Favourable Attitude

Output

Outcome

% of [specify the target group] with a favourable attitude towards [specify the behaviour]

People’s existing attitudes influence their willingness to adopt the behaviours promoted by humanitarian and development interventions. This indicator measures the proportion of the target population with a favourable attitude towards a promoted behaviour. A favourable attitude means that a person views the behaviour positively.

Determine the indicator's value by using the following methodology:

1) Define two contrasting views about the promoted behaviour: one expressing a favourable attitude and the other an unfavourable attitude. Such views can concern whether a behaviour is a good idea, acceptable, worthwhile or something people should do. For example:

• Child health: Some people think that children with diarrhoea should be given more fluids than usual. Others do not think so.

• Agriculture: Some people think that covering soil with crop residues is worth the effort. Others do not think so.

Use simple, neutral wording and avoid statements that mainly assess knowledge about the behaviour and its effectiveness rather than people's actual views of the behaviour itself.

2) Conduct individual interviews with a representative sample of the target group members.

RECOMMENDED SURVEY QUESTION (Q) AND POSSIBLE ANSWERS (A)

Q1: Read both views defined in step 1 and then ask: Which of these views is closer to your own?

A1:

1) the favourable view

2) the unfavourable view

3) does not know / cannot choose between the views

The answer categories are for recording responses. Do not read the labels 'favourable view' and 'unfavourable view' aloud.

3) Count the number of respondents who selected the favourable view.

4) To calculate the indicator's value, divide the number of respondents who selected the favourable view by the total number of respondents who answered the question, including those who answered "does not know / cannot choose". Exclude refusals and missing answers. Multiply the result by 100 to convert it to a percentage.

This data can be disaggregated by gender and age group, and, if relevant, also by other characteristics relevant to the programme.

1) Keep in mind that the fact that someone has a favourable attitude towards a certain behaviour does not automatically mean that they will adopt it (think of the many health and other practices we all approve of but do not necessarily follow).

2) Be aware of the limitations of this method. Respondents may choose the favourable view because they consider it socially acceptable, rather than because they genuinely support the behaviour. Also, their answers show which view is closer to their own, but not how strongly they hold it. Respondents who cannot choose between the views should not be assumed to have an unfavourable attitude.

3) Presenting two contrasting views may leave some respondents unsure which practice is recommended. Where such confusion could have negative consequences, especially for health and safety, interviewers should briefly explain the recommended practice at the end of the interview, using accurate, programme-approved information. This should be done only after all answers have been recorded, to avoid influencing respondents' responses.

4) If you want your indicator to capture people's attitudes towards several different behaviours, you can rephrase it to: "% of [specify the target group] with favourable attitudes towards at least X out of Y promoted behaviours". For example, "% of mothers of children under two with favourable attitudes towards at least 5 out of 7 promoted infant and young child feeding practices". To calculate the value of the indicator, use the same methodology as described above, with the following exceptions:

• Ask respondents to choose between two contrasting views for each promoted behaviour;

• When analysing the data, count the number of respondents who selected the favourable view for at least the minimum number of behaviours (e.g. at least 5 out of 7);

• Divide this number by the total number of respondents who answered all the relevant questions, including those who answered "does not know / cannot choose". Multiply the result by 100 to convert it to a percentage.

Decide on the minimum number of behaviours before collecting data. Where useful, also report results for individual behaviours, as the combined indicator may hide important differences.

5) Measuring people's attitudes towards a certain behaviour can also be based on responses to several questions about different aspects of the same behaviour (rather than just one question as described above). For example, you can ask whether respondents consider a behaviour acceptable, worthwhile and appealing. If you combine the responses into one indicator, decide in advance how many favourable responses are required and explain why. Where useful, also examine the results for each aspect, as the combined result may hide important differences.

6) Ask only about behaviours the respondent is likely to be familiar with (otherwise you may receive many "does not know" answers that are difficult to interpret). When comparing results over time, use the same question wording and response options.

Also consider using the following indicators:

• Intention to Adopt a Behaviour (assesses whether people intend to practise the promoted behaviour)

• Perceived Self-Efficacy (assesses whether people feel confident that they can practise the behaviour)

• Perceived Approval (assesses whether people believe that important others approve of the behaviour)

• Prevalence of Barriers to Change (identifies obstacles that can prevent behaviour change despite favourable attitudes)