Designing Health Messages: Approaches from Communication Theory and Public Health Practice / Edition 1

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Overview

How do you design an effective message for a health campaign? Designing Health Messages explores this question from both theoretical and practical perspectives. The contributors, all well known for cutting-edge research in their field, 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 communication and health behavior change. The first section covers theory-driven approaches and includes content and linguistic considerations, the role of fear in content, and using positive affect. Part II discusses audience-centered strategies and looks at the "America Responds to AIDS" campaign and the cancer communication's "5 a Day for Better Health" program. This comprehensive volume concludes with recent developments and policy and administrative practices for health message design. A much-needed book, Designing Health Messages is an indispensable resource and an essential aid for professors, students, and professionals in communication, specifically mass communication, and public health.

Moving people to behavior change/designing messages for behavioral inoculation/use of database marketing/etc.

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Product Details

  • ISBN-13: 9780803953970
  • Publisher: SAGE Publications
  • Publication date: 2/15/1995
  • Edition number: 1
  • Pages: 320

Meet the Author

Dr. Edward Maibach is a University Professor and Director of Mason’s Center for Climate Change Communication (4C). In the Department of Communication, he teaches seminars in climate change communication, strategic communication, and social marketing. His research currently focuses exclusively on how to mobilize populations to adopt behaviors and support public policies that reduce greenhouse gas emissions and help communities adapt to the unavoidable consequences of climate change.
Dr. Maibach holds a BA in social psychology from University of California at San Diego (1980), an MPH in health promotion from San Diego State University (1983), and a Ph D in communication research from Stanford University (1990).
Dr. Maibach previously had the pleasure to serve as Associate Director of the National Cancer Institute, Worldwide Director of Social Marketing at Porter Novelli, and Chairman of the Board for Kidsave International. He has also held academic positions at George Washington University and Emory University.
What students may not know about Dr. Maibach is that he helped plan a multi-billion dollar communication campaign for the Office of National Drug Control Policy in the late 1990s.

I emphasize the processes and outcomes associated with communication about health. My recent research focuses on the design of health messages to promote behavioral adaptation in situations where individuals are unable, unwilling, and/or unlikely to avoid situations and practices that put their health at risk. I have applied a behavioral adaptation approach to farmers' sun protection practices and am currently investigating its utility for involving the lay public in understanding the implications of human genetics research and information for personal well-being. I utilize a community-based approach in the dissemination of behavioral adaptation messages.

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Table of Contents

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
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  • Anonymous

    Posted May 1, 2001

    Good, but not so attractive

    Although in a relatively novel field without a plenty references I was happy when I find 'Designing Health Messages', it was not so attractive because of its too elaborating, theoretical nature which prevented it to have practical attractions. Especially, dividing the book into two parts, the first primarily theoretical and the second practical, intensified this problem, even for academics, I think.

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