Scientific Approach to Behavior Change Assessment

Increasing evidence suggests that demand generation interventions based on social and behavioral science theories are more effective than those without a theoretical base, especially when multiple theories and concepts are considered.

The ideation concept holds that people’s actions are influenced strongly by their beliefs, ideas, and feelings and that changing them can change behavior, including contraceptive behavior.

The Nigerian Urban Reproductive Health Initiative identified a number of specific ideas and feelings that predicted whether a woman would or would not use contraception. The more of these predictors the woman had, the more likely she was to use family planning. These positive predictors included:

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