Barrier Analysis: A Tool for Improving Behavior Change Communication





1.	Behavior change theory
2.	Seeing the need
3.	Fisherman story
4.	Determinants
5.	Seven steps
6.	Examples
7.	The "Exercise" exercise

	Perceived Action Efficacy

(Does the preventive action work?)

Which questions could you use to determine if this barrier kept people from taking preventive action (purifying their water)?

The following questions are examples that were used in the Dominican Republic. Your questions may vary.

When a person adds bleach to his/her drinking water, will that make it safe to drink? Why? Will that help prevent diarrhea? Typhoid? Other diseases?
When a person adds iodine to his/her drinking water, does that make it safe to drink? Why? Will that help prevent diarrhea? Typhoid? Other diseases?
When a person boils his/her drinking water for 30 minutes, does that make it safe to drink? Why? Will that help prevent diarrhea? Typhoid? Other diseases?
What are the principal causes of diarrhea in this community? (You would use this question to see if the reasons they give for the problem are linked with the behavior. For example, if they think that “evil eye” is the reason why children have diarrhea and dehydration in their community, they probably will not believe that ORS could help eliminate it.)

RESULTS: Mothers said that, yes, purifying dirty water helps prevent diarrhea. Adding bleach and boiling works. They had not heard of adding iodine to water. Regardless, they believed that their water was pure and did not need to be purified.

	Example - Dominican Republic
	Using Barrier Analysis
	Perceived Susceptibility
	Perceived Severity
	Perceived Action Efficacy
	Perceived Social Acceptability
	Perceived Self-Efficacy
	Cues for Action
	Perception of Divine Will
	Negative and Positive Attributes
	Example - Kenya
	Overview

Next (Perceived Social Acceptability)