Clients need a strong incentive to change a behaviour that threatens or already

affects their health status. Most clients feel threatened, not so much by their ill-
health status, but by the health change itself and seek to maintain a healthy
ambivalence towards this (Baird 1998).
Social Cognition (Social Learning) Theory, as a branch of social psychological theory,
is used extensively as a means to explain health behaviours and to focus on the
social context of behavioural change and its underpinning cognitive processes). Its
underlying tenet is that behaviour is guided by expected consequences. The
cognitive component is related to the client's belief about an object or attitude
(Downie et al. 1996).
References:

Baird A. (1998) Change theory and health promotion. Nursing Standard 12,
34-36.
Downie R.S., Tannahill C. & Tannahill A. (1996). Health Promotion: Models and
Values 2nd edn. Oxford University Press, Oxford.