Social Influences in Health Decision Making

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Health behaviour theorists have long attested to the importance of social influences in health decision making. For example, the prominent Social Cognitive Theory builds in a construct of outcome expectancies, of which social outcome expectancies, or the value of the anticipated reaction of those in one’s environment, play a role. In essence, an individual is going to consider anticipated approving or disapproving responses, by his/her peers, to a particular health decision, and the perceived reaction will affect the decision that is made (Lusczynska and Schwarzer, 2007). The Theory of Planned Behaviour describes the social influence as subjective norms, which are individual’s beliefs that significant others think that they should engage in a behaviour (Conner and Sparks, 2007). For example, an adolescent may decide to begin smoking if he thinks that his friends have favourable attitudes towards smoking behaviour. Other models have focused on more of a learning and observing approach, such as the Theory of Interpersonal Behaviour, which speaks more specifically about social group subcultures and norms and their facilitating effect on health behaviour decisions (Norman and Conner, 2007). Though these theories describe the effects of the social environment on an individual, at the very base level the individual is consciously making the decision of which health behaviour to engage in. Social Network Analysis (SNA) is a technique that can be used to develop a richer description of the social environment. In addition to identifying peer groups, SNA creates a structural map of the relationships in a given community, and these can be examined on several different levels, including the individual or sub-group level. In adolesc... ... middle of paper ... ...ccinct description of basic and intermediate SNA measures. For a basic glossary of SNA terms, refer to Hawe, Webster, and Shiell (2006). Social networks have been linked to health research and health outcomes as a measure of social support; the greater the number of relationships present, the better the health outcomes (for a recent example of this type of work, see Magliano et al, 2006). Another common use of SNA is to identify patterns of disease transmission. However, there are many other uses of SNA in health research, such as investigating information transmission networks, examining the influence of social position on health behaviour, creating better partnerships through health organizational networks, and identifying individuals and relationships that will help maximally diffuse a health program message (Luke & Harris, 2007; Valente & Fosados, 2006).

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