Theoretical background and applied methods of behavior change are considered. Among theoretical models used are the follows: transtheoretical one (J. Prochaska and C. DiClemente), health beliefs (I. Rosenstock, H. Leventhal et al. ) and consumer's information processing (J. Bettman); much attention is paid to A. Bandura's theory of social learning. As successful application of theoretical notions the medical preventive program "A Su Salud" is described.