Chapter 12 Changing stakeholder behaviour

In: Tail biting in pigs
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Grace Carroll Animal Behaviour Centre, School of Psychology, Queen’s University Belfast UK

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Alison Burrell Animal Health Ireland 2–5 The Archways, Carrick-on-Shannon, Co. Leitrim N41 WN27 Ireland

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Lisa Graham-Wisener Centre for Improving Health Related Quality of Life (CIHRQoL), School of Psychology, Queen’s University Belfast UK

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Abstract

Humans play a key role in determining the welfare status of animals kept under their control. For example, stakeholders in the farming industry such as veterinarians, consumers, retailers and legislators all have responsibility in determining pig welfare standards. Today, Human Behaviour Change (HBC) is a well-established field that is used to address important human health issues such as smoking cessation, increasing physical activity, and improving disease detection. However, despite the wealth of knowledge and research on HBC, the majority of ‘interventions’ regarding farming practices come in the form of top-down public policy changes that tend to lack a theoretical underpinning. The Behaviour Change Wheel provides a comprehensive framework for understanding the key predictors of human behaviour and has a user-friendly structure, making it a practical tool for those interested in changing human behaviour to reduce tail biting in pigs. This chapter provides an intervention design guide for those working with pigs that may be new to intervention design or who may be unfamiliar with the psychological foundations of Human Behaviour Change. A guide is provided along with hypothetical and real-world examples to aid understanding of this sometimes complex field, from defining the behaviour to be changed, to assessing the effectiveness of the designed intervention.

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Tail biting in pigs

A comprehensive guide to its aetiology, impact and wider significance in pig management

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