识）Rate of Adoption 采用比率采用比率 (change) （变化）（变化）（3）人们面对创新的反应）人们面对创新的反应（3）人们面对创新的反应）人们面对创新的反应（3）人们面对创新的反应）人们面对创新的反应（4）创新扩散理论的应用）创新扩散理论的应用3 3、社会动员、社会动员（Social Mobilization)社会动员的起源与发展社会动员的起源与发展数据数据/信息信息行为行为/行动行动沟通沟通/对话对话教育教育/学习学习政治政治政府政府非政府非政府社会团体社会团体家庭家庭/个人个人行为影响因素行为影响因素（1）五个主要动员层次

5、）五个主要动员层次（2）社会动员步骤）社会动员步骤（2）社会动员步骤）社会动员步骤（3）成功动员他人的要素）成功动员他人的要素（4）动员他人产生行动）动员他人产生行动动员他人练习动员他人练习4 4、社会营销理论、社会营销理论（Social marketing)（1 1）社会营销的基本特征）社会营销的基本特征（1 1）社会营销的基本特征）社会营销的基本特征Behavioural objectives行为目标行为目标Audience segmentation目标人群细分目标人群细分Intervention design /mix干预设计干预设计/组合组合“insight” 见识见识“competi

6、tion”竞争竞争“exchange” 交换交换Social Marketing Customer Triangle社会营销社会营销消费者三角消费者三角Customer / Client消费者消费者/顾客顾客(Slide adapted from Adam Crosier (.uk)crafting our messagescommunicating the messagesCommunications & message based approachaccurate / relevant / clear creative / clever / fun

7、ny / impactful / interesting / attention grabbing / etc Starts with the customer and whats important to themCustomer based social marketing approachunderstanding the customerdirectly informing intervention options (intervention mix & marketing mix)generating insightwhat moves & motivates Dif

8、ference of approach(Slide adapted from Adam Crosier (.uk)（2 2）社会营销的基本要素）社会营销的基本要素（2 2）社会营销的基本要素）社会营销的基本要素（2 2）社会营销的基本要素）社会营销的基本要素HIV COUNSELLING & TESTINGTitle: Social Franchising and Marketing of HIV Counselling & Testing: The AIDSMark ExperienceSituation Analysis: Existing

9、 Counseling and Testing services are inadequate or of poor quality. And services are not reaching those at highest risk.Extracted from AIDSMark End of Project Conference, “Social Franchising & Marketing of HIV Counseling & Testing: The AIDSMark Experience. 5 December 2007. Dvora Joseph, AIDS

10、Mark Director, Population Services International.Product: To promote HIV counselling and testingAudience: Those at risk or who are least likely to test (e.g., rural communities, young men and couples)Extracted from AIDSMark End of Project Conference:/aidsmark/FINAL%20EOP%20PRESENTAT

11、IONS/DJosephEOP.pdfPromotion: Data from formative research on motivators and barriers to Counselling & Testing are used to develop mass media and interpersonal communications. Common logo which symbolized hope and a new beginning in life was developed to promote positive benefits of testing.Delivery Strategy: To use McDonalds service delivery approach of social franchising.Place: Delivering services through directly and indirectly managed si