List Books » Designing Health Messages: Approaches from Communication Theory and Public Health Practice
Authors: Edward W. Maibach (Editor), Edward Maibach, Roxanne L. Parrott
ISBN-13: 9780803953987, ISBN-10: 0803953984
Format: Paperback
Publisher: SAGE Publications
Date Published: February 1995
Edition: 1st Edition
How do you design an effective message for a health campaign? This book explores this question from both practical and theoretical perspectives. The contributors demonstrate the necessity of basing message design decisions on appropriate theories of human behavior and communication effectiveness by synthesizing and integrating knowledge and insights from theory and research in communication and health behavior change. This book will be an essential aid to designing messages for use in health communication campaigns.
Preface | ||
Pt. I | Theory-Driven Approaches to Health Message Design | 1 |
1 | Motivation to Attend to Health Messages: Presentation of Content and Linguistic Considerations | 7 |
2 | Encouraging Risk Reduction: A Decision-Making Approach to Message Design | 24 |
3 | Moving People to Behavior Change: A Staged Social Cognitive Approach to Message Design | 41 |
4 | Fear Appeals in Health Promotion Campaigns: Too Much, Too Little, or Just Right? | 65 |
5 | Thinking Positively: Using Positive Affect When Designing Health Messages | 81 |
6 | Designing Messages for Behavioral Inoculation | 99 |
7 | Reaching Young Audiences: Developmental Considerations in Designing Health Messages | 114 |
8 | Fishing for Success: Using the Persuasive Health Message Framework to Generate Effective Campaign Messages | 145 |
Pt. II | Audience-Centered Strategies for Health Message Design | 167 |
9 | Using Research to Inform Campaign Development and Message Design: Examples From the "America Responds to AIDS" Campaign | 169 |
10 | Choosing Audience Segmentation Strategies and Methods for Health Communication | 186 |
11 | The Gatekeeping Process: The Right Combinations to Unlock the Gates | 199 |
12 | Use of Database Marketing and Consumer-Based Health Communication in Message Design: An Example From the Office of Cancer Communications' "5 a Day for Better Health" Program | 217 |
Pt. III | Combining Theory and Practice: Additional Considerations | 247 |
13 | Supplementing Health Campaign Messages: Recent Developments in Informing Patients About Their Prescription Drugs | 249 |
14 | Enabling Health: Policy and Administrative Practices at a Crossroads | 270 |
Index | 284 | |
About the Contributors | 299 |