Changing Behavior Using Socialcognitive Theory 2020

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3 Changing Behavior Using Social

Cognitive Theory
Aleksandra Luszczynska and Ralf Schwarzer

Practical summary
The key strength of social cognitive theory for practice lies in targeting two constructs:
self-efficacy and outcome expectancies. Facilitating change in these constructs in
interventions has been shown to be effective in changing a large array of behavioral
outcomes. The theory has been applied extensively and has demonstrated
effectiveness. It proposes a process that describes behavioral initiation, effort
expenditure, and perseverance. High self-efficacy predicts engagement in a range of
social and health behaviors. In addition, intervention studies indicate that increasing
self-efficacy leads to improvements in behavior (e.g., by providing opportunities to
experience success with the behavior, reflecting on past success, and presenting role
models to provide exemplars of success with the behavior). Taken together, these
findings indicate that individuals with strong self-efficacy beliefs are more likely to
undertake behaviors (e.g., performing regular physical activity) and achieve desired
outcomes (e.g., weight loss). Less is known about the roles of barriers and facilitating
factors. For the practitioner, this makes theory- and evidence-based practice
challenging, as the research evidence mainly supports the effects of single
constructs such as self-efficacy, outcome expectancies, and goals in changing
behavior without demonstrating the effects of the theory as a whole.

a response to behaviorism (Hull, 1943; Skinner,


3.1 Introduction 1938) and a foundation for other theoretical devel-
Social cognitive theory (Bandura, 1986) has become opments, currently known as the social cognitive
a fundamental framework in social, clinical, educa- approach to understanding behavior. The theory
tional, developmental, health, and personality psy- has also been a leading approach to guiding inter-
chology to explain human behavior in multiple ventions aimed at changing behavior.
domains, including education, mental health, physi- Social cognitive theory retains two of the funda-
cal health, sport, career, and developmental tasks. mental assumptions of social learning theory: people
The origins of the theory date back to the 1970s learn by watching others’ behaviors and behaviors
when a paradigm shift occurred in the discipline of are learned in social contexts. In addition, it assumes
psychology from a focus on behavior to a focus on that the maintenance of behaviors over time requires
cognition and social learning processes. Social cog- an environmental reinforcement and individual
nitive theory evolved out of the earlier social learn-
ing theory (Bandura, 1977a) and may be considered https://doi.org/10.1017/97811086773180.003

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Changing Behavior Using Social Cognitive Theory 33

self-regulation. The theory also emphasizes the con- by forethought (Bandura, 1986, 2000a, 2000b,
cept of reciprocal determinism in which individual 2001). The theory outlines a number of key
factors (e.g., self-efficacy, behavioral responses) and constructs that influence behavior (see
environmental factors (e.g., facilitating conditions) Figure 3.1). The first construct is self-efficacy,
are proposed to affect each other reciprocally. Two which represents people’s beliefs in their cap-
constructs are central to the predictions of social abilities to perform an action required to attain
cognitive theory: self-efficacy and outcome expec- the desired outcome. The second core construct
tancies. These constructs operate together with is outcome expectancies, which represents peo-
goals, socio-structural impediments, and facilitators ple’s beliefs about the possible consequences
in determining behavior. of their actions. Self-efficacy and outcome
This chapter outlines how social cognitive theory expectancies are generally regarded as the
has been utilized to change behavior. It begins by central constructs of the theory. The theory
providing an overview of the theory and outlining also includes goals, perceived impediments,
the key constructs and processes that link together. and facilitators.
The role of the theory in understanding behavior in Perceived self-efficacy refers to individuals’
multiple contexts (e.g., organizational, educational, beliefs in their capability to exercise control over
sport, and health) is presented. This is followed by challenging demands and their own functioning
an overview of how the theory has been used to (Bandura, 1977b, 1997). It reflects a subjective
change behavior and the empirical evidence provid- estimate of the amount of personal control an
ing support for its application across contexts. individual expects to have in any given situation.
As a result, self-efficacy beliefs are often labeled “I
can” perceptions regarding future behaviors or
3.2 Overview of Social Cognitive
tasks. If individuals hold strong beliefs that they
Theory and Empirical Evidence
can master an upcoming task, they are likely to
According to social cognitive theory, human invest the effort in engaging with it. Similarly, if an
motivation and action are extensively regulated individual feels confident that they can overcome

