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APHA Scientific Session and Event Listing

Sharon R. Kimmel, PhD, Department of Community Health and Health Studies, Lehigh Valley Hospital and Health Network, P.O. Box 7017, 17th & Chew Streets, Allentown, PA 18105, 610-402-2498, sharon.kimmel@lvh.com

This presentation proposes the VEER model for risk behavior change at the community level. The VEER model is offered as a foundational planning and formative evaluation methodology for use in risk behavior change initiatives. It incorporates social learning theory, social system and ecology perspectives, and a unique taxonomy of tacit knowledge. Most often in health care initiatives we ask the patient to change or modify risk factors that are essentially cultural, and are ingrained comfort behaviors. For affect change to occur, new behaviors must be internalized. The major challenge of implementing change is the issue of conflicting values with the social system of the adopter. Too often, we throw education at the source and anticipate a change. When change does not occur, we perform formative evaluation techniques that may endanger the initiative to become disjointed and unplanned. A peripheral favorable end result may occur, but not as significant as anticipated. A model is needed that will facilitate anticipated, significant change and that will build learning outcomes for application to future interventions and evaluation. To veer is to change direction: shift, turn or swing around. The VEER model focuses on Value, Ease, Expectation, and Reward as essential components that create and support a triangle of knowledge essential to internalization and adoption of learned behaviors. The presentation launches the VEER model through discussion and successful application examples for each component. Thoughtful audience feedback and discussion will be petitioned.

Learning Objectives:

• Recognize three social influences creating conflicting values that impede healthy behaviors.
• Identify four components of a system change intervention that deal with the issue of conflicting values.
• Discuss major challenges of implementing system changes.

Presenting author's disclosure statement:

Not Answered