changing behaviors by judiann mcnulty. what is one new behavior we’ve all adopted during the past...
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Changing Behaviors
By Judiann McNulty
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What is one new behavior we’ve all adopted during the past 10 to 15
years?
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Roles
• Cell phone vender • Cell phone buyersPlease Achieve Motivate Adopt LearnFacilitate
Try out Teach Consider Decide
Sell Convince Inform Provide Raise awarness
Change Assess Seek Practice AssistCompare Commit Promote Improve Reach
out
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Roles
• As change agents • Our target populationPlease Achieve Motivate Adopt LearnFacilitate
Try out Teach Consider Decide
Sell Convince Inform Provide Raise awarness
Change Assess Seek Practice AssistCompare Commit Promote Improve Reach
out
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Diffusion
Where were or are you in adopting use of a cell phone?
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Stages of Change
• Pre- Awareness• Awareness• Preparation• Action• Maintenance
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Perceived Benefits
• What do you see as the advantages of having a cell phone?
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What made it difficult for you to get/use a cell phone?
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Some barriers solve themselveswith increased demand
• No pre-pay cards for sale in my village
• Have to travel far to the city to buy the phone, accessories
• No where to get the phone repaired
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There’s no signal where we live.
Some barriers are too big for the targetgroup to overcome
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• No matter how attractive our IEC strategy for promoting benefits is, these people can’t adopt the behavior
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What would the cell phone company do?
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Why do people adopt new behaviors?
• When the perceived benefits outweigh the perceived barriers
• When the perceived barriers are overcome or removed
• When motivating factors and social norms are in agreement with the behavior
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Sustainable behavior change
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On into the next generation…
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Learning from our target group• Did you vaccinate all your new chickens this year?
• What do you see as the advantages of vaccinating your chickens? • What do you see as the disadvantages or bad things that might happen if
you vaccinate your chickens? • What makes it easier for you to vaccinate your new chickens? • What makes it difficult for you to vaccinate your new chickens? • Who (individuals or groups) approves or supports you in vaccinating your
chickens?
• Who does not approve or support you in vaccinating your chickens?
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Resources• Designing for Behavior Change training curriculum
www.coregroup.org/sbc/
• BA manual and online tutorial: http://barrieranalysis.fhi.net/• BA Narrated Presentation:
http://caregroupinfo.org/vids/bavid/player.html• BA Tabulation Table (Excel):
www.caregroupinfo.org/docs/BA_Tab_Table_Eng_9_30_10.xls• BA Tabulation
Instructions: www.caregroupinfo.org/docs/BA_Analysis_Excel_Sheet_Tab_Sheet_Explanation_Sept_2010.doc
•