A Method Proposal for Determining Health Communication Campaigns’ Messages

European Journal of Interdisciplinary Studies

View Publication Info
 
 
Field Value
 
Title A Method Proposal for Determining Health Communication Campaigns’ Messages
 
Creator Bir, Ali Atıf
Yönet, Önder
 
Description This research is focused on the question of deciding what to say in a (health) communication campaign. The goal is to search for ways of selecting/tailoring effective campaign messages which are persuasive for the targeted audiences. Accordingly, by considering Social Judgement Theory in the foundation of Integrated Behavior Model; two variables, belief strength and involvement are proposed with a method to predict the persuasiveness of campaign messages. When the people have strong beliefs and high involvements, a message that does not match with the most important behavioral determinant should be used in the campaign. However, when the people have weak beliefs, a message matching with the most important behavioral determinant should be used without considering the involvement level. These hypotheses are tested in the field of health communication on (cervical cancer) HPV vaccine acceptance and all accepted. CATI is used to collect data on surveys. The study sample, which is derived through a method close to probability sampling, is consisted of mothers who live in Istanbul/Turkey and have at least one 11-26-year-old daughter(N=145). Multiple linear regressions, decision trees (CHAID) and ANOVA are used for the analysis.
 
Publisher EUSER
 
Date 2016-04-30
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Identifier http://journals.euser.org/index.php/ejis/article/view/1039
10.26417/ejis.v2i2.p49-73
 
Source European Journal of Interdisciplinary Studies; Vol 2 No 2 (2016): January-April 2016; 49-73
2411-4138
2411-958X
 
Language eng
 
Relation http://journals.euser.org/index.php/ejis/article/view/1039/1028
 

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