Health Belief Model (HBM) Becker

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Health Belief Model (HBM) Becker Rosenstock
(1984)

• The extent to which they believe theyre
  susceptible to the associated behaviour.
• Their perception of the severity of the
  consequences of getting the said disease or in
  the case of food behaviour.
• Together these two functions determine the
  perceived threat of the consequence, and in
  addition become cued to action.

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HBM in action..
Perceived Susceptibility I eat junk I will
always be obese
Belief in personal health threat
Perceived Severity Obese people always die early
Health Behaviour Eat healthy
Perceived Benefit If I eat healthier I will live
longer
Belief in effectiveness of health behaviour
Perceived Barriers I enjoy junk food.. Im
addicted.
Cues to action Internal illness External Media
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Social cognition models

• So far we have focused on the use of cognition
  models as a means of understanding individuals
  actions
• TRA and HBM.
• We now need to apply this to food...ask
  yourselves
• What cognitions do we have about food and how do
  they affect what we eat?

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Evaluation of the social cognitive approach.

• Oversimplified used of cognitions
• Limited and ignore the multiplicity of meanings
  associated with food.
• Ignoring the role of emotions
• Assume that the decision made is rational, it
  ignores how powerful emotions can be in the
  decision making process.
• The views of others
• Does not really impress the role of others in
  social behaviours such as eating.
• Emphasis on cognitions
• Useful basis for developing interventions
  change how people think about food.

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Factors influencing attitudes to food eating
behaviour.

• Culture
• Jews- No pork
• Hindus- No beef
• Vegetarians-No meat.
• Mood
• Comfort eating-thrgh CC/OC/SLT a form of
  associative learning
• Caffeine
• Start/end the day with a kick.
• Exposure to food
• Children can be neophobic but change over time.

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The story so far.

• The work below covers the syllabus content
• Factors influencing attitudes to food eating
  behaviour e.g. Cultural influences, mood health
  concerns.
• You should be able to
• Describe peoples attitudes to food eating
  behaviour discuss at least2 factors that affect
  peoples attitudes to food eating behaviour we
  focus on cultural influences, mood health
  concerns.
• Describe evaluate research that has investigated
  how these factors influence attitudes to food
  eating behaviour.

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So...which cake would you choose and why?
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Did the following enter your mind?

• Homemade vs. shop bought.
• High vs. low calories
• Chocolate vs. no chocolate
• These attributes make up your attitude.

The evaluation of making a object is also known
as attitude object. (1) Perceived likelihood
of object having certain outcomes vs. (2) Value
attached to outcomes/attributes
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Eat 5 a day.
What outcomes are associated with this decision?
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Probably a few things ran through your mind.

• Studies have shown the decision process is not
  that straight forward.
• Ogden (2003) Sometimes we are ambivalent e.g.
  naughty but nice or tasty but fattening.
• Sparks et al (2001) Attitudes are less likely to
  be intended action if you hols both /- views.

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Over to you.

• Food choice take place within a network of
  social meetings (Ogden 2003)
• Judaism
• 
  
  Vegetarianism
  
• 
  
  Islam
• Christianity
  
• 
  
  
• 
  
  Health Concerns

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How do I put this into meaningful A02 A03?

• You need to discuss factors...we have looked at
• Culture
• Health concerns
• Mood

Strengths weaknesses of the research. Individual
differences (factors are not universal). The
research is correlationyou cannot assume cause
and effect there are likely to be other factors
involved. Counter arguments using the different
explanations.
One trial has proven itself to be a very adaptive
trait and useful for survival Dont be scared to
make statements just ensure you can support your
argument.