Video Highlights
Knowledge (K) (or information), has LITTLE , in my humble opinion, impact on Health Behavior (HB). K ≠ HB!
What matters are FEELINGS, BELIEFS, VALUES, and ATTITUDES. Advertisers who have been selling billions and billions of behaviors (buy this, vote for this guy, etc.) have been focusing on FEELINGS, BELIEFS, VALUES, and ATTITUDES for as long as there has been a medium to create ads based on those FEELINGS, BELIEFS, VALUES, and ATTITUDES. Medical practitioners and health educators have staged information/lecture presentations to their target populations, via radio or television, and have failed to affect behavior. Apparently they forget to implement Social Learnng Theory, "behavioral intent," Heath Belief Model constructs, or constructs from an array of theoy. And much othe best theory is based on FEELINGS, BELIEFS, VALUES, and ATTITUDES. Therefore, F+Be+V+A+K= HB!
The folks creating advertising for MacDonald's Hamburgers, Pontiac, and/or Pillsbury Cake Mix USE THEORY in changing behavior. Why don't we consistently use theory and remember that it's all about FEELINGS, BELIEFS, VALUES, and ATTITUDES.
Below is a sample FOCUS GROUP. Listen carefully. The data collected is then used to make a commercial. Can you identify which theory is used for the focus group data collection and final ad? Can you identify which pieces of data were used directly in the finished ad? Can you APPLY this to a health education project you are working on? (Yes, the ads presented worked. Lots of new and repeat behavior!)
Contest: Explain, in detail, which theory is being implemented by this Madison Avenue compnay and win a DVD version of this segment. Email your answer to me, Dr. Michael Pejsach. Thanks!
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