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Bob Heaney Behavioural Theories When it comes to health and fitness, the British (in particular we in the west coast of Scotland) are not renowned for our enthusiasm on the matter. The Scottish Executive is now realising however that this is an issue which needs addressed, and quickly. The strain upon the National Health Service and the deteriorating health of the nation is a worry, and if we are to install suitable values in the population then we must learn how to motivate them. Leading behavioural psychologists have devised a number of motivational and behavioural theories, and this helps us begin to understand the way people behave, and consequently why they behave the way that they do. Abraham Maslow (1908-1970) was one of these psychologists, who produced a piece of work which he named his "hierarchy of needs". Maslow suggested that there are five sets of goals, which may be...

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