Outcome Expectancies:
• Physical
• Social
• Self-Evaluative

Perceived
Goals Behavior
Self-Efficacy

Sociostructural Factors:
• Facilitators
• Impediments

Figure 3.1 An illustration of social cognitive theory (Bandura, 2000a)

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34 ALEKSANDRA LUSZCZYNSKA AND RALF SCHWARZER

an imminent threat or challenge (e.g., an exam), performances or past performances of others


they are more likely to approach rather than to (Ashford et al., 2010). Similarly, a meta-analysis
avoid the threat. Self-efficacy, therefore, affects in the context of dietary interventions has identi-
the amount of effort individuals will expend to fied behavior change techniques that result in
change a particular behavior to obtain a particular improved dietary self-efficacy (Prestwich et al.,
goal and the extent to which they will persist in 2013). In other areas of human functioning, meta-
striving to attain that goal in the face of barriers analyses of the relationship between work perfor-
and setbacks that may undermine motivation. mance and self-efficacy (Stajkovic & Luthans,
There are a number of interpersonal and envir- 1998) as well as achievement goals and self-
onmental sources that give rise to self-efficacy efficacy (Huang, 2016) have been conducted.
(Bandura, 1997). First, self-efficacy can be While perceived self-efficacy refers to perso-
enhanced through previous experiences of perso- nal action control or agency, outcome expectan-
nal accomplishment or mastery of behaviors or cies pertain to the perception of possible
tasks, insofar as success is attributed internally consequences of one’s action (Bandura, 1997).
and is perceived to be repeatable. A second source Outcome expectancies can be organized along
is vicarious experience. When a model similar in three dimensions: (1) area of consequences, (2)
ability to the individual is viewed by the individual positive or negative consequences, and (3) short-
as successfully mastering a behavior or task in term or long-term consequences. In regard to the
a difficult situation, social comparison processes first dimension, there are three areas of conse-
are likely to enhance self-efficacy. Third, self- quences for outcome expectancies: physical,
efficacy may be enhanced through verbal persua- social, and self-evaluative. Physical outcome
sion by others (e.g., a coach reassures an athlete expectations, such as expectations of discomfort,
that she can adopt a new training routine due to her refer to the anticipation of what will be experi-
competence). The last source of influence is emo- enced after behavior change takes place. These
tional arousal, that is, if the person experiences no include both the short- and long-term effects of
apprehension in a threatening situation, they may behavior change. For example, immediately after
feel capable of mastering the situation. The four quitting smoking, an ex-smoker might observe
sources of self-efficacy vary in strength and impor- a reduction in coughing (positive consequence)
tance in the order presented here, with personal and a higher level of muscle tension (negative
mastery being the strongest source of self-efficacy consequence). Social outcome expectancies
(Warner et al., 2014). refer to anticipated social responses after beha-
There is considerable evidence supporting the vior change. Smokers might expect disapproval
premises of social cognitive theory, particularly from friends who continue to smoke or, posi-
links between strategies targeting the four sources tively, they might expect their family to congra-
of self-efficacy. In the context of physical activity, tulate them on quitting smoking. Self-evaluative
meta-analytic syntheses of research adopting the outcome expectations refer to the anticipation of
theory have compared the effects of various inter- affective experiences, such as being ashamed or
vention techniques that tap into the four sources being proud of oneself. For example, smokers
of self-efficacy on self-efficacy and behavioral might anticipate that quitting smoking will lead
outcomes (Ashford, Edmunds, & French, 2010; to a sense of satisfaction and pride after they have
Williams & French, 2011). Effective self-efficacy done so. Different types of outcome expectancies
enhancement was observed in physical activity have been found to be important determinant in
interventions that used vicarious experience, research on health behaviors, such as dietary
feedback referring to participants’ past change (Hankonen et al., 2013).

