In the name of God
Misconceptions and Malpractices in
Applying Behavioral Changes
Theories and Models in Iran
Hamid Allahverdipour
Professor
Department of Health Education & Promotion
Tabriz University of Medical Sciences
WHY USE THEORETICAL MODELS?

To guide the development of health promotion programs.

Useful in planning, implementing and evaluating
interventions

Effective communication strategies should be grounded in a
sound theory
PROBLEMS ASSOCIATED WITH A
THEORY-BASED APPROACH

Although the evidence for using theory is difficult to
refute, the use of theory is not without its problems.

Theory objectifies human experience and through
this process deviates from the main health promotion
ethos of holism and empowerment. Tones and Green (2004)

This means that a person is seen as someone who
can be measured, analyzed, adjusted or directed.
PROBLEMS ASSOCIATED WITH A
THEORY-BASED APPROACH

A broader concept of theory should perhaps
be taken to alleviate the narrow, mechanistic
focus that theory may have.

Theory should be used as a means to guide
the understanding of complex behaviour,
rather than a rigid model that should be
followed.
Airhihenbuwa and Obregon (2000)

Designing interventions that attempt to focus
on all aspects of a model may be both
daunting and unrealistic. Parker et al. (2004)
PROBLEMS ASSOCIATED WITH A
THEORY-BASED APPROACH

The other key criticism of the theory-based
approach is that structural, political and
environmental factors are excluded in many
theoretical models.

Behavior and influences on behavior are
altered by the wider societal context and theory
often focuses on individuals only. This
approach alone will not be effective without
emphasizing on other enabling factors.
Misconceptions and Malpractices in
Applying Behavioral Changes
Theories and Models in Iran
Misconceptions and Malpractices in Health
Communication Programs In Iran
Introduction

Behavior modification is remained as a main strategy in the
implemented health education and promotion programs in
Iran.

There are numerous misconceptions about applicability of
behavior changes theories which could lead to erroneous
research outcomes.
Misconceptions and Malpractices in
Health Communication Programs In Iran
Methods

Data Bases: SID, Magiran, ISC, and Google scholar

Searched items: “health education”, “theory”, “model”,
“behavior change Theories” , & “ Health Communication”

Published articles: 2001 to 2014 in the Persian language

Studied articles : the titles, abstracts and full-texts of the
550 article

Included articles: 231 articles
Misconceptions and Malpractices in
Health Communication Programs In Iran
Findings
Applied Theories and Models in the research

Health Belief Model
48%

Theory of Planned Behavior
32%

Trans-theoretical Model
15%

Others
5%
Misconceptions and Malpractices in
Health Communication Programs In Iran
Findings
Study Design

Interventional
52%

Non-Interventional
48%
Misconceptions and Malpractices in
Health Communication Programs In Iran
Findings
Erroneous

Inappropriate Intervention
77%

Inappropriate Analysis
58%

Inappropriate applied methodology
37%
Discrepancy between title an applied
theory or Model
16%

Conclusion

What is the source of facts and human knowledge?

How much we should share in producing knowledge?

What are the approaches of Iranian researchers in
application of behavior change theories and models?

How we should apply HE theories and models correctly?