Going veggie: Identifying and overcoming the social and psychological barriers to veganism

We conceptualize the journey to ethical veganism in the stages of the transtheoretical model of change, from precontemplation through contemplation, preparation, action, and maintenance. At each stage, we explore the psychological barriers to progressing towards veganism, discuss how they manifest, and explore ways to overcome them. It is hoped that this paper can be used as a guide for animal advocates to identify the stage an individual is at, and understand and overcome the social and psychological barriers they may face to progressing. We argue that, while many people are ignorant of the cruel practices entailed in animal farming, many deliberately avoid thinking about the issue, are unable to appreciate the scale of the issue, and simply tend to favour the status quo. When engaging with the issue of farm animal suffering, meat-eaters are largely driven by cognitive dissonance, which manifests as motivated reasoning aimed at protecting one’s image of oneself and one’s society. This is facilitated by confirmation bias and complicit media which cater to the preferred views of their meat-eating audience. Even once convinced of veganism, habit and willpower present further barriers to acting on those beliefs. This is all in the context of a speciesist and carnistic culture where meat consumption is normal, farming is noble, and vegans are ‘others’. We locate and elucidate each of these biases within the stages of the transtheoretical model and discuss the implications of this model for animal advocates and for further research.

Determinants of dentists’ readiness to assess HPV risk and recommend immunization: A transtheoretical model of change-based cross-sectional study of Ontario dentists

Objectives To evaluate dentists’ readiness to assess the history of human papilloma virus (HPV) infections and recommend immunization among their patients. Materials and methods A link to a self-administered questionnaire was emailed to Ontario dentists. Dentists’ readiness and its determinants were assessed based on Transtheoretical Model’s ‘stages’ and ‘processes’ of change, respectively. Based on their current practices, dentists were either assigned to ‘pre-action’ or ‘action+’ stages. Results Of the 9,975 dentists contacted, 932 completed the survey; 51.9% participants were in action stage to assess the history of HPV infections and 20.5% to recommend immunization. Internationally-trained and those whose office’s physical layout was not a concern to discuss patients’ sexual history were more likely to assess the history. Dentists with higher knowledge about HPV vaccines, not concerned about the HPV vaccine safety, comfortable discussing sex-related topics with patients, or willing to exceed their scope of practice were more ready to recommend HPV immunization to their patients. Conclusion Improving Ontario dentists’ knowledge and communication skills and changing their self-perceived role regarding HPV infections and vaccination can increase their capacity to minimize the burden of HPV infections.

Travelling to a Sport Event: Profiling Sport Fans Against the Transtheoretical Model of change

This article profiles the travel behavior of sport fans against the transtheoretical model of change (TTM) and its application to sport events. Using the four constructs of the TTM, we distributed a self-reporting survey to sport fans prior to home fixtures. There is some synergy with the theorized stages of change and processes of change in this context. Notwithstanding, the results showed a high level of commitment to others in the early stages of change—a movement away from the prescribed theory. Results from decisional balance and self-efficacy items reaffirmed the congruence with theory and the application of the TTM to sport fans and their travel behavior. This study assessed the application of a stage-based model of change within a sport event context; it provides an exploration of the antecedents of behavior change indicators relevant to sport fans, thus enabling policy makers to make informed decisions about future travel behavior change.

Identifying and analyzing social marketing initiatives using a theory-based approach

Purpose This paper aims to provide an example of how to review information and social-marketing initiatives using financial well-being as a case point. Design/methodology/approach Literature review and content analysis is used. The audience, channel, message, and evaluation framework is applied. Existent financial well-being initiatives are identified and selected, and further described and analysed in terms of their audience, channel, message and evaluation. The message is further discussed according to the transtheoretical model of change. Findings Most financial well-being campaigns focus on a particular audience, use a multichannel approach to reach their audience, and report some evaluation, consistent with the audience, channel, message and evaluation framework. Message analysis shows that several initiatives address all processes posited by the transtheoretical model of change to trigger behavior change. Potential areas of improvement and boomerang effects are identified. Practical implications Initiatives enhance their effectiveness by using theory, using proper segmentation and channel(s) selection, creating messages based on the audiences’ readiness for change and incorporating evaluation. Originality/value Theoretical and practical insight regarding financial well-being initiatives has been achieved. Campaign designers can inspire from this example to conduct their own research and analysis of existent initiatives as one of the starting points in the process.