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About the Authors Preface How to Use this Text Introduction and Background 1 APPLYING SOCIAL PSYCHOLOGY Example of the Application of Social Psychological Theories Step 1 - Problem: Formulating a Problem Definition Step 2 - Analysis: Finding Explanations for the Problem Step 3 - Test: Developing and Testing the Process Model Step 4 - Help: Towards an Intervention Programme Other Relevant Decisions Applying Social Psychology: The PATH from Problem to Intervention Step 1 - Problem: From the Problem to a Problem Definition Step 2 - Analysis: From a Problem Definition to Analysis and Explanation Step 3 - Test: From Explanations to a Process Model Step 4 - Help: From a Process Model to Intervention Problems with Applying Theories Oversimplification External Validity Contradictory Evidence Conclusion 2 THE PROBLEM PHASE: FROM A PROBLEM TO A PROBLEM DEFINITION Introduction Towards a Problem Definition Reformulating the Problem The Path from a Problem to a Problem Definition Examples of Interviews Key Questions for Problem Definition What is the Problem? Why is it a Problem? For Whom is it a Problem? What are the Possible Causes of the Problem? What is the Target Group? What are the Key Aspects of the Problem? Research for a Problem Definition Background Materials Completing the Problem Definition 3 THE ANALYSIS PHASE: FINDING THEORY-BASED EXPLANATIONS FOR PROBLEMS Introduction Specifying the Outcome Variable Requirements for the Outcome Variable Relevance Specificity Continuity The Divergent Phase: Generating Explanations Free Association Interviews and Observation Social Psychological Theories Theoretical Approaches Under Investigation: The Case of Safe Sex Promotion A Topical Strategy A Conceptual Strategy A General Theory Strategy The Convergent Phase: Reducing the Number of Explanations Getting Rid of Redundant and Irrelevant Explanations Getting Rid of Invalid Explanations Getting Rid of Implausible Explanations 4 THE TEST PHASE: DEVELOPING AND TESTING THE PROCESS MODEL Introduction Formulating a Process Model Case Study: Improving Cooperation in a Pharmaceutical Company Case Study: Reducing the Risk of STD infection Heuristics for Developing a Process Model Testing the Process Model Doing Your Own Research 5 THE HELP PHASE: DEVELOPING THE INTERVENTION Introduction Preparing Intervention Development Modifiability Effect Size The Balance Table Developing the Intervention The Channel The Method The Strategy Building the Intervention Programme Pre-testing the Intervention Implementation of the Intervention The Implementation Process Mapping the Implementation Route The Implementation Plan The Actual Implementation The Evaluation Case Study: The Millennium Campaign 'I Can Do That Too' CONCLUSION: LOOKING BACKWARD AND FORWARD Glossary Bibliography Index