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After nearly 28 years, The Communication Initiative (The CI) Global is entering a new chapter. Following a period of transition, the global website has been transferred to the University of the Witwatersrand (Wits) in South Africa, where it will be administered by the Social and Behaviour Change Communication Division. Wits' commitment to social change and justice makes it a trusted steward for The CI's legacy and future.
 
Co-founder Victoria Martin is pleased to see this work continue under Wits' leadership. Victoria knows that co-founder Warren Feek (1953–2024) would have felt deep pride in The CI Global's Africa-led direction.
 
We honour the team and partners who sustained The CI for decades. Meanwhile, La Iniciativa de Comunicación (CILA) continues independently at cila.comminitcila.com and is linked with The CI Global site.
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Behavioural Performance: Variables

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Theory Summary
"Generally speaking it appears that in order for a person to perform a given behavior one or more of the following must be true:

1. The person must have formed a strong positive intention (or made a commitment) to perform the behaviour

2. There are no environmental constraints that make it impossible to perform the behaviour

3. The person has the skills necessary to perform that behaviour

4. The person believes that the advantages (benefits, anticipated positive outcomes) of performing the behaviour outweigh the disadvantages (costs, anticipated negative outcomes)

5. The person perceives more social (normative) pressure to perform the behaviour than to not perform the behaviour

6. The person perceives that performance of the behaviour is more consistent than inconsistent with his or her self image, or that it's performance does not violate personal standards that activate negative self-actions

7. The persons emotional reaction to performing the behaviour is more positive than negative

8. The person perceives that he or she has the capabilities to perform the behaviour under a number of different circumstances"
Source

Fishbein summarising on page 5/6 in Developing Effective Behavior Change Interventions, Fishbein M, Univ Of Illinois.