Summary
The episode works through four questions that students commonly find difficult in the lesson on Social Cognitive Theory, Social Network Theory, diffusion of innovations, and social marketing. It sorts the details of an invented student's plan to cycle to campus into Social Cognitive Theory constructs, offers a practical check for telling behavioural capability from self-efficacy, and asks whether a correlation between self-efficacy and behaviour shows that raising self-efficacy will change behaviour. It then examines why a behaviour shared by friends can reflect selection and a shared situation as well as influence, and works a harder example that pairs network mapping with diffusion of innovations, in which a missed bridge to people who use alone becomes a linkage agent and the hosts find that a naloxone kit offers little relative advantage to a person who uses alone, since naloxone has to be given by someone else. It closes by applying the four Ps and market segmentation to an invented falls prevention class, and the hosts debate whether diffusion efforts should begin with early adopters when the people who most need an innovation tend to adopt it last.