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16. BEHAVIOURAL CONSIDERATIONS<br />

16.1 SOCIAL SCIENCES AND HEALTH BEHAVIOUR<br />

<strong>Hand</strong> <strong>hygiene</strong> behaviour varies significantly among HCWs within the same institution or<br />

unit 485 , thus suggesting that individual features could play a role in determining behaviour.<br />

Social psychology attempts to understand these features, and individual factors such as social<br />

cognitive determinants may provide additional insight on hand <strong>hygiene</strong> behaviour 541,551,552 .<br />

16.1.1 SOCIAL COGNITIVE VARIABLES<br />

Over the last quarter of the 20th century, it was stated that social behaviour could be best<br />

understood as a function of people’s perceptions rather than as a function of real life (objective<br />

facts, etc.) 553 . This assumption gave birth to several models which were based on social<br />

cognitive variables and tried to better understand human behaviour. The determinants that<br />

shape behaviour are acquired through the socialization process and, more importantly, are<br />

susceptible to change – for which reason they are the focus of behavioural models. In other<br />

areas of health-care promotion, the application of social cognitive models in intervention<br />

strategies has regularly resulted in a change towards positive behaviour 553 . Some of the socalled<br />

“social cognitive models” applied to evaluate predictors of health behaviour include:<br />

Health Belief Model (HBM); Health Locus of Control (HLC); Protection Motivation Theory<br />

(PMT); Theory of Planned Behaviour (TPB); and Self-efficacy Model (SEM). The cognitive<br />

variables used in these models are:<br />

• knowledge;<br />

• motivation;<br />

• intention: a person’s readiness to behave in a given way, which is considered to<br />

be the immediate antecedent of behaviour;<br />

• outcome expectancy: an individual’s expectation that a given behaviour can<br />

counteract or increase a threat and how one perceives the threat;<br />

• perception of threat is based on the perceived risk/susceptibility and the perceived<br />

severity of the consequences;<br />

• perceived behavioural control (self-efficacy): the perception that performance of<br />

a given behaviour is within one’s control;<br />

• subjective norm: beliefs about the expectations of an important referent towards<br />

a given behaviour 553,554 ;<br />

• behavioural norm: an individual’s perception of the behaviour of others 555 .<br />

Subjective and behavioural norms represent the perceived social pressure towards<br />

a certain behaviour.<br />

16.1.2 MODELLING HUMAN BEHAVIOUR<br />

Current models and theories that help to explain human behaviour, particularly as they<br />

relate to health education, can be classified on the basis of being directed at the individual<br />

(intrapersonal), interpersonal, or community levels. The social cognitive models mentioned<br />

above deal with intrapersonal and interpersonal determinants of behaviour. Among the community-level<br />

models, the theory of Ecological Perspective (also referred to as the Ecological<br />

Model of Behavioural Change) can successfully result in behavioural change. This theory<br />

is based on two key ideas: (i) behaviour is viewed as being affected by and affecting mul-

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