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.