HED 310 SOCIAL AND BEHAVIORAL THEORY CH 5

Social network theory information needed:

-identify people in the network -frequency of interactions between them -types of interactions between them -differences in relational roles among them -are there groups or cliques? (59, L)

SNT social network theory critiques

1- limited theory and approach. usefull in small or defined group interventions. 2- labor intensive and difficult. (60, R bottom)

Product attributes; (DOI- diffusion of innovations)- barriers to adoption

1- relative advantage 2- compatibility 3- complexibility 4- trialability 5-observaility (62, first 5 bullets)

social marketing the 4 Ps

1-Product- the behavior or technology you are offering; its benefits. 2-price- the the target population, the costs involved in adopting a behavior or using a technology (not always financial) 3-place-how you distribute or make the behavior or technology easily available to the target population; issues of access and availability 4-promotion- how yo promote or make the target population aware of the previous three elements. ( 63, R top cube)

Social network theory relationship characteristics

1-centrality vs marginality of individuals in the network 2-reciprocity of relationships 3-complexity or intensity of relationships in the network 4-homogeneity or diversity of people in the network 5-subgroups, cliques, and linkages 6-communication patterns in the network (p60, L bullets)

social network theory use takes two steps

1-research to identify the important characteristics of the network-interview interactions, mapping 2-development of an intervention that specifically work with the network as a facilitator-distribute information, like the smoking musicians example... or use along with Social cognitive theory and work with the influential ones in the network...(60, L)

What are some of the key factors that determine speed of adoption in diffusion of innovations theory? (65)

1. relative advantage 2. compatibility 3. complexibilty 4. trialability 5. observability (62, L bullets)

Product attributes- additional (DOI- diffusion of innovations)- barriers to adoption

6- effect on social relations 7- reversibility 8- communicability 9-time 10- risk and uncertainty level 11- commitments 12- modifiability (62, second set bullets)

What is the interaction between social and cognitive in Social Cognitive Theory? (65)

It is the interaction between people (i.e. personal factors), behavior, and their environments -such as defined by "Reciprocal Determinism"

diffusion defined (DOI diffusion of innovation)

according to Roger- is the process by which an innovation is communicated through certain channels over time among members of a social system with a goal of maximizing exposure and reach, (61, L bottom)

DOI diffusion of innovations: key processes Dissemination 2

active knowledge transfer from the resoure system to the user system and it involves the identification of communication channels and dissemination channels

DOI diffusion of innovations; key processes Maintenance 5

after individuals begin to engage in a new behavior or use a technology the first time, -next step keep that pattern going. focus-sustainability/institutionalization (61, R bottom)

social marketing 1960-1970 by Kotler and Zaltman

an approach used to develop activities aimed at changing or maintaining people's behavior for the benefit of individuals and society as a whole.

Social Cognitive Theory SCT

an interpersonal level theory developed by Albert Bandura that emphasizes the dynamic interaction between people (personal factors), their behavior, and their environments. This interaction is demonstrated by the construct called Reciprocal Determinism. -most well known and productive of the theories (54, L) -an interactive process as a social/environmental theory(55 bottom L)

SNT: network quality: homogeneity or diversity of people in the network?

are all members family? male? female? or diversity of types of members? (59, bullet 4)

SNT: network quality:reciprocity of relationships

are relationships one way or two way? -like getting mail only from that person (1 way) vs also going to lunch with them (2-way) (59, 2nd bullet).

social marketing critique

assessing the effect may be difficult if behavior change is the goal-tracking exposure to campaign is difficult tangible products are easier to track (64 at end)

What does Bandura mean by reciprocal determinsim? (65)

behavior is part of a continuous interactive cycle that includes individuals and their social and physical environments, (55 bottom L) defined as: the interactive process where a person makes a change based on individual characteristics and social/environmental cues, receives a response , makes adjustments to his or her behavior, and so on.

diffusion context (DOI-Diffusion of innovations)

complex of factors related to the social group or population targeted by the program and the program dissemination itself that may facilitate or hinder diffusion, (62, first line).

SNT: network quality: subgroups, cliques, linkages

concentration of actions among members nature of these? are any linked to other social networks? (59,bullet 5)

SNT: network quality: centrality vs marginality of individuals in the network:

degree to which a given individual has interaction with many people in the network or plays an important role in network activities, (59, 1st bullet)

DOI diffusion of innovations: innovations adopted in staged process by different categories of adopters which are:

early adopters, early majority adopters, late majority adopters, laggards helps in planning different dissemination strategies for each... (61, bottom R)

DOI diffusion of innovations: key processes Adoption 3

here is where we see number of parallels to the Transtheoretical Model Model (TTM) and the Precaution Adoption Process Model (PAPM) ... see rest on (61, R)

SNT: network quality: communication patterns in the network

how does information circulate through the network? is it viewed equally coming from anyone in the network or some members have more credibility? (59, bullet 6)

internal factors are addressed by

individual theories (65, top R)

agency

individuals having a role in their own processes of change,, (p. 55 bottom L)

DOI diffusion of innovaions: key processes Implementation 4

initial use of the practice or technology. focus- improving self-efficacy and skills of adoptees. (61, R)

SNT: network quality: complexity or intensity of relationships in the network

is it mostly composed of one way relationships? multiplex relationships? have relationships with several alters? (59, bullet 3)

innovation defined (DOI diffusion of innovations)

is the behavior or technology that is perceived by the target population as new, (61 bottom L)

DOI diffusion of innovations: by Everett Rogers; primary concern

is the process by which a behavior or tehnology makes its way into a population and is (or is not) adopted. (61 L, midpage)

Social learning theory SLT

key principle of this theory: learning by observation or vicarious learning, (54, bottom R)

actors

people in the network

THEORY OF REASONED ACTION TRA

predicts that behavioral intent is created or caused by two factors: our attitudes and our subjective norms defines the links between beliefs, attitudes, norms, intentions, and behaviors of individuals.

5 a day campaign- 5 a day for better health

promotes 5 fruits/veggies a day. see list (64, R bullets)

DOI diffusion of innovation: key processes innovation development: 1

refers to the dev. of the innovation itself-planning , formative research, and testing.

external factors are addressed by

social/ environmental theories (65, top R)

self-efficacy

the belief in one's self that they can do a specific behavior or task (Purvis; text pg 39) -the belief that someone can do what they want to do (Purvis)

What do the social marketing and diffusion of innovations approaches have in common with marketing in a business context? What is different?

the commonality is: introduce the product as the behavior change (i.e. condoms), both theories are difficult to test or prove ; the difference is: social marketing-difficult to assess the impact of a social marketing campaign whereas ???????????????

What is a basic difference between the explanation for behavior in Social Network Theory and the explanations theories such as the Health Belief Model?

the focus is on the influence of networks on behavior,(ch5 ppt) (58, R). where as the other focuses on the attitudes and beliefs of the individual where individuals will engage in a behavior if they value the outcome of it and they think the behavior is likely to result in that outcome, (39)

social marketing: targeting-

the process of developing campaigns that are closely tailored to the needs, attitudes, beliefs, and behaviors of specific market segments. (63, L bottom)

social marketing: market segmentation-

the segmentation of a target population into meaningful subgroups so that messages and campaigns can be appropriately channeled (63, bottom L)

social network theory SNT

the study of how people, organizations or groups interact with others inside their network. -focus is on relationships among them and how the nature of those influences beliefs and behavior (58, R)