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Effective Health Risk Messages
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Effective Health Risk Messages
A Step-By-Step Guide



© 2001 | 224 pages | SAGE Publications, Inc

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. 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.

 
1. What Are Health Risk Messages?
Health Risk Messages Defined  
What's a Theory?  
The Components of a Fear Appeal  
Explicit versus Implicit Messages  
The Use of Culturally Based Colloquialisms  
Types of Threats  
Summary  
 
2. History of Health Risk Messages: Fear Appeal Theories from 1953 to 1991
Fear-as-Acquired Drive Model  
The Parallel Process Model  
Protection Motivation Theory  
Summary  
Definitions  
 
3. Putting It All Together
The Overall Model  
The Depiction of the Model  
Comparisons with Other Models  
Research on the EPPM  
 
4. Useful Concepts from Other Theories
The Health Belief Model  
The Theory of Reasoned Action  
Social-Cognitive Theory  
Elaboration Likelihood Model  
Stages of Change Model  
Social Marketing  
Summary  
 
5. Starting Out the Right Way: Formative Research
Setting Goals and Objectives: The Campaign Plan  
Formative Research  
The Persuasive Health Message (PHM) Framework  
Putting Transients and Constants Together  
Gathering Information for the Persuasive Health Message Framework  
Categorizing Audience Beliefs: A Chart to Guide Message Development  
Conclusion  
 
6. The Risk Behavior Diagnosis Scale
The Origin of the RBD Scale  
Theoretical Basis for Expanding the EPPM  
The RBD Scale  
Tailored Health Risk Messages  
Some Additional Guidelines  
Conclusion  
 
7. Out of the Tower and Into the Field
Using the RBD at a Campus Health Clinic: Background  
Conclusion  
 
8. Data Collection
Types of Evaluation  
Gathering Data for the Evaluation  
Data Collection Methods  
Reliability and Validity  
Sample Size  
Summary  
 
9. Data Analysis
Analyzing Data  
Conclusion  
 
10. Getting the Message Out
A Plan of Action  
Message of Dissemination Issues  
Specific Channels  
Summary  
Conclusion  
 
Appendix
 
Glossary
 
Worksheets
 
References
 
Suggested Readings
 
Index
 
About the Authors

"While library shelves are spilling over with books and manuals on designing effective campaign messages, few are as theoretically grounded and user friendly (a rare combination) as Effective Health Risk Messages:  A Step-by-Step Guide..."

Arvind Singhal
Professor and Presidential Research Scholar, Ohio University, Athens, Ohio
Journal of Health Communication: International Perspectives

This will offer a good tutor workbook, but offers mainly an American perspective on risk and risk messages. Perhaps too clinical for an applied health degree.

Miss Shelly Haslam
Faculty of Health, Edge Hill University
June 19, 2014

Excellant text

Mr Helen Matthews
School of Nursing, Midwifery and Healthcare, University of West London
May 22, 2014

The text was a bit outdated for the purpose of the course.

Mrs Bethney Wilson
Communication Dept, University of Kentucky
September 16, 2013

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Paperback
ISBN: 9780761915096
$82.00

Hardcover
ISBN: 9780761915089
$144.00

This title is also available on SAGE Knowledge, the ultimate social sciences online library. If your library doesn’t have access, ask your librarian to start a trial.