Professional Documents
Culture Documents
HPPXXX10.1177/
1524839911432008Hou / Global Community Health PromotionHealth Promotion Practice / January 2012
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characteristics and components of a theory and why theories are essential planning elements. This chapter discusses key health behavior theories grouped into four
categories, namely intrapersonal, interpersonal, community, and cultural theories. Four prominent intrapersonal
(or individual) theories are discussed: (a) Transtheoretical
Model, which involves ones readiness to change to
healthy behaviors; (b) Health Belief Model, which helps
establish the factors affecting ones ability to perform
preventive health behaviors; (c) Consumer Information
Processing Theory, which uses the process by which
consumers acquire and use information for decision
making; and (d) Theory of Planned Behavior, which
helps explain ones behavioral intention, the result of
attitudes toward the behavior, and perceptions of subjective norms. Social Cognitive Learning Theory is the
key representative of interpersonal theories, based on
reciprocal determinism that helps identify the personal characteristics as they relate to environmental
influences and behaviors. The five community theories
covered are (a) Community Organization Theory, which
emphasizes empowerment, active participation, and
development of communities; (b) Media Advocacy,
which uses the mass media as a resource to advance a
social or public policy initiative; (3) Diffusion of Innovation,
which delineates the process of how new products and
messages are introduced and widely distributed to the
audiences; (d) Organizational Development Theory,
which recognizes the organizational social processes
and structures that influence the behavior and motivation of participants, and finally, (e) Empowerment
Model, which suggests that a problem-proposing process can help participants feel more powerful, thus freeing them to make healthier choices. One of the valuable
aspects of this chapter is the specific recognition of the
cultural theories. Although one could argue that cultural theories could be viewed as part of a community
theory, one distinguishing factor is its focuses on the
factors that are embedded in the society such as traditions, beliefs, and practices that influence the health of
the population. Finally, the author brings back the
broader perspective of using ecological models with the
combinations of theories at multiple levels of influence
to yield multiple solutions.
Chapter 5 examines strategic planning processes for
administering comprehensive health education programs. This chapter has an in-depth review of the Hire,
Assess, Build, Implement, Test (HABIT) model, a new
model developed by the author for administering and
strategic planning programs. The author provides a
detailed view of each of the five stages: (a) Hire the
program staff and team, including job descriptions and
budget development; (b) Assess and identify the needs
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