Need based Family Planning Programmes: Content and Treatment Guidelines for T V Producers

T. V. Rao

IIMA Working Papers from Indian Institute of Management Ahmedabad, Research and Publication Department

Abstract: This article presents three models of human behaviour with special emphasis on the process of decision making at the individual level in the adoption of family planning practices. The first model describes how the adoption process is influenced by factors at three levels: individual, family and society. The second model views adoption behaviour as influenced by the personality of the adopter, practice characteristics, role of influential and change agents. The third model describes the sequential adoption process. Programme implications of these three models for T.V. producers have been discussed. Suggestions have been made on the basis of behavioural science research findings in family planning in India, about the content, and organization of future T.V. programmes for our country. The results discussed in this paper have implications for the diffusion of any method through mass media.

Date: 1974-04-01
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