Models, Theory and Applications
Chapter 8: Behavioural models (conative models) summary
The models reviewed in this part of the book have been widely used in social marketing practice if only because of their pragmatism in aiding the design of behaviour change campaigns. They particularly appeal to people looking for the humanity in human behaviour. The premise of these models is that behaviour change is an incremental and practice-based process that happens based on observable and analysable behavioural and contextual factors. Existing behaviours are the best source for prediction of and foundation for the adoption of future behaviours. The triggering of the ‘right’ intrinsic motivations through information, incentive and environment modifications may facilitate behaviour change, especially if combined with personal and subjective evaluations of the situation by the human at the centre of any social marketing strategy. With an emphasis on the self, the conative approach offers a theoretically multidimensional but individually focused behaviour change perspective. However, it is worth noting that the concepts central to this approach such as motivation and need can be problematic both philosophically and practically. The idea that human intrinsic motivation, wherever proved to exist, can be influenced for healthy, desirable development, is one that can be contested despite its humanistic values. The case study in Chapter 7 illustrates an interesting insight into how these theories can be usefully deployed to ensure that breastfeeding is established and maintained, thereby giving the babies the best start to life that they can get.
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