Published in Animal Behaviour and Welfare Cases, the study by J. R. MacKay and Kristina Pollock (2023) sheds light on the underexamined but critical impact of human behavior in veterinary settings. The research emphasizes that veterinarians, technicians, nurses, and even front-office staff must recognize how their interactions and communication styles affect not only client compliance but ultimately, animal health outcomes.
Veterinary practice often unfolds under pressure, where cognitive load, emotional stress, and time constraints complicate decision-making. To address this, the authors propose integrating behavioral science frameworks such as the Knowledge Deficit Model, the Theory of Planned Behaviour, and the 5As Behavioural Change model into routine veterinary care. These models help clinicians better understand how clients process information, make choices, and sustain behavioral changes that affect their animals’ health.
The Knowledge Deficit Model underscores that clients do not always act out of ignorance but may respond based on emotions, beliefs, or prior experiences. Meanwhile, the Theory of Planned Behaviour links intentions and actions to attitudes, perceived control, and social norms, providing tools for effective dialogue. The 5As Model—Assess, Advise, Agree, Assist, and Arrange—offers a structured pathway to facilitate behavior change during consultations.
The study also highlights that good veterinary care involves more than technical proficiency. Non-technical skills such as empathy, communication, and emotional intelligence must be considered core competencies. By leveraging human behavioral research, veterinary professionals can better support clients and increase treatment adherence and animal welfare.
Ultimately, this research argues that animal care cannot be separated from human dynamics. Veterinary professionals who engage with behavioral science not only improve outcomes but also foster more resilient relationships with clients, colleagues, and animals alike.
Source: J. R. MacKay, Kristina Pollock. “Human Behaviour in Veterinary Care.” Animal Behaviour and Welfare Cases, 2023-11-20. © The Authors 2023.
