The document summarizes Brian Cugelman's presentation on the psychological architectures of health behavior change websites. It discusses using the Communication-based Influence Components Model (CBICM) to design effective online interventions. CBICM considers intervention messages, audience interpretation, and relative influence components. It also presents results from a meta-analysis finding that longer interventions with better adherence led to larger behavior change effect sizes. The goal is to help scale online public health campaigns through understanding which psychological designs work best.

1. The psychological architectures of health behaviour change websites Designing interventions with the CBICM Brian Cugelman, PhD Health changing websites: the cutting edge of online behaviour change Toronto, Canada 29 November 2010 Presentation partners:

2. 1. Online Social Marketing 2

3. Social Marketing “Social marketing is the systematic application of marketing alongside other concepts and techniques to achieve specific behavioural goals, for social or public good.” (National Social Marketing Centre, 2006) 3

4. Examples of Campaigns Quit smoking Exercise more Drive safer Drink less Eat healthier Eat more Eat less

5. Online Social Marketing 5

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8. New breed of online health interventions 8

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12. 2. The Research Project 12

13. Research questions How can online interventions scale to the population level? With such high attrition, what can be done to improve intervention efficacy? How do you design an online health intervention? Which psychological architectures work best? 13

15. No magic list of psychological design

16. Traditional one-way communication models only partially describe online communications, which is increasingly two-way14

18. 3. Communication-based Influence Components Model (CBICM) 16

19. There is no “one size fits all” taxonomy to describe online interventions Stages of change Cialdini CAPTOLOGY Community-based social marketing Evidence-based behavioural medicine Learning Theories/Behaviourism Social Cognitive Theory Theory of Reasoned Action/Planned Behaviour And many more.... 17

20. One-Way: one-to-one, one-to-many CUGELMAN, B., THELWALL, M., & DAWES, P. (2009) Communication-based influence components model. Paper presented at the Persuasive 2009, Claremont.

21. Two-Way: one-with-one CUGELMAN, B., THELWALL, M., & DAWES, P. (2009) Communication-based influence components model. Paper presented at the Persuasive 2009, Claremont.

22. Mass/Interpersonal Divide CUGELMAN, B., THELWALL, M., & DAWES, P. (2009) Communication-based influence components model. Paper presented at the Persuasive 2009, Claremont.

23. Mass-Interpersonal Communication CUGELMAN, B., THELWALL, M., & DAWES, P. (2009) Communication-based influence components model. Paper presented at the Persuasive 2009, Claremont.

24. Communication-based Influence Components Model (CBICM) A framework to describe the psychology of interventions CUGELMAN, B., THELWALL, M., & DAWES, P. (2009) Communication-based influence components model. Paper presented at the Persuasive 2009, Claremont.

25. 4. The Study 23

27. Obtained 1,271 results

28. Retrieved 95 full text studies

29. Selected 31Primary analysis: 30 interventions from 29 studies (N=17,524)

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31. Effect Sizes Overall: d=.194, p=.000, k=30 d

32. Effect Size by Intervention Duration d

33. Dose: Adherence over Time 28

34. Dose: Three Variables Intervention Adherence COR r=.240, p<.000, k=9 COR r=.37, p<.000, k=5 MR r=.455, p=.109, k=13 Study Adherence Outcome Effect Size MR r=.481, p=.006, k=28 COR: Correlation effect size MR: Meta-regression estimate

35. Relative Influence Components and Outcomes

36. CBICM

37. Intervention Message

38. Audience Interpreter

40. Mass-interpersonal public health campaigns

41. State eHealth34

43. 1st published Jan 2010 : CUGELMAN, B. (2010) Online social marketing: Website factors in behavioural change. University of Wolverhampton, Wolverhampton.

44. 2nd extended publication in 2011: CUGELMAN, B., THELWALL, M., & DAWES, P. (2011, forthcoming) Online interventions for social marketing health behaviour change campaigns: A meta-analysis of psychological architectures and adherence factors. Journal of Medical Internet Research. (Get a pre-publication copy at www.cugelman.com) 35

45. Thank You Brian Cugelman, PhD Phone: +1 (416) 921-2055 brian@alterspark.com Get in touch @AlterSpark alterspark alterspark alterspark www.AlterSpark.com 36