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SUMMARY:IDE Seminar Series – Professor Priscilla Reddy
DESCRIPTION:Introduction to behavioural science\nLocation: White City\, Sch
 ool of Public Health Building\nRoom: SPH 204 – Seminar Room\nIn-person e
 vent. If you wish to join online\, please join via this link.\n \nPriscil
 la Reddy is Visiting Professor in the School of Public Health at Imperial 
 College London. A behavioural scientist with over thirty years in public h
 ealth\, she founded the Health Promotion Research and Development Unit at 
 the South African Medical Research Council and has led national surveys of
  youth risk behaviour and tobacco use in South Africa.\n\nAbstract\n \nBe
 havioural science helps us understand why people do what they do\, and why
  simply providing information is often insufficient to change behaviour. T
 raditional public health approaches have frequently assumed that unhealthy
  behaviours are primarily the result of a lack of knowledge. However\, dec
 ades of research have demonstrated that people often continue behaviours d
 espite being aware of the associated risks\, whether related to smoking\, 
 physical inactivity\, unhealthy diets\, or poor adherence to medical treat
 ment. In this presentation\, I will introduce the foundations of behaviour
 al science and explore why information-deficit approaches often fail to ac
 hieve sustained behaviour change. Drawing on my work in health promotion a
 nd behaviour change\, I will discuss how behaviour is shaped not only by k
 nowledge\, but also by beliefs\, social norms\, self-efficacy\, outcome ex
 pectations\, environmental influences\, and broader structural factors.\n\
 nThe presentation will also highlight how behavioural science can inform t
 he design of more targeted\, tailored\, culturally sensitive\, and theory-
 informed public health interventions. Rather than relying on a single expl
 anation for behaviour\, comprehensive behavioural models recognise the com
 plex interplay between individual\, social\, environmental\, and structura
 l influences. I will discuss the importance of identifying behavioural det
 erminants\, selecting appropriate intervention strategies\, and tailoring 
 approaches to different populations and contexts. By understanding what dr
 ives behaviour and applying evidence-based behaviour change principles\, p
 ublic health practitioners can design interventions that are more likely t
 o achieve meaningful\, equitable\, and sustainable outcomes. This introduc
 tion will provide a foundation for understanding behaviour change as a cen
 tral component of improving population health and reducing health inequali
 ties.
URL:https://www.imperial.ac.uk/events/214381/ide-seminar-series-professor-p
 riscilla-reddy/
DTSTART;TZID=Europe/London:20261013T123000
DTEND;TZID=Europe/London:20261013T133000
LOCATION:204\, School of Public Health\, White City Campus\, London\, W12 0
 BZ\, United Kingdom
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