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Changing Behavior Using Social Cognitive Theory 35

Both outcome expectancies and self-efficacy who is available when needed. Thus positive, as
beliefs are regarded as important factors that can well as negative, outcome expectancies are seen
directly have an impact on goals and behaviors. as important determinants in the formation of
They also operate through indirect pathways, goals. Self-efficacy, on the other hand, remains
affecting goal setting and the perception of socio- crucial for the formation of an intention to adopt
structural factors. In adopting a desired behavior, a behavior as well as for the post-intentional
individuals form a goal and then attempt to exe- phase when the task is to translate the intention
cute the action. Goals serve as self-incentives and into action and to self-regulate the goal pursuit
guide decisions/motivation to participate in beha- process.
viors (see Chapter 38, this volume). According to Goal setting also depends on perceived socio-
social cognitive theory, a distinction can be made structural factors. These factors refer to the impe-
between distal and proximal goals. A distal goal diments (barriers) or opportunities (facilitators)
might be weight loss, whereas a proximal goal that reside in living conditions, personal circum-
might be an increase in physical activity and fiber stances, and political, economic, or environmen-
consumption. The proximal ones regulate the tal systems (Bandura, 1997). Optimistic self-
amount of invested effort in pursuing a goal and beliefs about one’s efficacy to change behaviors
guide subsequent action. Intentions, as defined in may also control how people perceive opportu-
other social cognitive approaches, are similar to nities and impediments. An individual’s level of
proximal goals (Bandura, 1997). Several major self-efficacy influences whether they will attend
theories agree that goals or intentions should be to opportunities or barriers in their life circum-
as specific as possible in order to facilitate sub- stances. Self-efficacious individuals who, for
sequent action (e.g., Bandura, 1997; Fishbein & example, intend to exercise might focus on cues
Ajzen, 2010; see Chapters 2 and 4, this volume). in their environment, such as hiking paths and
Distal goals give purpose and general direction to cycling routes. Those who are less confident
actions. For example, an individual may aim at about their physical competence might focus
becoming a medical doctor, which is a distal goal instead on the lack of a gym in their neighbor-
that can be subdivided into a hierarchy of prox- hood. People with strong self-efficacy recognize
imal goals such as striving for a medical exam, that they are able to overcome obstacles and focus
studying hard for some years, and signing up for on opportunities. They believe that they are able
a premed course. to exercise control, even if the environment pro-
According to social cognitive theory, forming vides constraints rather than opportunities (see
a goal is a necessary but not sufficient condition Bandura, 1997, 2000a, 2000b).
for goal pursuit and behavioral enactment; it is For example, a meta-analysis of 257 original
a precondition but does not ensure that an indivi- studies showed that self-efficacy and positive out-
dual will actually pursue the goal (Bandura, come expectancies (e.g., expectations referring to
2000a, 2000b). People would not set goals for potential rewards) were the strongest predictors
themselves if they thought that the pursuit of of digital piracy behavior, whereas other vari-
such goals would have more disadvantages than ables referring to social learning models (e.g.,
advantages (Bandura, 2000a, 2000b). If learning social influence) or moral disengagement pro-
to play tennis has the advantage of being more duced smaller effects (Lowry et al., 2017).
active and fit, this consequence might be outper- Similarly, a meta-analysis of 143 studies sug-
formed by the expectation that participating in the gested that social cognitive theory was effective
sport is resource-demanding (e.g., it demands in predicting whether or not people chose math-
time and money) and that one requires a partner and science-intensive academic courses and

