Module Six Persuasion Theories Related To Health Communication (Part One) PDF

PERSUASION THEORIES (relevant to attitude and behavioural change) COMM102 – COMMUNICATION THEORIES Assistant Professor SSO Manuel O. Dasig, Jr., PhD., CST  COPYRIGHT NOTICE The modules, lectures presented (printed, PowerPoint, and recorded), and reading materials issu...

PERSUASION THEORIES (relevant to attitude and behavioural change) COMM102 – COMMUNICATION THEORIES Assistant Professor SSO Manuel O. Dasig, Jr., PhD., CST  COPYRIGHT NOTICE The modules, lectures presented (printed, PowerPoint, and recorded), and reading materials issued in the subject COM102 are subjects of copyright protection. Unauthorized use, copying, reproduction, sharing, distribution, and alteration thereof may constitute violation of intellectual property laws and give rise to civil and criminal liability. Copyright , 2024, Manuel O. Dasig, Jr. All rights reserved. DISCUSSION GUIDE 1. Health belief model 2. Trans-theoretical or stages of change model 3. Social cognitive theory [email protected]  [email protected] Have you experienced being diagnosed with a serious health disorder, disease or sickness without expecting it? How did you feel and what did you do  afterward? [email protected] HEALTH BELIEF MODEL (Irwin M. Rosenstock, Godfrey M. Hochbaum, S. Stephen Kegeles, and Howard Leventhal, 1950) The Health Belief Model is a theoretical model that can be used to  guide health promotion and disease prevention programs. It is used to explain and predict individual changes in health behaviours. It is one of the most widely used models for understanding health behaviours. (URL: https://www.ruralhealthinfo.org/toolkits/health-promotion/2/theories-and models/health-belief; date accessed: 20 October 2019) [email protected] ✓ It was developed by the United States Public Health Services in  1950. ✓ The theory states that a person’s belief in the susceptibility of an illness plus her/his belief in the effectiveness in a behaviour to combat it determines whether he/she will act on it. [email protected]  CONCEPT RATIONALE PERCEIVED SUSCEPTIBILITY A person’s perceived threat or vulnerability to a disease or a problem PERCEIVED SEVERITY The perceived degree or level of damage or consequence to the disease or the problem if he/she will not act on it PERCEIVED BENEFITS The advantages or rewards of performing the act [email protected]  CONCEPT RATIONALE PERCEIVED BARRIERS TO ACTION Challenges, hindrances or limitations to performing the act ACTION CUES Factors that may lead the person to doing it SELF-EFFICACY Self-confidence or ability to succeed and experience positive change upon doing the act [email protected]  There are two factors regarding health behaviours: A.the desire to avoid illness or conversely get well if already ill; and, B. the belief that a specific health action will prevent or cure an illness. [email protected]  [email protected] Stages of Change Model (The “Behavior Change Spiral”) (James O. Prochaska and Wayne F. Velicer, 1987) PHOTO CREDITS: URL: James Prochaska – Department of Psychology (uri.edu); Wayne F. Velicer, Ph.D | Tributes | independentri.com (Date accessed: 01 November 2022) [email protected] Do you have an attitude, a behaviour or a habit that you want to change? Have you thought about it and its implications in the future? [email protected] [email protected]  STAGE EQUIVALENT ACTION PRE-CONTEMPLATION The person has not considered to change something. CONTEMPLATION Something occurred that made the person think about altering or changing. PREPARATION “Check-and-balance” strategy; weighing the “pro’s” and “con’s” of undergoing change ACTION Transformation begins. MAINTENANCE Consistency and enhancement are at the core of any change. [email protected]  [email protected] SOCIAL COGNITIVE THEORY (Albert Bandura, 1960s to 1980s; pictured, left)  ❑ Known before as “Social Learning Theory” ❑ One of the oft-mentioned (research and practice) theories in psychology and health communication ❑ Learning occurs in a social context with a dynamic and reciprocal interaction of the person, environment, and behavior. Photo credits: URL: Albert Bandura Biography - Facts, Childhood, Family Life & Achievements (thefamouspeople.com) (Date accessed: 01 November 2022) [email protected] Social Cognitive Theory is an expanded version of his earlier study which emphasizes that learning and imitating behaviour do not happen outright. There are other factors to consider: ❑ Self-efficacy ❑ Behavioural capability ❑ Expectancies and expectations of the behaviour ❑ Observational learning, and ❑ Self-control and reinforcement ability of the person [email protected] [email protected] 1. This is also known as “trans  theoretical model of attitude and behavioural change”. Enumerate the components. 2. There are two factors regarding health behaviour according to Rosenstock, et-al (1950). What are these? 3. Albert Bandura pointed out that social learning is an interaction of the following elements. What are these? [email protected] [email protected] REFERENCES Littlejohn, Stephen, Foss, Karen, and Oetzel, John (2021). Theories of Human Communication (12th Edition). U.S.A.: Waveland Press, Incorporated. Social Cognitive Theory (undated), in The Rural Health Information Hub, URL: https://www.ruralhealthinfo.org/toolkits/health promotion/2/theories-and-models/social-cognitive (Date accessed: 21 October 2019) [email protected] Discussion video to be posted in the Google Classroom on 17  October: PERSUASION THEORIES relevant to attitude and behavioural change (part two) 1. Theory of Reasoned Action, and 2. Theory of Planned Behaviour [email protected]