PH 402 Final

What is the correct application for "cues to action" for the health belief model? A: Assist with feedback, problem solving, social support, reinforcement. B: Specify consequences of the risk and the condition. C: Provide training and guidance in performing action.Demonstrate the action if possible. Reduce barriers including anxiety. D: Provide how to information, promote awareness, reminders. E: Build skills, increase confidence, develop concrete action plans.

D: Provide how to information, promote awareness, reminders.

What are other important constructs in TTM? Define and provide example

Decisional balance: As one moves from Precontemplation to contemplation, beliefs in pros increase, while as one moves between contemplation and action, beliefs in cons decrease Self-efficacy

Persuasive Health Message Framework

Define - outlines how to develop effective and persuasive campaigns by combining into a single framework, parts of successful theories that attempt to explain human behavior. It consists of three steps: (1) determine information about threat and efficacy, (2) develop an audience profile, and (3) construct a persuasive message

THEORY Elaboration Likelihood Model

Define: examines the likelihood that an issue or argument will be elaborated upon

Opening Question

Designed to be answered quickly Used to find commonalities among participants Factual-based versus attitude-based Use round-robin techniques Do not use both projective and opening questions

Culture Define and provide a justification for why culture is important to consider.

Different from expected ['hard-to-reach'] Different from familiar Different from practitioner Different social context Different resources

Behavior is defined as an action which is: A) Observable, Specific B) Measurable, Feasible C) Directly linked to improved health outcomes D) A & B E) A, B & C

E) A, B & C

HBM Examples for each construct (*)

EXAMPLES: 1 They do not expect to get pregnant This is perceived susceptibility We need to define the risk, personalize risk based on behavior/characteristics EXAMPLE: 2 Contraceptives are difficult to use and embarrassing to obtain This is self-efficacy and barriers We need to reduce barriers to obtaining contraceptives and provide trainings to use contraceptives

T/F: If you wanted to motivate an audience's active thought, messages that are expected work best.

FALSE: Messages that are unexpected will trigger an audiences active thought due to the inconsistency of what was expected by the audience

True or False. If you want a channel mix that steadily conveys a message to build recall over a long period of time, the channel base should be emphasized on "reach."

False

True or false? Regarding segmentation criteria for a population, examples of Behavioral segmentation are "activities" and "interests."

False ("activities" and "interests" are Psychographic factors.)

Message sensation is the construct that captures a message's ability to elicit sensory, affective, and arousal responses in audience members. Messages with high sensation value (HSV) are more familiar, predictable, and clear while messages with low sensation value (LSV) are novel, creative, and ambiguous. (True or False)

False (High sensation value messages are novel, creative, intense, and ambiguous while low sensation value are more familiar, predictable, and clear).

The transtheoretical model (TTM) takes into account an individual's past experiences, which then factor into whether the behavioral action will take place; while the social cognitive theory (SCT) explains five stages in the process of which an individual moves through when deciding to change their behavior. True or False

False - its flipped

If a respondent answers "No" to the question, "Are you considering quitting smoking in the next six months?" then they are in the contemplation stage of the Transtheoretical Model.

False, they are in the precontemplation stage

Gain-framed

Gain-framed messages ○Emphasize benefits of performing behavior More effective for health-affirming (prevention) behaviors

Heat

Heat=emotional appeal Includes emotional, artistic and expressive aspects of a message Ex: Horror, sadness, joy, anxiety, empathy, fear, anger Influence with choice of music, colors or other sounds

TTM Behavioral set of processes

Helping Relationships: Uses social support Counter-conditioning: Learning to substitute healthy behaviors for problem behaviors Contingency Manage: providing consequences for steps taken Stimulus Control: Removing cues for unhealthy behavior and adding prompts for healthy alternatives Self-liberation: belief that one can change and a commitment to do so

cultural sensitivity:

How well are we incorporating one's experiences, norms, values, behavior patterns, beliefs, etc. Two dimensions: Surface and deep structure elements

Channels Gross Rating Points

In broadcast media/ad agencies, the combination of reach and frequency measured as Gross Rating Points ratings are the percentage of a specified audience segment that is viewing or specific listening to a program at a specific time

Linguistic strategies

In the appropriate language and literacy level

Evidential strategies:

Increase perceived relevance of health behavior by providing data illustrating impact on target audience epidemiological Used to raise awareness, concern, and perceived personal vulnerability