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36 ALEKSANDRA LUSZCZYNSKA AND RALF SCHWARZER

majors (Lent et al., 2018). The career-choice structural impediments, and facilitators in code-
behaviors are directly predicted by self-efficacy, termining cognitions, emotions, and behavior. In
goals, facilitating factors (support), and barriers particular, self-efficacy is a meaningful and
(Lent et al., 2018). Outcome expectancies by changeable belief that is important for initiating
themselves may have no direct effects yet they and maintaining behaviors. When self-efficacy is
are strongly related to goals, hence they may low, taking steps to increase it can help people to
operate indirectly. Although significant among change their behaviors. Interventions are mainly
ethnic majorities and minorities, the associations based on four sources of information that give
may be moderated by ethnicity or gender – for rise to self-efficacy: mastery experience, vicar-
example, outcome expectancies were more ious experience, verbal persuasion, and physiolo-
strongly related to goals among people from gical feedback. Social cognitive theory has been
ethnic minorities and women compared to ethnic applied to explain cognition and behaviors across
majority participants and men (Lent et al., 2018). various behavioral domains, including health
Systematic reviews seeking the strongest behavior, work performance, academic achieve-
predictors and correlates of adherence to combi- ment, sexual functioning, and coping with stress.
nation antiretroviral therapy (cART) for people Besides the use of the original version of the
living with HIV indicated that adherence self- theory, researchers have also developed several
efficacy was the strongest predictor of adherence adapted versions of the theory that provide more
(Langebeek et al., 2014). The associations effective explanations of behavior in specific con-
between other correlates (e.g., social support) texts (see Sidebar 3.1).
and adherence were weaker. Similarly,
a systematic review of social cognitive theory in
3.3 How Has Social Cognitive
the physical activity context yielded estimates of
Theory Been Used to Change
average-level effects, based on forty-four original
Behavior?
studies (Young et al., 2014). Across included
studies, variation in physical activity was directly Social cognitive theory has been used to guide
explained by self-efficacy (60 percent of studies interventions to change behavior in many contexts
yielded significant associations) and goals/inten- and populations. Research applying the theory has
tions (86 percent of analyzed studies). Direct utilized a number of intervention strategies or beha-
effects of other constructs from the theory were vior change techniques targeting change in the key
found in less than half of studies. In particular, the constructs of the theory (see Chapter 20, this
evidence for direct effects of outcome expectan- volume). Abraham and Michie (2008) provided
cies was found in only 30 percent of studies, the a formal classification of seven basic behavior
effects of impediments were found in only 24 per- change techniques that may modify social cognitive
cent of studies, and effects of social support were theory constructs: (1) modeling or demonstration of
observed in 20 percent of studies (Young et al., behavior; (2) provision of instructions on how to
2014). The associations were more likely to occur perform a behavior; (3), provision of general
in older samples (yet it has to be highlighted that encouragement; (4) prompting barrier identifica-
the review included research in studies with sam- tion; (5) setting graded tasks; (6) prompting inten-
ples of children as young as nine years old). tion formation; and (7) provision of information on
In summary, two constructs are central to the consequences. The latter two techniques target con-
predictions of social cognitive theory: self- structs that are also present in other theories (e.g.,
efficacy and outcome expectancies – and that the information-motivation skills model and the
they operate together with goals, socio- theory of planned behavior; see Chapter 2, this

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Changing Behavior Using Social Cognitive Theory 37

