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Appears in Collections:Faculty of Health Sciences and Sport Journal Articles
Peer Review Status: Refereed
Title: Using qualitative methodologies to understand behaviour change
Authors: Logie-MacIver, Liz
Piacentini, Maria
Eadie, Douglas
Contact Email:
Keywords: United Kingdom
Consumer behaviour
Behaviour modification
Behaviour change
Maintenance of change
Social marketing
Issue Date: 2012
Publisher: Emerald
Citation: Logie-MacIver L, Piacentini M & Eadie D (2012) Using qualitative methodologies to understand behaviour change, Qualitative Market Research, 15 (1), pp. 70-86.
Abstract: 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.
Type: Journal Article
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Rights: The publisher does not allow this work to be made publicly available in this Repository. Please use the Request a Copy feature at the foot of the Repository record to request a copy directly from the author. You can only request a copy if you wish to use this work for your own research or private study.
Affiliation: Edinburgh Napier University
Lancaster University
Institute for Social Marketing

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