Projective Techniques

Indirect interviewing method Enables respondents to project their views, beliefs and feelings onto a third-party or into some task situation. Moderator sets up a situation for the respondents asking them to express their own views, or to complete/ interpret some ambiguous stimulus presented to them. Common methods include: -Free Word Association -Sentence Completion -Unfinished scenario/story completion -Cartoon completion test

Media Richness Theory Seven factors to consider when deciding what channel to use:

Interactivity/feedback: Language variety: Tailoring: Cue variety: Ambiguity: Complexity: Non-directiveness:

Constituent-involving strategies:

Involving community resps-- paid staff to natural helpers Similar to community-based participatory research

Light

Light=content-based or logical appeal Tells the receiver exactly what they can do to accomplish the target behavior

Loss-framed

Loss-framed messages Emphasize the costs of not performing the behavior More effective for illness-detecting (screening) behaviors

Channel Organizational

Messages to members Audiance Reach:Professional associations, Businesses, institutions, and agencies Advantages: (*) Disadvantages: (*)

Public Health Communication Channel

Modes of transmission that enable messages to be exchanged between senders and receivers Route of message delivery where is best approachable dependent upon target audience

Concepts of the HBM Perceived susceptibility

One's opinion of chances of getting a condition. Define population(s) at risk, risk levels. Personalize risk based on a person's features or behavior. Heighten perceived susceptibility if too low

Concepts of the HBM Perceived severity

One's opinion of how serious a condition and its sequelae are. Specify consequences of the risk and the condition

Concepts of the HBM Perceived benefits

One's opinion of the efficacy of the advised action to reduce risk or seriousness of impact. Define action to take: how, where, when; clarify the positive effects to be expected

Concepts of the HBM Perceived barriers

One's opinion of the tangible and psychological costs of the advised action. Identify and reduce barriers through reassurance, incentives, assistance

Channel Interpersonal

One-on-one Small groups, seminars, and classes Audience reached: Individuals Advantages: Face-to-face communication=high credibility, Most participatory, highly effective Disadvantages: Difficult to control messages, require expert training, costly to scale up, takes a long time to build reach

What are the different types of print materials? Provide examples

Pamphlets Flyers Posters Newsletters Non-traditional materials calendars, bumper stickers, bookmarks, etc.

Concepts of the HBM

Perceived susceptibility Perceived severity Perceived benefits Perceived barriers Cues to action Self-efficacy

Culture Five Strategies

Peripheral strategies: Evidential strategies: Linguistic strategies Sociocultural Strategies: Constituent-involving strategies:

Theory-related topics

Persuasive models usually draw from many different theories to create a persuasive health message that focuses more on attitude change which is a forerunner to behavior change.

the phases of PRECEDE

Phase 1: Social diagnosis Phase 2: Epidemiological diagnosis Phase 3: Behavioral and Environmental diagnosis Phase 4: Educational and Organizational Assessment Phase 5 - Administrative and Policy Assessment

Entertainment Education

Placement of social marketing objectives in the entertainment media

Public Health Communication Campaign

Planned set of communication activities designed to achieve a defined set of objectives

FR the types of questions you would use to create a focus group guide

Projective Techniques Opening Question Introductory Question Transition Questions Depth Questions End/Closing Questions

Differentiate between the quality and quantity of arguments and for whom each is most effective (think processing route)

Quality of argument: is related to central route of processing and is based on the idea that stronger arguments create favorable thoughts, and fewer unfavorable thoughts, than weak arguments Quantity of argument: If a message has a large number of arguments, there is a tendency to accept the message Linked to peripheral route of processing

Depth Questions

Questions that drive the study Use non-verbal feedback or probes to go deeper into the discussion -"Tell me more" -"Could you describe an example when...?" -"How were you experience similar to / different from....?"

Channel Mass Media

Radio, television, magazines, public displays Audience reached: Households, families (men, women, adolescents, children) Advantages: (TV) comes into homes, reaches a large % of intended audience, delivers the maximum impact, potentially cost-efficient. (Radio) used as a personal medium in many countries, delivers frequency, help build reach, reinforces TV message, less expensive than TV, can send messages in different languages. Disadvantages: (TV) expensive production costs, can be more urban vs. rural, can be too costly (e.g. prime time) streaming/DVR. (Radio) fragmented, can be costly to build reach b/c multiple stations, no visuals, not always easy to purchase

Channels What are some terms related to channels? Define

Reach Frequency Gross Rating Points

Deep Structure

Requires understanding the cultural, social, historical, environmental, and psychological forces that influence the behavior in the target audience Examples: Explanatory model of illness, religion, experience with racism -Deep structure elements increase salience of the message -determines impact or efficacy of the intervention