Sidebar 3.1 Specific versions of social cognitive theory

One development of social cognitive theory has been in the area of human
adaptation, such as the explanation of posttraumatic adaptation (Benight &
Bandura, 2004). Traumatic stress survivors with high self-efficacy beliefs have been
found to better adhere to physical and mental health treatments and engage in less
substance abuse–related behaviors (Luszczynska, Benight, & Cieslak, 2009). In line
with this approach, self-efficacy is a focal resource enabling individuals to effectively
search for the support needed for recovery. It also allows traumatic stress survivors to
regain control over one’s own behaviors after traumatic events.
Another application is in the form of social cognitive career theory, which aims to
explain the processes by which individuals develop their interests, make choices, and
attain performance in work-related and academic contexts (Brown et al., 2008; Lent
et al., 2003). The model stresses the role of self-efficacy, outcome expectancies, and
goals operating jointly in predicting achievements and performance. Furthermore,
social cognitive career theory highlights the role of barriers and supports (i.e.,
impediments and facilitating factors), representing a perception of specific
environmental influences (Lent et al., 2003). Employees and students with stronger
self-efficacy and outcome expectancies will tend to strive toward more challenging
job or academic goals than will those with weaker efficacy beliefs or less positive
outcome expectancies. More challenging or difficult goals are, in turn, assumed to
motivate employees/students to work harder toward goal fulfillment, leading to
more favorable academic or work-related outcomes. Meta-analyses have confirmed
that persistence (i.e., continuous efforts to attain an academic degree) is indirectly
explained by self-efficacy, with educational goals playing a mediating role (Brown
et al., 2008; Unrau et al., 2018). A similar pattern of associations between self-efficacy,
goals, and indicators of work performance (e.g., training participation, sales,
absenteeism) has been found (Brown et al., 2008).
A theoretical application of social cognitive theory was also developed to explain
leadership behaviors (McCormick, 2001). According to this approach (McCormick,
2001), goals and self-efficacy affect leadership motivation and task strategy
development, which, in turn, explain leadership behaviors in specific performance
environments.
Sport and athletic performance constitutes yet another context in which
theoretical applications of social cognitive theory have been made. Feltz et al. (1999;
for a meta-analysis, see Myers et al., 2017) proposed a conceptual model of coaching
efficacy consisting of three key elements: sources of coaching efficacy information,
dimensions of coaching efficacy, and outcomes of a coach’s efficacy beliefs. The
sources included the extent of coaching experience/preparation, prior success, the
perceived skill of athletes, and social support. The proposed dimensions of coaching
efficacy were character building, game strategy, motivation, and technique, whereas
the outcomes of coaching efficacy were coaching behavior, player/team satisfaction,
player/team performance, and player/team efficacy.

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38 ALEKSANDRA LUSZCZYNSKA AND RALF SCHWARZER

volume). It is also important to give people oppor- a “role model” that provides a “behavioral tem-
tunities to try out the behavior and experience early plate” for the behavior and affects estimates of
success. However, this is not a unique issue as many future confidence to do the behavior and, hence,
techniques may affect change in constructs from individuals may form motives or intentions to do
multiple theories. the behavior in future. When individuals witness
Interventions focused on social cognitive theory other people (similar to themselves) successfully
primarily target change in self-efficacy and out- master a difficult situation, social comparison and
come expectancies, given the pervasive effects of imitation of the behavior can strengthen self-
these constructs on predicting behavioral out- efficacy beliefs (Bandura, 1997). Similarly, imagery
comes in formative research applying the theory may enhance self-efficacy by presenting individuals
across contexts and populations (Prestwich et al., with a “self-model” of the behavior (see also
2014). For example, interventions may include Chapter 33, this volume). Self-efficacy beliefs can
strategies designed to increase participants’ sense also be changed through verbal persuasion. For
of mastery and their ability to handle difficult example, a teacher could reassure students that
situations that might arise during the initiation or they can prepare for a demanding exam, due to
maintenance of a novel or difficult behavior. Such their effort, competence, and ability to plan. They
strategies may lead to increased self-efficacy could be informed that they have what it takes to
beliefs when it comes to initiating or persisting succeed in anything they put their efforts into.
with the behavior when barriers arise (Tang et al., These types of persuasion can strengthen self-
2019). In addition, providing opportunities to efficacy for successfully managing the task at
experience success with a target behavior of inter- hand (Unrau et al., 2018).
est might be considered, such as reflecting on past
success with the behavior, developing skills such
3.4 Evidence Base for the Use of
as academic learning strategies or coping techni-
Social Cognitive Theory in
ques, setting proximal goals, monitoring goal pro-
Changing Behavior
gress, providing supportive feedback on progress
toward goals, enhancing skills to manage setbacks Social cognitive theory offers a sound theoretical
such as resetting goals or reattribution of failure, basis for informing interventions to change a wide
and presenting role models to provide vicarious range of behaviors. Research has demonstrated
experience of success with the behavior (Tang that interventions adopting strategies and techni-
et al., 2019; see also Chapter 32, this volume). ques to change behavior from the theory has led to
Self-efficacy beliefs can improve through perso- significant behavior changes in numerous con-
nal accomplishment (Bandura, 1997). Thus, to texts, including health-related behaviors (French
foster mastery experiences, one can guide clients et al., 2014), behaviors in occupational and orga-
to perform small steps that are likely to be achieved nizational settings like career exploration and
successfully. One can then provide positive feed- decision-making (Lent et al., 2016, 2017), beha-
back to reinforce this mastery experience and viors in educational contexts like persistence with
encourage the person to master subsequently more studying and attention in class (Schunk &
challenging steps. Such graded tasks can be useful Zimmerman, 2007; Unrau et al., 2018) or reading
in clinical settings such as in physiotherapy (e.g., (Aro et al., 2018; Unrau et al., 2018), performance
gradual progression of balance and strength exer- in sports (Te Velde et al., 2018), parenting (Liyana
cises; Ghazi et al., 2018) or cognitive behavior Amin et al., 2018), and breastfeeding (Galipeau
therapy for phobias (Bandura, 1977b). In addition, et al., 2018). In addition, interventions based on
vicarious experiences provide individuals with the theory have demonstrated efficacy in changing

