MKTG90003 Chap.8 Behavioural Change and Social Support
Behavioural Change and Social Support
Jackson's behavioural-change model moves from awareness through latent readiness, a triggering event, intermediate action and adopted change. Spiral of Silence explains how perceived social approval or disapproval can suppress expression and action. This chapter asks planners to diagnose the actual barrier, design a feasible next step and avoid assuming that one dramatic message produces lasting behaviour.
What this chapter covers
- 01
Awareness
- 02
Latent readiness
- 03
Triggering events
- 04
Intermediate behaviour
- 05
Adopted change
- 06
Spiral of Silence
- 07
Perceived social approval
- 08
Structural constraints
Worked example · free
Design the next step in heat preparedness
- 1Recognise that basic awareness exists and locate the barrier in readiness and perceived feasibility.
- 1Use credible local voices and a simple checklist to build readiness.
- 1Treat the first heat forecast as a trigger without exaggerating risk.
- 1Offer a small action such as choosing a cool location and saving one contact.
- 1Measure completed plans and correct knowledge, then observe later use without claiming instant permanent change.
Key terms
- Latent readiness
- Latent readiness is the developing knowledge, feeling and intention that precede visible action.
- Triggering event
- A triggering event directs attention toward the need for action.
- Intermediate behaviour
- An intermediate behaviour is a smaller step taken before the larger change is adopted.
- Spiral of Silence
- Spiral of Silence describes reluctance to express a view under perceived social disapproval or isolation.
Behavioural Change and Social Support FAQ
Why is awareness not enough for behaviour change?
People may recognise an issue yet lack readiness, opportunity, confidence or a feasible next step. Jackson's sequence helps identify which stage is missing. Communication should reduce the relevant barrier and connect with practical support where the obstacle is structural.
What is an intermediate behaviour?
It is a low-friction action that expresses readiness and moves a person toward the larger behaviour, such as requesting information, starting a trial or completing one planning step. The action should be meaningful enough to indicate movement and feasible enough to begin.
When is Spiral of Silence useful in a case?
Use it when perceived social approval affects whether people express a view or act. Visible credible support and safe participation can reduce isolation. Do not use the theory as a generic explanation for every silent audience, because access and practical constraints may be stronger causes.
How do I design a behaviour-change sequence without assuming awareness causes action?
Diagnose the first binding barrier. Ask whether the public knows the issue, cares or feels involved, can perform the action and believes the action has social approval. Jackson's model helps sequence awareness, latent readiness, a triggering event, intermediate behaviour and larger adoption, but people can pause, reverse or skip stages. Choose the first unresolved condition rather than sending the loudest message.
If people already understand the risk but face a complex form, simplify the process and provide support; another reminder would not remove the obstacle. If uncertainty blocks action, a trial can lower risk and produce direct experience.
If perceived disapproval suppresses expression, Spiral of Silence may explain the barrier; visible credible support and safe participation can help, but manufactured consensus or shaming can damage trust. Define an intermediate action that is small enough to begin and meaningful enough to indicate movement, such as requesting a plan card, starting a trial or completing one preparation step.
Pair it with the capability needed to continue. Measure the stage you intend to change: recognition for awareness, information seeking for readiness, completion for action and later observation for maintenance. An immediate intention score should not be presented as sustained behaviour. Include operational evidence and short barrier feedback so non-completion can be interpreted.
In a timed case, write the starting state, barrier, causal mechanism, next action, support and indicator. Add a boundary sentence identifying any structural factor communication cannot control.
Exam move
For each behaviour-change case, list evidence under know, care, can and norm. “Know” tests awareness, “care” tests involvement and readiness, “can” tests constraints, and “norm” tests perceived social approval. Identify the first weak column, then propose one move that addresses it. Build a sequence from awareness to readiness, trigger, intermediate action and adoption, but remember that people can pause or reverse.
Choose a measure for the stage you are trying to change. In timed writing, name the stage, barrier, next action and indicator. Add a boundary sentence if communication cannot remove the operational or structural obstacle.
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