Introduction to Behavioral Science

Definition

Behavioris a response ofan individual or group to

an action, environment, person, or stimulus.
1. Behavior is everything a person does.
2. Behaviors is
● that can be observed
• that can be heard/seen
• that can be measured
Behavior is the function of person’s characteristics and
the characteristics of surrounding environment
Eight parameters of behavior are:

B = Behavior
I = Identity of the individual who is behaving
W = Want
K = Knowledge (Cognition)
K-H= Knowhow
P = Performance
A = Achievement
PC= Personal Characteristics
S = Significance.
 Causes of Individual Behavior

• Inherited characteristics
• Learned characteristics
Learned characteristic
Perception is a way of regarding, understanding,or interpreting
something; a mental impression.
 Perception

Perception is the understanding in one’s own

perspective and situation.
 Personality
Personality is the combination of characteristics or qualities
that form an individual's distinctive character.

Type-A personality seeks challenges and Type-B personality

seeks status quo.
 Attitude

Attitude is a settled way of thinking or feeling about

someone or something, typically one that is reflected in a
person's behavior.
 Values

-Values are the moral principles and beliefs or accepted

standards
of a person or social group.

-Values are a person's or society’s beliefs about good

behavior and what things are important.
 Mechanism of Behavior
Belief
s
Direct Belief about an
Observati object or Personal
on person Attitude
Behavior
Behavior Action
Information from Intention
various sources. Belief about
eg TV some
Norms
performing
infer basing on Belief about
information some
performing with
knowledge of
‘approval’/
‘disapproval’ of
people, or things
Our actions are determined by our behavior. Behavior is influenced by attitude and norms; which
again depend on our beliefs, learnt through observation, information from various sources,
including education and inferences drawn from any information interacting with past
experiences. Similarly ,behavior can be changed by providing appropriate education
Suppose you have a patient sitting in front of you. She is a 58-
year- old woman who works a lot and reports a high level of
daily stress. She is hypertensive, smoker for more than 30
years, is overweight and has not been exercising regularly.
She came to see you because of low back pain and poor
sleep. As a healthcare professional, you want to help her.
One major goal is to address the risk factors for
cardiovascular disease, but you will also want to alleviate
her current acute conditions. At this stage, you can simply
follow the guidelines and give her advice on the benefits of
exercise, weight loss, healthy eating and decreased sodium
intake, inform her about atherosclerotic cardiovascular
disease risks and prescribe medication on an evidence
basis.
But will these recommendations really work? Will she adhere
to your recommendations? And how can you know? What are
the applicable incentives and penalties for complying or not
with these guidelines?

Behavioral sciences provide a starting point for healthcare

professionals to address the questions raised above and
improve health care delivery.
 Behavioral Science

Behavioral science is a branch of social science that derives

its concepts from observation of the behavior of living
organisms.

Broadly defined, behavioral science is the study of human

habits, actions, and intentions.

Combining knowledge of sociology, psychology and

anthropology with strong observation, research, and
communication skills, a behavioral scientist works with
communities and individuals examining behavior and decision-
making.
Behavioral science has three
domains:
1. Psychology
2. Sociology
3. Anthropology
 Psychology

-Psychology is the scientificstudy of

the human mind and its functions.
-Psychology is the scientific study of
the mind and behavior.
-Psychology is focused to individual person.
 Sociology

Sociology is the study of the development, structure,

and functioning of human society. It is focused to a
group of people belonging to a society.

Sociology is the scientific study of society, including

patterns of social relationships, social interaction,
and culture.
 Anthropology

Anthropology is the study of what makes us human.

Anthropology is the study of people throughout the world,

their evolutionary history, how they behave, adapt to
different environments, communicate and socialize with one
another.

The study of anthropology is concerned both with the

biological features that make us human (such as physiology,
genetic makeup, nutritional history and evolution) and with
social aspects (such as language, culture, politics, family
and religion).
 Components of Behavioral Science

• Is a discipline
Psychology • Emphasizes human mental process
• Gives a ‘I’feeling
• Individual demands empirical evidence

• Is a discipline
• Emphasizes human society
Sociology • Gives a ‘we’feeling
• Society demands empirical evidence that
links sociological ideas to live experience

• Is a discipline
• Emphasizes human society, & association
Anthropology in the past
• Empirical evidence that links with
documents, tools, fossil…
 Scope

The scope of behavioral science encompasses linking the

concepts of psychology, sociology and anthropology with
decision process and communication strategies.

Concepts of
Psychology Decision
process

Communication
Concepts of Concepts of strategies
Sociology Anthropology
Thank You