SMART Goals

S- specific M- measurable A- Achievable (attainable) R- realistic T- Tangible (Time-Bound),

Sociocultural Strategies:

Same as deep structure elements Provides a context and meaning to information and messages

Peripheral strategies:

Same as surface structure elements (colors, images, fonts, pictures) Used to create interest, enhance receptivity, establish credibility, increase acceptance of message

Channel Community channels

Schools, hospitals, churches, worksites Community events Audience reach: Men, women, adolescents, children of community, Specific audience segments Advantages: Participatory, may be more credible than mass media, low cost, stimulates institutionalization of community structures, encourages sustainability. Disadvantages: Costly to scale up, low reach beyond immediate community, low frequency.

Concepts of the HBM Cues to action

Strategies to activate "readiness." Provide how-to information, promote awareness, reminders

T/F: A message is a statement that presents key aspects of the communication strategy to the target audience.

TRUE

True or False: Under the fourth step: Assessing the environment, it is useful to take note of the products, services, or behavioral supports that are offered in order to help people adopt the healthier behavior you will be promoting.

TRUE

Channels Frequency

The average number of times that one person is exposed to a message

Channels Reach

The number/percentage of members of a defined audience segment who is exposed to a message

Public Health Communication Target Audience

The specific subset of people who the message is intended to reach

Social Cognitive Theory

This model incorporates modeling as a way of teaching new behavior

True or False: There is no single approach that will please an entire audience, that is why approaches are designed for specific subgroups.

True

T/F Free Word Association is an indirect interview method that lists carefully selected stimulus words or phrases related to the topic of research that are read out, one at a time, to a respondent and the respondent is asked to respond with the first word or phrase that comes to his/her mind.

True.

Use and Gratifications Theory Define. Why is it important?

UGT considers why and how people use specific media and channels to achieve their own goal

Public Health Communication Social Marketing

Use of marketing principles to influence human behavior in order to improve health or benefit society

Introductory Question

Used to introduce topic Provides an opportunity for group members to reflect on past experiences Intended to foster discussion and sharing of thoughts and ideas

Transition Questions

Used to move the conversation in a new direction Provides a logical link between previous discussion and next discussion

One's opinion of how serious a condition is and its sequelae is: a) Perceived Severity b) Perceived Benefits c) Perceived Barriers d) Self-Efficacy

a) Perceived Severity

Media Richness Theory factor Cue variety:

ability to convey different types of cues (verbal and nonverbal)

SCT What is reciprocal determinism?

behavior changes determined from interactions between person and environment.

Which of the following is NOT one of the five steps in analyzing the situation? a. ID and Understand the problem b. Determine potential audiences c. Asses the Environment d. Communicate Effectively

d. Communicate Effectively

Which is NOT a way to define behavior? a. Specific b. Measurable c. Feasible d. Invisible

d. Invisible

Which of these is NOT a factor of behavioral dimensions? a. frequency b. intensity c. duration d. context e. all of the above are factors .

e: All of the above are factors

Media Richness Theory factor Complexity:

level of difficulty in understanding meaning or content

Media Richness Theory factor Ambiguity:

level of uncertainty around meaning, intention, or interpretation

Kotler's Four P's of Marketing ("marketing mix") Promotion

marketing associated with product... aka what this course is about!

Media Richness Theory factor Non-directiveness

not intended to guide, govern, or influence

Themes/ Important Topics Audiences What are important things to consider about the audience?

o Who are you targeting to receive the message? o Meet the audience where they are o Identify what the audience values

ELM Review what is needed for peripheral route processing to occur

receiver lacks motivation to learn about message and is unwilling to engage in much thought about the message (passive and heuristic)

ELM Review what is needed for central route processing to occur

receiving audience must have motivation (receiver involvement & personal relevance) and ability (need for cognition and being focused on the message i.e. undistracted)

UGT How can you use each channel for your campaign? Think of examples

social media uses (*)

Public Health Communication What are the different kinds of channels?

social media, print, media, etc

Media Richness Theory factor Interactivity/feedback:

the ability of communicators to interact directly and rapidly with each other

Media Richness Theory factor Tailoring

the ability to modify the message based on the needs of the recipient in real time

Media Richness Theory factor Language variety:

the ability to support natural (conversational or vernacular) language as distinct from formal language or abstract language.

