Health interventions typically stress the health benefits of adopting a healthier lifestyle, or point at the life-threats associated with harmful ways of living. However, research consistently shows that such interventions are not effective in achieving enduring behavioral change. In this talk I will clarify why the lack of effect is due to inherent aspects of human nature. What, then, is the alternative? I shall demonstrate how interventions designed from a goal-theory and social identity perspective have a far stronger and more lasting potential to affect individual behavior. The underlying theoretical frameworks will be explored, and I will present some of the very promising results from experimental and field studies within the area of safe sex, physical activity, alcohol use, and smoking.

Flyer Lecture Series Spring 2016_Health Behaviour Change: From Theory to Reality

Poster Lecture Series Spring 2016_Health Behaviour Change: From Theory to Reality