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Using qualitative methodologies to understand behaviour change

Liz Logie‐MacIver (Edinburgh Napier University, Edinburgh, UK)
Maria Piacentini (Lancaster University Management School, Lancaster, UK)
Douglas Eadie (University of Stirling, Stirling, UK)

Qualitative Market Research

ISSN: 1352-2752

Article publication date: 13 January 2012

4193

Abstract

Purpose

The purpose of this paper is to explore the use of qualitative approaches to add depth and insight to understanding concerning the issues involved when consumers try to make changes in their behaviour. The context of this study is people trying to make and sustain changes to their dietary behaviour. Taking Prochaska and Di Clemente's Stages of Change model as the starting point, this paper marks a departure from other work in the behavioural change area in so far as a qualitative approach is adopted rather than a quantitative perspective.

Design/methodology/approach

This study was longitudinal in design and the data presented concern groups of people who were categorized as belonging to stages of change and who followed a similar stage of change pattern over a period of 18 months (according to the Stage of Change algorithm described by Curry et al.).

Findings

By examining peoples' behaviour changes in depth, the similarities and differences in their attitudes and motivations are revealed in terms of their dietary behaviour change and maintenance of change. This provides a more refined understanding of how people make changes and maintain them over time.

Research limitations/implications

While focusing only on a small number of people, the weaknesses of the Stages of Change model is demonstrated and how qualitative research approaches can be used to add depth and meaning to quantitative methodologies popular in the social marketing domain.

Originality/value

This paper demonstrates that the Stages of Change model has value in categorizing people into stages of change and measuring these changes over time but is limited in its ability to develop understanding of the lived experience of trying to change behaviour.

Keywords

Citation

Logie‐MacIver, L., Piacentini, M. and Eadie, D. (2012), "Using qualitative methodologies to understand behaviour change", Qualitative Market Research, Vol. 15 No. 1, pp. 70-86. https://doi.org/10.1108/13522751211192008

Publisher

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Emerald Group Publishing Limited

Copyright © 2012, Emerald Group Publishing Limited

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