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Changing Behavior Using Social Cognitive Theory 39

salient outcomes such as changes in health indica- conclude that changes in preferences or different
tors like weight loss (Hays et al., 2014), produc- attitudes seem to be of less importance than changes
tivity and attendance in occupational settings in self-efficacy or outcome expectancies when it
(Cherian & Jacob, 2013), academic attainment comes to behavior change. Other systematic
(Honicke, & Broadbent, 2016; Huang, 2016; reviews have focused on the effects of social cogni-
Talsma et al., 2018), and criminal behavior such tive theory–based interventions on physical activity
as digital piracy (acts of copyright infringement of and nutrition in specific contexts – for example,
electronic goods, including software, music, cancer-related treatment and recovery processes
books, movies, TV shows, and games; Lowry, (see Stacey et al., 2015). These authors’ meta-
Zhang, & Wu, 2017) or cyberbullying perpetration analysis of social cognitive theory–based interven-
(Chen, Ho, & Lwin, 2017). In the educational tions in this context, including twelve studies with
context, for example, modeling has been found cancer survivors, found favorable results in terms of
to be an effective means of building self- the overall effectiveness of such interventions to
regulatory and academic skills and of raising self- improve dietary behaviors as well as physical activ-
efficacy. In reading and writing interventions, ity. However, they were unable to indicate which of
modeling was employed to enhance self-efficacy, the theory constructs was most likely to change
skills, and self-regulation (Aro et al., 2018; these behaviors and how this construct should be
Schunk & Zimmerman, 2007; Unrau et al., 2018). changed. Theory-based interventions were effective
However, it is in health contexts where social in improving physical activity assessed at post-
cognitive theory approaches have been most fre- intervention with a small-to-medium effect size,
quently applied to change a range of health-related and six out of eight trials showed a statistically sig-
behaviors (Davis et al., 2015). For example, in the nificant improvement in at least one dietary outcome
domains of treatment and rehabilitation in the con- (Stacey et al., 2015). Self-efficacy was a primary
text of chronic illness, often new behaviors are construct targeted in the interventions, yet they were
required to be adopted (e.g., engaging in rehabilita- heterogeneous in terms of the number of theory
tion exercises, incorporating complex medication constructs targeted and the behavior change techni-
adherence regimes into daily routines). Self- ques applied. Furthermore, analyses testing if parti-
efficacy has been shown to form moderate associa- cular social cognitive theory constructs changed or
tions with such rehabilitation-related behaviors, mediated the effects of the intervention on nutrition
with larger effects found for individuals with con- or physical activity were inconsistent.
ditions that have not progressed to end-stage salvage The majority of research on interventions or
surgery and for younger and more physically active experimental studies based on social cognitive
individuals (Ghazi et al., 2018). theory has focused on comparisons of the predic-
A further example is the promotion of physical tive role of self-efficacy, alongside effects of
activity and nutrition, two behavioral domains in other constructs from either social cognitive the-
which social cognitive theory has been applied very ory or other theories (e.g., Jekauc et al., 2015;
frequently, and the large amount of intervention Luszczynska, Horodyska et al., 2016). For exam-
studies based on the theory in these domains pre- ple, experimental studies tested whether the most
sents challenges to synthesis. However, a review of conspicuous construct, self-efficacy – as opposed
265 nutrition interventions based on the theory to the key variable from implementation intention
published in the 1980s and 1990s indicated that theory, planning – exerts similar or larger effects
outcome expectancies or self-efficacy were on dietary changes (Luszczynska, Horodyska
included in about 90 percent of the studies et al., 2016) or physical activity changes
(Contento, Randell, & Basch, 2002). The authors (Luszczynska, Hagger et al., 2016). For these

