Theory of Planned Behavior

1
Theory of Planned Behavior
Example 3 Diet -Early Infant Feeding
Behavior Despite evidence-based recommendations
for BF and waiting to introduce solids to 4-6
mo Large disparities evident Q
how to identify modifiable individual behaviors
vs. factors at peer and larger societal levels?
Doer and non-doer approach to focus
groups/survey participants.
2
Practical uses of TPB
Explanatory Theory How applicable is what we
know About BF to intro of solids?
Targeted Behavior Moms approach to early eating
behavior
3
Introduction of Solids TPB
Concept Measured
Attitudes
Subjective norm - Family pressure
Perceived behavioral control/self-efficacy
Specific Items
- Knowledge about infant feeding? Benefits and barriers of AAP guideline adherence re solids?
- Did family encourage early solids?
Inferred from responses about adhering to AAP guidelines.
Horodynski et al, 2007 J Comm Health Nursing
4
Initiation of BF TPB Measurement
Concept Measured
Attitudes
Subjective norm - Family support - Hospital support
Perceived behavioral control/self-efficacy
Specific Items
-Benefits and barriers to BF
-Did family encourage BF or bottle? -Did Lactation/peer educator? -Did doctor/nurse encourage BF?
- Could she overcome work/school or time barriers related to BF?
Khoury et al, 2005 J Womens Health
5
Initiation of BF Results
Concept Measured
Attitudes
Subjective norm - Family support Hospital support -Peer support
Perceived behavioral control/self-efficacy
Results Amenable to Change
- BF perceived as embarrassing
-Many not counseled by nurse, MD, lactation expert or peer educator Many were encouraged by families to bottle feed
- Most believed they could overcome time- and work-demands
Khoury et al, 2005
6
Follow-Up Social Marketing Program

• WIC Breastfeeding Promotion Project 10 states, 3
  years
• Product Strategy - BF behavior Special loving
  bond
• vs
  bottle, which isnt the same!
• Pricing Strategy - Reduce cost of perceived
  embarrassment
• and conflict with
  active lifestyle or working
• Placement Strategy - Homes, hospitals, social
  sites
• Promotion Strategy - Peer education, health
  prof. training,
• media,
  direct advertising/marketing
• EVALUATION increase in desired outcomes- 6-12 mo