Kotler's Four P's of Marketing ("marketing mix") Product

the behavior, physical good, service, or other "destination" or idea being promoted

Kotler's Four P's of Marketing ("marketing mix") Price

the costs and benefits associated with the purchase of the product; usually consider time, money, energy, or emotion paid

Kotler's Four P's of Marketing ("marketing mix") Place

the location where product is available or behavior may occur; related to cultural and regional contexts; also may be related to a person's life or developmental stage (place in time); likely to influence channel selected

Channel Social media

tons (*) PG.17 study guide

End/Closing Questions

•Opportunity to summarize content •Allows participants to reflect on discussion •Brings closure to the discussion

Media Richness Theory factor How can each factor be used in your campaign?

(*)Interactivity/feedback: Language variety: Tailoring: Cue variety: Ambiguity: Complexity: Non-directiveness:

Question: Ideation factors are grouped into 3 categories which include: A. Emotional, Physical and Environmental B. Cognitive, Emotional and Social C. Emotional, Social and Environmental D. Cognitive, Social and Physical

(B): Cognitive, Emotional and Social

Provide an example of a SMART goal

(can use your campaign for the premise) ex: Decrease SDSU students stress levels around finals by 90% by of the end of this year.

How can the HBM be used to inform campaigns/ creation of campaign materials?

+Define the population and their risk levels +Specify consequences of the risk of the condition +Define action to take (how, when, where, etc,) and the positive benefits to be expected +identify and reduce barriers through incentives and assistance +Provide how-to- information, promote awareness and reminders +Provide training, guidance in performing actions

Behavioral Dimensions

- Frequency: How often is it occurring -Intensity: How intense is the behavior -Duration: For how long is the behavior occurring -Context: Where is the behavior occurring

PRECEDE Phase 3: Environmental determinants

- What factors in the environment impede or facilitate the behavior in questions? + Environmental determinants can be: - Social - social norms, peer pressure, family influence, media messages Physical - accessibility, affordability, equitability Environmental factors can be specifically tied to health issue but also generally about your target population

Theories Health Belief Model Two major factors influence the likelihood that a person will adopt a recommended preventative health action

-1st, they must feel personally threatened by the disease. they must feel personally susceptible to the disease with serious or severe consequences. -2nd, they must believe that the benefits of taking the preventive action outweigh the perceived barriers to (and/or costs of) preventive action.

FR When would you use a focus group versus a key informant interview and vice versa?

-Additional insights needed -Communication gaps exist between researchers and target audience -Want to uncover factors related to complex behaviors -Want ideas to emerge from target audience -Value capturing open-ended comments of the target audience.

Formative Research What is a focus group?

-An interview conducted by a trained moderator in a non-structured and natural manner with a small group of respondents. -A carefully planned discussion designed to obtain perceptions on a defined area of interest in a permissive, non-threatening environment.

PRECEDE Phase 5 - Administrative and Policy Assessment

-Assessment of the resources needed and available in the organization, as well as the barriers and supports available in the organization and community -Need for cultural-competence training

TRA Define attitude toward behavior. What is the difference between behavioral beliefs and outcome evaluation?

-Behavior beliefs: beliefs about the specific outcome of performing a specific behavior. -Outcome evaluation: subjective evaluations of the expected outcomes. (would it be good or bad if the outcomes occurred?)

Audience Who are you targeting? Disadvantages of targeting individuals

-Blaming the victim -Can be insufficient - Does not necessarily accomplish society level change -Frequently change is not sustainable

Persuasive Health Message Framework Present concepts and define each - There are two factors that dictate how- persuasive a message is: constant and transient factors:

-Constant factors are the structural elements of a message that must always be addressed (threat, efficacy, cues, and audience profile). -Transient factors are the elements that change on the basis of population, health issues, and message goals (group's salient beliefs, referents, culture, and environment) Be prepared to work through a case study that involves use of the framework to design a PH communication campaign

Sources

-Define source credibility and identify dimensions that contribute to credibility (in other words, what dimensions are measured). -Source credibility: "judgments made by a perceiver concerning the believability of a communicator" (O'Keefe, 1990, p. 130-131)

PRECEDE-PROCEED

-Define: In this framework, health behavior is regarded as being influenced by both individual and environmental factors, and hence has two distinct parts. -First is an "educational diagnosis" - PRECEDE -Second is an "ecological diagnosis" PROCEED.

Behaviors

-Defined as an action that is observable, specific, measurable, feasible, directly linked to improved health outcomes

Public Health Communication How do you segment target audiences?

