A set of propositions is offered to provide a frame of reference for proposed strategies to improve healthful behavior by placing personal choicemaking in the context of societal option-setting.The health status of populations at a given point in time is seen as a result of customary personal choicemaking. These choices in turn are limited by both the perceived and actual options available to individuals, depending on their personal and their community's resources, from which to make choices. Most people, most of the time will make the easiest choices, i.e., will do the things, develop the patterns or life-styles, which seem to cost them less and/or from which they It is a paradox that health professionals, in their efforts to improve people's health-related practices, seem to expect more of the ordinary consumer than they do of themselves. Almost all patient and consumer health education assumes, explicitly or implicitly, that if people know what is most healthful, they will do it.Perhaps the most obvious test of this assumption is to look at health professionals themselves. If knowing what is health-generating were directly related to doing, then surely we in the health field would be among the most robust in the nation, slim, agile, nonsmoking, temperate eaters of complementary protein, low fat and cholesterol, low-sucrose, and nonrefined carbohydrate foods, avoiders of drugging levels of alcohol and other artificial mood-changers, evenly paced in our daily patterns. This picture is obviously nonexistent. Nor do we expect it to exist. Most will recognize that it is not much more likely for a physician earning $85,000 a year to change his life pattern than for a $6,000 a year hospital aide to do so. However, the potential for lifestyle change, the array of options available to these two individuals, may differ considerably.The point is that most human beings, professional or will gain more of what they value in tangible and/or intangible terms.The range of options available to them, and the ease with which they may choose certain ones over others, is typically set by organizations, public and private, formal and informal. The more powerful the organization, i.e., the more effective it is in carrying out its policies, the more it affects the options available to other organizations and populations, whether or not these effects are immediately perceived by individuals in their day-by-day choicemaking. Implications for health education strategies are noted. (Am. J. Public Health 66:435-439, 1976) nonprofessional, provider or consumer, make the easiest choices available to them most of the time, and not necessarily because of what they know is most healthful. Thus, if it is agreed that health-promoting life patterns are a good thing, then the focus for changing behavior should be on the problem of how to make health-generating choices more easy, and how to make health-damaging choices more difficult.
A Timefor ChangeThere is increasing national and even international interest in the problems of "prima...