Effective Health Risk Messages

Kim Witte - Michigan State University, East Lansing, USA
Gary Meyer - Marquette University, USA
Dennis Martell - Michigan State University, East Lansing, USA

Other Titles in:
Health Communication | Public Health Education & Health Promotion

June 2001 | 224 pages | SAGE Publications, Inc

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

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.

1. 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

2. 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

3. Putting It All Together

The Overall Model

The Depiction of the Model

Comparisons with Other Models

Research on the EPPM

4. 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

5. 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

6. 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

7. Out of the Tower and Into the Field

Using the RBD at a Campus Health Clinic: Background

Conclusion

8. Data Collection

Types of Evaluation

Gathering Data for the Evaluation

Data Collection Methods

Reliability and Validity

Sample Size

Summary

9. Data Analysis

Analyzing Data

Conclusion

10. Getting the Message Out

A Plan of Action

Message of Dissemination Issues

Specific Channels

Summary

Conclusion

Appendix

Glossary

Worksheets

References

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