-Demographic -Geographic -Psychographic -Epidemiological -Benefits sought

THEORIES McGuire's Inputs (Information Processing Paradigm)

-Destination -Receiver -Channel -Source -Message

Themes/ Important Topics Primary audience

-Directly receive the message -The decision-maker or the person who you are trying to change (the attitude or behavior)

PRECEDE Phase 4: Educational and Organizational Assessment Enabling Factors

-Factors that support the behavior -Can be social or structural +available resources, supportive policies, assistance, services -Antecedents to the behavior in question

Types of Appeals.

-Heat & Light

PRECEDE Phase 2: Epidemiological diagnosis

-How bad is the problem in your target population? -How does this health issue impact premature morbidity and mortality? -How does the health issue compare in your target population with a larger comparison population?

Consumer Orientation

-Idea that an organization's mission is to bring about behavior change by meeting the target market's needs and wants -Must recognize that customers have unique perceptions, needs, and wants that we must learn about and adapt to -Conduct consumer research

Audience Who are you targeting? Benefits of targeting individual

-Individuals make behavioral decisions -Individuals can affect their environment through their behavior -Targeting individuals can also be done by targeting key actors in the individual's social network (family members) -Offers individuals opportunity to be agents for their own change

What are the different kinds of communication channels?

-Interpersonal -Organizational -Community channels -Mass media channels -Social media

Surface

-Matching intervention materials and messages on observable/superficial characteristics of the target population Ex: Using peoples, places, language, music, food, product brands, location, and clothing familiar to the target audience. -Surface structure elements increase receptivity and acceptance -Required for feasibility (will know if people will look at the message)

Themes/ Important Topics Secondary audience

-May receive the message indirectly -Can be anyone who will receive a copy, see, hear about or be affected by your message -The group(s) of people that you identify, educate and activate to influence the primary audience

Mass Media

-Means of communication that reach large numbers of people -Examples: television, radio, magazines, newspapers, outdoor/transit

Audience Who are you targeting? Benefits of targeting higher levels of influences

-More systematic changes possible -Individual may not need to be targeted at all (passive change) -Can be more efficient than individual level change -Can be sustained by many individuals as change is incorporated into systems, policies, and culture

PRECEDE Phase 4: Educational and Organizational Assessment Predisposing Factors

-Motivations behind a behavior -beliefs and attitudes -Knowledge -Readiness to change

Differentiate between the three types of explanatory models of health

-Patient will explain things based on their explanatory model. +Experiential is describing the disease in terms of symptoms: tender feet, fatigue, irritability Describe disease in terms of care requirements: diet, medicine -Biological/biomedical +Describe disease as a malfunction of organs -Psychosocial +Describe disease within personal and social contextual factors, for example, how stress on jobs or interpersonal interactions might affect disease process

Formative Research What is a key informant interview?

-Qualitative in-depth interviews with people who have first-hand knowledge of topic -Unstructured guide used to allow for free-flowing discussion, and probing for additional information

PRECEDE-PROCEED Purpose

-Research in target community and organization to identify goals and objectives -Set priorities among objectives to be addressed in program based on importance, immediacy, and changeability

TRA What are subjective norms and indicate what they are made up of? Why are they important in campaign planning?

-Results of normative beliefs and motivation to comply. -normative beliefs: Beliefs about whether referent people approve or disapprove of the behavior. -Motivation to comply: an individual's motivation to do what a referent thinks they should do. EXAMPLE: My brother thinks I should quit smoking and I am motivated to do what he thinks.

PRECEDE Phase 4: Educational and Organizational Assessment Reinforcing factors

-Rewards or incentives for engaging in the behavior + can be social or material -They contribute to repetition or persistence of behaviors +social support, praise, reassurance, symptom relief

Peer reviewed sources

-Scrutiny by external sources of study or project that a considers threats to conclusions drawn -Minimizes biases associated with information that is shared

Theories Kotler's Four P's of Marketing ("marketing mix")

-Set of controllable variables that can be used to influence the buyer's response -Product -Price -Place -Promotion

Culture and Health Communication

-Sources that are liked, or judged to be socially attractive, are also more persuasive than others, particularly when the communication channel is video or audio, or when the message being communicated is not desirable. -Sources that are liked, perceived as more trustworthy but not necessarily more expert. -Similarity to source, culturally and attitudinally, seems to be more important than demographic similarity.

