Module 2: Behaviour and Social Change Theory in C4D

 

Light BulbKey Concepts from Social Learning Theory

Concept

Definition

Action

Environment

Factors physically external to the person.

Provide opportunities and social support.

Expectations

Anticipatory outcomes of a behavior.

Model positive outcomes.

Observational Learning

Learning that occurs by watching the actions and outcomes of others’ behavior.

Include credible role models of the targeted behavior.

Reinforcements

Responses to a person’s behavior that increase or decrease the likelihood of reoccurrence.

Promote self-initiated rewards and incentives.

Self-Efficacy

A person’s confidence in performing a particular behavior.

Approach behavioral change in small steps to ensure success.

Reciprocal Determinism

The dynamic interaction of the person, the behavior, and the environment in which the behavior is performed.

 

Consider multiple avenues to behavioral change, including environmental, skill, and personal change.

 

Remember, social learning theory illustrates how individual behaviour is influenced by the behaviour of others (and possibly by the media) and by others’ reactions and responses to communication and behaviour. It describes a dynamic, ongoing process in which personal factors, environmental factors, and human behavior exert influence upon each other.

Light BulbKey Concepts from Diffusion of Innovations Theory

Concept

Definition

Relative Advantage

The degree to which an innovation is perceived as better than the idea it supersedes.

Compatibility

The degree to which an innovation is perceived as being consistent with the values, past experiences, and needs of potential adopters.

Complexity

The degree to which an innovation is perceived as difficult to understand and use.

Trialability

The degree to which an innovation can be experimented with on a limited basis.

Observability

The easier it is for individuals to see the results of an innovation, the more likely they are to adopt it.

Reinvention

The adaptation of an innovation by adopters to better meet their needs.

Opinion Leaders

Well-connected individuals to spread new ideas through their own social networks or peer networks.

 

Remember, Diffusion of Innovations shows how identifying opinion leaders and peer networks and understanding the needs of “end users” can help efforts to diffuse a desired behaviour or innovation through a social system.