• Summary
  • Contents
  • Subject index

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.

Designing Messages for Behavioral Inoculation
Designing messages for behavioral inoculation

A body of research dealing with the techniques for inducing resistance to change has accumulated. We view this research as a valuable, largely ignored contribution to the literature of persuasion.

—Gerald R. Miller and Michael Burgoon, Communication Professors (Miller & Burgoon, 1973, p. 6)

Inoculation [is the] best way to protect kids. —Ann Landers, Syndicated Advice Columnist (Landers, 1992; Permission granted by Ann Landers and Creators Syndicate)

Despite the overwhelming evidence documenting the adverse consequences of cigarette smoking, alcohol consumption, drug use, and other deleterious behaviors, all too many adolescents still succumb to one or more of these behaviors, with often devastating results in terms of short-and long-term morbidity and mortality (Atkin, 1991; U.S. Department of Health and Human ...

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