Message

-The "what" -Can be rational, emotional, educational, persuasive, action- oriented

McGuire's Inputs (Information Processing Paradigm) Receiver

-The audience -The attitudes, beliefs, prior knowledge, prior behavior, etc. of the person receiving the message (demographics, social/psych factors)

McGuire's Inputs (Information Processing Paradigm) Channel

-The how -The type of media used and way in which the message is "broadcast" (broadcast, print, social media, etc.)

Source

-The person, organization, or other entity identified as the origin of the message -(remember to choose based on credibility and trustworthiness)

Theory of Reasoned Action What determines behavior change according to this theory? In other words, list, define and provide examples of all constructs.

-The persons intent to perform it. -Includes the person's attitude to perform it (based on their beliefs and attitudes towards the consequences of performing it and the costs and benefits of performing it. -the person's perception of the social pressure exerted upon him/her to perform the behavior.

McGuire's Inputs (Information Processing Paradigm) Message

-The what -The type, strength, repetition, etc. of the argument (appeal, organization, style, etc.)

Public Health Communication Goal of public Health communication

-To create social change by changing people's knowledge, attitudes, and/or behaviors -Can also target external influences (social, structural/physical and policies)

Understand concept of touchpoints and exploring a target audience typical day for channel selection

-Touchpoints as a business term refer to any point where customers and businesses engage to exchange information, provide services or handle transactions. -Similarly in public health, touchpoints are the many opportunities health professionals have to "promote their product" (i.e. their message) during their patient/audience's customer journey. -For example, when a person enters a doctor's office, posters can be displayed in the waiting room about how to avoid spreading the flu (touchpoint = don't spread the flu campaign/information and customer journey = going to the doctor's office)

What is a trans media/ multi channel approach? Advantage to this approach?

-Transmedia approach states you can use multiple channels to increase chances of changing behavior. -Advantages are: increasing reach, increasing frequency, reaching objectives more quickly, and greater impact. -Be prepared to work through a case study that involves use of a trans media approach (e.g., who two channels you might use and why they complement each other).

What are some important things to consider when choosing a channel?

-Understand which are most likely to reach your intended audience -ID best approach for channel mix/multichannel approach -Focus on reach and/or frequency Evaluate the effectiveness of different channels -Including if they're cost-efficient

PRECEDE Phase 3: Prioritize based on urgency, changeability, and importance

-Urgent, very changeable and most important should get your attention -Less urgent, not very changeable, and not that important, IGNORE no matter how interesting -The end product of this phase is a set of behavioral objectives that identifies the desired changes in the individual, the family, the organization, etc...

PRECEDE Phase 1: Social diagnosis

-What affects the quality of life of the target population? -What factors would suggest a good quality of life? -What are the general needs and wants of the target population?

McGuire's Inputs (Information Processing Paradigm) Destination

-What behavior/ outcome -Immediacy/delay, prevention/cessation

McGuire's Inputs (Information Processing Paradigm) Source

-Who delivers message -The credibility, attraction, trustworthiness, etc. of the sender (demographic, credibility, attractiveness, etc.)

TRA What is behavioral intent?

-determined by one person's attitude towards performing the behavior and one's subjective norms associated with the behavior. -defines behavior in terms of action, target, context, and time elements.

cultural competency

-the ability to interact effectively with people of different cultures, helps to ensure the needs of all community members are addressed. -Knowing what to communicate (message), how to communicate it (channel) , whom to communicate it to (audience) , when to communicate it, who should deliver it (source).

What construct(s) were added to TRA to get Theory of Planned Behavior?

-to account for behaviors outside of personal control. -TPB assumes that behavior is jointly determined by motivation (Intention) and ability (behavioral control)

SCT Provide examples of each, implications, and how it can be used in creating a campaign What are the (*)

1 (*) 2 3 4 5

ELM Two pathways to persuasion

1 central processing- high level of involvement- quality is seen as an aspect of central processing (also known as top down processing) 2 peripheral processing - lower level of involvement quantity is seen as an aspect of peripheral processing (also called automatic or passive processing)

Define each of the 12 outputs and what needs to happen for behavior change to occur(*)

1)Exposure - you must "tune in" and be exposed to the message or campaign (message makes contact) 2)Attention- you must attend to the message 3)Liking- message is interesting and the communication format is appealing 4)Comprehension- message is understandable and recipient can draw on past memories/arguments to support message being presented 5)Skill acquisition - has or will gain the skills or information needed to act on message 6)Attitude change - receiver decides to agree with the points of the message and changes previous view 7)Memory storage - message is considered worth remembering and is stored in memory for later use 8)Information search and retrieval for memory- retrieving the message from memory 9)Decision based on retrieval- making decision to act on based on retrieved message 10)Behaving in accordance with decision - following through with the action after making the decision 11)Reinforcement - acknowledging and/or receiving benefits of acting on decision 12)Consolidation - the message and its benefits are positively incorporated into regular behavior and the change is maintaine

