HEALTH BEHAVIOUR THEORIES
The most successful public health programs and initiatives are based on an understanding of health behaviours and the context in which they occur. Therefore, interventions to improve health behaviour can be best designed with an understanding of relevant theories of behaviour change and the ability to use them skillfully.
3. SOCIAL COGNITIVE THEORY
Social Cognitive Theory is a psychological theory, it was developed by Albert Bandura in 1970s and 1980s. It emphasized the interaction between people's thoughts, behaviors, and the environment. It posits that individuals learn and acquire new behaviours, attitude and knowledge through observation imitation and social interactions, the theory also posits that the consequences of those observed behaviors influence their own behavior, beliefs, and attitudes. It emphasises the dynamic interplay between personal, environmental and behavioural factors in shaping human actions. Key concepts include self-efficacy, observational learning, and reciprocal determinism, which refers to the dynamic interplay between personal factors, behavior, and the environment.
ASSUMPTIONS OF THE SOCIAL COGNITIVE THEORY
1. Observational Learning (Modeling) – People learn new health behaviours by observing the behaviors of others and the consequences of those behaviors.
2. Reciprocal Determinism – Human health behavior is influenced by a continuous interaction between personal factors (such as thoughts and emotions), environmental influences, and behavioral patterns.
3. Self-Efficacy – The belief in one’s ability to successfully perform a behavior influences motivation and persistence. A person with high self-efficacy is more likely to take on challenges and persist despite difficulties.
4. Reinforcement and Punishment – positive or negative health behaviors are strengthened or weakened based on the consequences they receive. Positive reinforcement encourages repetition, while punishment discourages certain actions.
5. Cognitive Processes – People do not simply react to stimuli but actively process information, reflect on experiences, and anticipate future outcomes before engaging in a behavior.