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40 ALEKSANDRA LUSZCZYNSKA AND RALF SCHWARZER

behaviors, self-efficacy–enhancing interventions this volume), the health action process approach
yielded similar effects as the interventions target- (see Chapter 7, this volume), and a number of
ing planning. Importantly, combining self- integrated approaches to behavior change
efficacy with planning in a single intervention (Chapter 15, this volume), which highlights the
did not result in superior behavior changes than value of the theory going forward as a means to
one of these components alone. inform efforts to predict and change behavior.
Although there is a myriad of interventions
using the underpinnings of social cognitive the-
3.5 Summary and Conclusion
ory to change a behavior, it is unclear to what
extent all the constructs assumed in the theory Social cognitive theory is one of the most well-
should be targeted. One of the key issues in cited and applied theories of behavior change. It
translating theory to practice with respect to inter- has been applied to multiple behaviors performed
ventions based on the theory is which constructs across contexts and settings (e.g., education, occu-
to target and whether or not targeting more theory pational and workplace, mental and physical
constructs yields stronger effects. A systematic health, environmental settings; Aro et al., 2018;
review of the use of social cognitive theories to Cherian & Jacob, 2013; French et al., 2014; Hays
promote healthy eating and physical activity indi- et al., 2014; Lent et al., 2016, 2017; Schunk &
cated that the interventions applying social cog- Zimmerman, 2007; Talsma et al., 2018; Unrau
nitive theory more extensively did not result in et al., 2018; Te Velde et al., 2018). As
larger effects than those that used theories less a consequence, a substantive body of evidence
extensively (Prestwich et al., 2014). This, how- has accumulated that has provided support for
ever, may be an effect that is not specific for the application of the theory to predict and change
social cognitive theory, as similar conclusions behavior (Luszczynska & Schwarzer, 2015).
were drawn for the transtheoretical model (see Central to the theory are the constructs of self-
Chapter 10, this volume), the other theory that efficacy and outcome expectancies, both of
was used in an adequate number of experimental which have been shown to be reliably related to
trials providing data sufficient to conduct the initiation and maintenance of behavior in
a systematic analysis. formative research applying social cognitive
A possible future direction of research may be theory (see Chapter 32, this volume). Based on
the search for moderator effects. For example, the accumulated empirical evidence, interventions
effects of self-efficacy on goals and behavior may targeting these cognitions should translate into
be moderated by risk perceptions. Heightened changes in behavioral outcomes. Successful
risk perception may trigger an intention to man- social cognitive theory–based behavior change
age risk only when individuals have high self- interventions may use such strategies as provid-
efficacy to engage in suitable behaviors to mini- ing experiences of success with the behavior of
mize the challenges (Kok et al., 2018). Also, the interest, modeling successful performance of the
level of goals may be moderated by subsequent behavior, providing instructions on how to per-
self-regulatory factors such as planning. Both form a behavior successfully, using encourage-
types of putative moderation effects may be pro- ment and positive feedback on performance,
mising hypotheses as the body of research on prompting identification of barriers and how to
social cognitive theory expands. overcome them, assisting in setting graded tasks
Self-efficacy and similar constructs have been and appropriate goals, or providing information
incorporated into many theories and models such on the benefits and consequences of performing
as the reasoned action approach (see Chapter 2, the behavior (see Table 3.1).

