The concept that people compare the costs and benefits (see Barriers and Benefits) of performing a behavior before actually doing it. The benefits must outweigh the costs in order for people to perform a behavior. Exchange provides a way for you to understand the costs and benefits that a target audience (see Target Audience) associates with a desired behavior change. Apply this concept by offering the audience benefits they want in return for making the desired behavior change. For example, you give them a sense of being cool and accepted by their peers if they give you themselves as drug-free adolescents. (Programs also receive benefits, such as.
