Changing Behaviors

By Judiann McNulty

What is one new behavior we’ve all adopted during the past 10 to 15

years?

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

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

Diffusion

Where were or are you in adopting use of a cell phone?

Stages of Change

• Pre- Awareness• Awareness• Preparation• Action• Maintenance

Perceived Benefits

• What do you see as the advantages of having a cell phone?

What made it difficult for you to get/use a cell phone?

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

There’s no signal where we live.

Some barriers are too big for the targetgroup to overcome

• No matter how attractive our IEC strategy for promoting benefits is, these people can’t adopt the behavior

What would the cell phone company do?

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

Sustainable behavior change

On into the next generation…

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?

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

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