Training: Changing Public Behavior 3

- Value-Belief-Norm theory – Demonstrates a strong association of personal norms with pro-environmental behavior, when social-psychological effects on acceptance of personal norms are considered. Therefore, behaviors toward the environment are determined by multiple variables. Often the nature of the interaction can be described in terms of barriers or conditions limiting to behavior change. This is a tough one to wrap your head around. Just think about it as a theory that kind of merged them all together.

- Integrative model of behavior – A behavior is most likely to occur if a person has a strong intention to perform the behavior, has the necessary skills and abilities and there are no constraints preventing behavioral performance. This theory implies that the educator must go to members of the specific population to identify relevant outcome and normative and efficacy beliefs.

- Diffusion of innovation – Willingness and ability to adopt an innovation depends on adopter awareness, interest, evaluation, trial and adoption. Have you read the tipping point? Go read it now! It will thoroughly explain this one. I am a connector, BTW.

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