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Using qualitative methodologies to understand behaviour change.

Logie-MacIver, Liz, Piacentini, Maria G and Eadie, Douglas (2012) Using qualitative methodologies to understand behaviour change. Qualitative Market Research: An International Journal, 15 (1). pp. 70-86. ISSN 1352-2752

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Abstract/Description

Purpose – The purpose of this paper is to explore the use of qualitative approaches to add depth and insight to understanding concerning the issues involved when consumers try to make changes in their behaviour. The context of this study is people trying to make and sustain changes to their dietary behaviour. Taking Prochaska and Di Clemente's Stages of Change model as the starting point, this paper marks a departure from other work in the behavioural change area in so far as a qualitative approach is adopted rather than a quantitative perspective.

Design/methodology/approach – This study was longitudinal in design and the data presented concern groups of people who were categorized as belonging to stages of change and who followed a similar stage of change pattern over a period of 18 months (according to the Stage of Change algorithm described by Curry et al.).

Findings – By examining peoples' behaviour changes in depth, the similarities and differences in their attitudes and motivations are revealed in terms of their dietary behaviour change and maintenance of change. This provides a more refined understanding of how people make changes and maintain them over time.

Research limitations/implications – While focusing only on a small number of people, the weaknesses of the Stages of Change model is demonstrated and how qualitative research approaches can be used to add depth and meaning to quantitative methodologies popular in the social marketing domain.

Originality/value – This paper demonstrates that the Stages of Change model has value in categorizing people into stages of change and measuring these changes over time but is limited in its ability to develop understanding of the lived experience of trying to change behaviour.


Item Type: Article
Print ISSN: 1352-2752
Uncontrolled Keywords: Behaviour change; Behaviour modification; Consumer behaviour; Diet; Maintenance of change; Social marketing;
University Divisions/Research Centres: The Business School > School of Marketing, Tourism and Languages
Dewey Decimal Subjects: 600 Technology > 650 Management & public relations > 658 General management
Library of Congress Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Item ID: 5391
Depositing User: Dr Liz Logie-MacIver
Date Deposited: 14 Jun 2012 14:56
Last Modified: 19 Mar 2014 13:53
URI: http://researchrepository.napier.ac.uk/id/eprint/5391

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