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

Paperback (Print)
Rent from
(Save 59%)
Est. Return Date: 07/29/2015
Buy Used
Buy Used from
(Save 34%)
Item is in good condition but packaging may have signs of shelf wear/aging or torn packaging.
Condition: Used – Good details
Used and New from Other Sellers
Used and New from Other Sellers
from $1.99
Usually ships in 1-2 business days
(Save 97%)
Other sellers (Paperback)
  • All (21) from $1.99   
  • New (6) from $52.20   
  • Used (15) from $1.99   


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.

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

Read More Show Less

Product Details

  • ISBN-13: 9780803953987
  • Publisher: SAGE Publications
  • Publication date: 2/10/1995
  • Edition description: New Edition
  • Edition number: 1
  • Pages: 320
  • Sales rank: 1,303,250
  • Product dimensions: 5.50 (w) x 8.50 (h) x 0.67 (d)

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.

Read More Show Less

Table of Contents

Motivation to Attend to Health Messages - Roxanne Louiselle Parrott
Presentation of Content and Linguistic Considerations
Encouraging Risk Reduction - David R Holtgrave, Barbara J Tinsley and Linda S Kay
A Decision-Making Approach to Message Design
Moving People to Behavior Change - Edward W Maibach and David Cotton
A Staged Social Cognitive Approach to Message Design
Fear Appeals in Health Promotion Campaigns - Jerold L Hale and James Price Dillard
Too Much, Too Little, or Just Right?
Thinking Positively - Jennifer L Monahan
Using Positive Affect When Designing Health Messages
Designing Messages for Behavioral Inoculation - Michael Pfau
Reaching Young Audiences - Erica Weintraub Austin
Developmental Considerations in Designing Health Messages
Fishing for Success - Kim Witte
Using the Persuasive Health Message Framework to Generate Effective Campaign Messages
Using Research to Inform Campaign Development and Message Design - Glen J Nowak and Michael J Siska
Examples from the 'American Responds to AIDS' Campaign
Choosing Audience Segmentation Strategies and Methods for Health Communication - Michael D Slater
The Gatekeeping Process - John Mc Grath
The Right Combinations to Unlock the Gates
Use of Database Marketing and Consumer-Based Health Communication in Message Design - R Craig Lefebvre et al
An Example From the Office of Cancer Communication's '5 a Day for Better Health' Program
Supplementing Health Campaign Messages - Sharon Lee Hammond
Recent Developments in Informing Patients about Their Prescription Drugs
Enabling Health - Roxanne Louiselle Parrott, Mary Louise Kahl and Edward W Maibach
Policy and Administrative Practices at a Crossroads

Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star


4 Star


3 Star


2 Star


1 Star


Your Rating:

Your Name: Create a Pen Name or

Barnes & Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation


  • - By submitting a review, you grant to Barnes & and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Terms of Use.
  • - Barnes & reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously
Sort by: Showing 1 Customer Reviews
  • 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.

    Was this review helpful? Yes  No   Report this review
Sort by: Showing 1 Customer Reviews

If you find inappropriate content, please report it to Barnes & Noble
Why is this product inappropriate?
Comments (optional)