Models, Theory and Applications
Chapter 11: Emotional models (affective models) summary
This part of the book has reviewed the main affective models used as a foundation in behaviour change interventions in social marketing. The use of interventions that focus on emotions can be particularly effective in circumstances where individuals may not have the time, desire or the means to deliberate over behavioural alternatives or outcomes. Moreover, the affective elements may include emotions, values, beliefs and subjective norms. Some behaviour change models place emotion (affect) alongside attitude and social factors in having a role on influencing intention and therefore behaviour. The theoretical underpinning of the models investigated in this part are based on the assumption that humans will try to maximize the net balance of positive to negative emotions – for instance, fear reduction or increased happiness. Affective factors have been noted in some research to be a poor predictor of positive behaviour change. However, this may be partly attributed to the exclusion of this factor in many studies in favour of rational factors.
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