CHES CH6 Pt2

Characteristics for population segmentation examples

• Behavioral

• Cultural

• Demographic

• Physical

• Psychographic

BEHAVE Framework

The audience, behavioral change, motivation, and mechanism of change are described

Characteristics for population segmentation examples: Behavioral

Levels of readiness to change a behavior, health-related decisions/activities, information-seeking behavior, lifestyle choices, use of various types of media

Characteristics for population segmentation examples: Cultural

Language preferences and proficiency, religious/spirituality beliefs, ethnicity, family structure, and lifestyle characteristics (such as specific activities or special foods)

Characteristics for population segmentation examples: Demographic

Education level, income, occupations, geographic location, place of work

Characteristics for population segmentation examples: Physical

Age, sex, gender, health risks, health status, and family history

Characteristics for population segmentation examples: Psychographic

Values, beliefs, attitudes, personality, self-efficacy

Characteristics of innovation: Relative advantage

Is the innovation better than what was there previously?

Characteristics of innovation: Compatibility

How well does the innovation fit with the intended audience

Characteristics of innovation: Complexity

How easy is the innovation to adopt/use

Characteristics of innovation: Trialability

Can the innovation be tried out first

Characteristics of innovation: Observability

What is the visibility level of the results

DOI Adopter Categories: Innovators

Those who are first to adopt/try the innovation

DOI Adopter Categories: Early adopters

Opinion leaders who embrace change opportunities

DOI Adopter Categories: Early majority

Those who adopt new ideas before the average/general population

DOI Adopter Categories: Late majority

Those who are skeptical of change, but will adopt after an innovation has been tried by the majority

DOI Adopter Categories: Laggards

Those who are very skeptical of change and are the hardest group to engage in innovation

Prospect Theory

• Individuals are risk-seeking when losses are made salient and risk-averse when potential gains are made evident

• Explains how people make decisions under risk and uncertainty based on whether outcomes are framed as potential gains or losses

Protection Motivation Theory

The decision of whether or not to engage in protective behavior is governed by two cognitive processes, threat appraisal and coping appraisal.

Protection Motivation Theory: Threat appraisal

The perceived vulnerability a person feels, which may warrant a response

Protection Motivation Theory: Coping appraisal

Response efficacy, self-efficacy, and perceived response-cost that govern whether or not an individual believe adopting the new protective behavior can lead to greater benefits, which predicts whether or not they will take action

Steps for Adapting Materials or Programs

• Gather information

• Select the health communication materials

• Make changes

• Preliminary test or review

• Pilot testing

SAM

Suitability Assessment of Materials instrument is a systematic method to quickly, yet objectively, assess the suitability of health information materials for a particular audience. Used to guide HES to rate health information materials on factors that affect readability and comprehension

Outcome evaluation steps

• Figure out what information the evaluation must provide

• Determine what type of evaluation data to collect

• Decide on the appropriate data collection techniques/methods

• Create and pretest all data collection tools

• Collect data

• Aggregate and process data

• Analyze data

• Write an evaluation report with relevant findings

• Disseminate relevant findings to all stakeholders

Key Performance Indicators

• Exposure

• Reach

• Engagement

Key Performance Indicators: Exposure

Number of times content is viewed on social media

Key Performance Indicators: Reach

Number of people in contact with the social media site

Key Performance Indicators: Engagement

Number of people who indicate agreement with the content posted or shared and/or who share posted content to influence others