• Summary
  • Contents
  • Subject index

Winner of the Distinguished Book Award by the Applied Communication Division of the National Communication Association, 2001 Effective Health Risk Messages provides step-by-step instructions for developing theoretically based campaigns that work. Students and readers will learn about message development theories, formative and summative evaluation, and even basic research designs for evaluating your campaign. Worksheets are provided at the end of each chapter to provide readers with hands-on, practical experiences in developing effective health risk messages. This book is suitable for practitioners, researchers, and students alike, and can act as a stand-alone text or supplementary text for persuasion, public health, advertising, and marketing classes.

Useful Concepts from other Theories
Useful concepts from other theories

Many other theoretical approaches to health behavior change exist. This chapter examines concepts from the most popular approaches and illustrates how they can be used to develop health risk messages. You'll notice that the variables across many of these models are similar. In fact, the majority of health behavior change models focus on the variables of threat, efficacy, and barriers. In addition to the fear appeal theories outlined previously, the four most common persuasive message theories are:

  • the Health Belief Model,
  • the Theory of Reasoned Action,
  • Social Cognitive Theory, and
  • the Elaboration Likelihood Model.

In addition to these four theoretical models are two approaches or strategies often used in health risk message development—the Stages of Change Model ...

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