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Health Promotion Theory In Practice: An Analysis Of Co-Active Coaching, Jennifer Irwin, Don Morrow

Donald Morrow

According to the World Health Organization (1986), “health promotion is the process of enabling people to increase control over, and to improve their own health.” To bring this process and its desired outcomes to fruition, many theories and models for understanding and altering health behaviours have been designed and utilized (Ajzen, 1988; Bandura, 1986; Fishbein & Ajzen; 1975; Freire, 1973, 1974; Jessor & Jessor, 1977; Prochaska, 1979). Practitioners of behaviour change implementation are legion, as therapists, counsellors, social workers and so forth. Coaching (in various iterations such as life coaching, personal coaching, executive coaching) is a recent and growing behavioural …