SCT What are the three parts of the theory? define (*)

1-personal: thoughts, feelings, personality, knowledge, beliefs, attitudes, values etc. 2-environmental: social and physical environment 3-behavior: what person says or does

TTM Experiential set of processes

1. Consciousness Raising: Increasing Awareness 2. Dramatic Relief: Produces increased emotional responses - appropriate actions can reduce negative affect 3. Self-reevaluation: Assessing one's self-image with and without a particular habit (cognitive and affective assessment) 4. Environmental Reevaluation: Assessing how one's habit affects physical and social environment (cognitive and affective assessment) 5. Social Liberation: Realization of social norms changing to support the behavior

What are the five or six dimensions of audience segmentation? Provide examples of audience segmentation

1. Demographic - Age, sex, income, education, religion, race/ethnicity, occupation, marital status, children 2. Geographic - Country, state, region, city size, density, climate, local government area, zip code, census tract 3. Psychographic (usually based on theory) - Behavior, values, lifestyle, sexual orientation, stages of change 4. Epidemiological - Risk factor status 5. Benefits Sought - E.g., fear reduction, money, physical attractiveness *If it helps, create sample profiles using each segmentation factor *Use the feedback from class and on the assignments to practice

3 basic steps of segmenting target audiances?

1. Divide the audience into segments, and develop profiles of these segments 2. Evaluate each segment, and select one or more as the target audience 3. Develop a detailed strategy for each of the segment of the target audience

Audience Segmentation What are the three phases of audience segmentation?

1. Divide the audience into segments, and develop profiles of these segments 2. Evaluate each segment, and select one or more as the target audience 3. Develop a detailed strategy for each of the segment of the target audience

What are six characteristics of optimal segmentation? What do they mean?

1. Mutual exclusivity Belong to only one segment 2. Exhaustiveness All audience members must fall into a segment 3. Measurability Segment membership can be measured from some form of data 4. Differential responsiveness Segments should respond to different marketing strategies in different ways 5. Reachability or Accessibility Can be related to reach and frequency 6. Substantial Each segment should be sufficient for effort to be worthwhile Strive for the greatest reach possible

TTM Five stages of change, ten processes of change; what are the pros and cons of changing? Where would you apply each process?

1. Precontemplation→ Contemplation: +Consciousness Raising +Dramatic Relief +Environmental Reevaluation 2. Contemplation → Preparation: Self-reevaluation 3. Preparation→ Action: Self-liberation 4. Action→ Maintenance: Contingency Management Helping Relationships Counterconditioning Stimulus Control

THEORIES Transtheoretical Model Different processes should be applied at different stages. How can this theory be used for your campaign? Think of examples for each stage (*)

1. precontemplation 2. contemplation 3. Preparation 4. Action 5. Maintenance 6. termination

1. Which of the following is not a behavioral dimension? A. Observable- Is the behavior easily observable B. Context- Where the behavior is occurring C. Intensity- How intense the behavior is D. Frequency- how often the behavior is occurring

: A. Observable- Is the behavior easily observable

ELM CONSEQUENCES

: There are THREE consequences to attitudes produced by ELM - (1) more persistent over time, (2) more predictive of subsequent behavior, and (3) more resistant to counterpersuasion

What are the 5 dimensions of audience segmentation? A) Demographic, Geographic, Epidemiological, Psychographic, Benefits Sought B) Demographic, Geographic, Epidemiological, Social, Physical C) Social, Geographic, Physical, Psychographic, Benefits Sought D) Demographic, Environmental, Social, Psychographic, Benefits Sought

A) Demographic, Geographic, Epidemiological, Psychographic, Benefits Sought

Perceived Benefits is: A. One's opinion of the efficacy of the advised action to reduce risk or seriousness of impact. B. One's opinion of the tangible and psychological costs of the advised action. C. One's opinion of chances of getting a condition. D. One's opinion of how serious a condition and its sequelae are.

A. One's opinion of the efficacy of the advised action to reduce risk or seriousness of impact.

Media Richness Theory Why is it important?

