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Change Process - CHN 2
Change Process - CHN 2
Change: Definitions
• Cognition Change- a change in knowledge
and/or perception of a person
• Attitude Change- a change in the individual’s
beliefs, predisposition, intentions, and
tendencies toward an idea/object
Change: Definitions
• Behavior Change- an alteration in an
individual/group’s knowledge, attitude and
practices/activities
• Social Change- a departure from existing ways
and means of doing things which results in a
change of relationships in the system
Elements of Change
• INNOVATION
• TARGET OF CHANGE
• CHANGE AGENT
• STRATEGIES OF CHANGE
Elements of Change
INNOVATION
– Perceived threat
• Perceived susceptibility
• Perceived severity
– Perceived benefits
– Perceived barriers
Health Belief Model : Other Variables
• Socio-demographic factors, particularly
educational attainment, are believed to have
an indirect effect on behavior by influencing
the perception of susceptibility, severity,
benefits and barriers
• Social
• Psychological
• Language Difficulties
• Motivation to Change
• Problem of Fit
Cultural Barriers
• Tradition
• Fatalism
• Cultural Ethnocentrism
• Pride and Dignity
• Norms of Modesty
• Unforeseen Consequences of Planned Change
• Relative Value
Social Barriers
• Mutual obligations within the framework of
family, fictive kin and friendship patterns
• Small group dynamics
• Public opinion
• Factionalism
• Vested Interest
• Lack of Authority within the Family
• Lack of Authority in the Political Structure
Psychological Barriers
• Perception of the problem
• Perception of the role of government
• Perception of gifts
• Differential role perception
• Differing perception of purpose
Pointers on
Bringing About Change
• Nature of change should be made clear to
those who will be influenced