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Changing Behavior Using Social Cognitive Theory 41

Table 3.1 Social cognitive theory behavior change techniques

Behavior Change Technique Example

(1) Modeling or demonstration Have clients witness other people (similar to themselves) successfully
of behavior master a difficult situation; social comparison and imitation of the beha-
vior can strengthen self-efficacy beliefs.
(2) Provision of instructions on Point to skills and strategies on how to perform a particular task and gain
how to perform a behavior mastery experience.
(3) Provision of general Reassure clients that they can adhere to a demanding new behavior, due to
encouragement their competence and ability to plan. Tell them that they have what it
takes to succeed in anything they put their efforts into.
(4) Prompting barrier Support clients to be aware of obstacles and make realistic judgments about
identification coping options.
(5) Setting graded tasks Guide clients to perform small steps that are likely to be achieved successfully.
Such graded tasks can be useful in clinical settings such as in physiotherapy
(e.g., gradual progression of balance and strength exercises).
(6) Prompting intention Underscore level of competence that is required to set a realistic goal.
formation
(7) Provision of information on Identify positive and negative outcomes of various types of behavior.
consequences

A possible weakness of the theory lies in the lack behavior-specific assessment of self-efficacy is: “I
of consideration of emotion-related and noncon- am confident that I can . . . (perform an action), even
scious processes (Beauchamp et al., 2019; see also if . . . (a barrier)” (Luszczynska & Schwarzer,
Chapters 12, 15, and 34, this volume). Moreover, the 2015). An example of a self-efficacy statement is:
causal mechanism, the hypothesized interplay of “I am confident that I can skip dessert after meals
constructs, is not clearly documented, making it even if my family continues to eat it.” In contrast,
difficult to derive clear and specific predictions. one finds assessment items such as “for me, learning
There is no detailed set of hypotheses or predictions Spanish is easy” in some studies. Such easy/difficult
that provides a definitive, comprehensive represen- statements do not have a good fit with the definition
tation of the entire theory on which appropriate of the self-efficacy construct (Schwarzer &
behavior change interventions can be developed. Luszczynska, 2016). Future research should, there-
Some aspects of social cognitive theory that have fore, seek to resolve these inconsistencies by using
not been clearly described or mapped out in detail semantic rules for rational item construction and by
and perhaps the theory should, therefore, be consid- clarifying the nature of the self-efficacy construct. It
ered a framework to guide ideas on effects on beha- is also important to avoid the possible confound of
vior rather than a formal theory specifying particular self-efficacy and motivation (Williams & Rhodes,
predictions. Moreover, the construct of self-efficacy 2016) by targeting clearly different operationaliza-
is often not well understood and researchers often tions of these two constructs. Moreover, future
use misleading operationalizations in their assess- research should go beyond the mere analysis of
ment tools, which may be one source of inconsis- linear direct effects of social cognitive theory con-
tency in the empirical literature (e.g., Beauchamp, structs on behaviors and consider also more com-
Crawford, & Jackson, 2019; Williams & Rhodes, plex operating mechanisms of change as reflected
2016). For example, a suggested rule for the by mediation or moderation effects.

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