Today on my blog I wanted to look more into factors that influence behavior and adoption of behaviors. The video above is about the diffusion of innovation model. This model can be applied to lots of different groups of people. I found this video to be helpful in understanding the theory with a real life example. The example used is the trend of the iPad market from when it was invented and sold till 1 year later. I chose the title to this blog post “a little bit at a time” because if you focus on a smaller segment of people who you know are more likely to adopt the desired behavior then they can have influence on others who are less eager. This takes a lot of work off the campaign and makes it more effective! Which also benefits the campaign supporting faster timelines and decreasing costs.
The above video was a great way to learn more about the transtheoretical model or stages of change. In the video the desired change is identified and then all the action that needs to take place in order to support the desired change are demonstrated. This video is a great example of each stage, however you must remember that this is not a linear model. It can be but it can also be a spiral.
The stages are as follows….
Precontemplation stage- This audience is asleep. They may have thought about change for just an instant but went right back to where they were at with no further thoughts. This is not a good audience to focus on in a campaign. They are most likely going to behave like the late adopters in the innovation diffusion model and won’t easily make a change in behavior.
Contemplation stage: What I found interesting about this phase is the acknowledgment of a problem I think that is the best starting point for the path of change. There is no movement/action at this stage however they have admitted something is wrong. This audience is a better target audience for a campaign then the precontemplation stage. They may move into action if they are given more information/knowledge and also tools/incentives to start acting.
Preparation stage: This stage seems like the audience has internalized the problem and have realized that they are the ones who need to make the change. No one can do it for them. This audience seeks more knowledge about ways to change. I think this would be a great target audience for a health campaign. They seem like if you gave them some action plans, ( a quit line for stopping smoking) they would be more likely to jump at the opportunity because they are lining up their resources and defenses to support their change.
Action stage: This stage seems to be more of an externalized response to a problem or behavior. In this phase the audience lets the world know they are making a change. They throw items a way, and begin to commit to a new life. This would be a good target audience as well. They would mainly benefit from the reinforcement that what they are doing is good and also hard!
Maintenance stage: This stage seems like a reflective stage to me. In this face the audience is looking at all the benefits of the behavior change since they have experienced how it feels. This is when lapses can occur. They need to continue revisiting the benefits of the change to prevent them from lapsing. This would also be a good target audience. You may not get the statistical results with this audience since they are considered already changed however your campaign would be a reinforcement to them at a great stage of change. I think they would find more empowerment and self efficacy from the campaign which is a great thing!
Termination stage: This is the ultimate place to be! This audience is a great example to those in all of the other stages of change. They show the others that this change is possible and worth it! This audience would not benefit from the campaign as much as they would be a good role model for the campaign.
I thought it was also interesting how it was mentioned in the class reading and in the class discussion that the transtheorectical model is not a linear model.
You may go from the action phase to the precontemplation stage. Thinking of the model in that manner helps you realize that change is not a one way street. There are many thought processes and behaviors that direct change. There may be substitution of one behavior (nicotine gum instead of cigarettes) for another. There may be a small change that can eventually lead to a bigger change (smoking 4 cigarettes a day rather than a pack). The desire to change, the way the change is done, and the ability to continue with the change are all so variable from person to person. People are influenced by a multitude of factors and behavioral change has many internal factors as well. I have learned that this part of the campaign process is just as important as the design of the campaign. The labyrinth above is a good summary of this blog post. The labyrinth consists of many turns, many choices, and many paths and there is a center which I feel represents enlightenment. We can however leave and come back from enlightenment many times in our lives and we can take all kinds of wrong and right turns trying to get back to it! The image above also represents to me how there are many people on the journey and they are all heading in their own direction.