Behavioural theory: understanding the key influences on human behaviour
Having an understanding of the use of theory (particularly behavioural theory) can strengthen and enhance the development and delivery of social marketing interventions and, therefore, can ultimately improve and strengthen their potential impact and effectiveness. However, all too often, people say that they find literature explaining different theoretical perspectives dense, and hard to read and understand. This chapter seeks to help people appreciate how theory can be a practical aid in their work. It provides an understanding of how behavioural theory can practically support effective intervention development and delivery; discusses the different types of influence on human behaviour; sets out the strengths and limitations of different disciplinary contributions to understanding what influences behaviour; and stresses the value of bringing people from different disciplines together to help examine and consider key behavioural challenges.
Keywords: behavioural theory, human behaviour, social marketing interventions, public sector programmes
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