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Effective Health Risk Messages : A Step-By-Step Guide - Kim Witte

Effective Health Risk Messages

A Step-By-Step Guide

Hardcover Published: 1st May 2001
ISBN: 9780761915089
Number Of Pages: 224

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Winner of the Distinguished Book Award by the Applied Communication Division of the National Communication Association, 2001

Effective Health Risk Messages provides step-by-step instructions for developing theoretically based campaigns that work. Students and readers will learn about message development theories, formative and summative evaluation, and even basic research designs for evaluating your campaign. Worksheets are provided at the end of each chapter to provide readers with hands-on, practical experiences in developing effective health risk messages. This book is suitable for practitioners, researchers, and students alike, and can act as a stand-alone text or supplementary text for persuasion, public health, advertising, and marketing classes.

"While library shelves are spilling over with books and manuals on designing effective campaign messages, few are as theoretically grounded and user friendly (a rare combination) as Effective Health Risk Messages: A Step-by-Step Guide..." -- Arvind Singhal * Journal of Health Communication: International Perspectives *

What Are Health Risk Messages?
Health Risk Messages Defined
What's a Theory?
The Components of a Fear Appeal
Explicit versus Implicit Messages
The Use of Culturally Based Colloquialisms
Types of Threats
Summary
History of Health Risk Messages: Fear Appeal Theories from 1953 to 1991
Fear-as-Acquired Drive Model
The Parallel Process Model
Protection Motivation Theory
Summary
Definitions
Putting It All Together
The Overall Model
The Depiction of the Model
Comparisons with Other Models
Research on the EPPM
Useful Concepts from Other Theories
The Health Belief Model
The Theory of Reasoned Action
Social-Cognitive Theory
Elaboration Likelihood Model
Stages of Change Model
Social Marketing
Summary
Starting Out the Right Way: Formative Research
Setting Goals and Objectives: The Campaign Plan
Formative Research
The Persuasive Health Message (PHM) Framework
Putting Transients and Constants Together
Gathering Information for the Persuasive Health Message Framework
Categorizing Audience Beliefs: A Chart to Guide Message Development
Conclusion
The Risk Behavior Diagnosis Scale
The Origin of the RBD Scale
Theoretical Basis for Expanding the EPPM
The RBD Scale
Tailored Health Risk Messages
Some Additional Guidelines
Conclusion
Out of the Tower and Into the Field
Using the RBD at a Campus Health Clinic: Background
Conclusion
Data Collection
Types of Evaluation
Gathering Data for the Evaluation
Data Collection Methods
Reliability and Validity
Sample Size
Summary
Data Analysis
Analyzing Data
Conclusion
Getting the Message Out
A Plan of Action
Message of Dissemination Issues
Specific Channels
Summary
Conclusion
Appendix
Glossary
Worksheets
References
Suggested Readings
Index
About the Authors
Table of Contents provided by Ingram. All Rights Reserved.

ISBN: 9780761915089
ISBN-10: 0761915087
Audience: Tertiary; University or College
Format: Hardcover
Language: English
Number Of Pages: 224
Published: 1st May 2001
Country of Publication: US
Dimensions (cm): 28.25 x 21.9  x 1.8
Weight (kg): 0.76