Persuasion and Health Campaigns

Boomerang Effect

Try to stop people doing something, they do it more

Health Belief Model - Perceived Disease Threat

Perceived susceptibility to & severity of disease

Health Belief Model - Modifying Factors

Demographics

Sociopsychological factors

Health Belief Model - Likelihood of Action

Perceived benefits of action MINUS perceived barriers to action

Health Belief Model - Cues to Action

Media campaigns

Advice from others

Extended Parallel Processing Model - Message Components

Self-efficacy

Response efficacy

Susceptibility

Severity

Extended Parallel Processing Model - Message Processing

Perceived efficacy

Perceived threat

Extended Parallel Processing Model - Fear Control Process

Fear —> defensive motivation —> maladaptive changes

BAD

Extended Parallel Processing Model - Danger Control Process

Fear —> protection motivation —> adaptive changes

GOOD

Embedded Behaviors Model

Frequency

Complexity

Familiarity

Novelty

Links to other behaviors

Theory of Reasoned Action

Attitude toward act & Subjective Norm —> Behavioral Intention —> Behavior

Normative Social Behavior - Descriptive Norms

What you think everyone else is doing

Normative Social Behavior - Injunctive Norms

What you think everyone else thinks you should do

Normative Social Behavior - Other Factors

Norms of group

Extent to identification with the group

Transtheoretical Model

Precontemplation

Contemplation

Preparation

Action

Maintenance

Transtheoretical Model - Precontemplation

Not aware the problem exists

Transtheoretical Model - Contemplation

Aware of the problem

Transtheoretical Model - Preparation

Planning how to change

Transtheoretical Model - Action

Stopping

Transtheoretical Model - Maintenance

Continue actions for at least 6 months

Language Expectancy Theory

Language choice should match speaker characteristics and cultural norms

Message Framing - Gain Framing

Things you can benefit from

Ex. get vaccinated to not get sick

Message Framing - Loss Framing

Harmful things

Ex. smoking leads to cancer

Logical & Emotional Appeals - Logical

Use data

People need to be educated to understand stats

Logical & Emotional Appeals - Novel/Shocking

Best for high sensation seekers

Ex. bodybags at hospital in COVID

Logical & Emotional Appeals - Affect

Positive = make people feel good

Negative = make people feel bad

Critical-Cultural Perspective

Health = social phenomenon

No universal answers

Health Promotion Campaigns - Social Marketing

Making health campaigns to improve people’s lives

Done by health promoters

Health Promotion Campaigns - Best Practices

Time consuming

Find audience, take action, measure success, and encourage social support

Planning a Health Campaign - Define Situation and Potential Benefits

Step 1

Determine benefits to potential campaign

Determine motivations of target population

Planning a Health Campaign - Analyze and Segment the Audience

Step 2

Gather data with interviews, focus groups, or questionnaires

Find target audience

Create composite individual

Planning a Health Campaign - Establish Campaign Goals and Objectives

Step 3

Address knowledge gap and mistrust in medical community

Planning a Health Campaign - Selecting Communication Channels

Step 4

Many characteristics

Channel Characteristics

Reach

Specificity

Impact

Arousal

Involvement

Broadcasting

Narrowcasting

Planning a Health Campaign - Designing Campaign Messages

Choose message strategy

Choose who delivers message

Planning a Health Campaign - Pilot & Implement Campaign

Step 6

Pilot test

Reach out to message “gatekeepers”

Planning a Health Campaign - Evaluating and Maintaining Campaign

Step 7

Ethical Considerations

Cost

Timing

Scapegoating and Stigmatizing