Health Comm Chapter 14

Front 1

Social Marketing

Back 1

An approach where in campaign designers apply principles of commercial advertising to prosocial campaigns such as health promotion efforts.

Front 2

Health Belief Model

Back 2

Proposes that we base our behavior choices on 5 primary considerations:

1. We will adversely be effected if we don’t change

2. Adverse effects will be considerable

3. Behavior change will be effective in preventing the undeniable outcome

4. Effort and cost of preventable behavior is worthwhile

5. We are moved to action by novel, eye opening occurrence, such as a brush with danger, a compelling warning message, or an alluring incentive

Front 3

Social Cognitive Theory

Back 3

Holds that we make decisions by considering the interplay of internal and environmental factors.

Front 4

Internal Factors

Back 4

Include knowledge, skills, emotions, habits, etc.

Front 5

Environmental Factors

Back 5

Include social approval, physical environment, institutional rules, etc.

Front 6

Theory of Reasoned Action (TRA)

Back 6

Based on the assumption that we re rational decision makers. We make decisions based on two factors:

1. How strongly we believe a behavior will lead to positive outcomes

2. The perceived social implications of performing that behavior

Front 7

Theory of Planned Behavior

Back 7

Proposes that the difference between wanting to do something and actually doing it may lie partly in the strength of out intentions, which are shaped by three main factors:

1. Attitudes about the issue and behaviors

2. How socially rewarding and acceptable we consider it to be

3. The extent to which we feel that we can carry out the behavior

Front 8

Transtheoretical Model

Back 8

Proposes we may not proceed directly from thinking about a problem to changing out behavior. Instead we tend to change in five stages:

1. Precontemplation: Not aware of a problem

2. Contemplation: Thinking about a problem

3. Preparation: Deciding to take action

4. Action: Making a change

5. Maintenance: Sticking to change for 6+ months

Front 9

Critical-Culture Approach

Back 9

Health is not merely the result of individual choices, but is intertwined with issues of culture, power, control, identity and social consciousness.

Front 10

Collective Efficacy

Back 10

The communal sense that positive change can be accomplished.

Front 11

Community Capacity

Back 11

The resources needed for good health, such as healthy food and water, safe shelter, and medical care.

Front 12

Source Homophily

Back 12

Audiences are more likely to believe people who are similar to them.

Front 13

Gainframe Appeal

Back 13

Illustrates the advantage of performing the recommended behavior.

Front 14

Loss-Frame Appeal

Back 14

Emphasizes the negative repercussions of not taking action.

Front 15

Social Norms Theory

Back 15

Suggests people base their behavior partly on what they consider appropriate and socially acceptable.

Front 16

Theory of Normative Social Behaviors

Back 16

Proposes that we are influenced by perceived social norms, but that a variety of factors either strengthen or weaken how much this perceptions affect us.

Front 17

Descriptive Norm

Back 17

Describes what most people do.

Front 18

Injunctive Norm

Back 18

Characterizes perception that people should do it based on particular values.

Front 19

Logical Appeal

Back 19

Attempt to demonstrate a link between a behavior and a result.

Front 20

Emotional Appeal

Back 20

Suggests people feel a certain way regarding their health and their behaviors.

Front 21

Extended Parallel Process Model

Back 21

Proposes that people evaluate a threatening message, first, to determine if they are personally at risk, and, second, to judge weather they can prevent a harmful outcome.

Front 22

Novel Messages

Back 22

Tend to catch people’s attention and stick in their memory.

Front 23

Shocking Messages

Back 23

Intense or improper

Front 24

Piloting

Back 24

Selecting members from the target audience to review campaign materials and comment on them.

Front 25

Gatekeepers

Back 25

People in the media and community who decide what information will be published and how.

Front 26

Pretest-Posttest Design

Back 26

Campaigners survey people before campaign release and then after to see if their knowledge, intentions, or behaviors have changed.

Front 27

Efficacy Study

Back 27

Exposing people to campaign materials in a controlled environment and evaluating their immediate responses.

Front 28

Effectiveness Study

Back 28

Studying campaign effects in the context of people’s everyday lives.

Front 29

Reach

Back 29

Number of people exposed to a campaign message.

Front 30

Specificity

Back 30

Type of people exposed to campaign messages.