Theory driven messages design paper

THEORY-BASEDMESSAGEDESIGN
AGENDA
THEORY-DRIVEN HEALTH COMMUNICATION MESSAGE DESIGN
THE INTEGRATIVE MODEL OF BEHAVIORAL PREDICTION (TRA & TPB)
HEALTH RISK MESSAGE DESIGN (BASED ON EPPM)
READING COMMENTARIES (RC) 5, 6, 7
BEHAVIORAL ANALYSIS PAPER (PART 2, HEALTH COMMUNICATIONCAMPAIGNPLAN
The PRECEDE PROCEED Model
Source: Greene & Kreuter (2005)
Integrative Model of Behavioral Prediction Builds on the TheoryofReasoned Action(TRA)and the Theoryof
Planned Behavior (TPB)
Theory of Reasoned ActionBeliefs about
the behavior
Evaluation of
the behavior
Opinions of
referent others
Motivation
to comply
Subjective
norm(s)
Behavioral
Intent
(Intention)
Behavior
Attitudes toward
the behavior
(Attitudes may be
conflicting)
(Not allwill have the
same weight for
individual)
Theory of Planned Behavior
Behavioral
beliefs
Attitude toward
the behavior
Normative
beliefs
Control
beliefs
Subjective
norm
Perceived
behavioral
control
Behavioral
intent
(Intention)
Behavior
Actual
behavioral
control
Behavioral control: Individuals beliefs about the presence of factors that may facilitate or
inhibit performance of a behavior [=control beliefs] and the perceived power of these factors
Adapted from Ajzen, I. (1991). The theory
of planned behavior. Organizational
Behavior and Human Decision
Processes, 50, 179-211.
Using the IMBP to Design HealthMessagesSTEPS
Step 1: Define the behavior
Step 2: Identify salient beliefs
Step 3: Determine which of the salient beliefs your campaign should address
Beliefs Attitudes Behaviors
Campaign targets
Using the IMBP to Design HealthMessagesAnalytical Strategy
1. Develop questions that get at individuals beliefs
2. Administer questionnaire to a sample representative of the target population
3. Analyze the data you collect (correlations, regression analysis)
4. Identify the most important determinants of the behavior youre trying to shape/change If its attitudes, for example, then you need to work on or outcome beliefs Strengthen/Accentuate/Emphasize those beliefs that are most important, given your goals
5. Beware! Your findings may vary depending on the population/sub-population youre studying
Using the IMBP to Design HealthMessagesDifferent factors may shape different populations behaviors (Example)
Using the IMBP to Design HealthMessagesDifferent
factors may
shape
different
populations
behaviors, but
knowing what
specific
beliefs matter
is key, too!
(Example)
Designing Impactful HealthMessagesPay attention to the:
Content of the message
Format of the message
IMBP can inform content design, but
other theories might be more helpful in
determining the format
https://www.ispot.tv/ad/Ap1V/know-hpv-hpv-vaccination
Using EPPMto Design HealthMessagesSource: Witte, K. (1992). Putting the fear back into the fear appeals: The extended
parallel process model. Communication Monographs, 59(4), 329349.
Using EPPMto Design HealthMessagesKey Considerations
1. Identify specific health threat
2. Message must strike a balance between severity (seriousness) of threat and personal
susceptibility
3. Message should also provide an actionable response that provides a strong sense of efficacy(i.e.,provide doable and effective actions people can take to protect themselves fromdanger)
How much fear is enough?
Approaches
1. Work with existing levels of fear (how afraid are people of X?)
Are all segments of the population youre trying to influence the same in terms of howmuch theyfearX?2. Alternatively, attempt to invoke fear and efficacy in a single message
Careful, though: Too much fear can lead down the path to fear control and not to danger control
Putting EPPMto work
Analytical strategy
1. Establish levels for each of the EPPM theoretical variables using the Risk Behavior Diagnosis Scale(RBD) or alternative questions that help you achieve the same thing
Severity
Susceptibility
Self-efficacy
Response efficacy
2. Compare the means of each theoretical variable to others
Perceptions of self-efficacy and response efficacy need to be higher than perceptions of severity or
susceptibility. If theyre not, then campaign must work to increase the former. Otherwise, simple fear appeals may be sufficient
Putting EPPMto work (continued)
Analytical strategy
3. Create a chart of beliefs. Your goal is to get all of these beliefs in the STRONG/HIGHzone!
Theoretical
variables
Weak or Low
Belief Strength
Moderate Belief
Strength
Strong/High Belief
Strength
Severity
Susceptibility
Self-Efficacy
Response Efficacy
Putting EPPMto work (continued)
Analytical strategy
4. Determine what influences these four key theoretical variables
Based on the literature, these determinants can include:
Socio-demographics characteristics
Life experiences
Knowledge, awareness
Cultural and religious beliefs
Social norms, social networks
Barriers to actions
Patterns of interpersonal communication
Mass media use
Putting EPPMto work (continued)
Analytical strategy
5. Create a chart of the beliefs to change, introduce, or reinforce
That is a problem, and I can
reduce the risk by doing what
they say; I think I can do that. What you
want your
audience of
interest to
think/say as
a result of
your
campaign:
Examples
Are these effective campaign messages from an EPPM perspective? Why or why not?
https://www.youtube.com/watch?v=56b09ZyLaWk https://www.youtube.com/watch?v=jC5-1UXWJns https://www.youtube.com/watch?v=2GgXckh0wCw

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