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An Overview of Prochaska and DiClemente's Transtheoretical Model
Alan Andreasen (1995) suggests that the most useful model for social marketing applications is the stage conceptualization model of behavior change developed by Prochaska and DiClemente. These scholars developed the Transtheoretical Model, which construes change as a process involving progress through a series of five stages and includes a series of independent variables, called the Processes of Change, to establish how change occurs and a series of outcome measures to determine when change occurs, including the Decisional Balance, Self-Efficacy and Temptation scales.
The stage construct represents ordered categories along a continuum of motivation readiness to change a problem behavior. The five stages are precontemplation, contemplation, preparation, action, and confirmation or maintenance. In the precontemplation stage consumers feel that the behavior is not appropriate for them at this certain point. In the contemplation stage consumers think about and evaluate the recommended behavior. In the preparation stage consumers have decided to act and are attempting to put in place whatever is needed to carry out the behavior. In the action stage consumers are doing the behavior for the first time, and finally in the confirmation stage consumers are committed to the behavior and have no intention to return to the earlier behavior.
Transitions between the stages of change are effected by a set of independent variables known as the Processes of Change, which are ten cognitive and behavior activities that facilitate change. The first five are classified as experiential processes and are used for early stage transitions; they are consciousness raising, dramatic relief (emotional arousal), environmental reevaluation, social liberation, and self-reevaluation. The last five are behavioral processes and are used for later stage transitions; they are stimulus control, helping relationship (supporting), counter conditioning (substituting), reinforcement management (rewarding), and self-liberation (committing).
The model also incorporates a series of intervening or outcome variables to determine when change occurs. These include the Decisional Balance scale, which reflects the consumer’s relative weighing of the pros and cons of change, the Self-efficacy construct, which represents a consumer’s confidence in their ability to change across problem situations without relapsing to their unhealthy or high-risk habit, and the Temptation scale, which reflects the intensity of urges to engage in a specific behavior when in the midst of difficult situations.
Andreasen, A.R. (1995). Marketing social change: Changing behavior to promote health, social development, and the environment. San Francisco: Jossey Bass.
The stage construct represents ordered categories along a continuum of motivation readiness to change a problem behavior. The five stages are precontemplation, contemplation, preparation, action, and confirmation or maintenance. In the precontemplation stage consumers feel that the behavior is not appropriate for them at this certain point. In the contemplation stage consumers think about and evaluate the recommended behavior. In the preparation stage consumers have decided to act and are attempting to put in place whatever is needed to carry out the behavior. In the action stage consumers are doing the behavior for the first time, and finally in the confirmation stage consumers are committed to the behavior and have no intention to return to the earlier behavior.
Transitions between the stages of change are effected by a set of independent variables known as the Processes of Change, which are ten cognitive and behavior activities that facilitate change. The first five are classified as experiential processes and are used for early stage transitions; they are consciousness raising, dramatic relief (emotional arousal), environmental reevaluation, social liberation, and self-reevaluation. The last five are behavioral processes and are used for later stage transitions; they are stimulus control, helping relationship (supporting), counter conditioning (substituting), reinforcement management (rewarding), and self-liberation (committing).
The model also incorporates a series of intervening or outcome variables to determine when change occurs. These include the Decisional Balance scale, which reflects the consumer’s relative weighing of the pros and cons of change, the Self-efficacy construct, which represents a consumer’s confidence in their ability to change across problem situations without relapsing to their unhealthy or high-risk habit, and the Temptation scale, which reflects the intensity of urges to engage in a specific behavior when in the midst of difficult situations.
Andreasen, A.R. (1995). Marketing social change: Changing behavior to promote health, social development, and the environment. San Francisco: Jossey Bass.
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