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.
Chapter 6: The Risk Behavior Diagnosis Scale
Chapter 5 provided a thorough technique for conducting formative research to develop effective health risk messages. But what happens if you're out in the field and you need to rapidly develop an effective health risk message based on answers to only a few questions? Or say you're an HIV counselor or tester, or a nutritionist, or a physician, and you want to develop an effective message for each of your clients or patients on the spot. What do you do?
The Risk Behavior Diagnosis Scale (Witte, Cameron, McKeon, & Berkowitz, 1996) was developed for just these reasons. It is a rapid assessment tool that allows practitioners to quickly identify where their audience is in terms of salient ...