According to HC3, richer communication media, such as face-to-face communication and some emerging technologies, tend to be more effective for conveying ambiguous messages because they allow for discussion and immediate feedback transmission of both verbal and visual information, and greater personalization.

Messages What are four possible campaign objectives (4 A's)? Provide examples for each

Announce - Direct audience to where obtain services, purchase or get more resources and info Advise - Present facts with intent to inform audience Advocate - Promote a social or political POV Activate - Try to persuade audience to pay attention to the information presented or motivate to act

Mary has decided she needs to stop texting and driving due to the increased fines for a ticket, so she begins turning off her phone before she operates a vehicle. Which of the following audience segmentation(s) will work best specifically for Mary's behavior? A.Geographic B. Psychographic C. Demographic D. Two of the above are correct E. None of the above are correct

Answer is D The segmentations that work best for Mary are Psychographic because she is exhibiting a stage of change, and Demographic because of her income.

Which of the following is NOT a step in completing an audience segmentation? A. Review Audience Information B. Identify Barriers and Facilitators C. Decide which Segments to Target D. Develop Audience Profiles

Answer: (B) Identify Barriers and Facilitators

1. Which of the following is not a phase of audience segmentation? a. Evaluate each segment, and select one or more as the target audience b. Divide the audience into segments, and develop profiles of these segments c. Incorporate a theory into each segment that best fits the target audience d. Develop and detailed strategy for each of the segment of the target audience

Answer: C Message Reading

Which of the following beliefs are expectancies about positive or negative outcomes related to performing a behavior and lead to the formation of attitudes? A. Control beliefs B. Normative beliefs C. Behavioral beliefs D. Self-efficacy beliefs

Answer: C, behavioral beliefs

Fill in the blank: When selecting a ____ ____, it is important to choose the group of people not necessarily most affected by the health issue, but rather the group whose behavior needs modification to benefit the problem.

Answer: Priority Audience.

1. T/F Denotatively specific speech explicitly states the agent, object, and/or action in a message

Answer: T

Key informant interviews are ___________ in-depth interviews with people who have first-hand knowledge of the topic.

Answer: qualitative

Mia was watching TV and a commercial played about distracted driving and how it can cause deadly accidents. She knows that she always uses her phone while driving to text, play music, or for social media. After watching the commercial, she's considering to stop texting and driving within the next 6 months. According to the transtheoretical model, which stage of change best describes this? a. Precontemplation b. Contemplation c. Preparation d. Action e. Maintenance

B - Contemplation

Using __________ allows the listener to not have to consider whether or not the message is relevant because the message consists of trigger words that state its relevance. It enhances the attention given to the message by personalizing and simplifying the message. A. Active thought B. Denotative Specificity C. Internal request D. Gain-framed messages

B. Denotative Specificity

Which process of change would role-play fall in? A. Consciousness Raising B. Dramatic Relief C. Self-reevaluation D. Social Liberation

B. Dramatic Relief

Which of the SMART objectives is this statement an example of: "Increase OBGYN vaccine recommendations for pregnant women in San Diego County so that Influenza vaccination coverage increases from 20% to 60% coverage within the 2017-2018 flu season"? A. Specific B. Measurable C. Appropriate D. Realistic E. Time-bound

B. Measurable

Which of the SMART objectives is related to the resources needed to achieve the goal? A. Specific B. Tangible C. Measurable D. Realistic

B. Tangible

Public Health Communication What is the purpose of audience segmentation?

Because no single approach will please everyone, approaches are designed for specific subgroups

Examples of behaviors?

Behavioral Dimensions (*)

PRECEDE Phase 3: Behavioral

Behavioral determinants: - What behaviors contribute to the health issue in question and ultimately to reductions in quality of life and increased morbidity and mortality? + Can include: -Lifestyle Behaviors -Health care seeking behaviors -Behaviors can be specifically tied to health issue but also general about your target population -Dimensions to consider - frequency, quality, range, promptness, and persistence

What does framing the message mean? Loss framed vs. gain framed?

Benefit dictates the message What's in it for them? Why should they do the target behavior? What is your 'selling' point? Does the benefit matter to them? (think of wrong-reason health promotion) "If you do the target behavior instead of your current behavior, you'll get some benefit because ____________."

ELM Review the concept and consequences of elaboration

CONCEPT: to reiterate, ELM says there are two ways to persuade an audience depending on the level of cognitive involvement from the audience. -In low-involvement audiences peripheral routes that focus on surface cues will be more persuasive even though they may not activate lasting behavior change. -In high-involvement audiences central routes that focus on deeper content vs. surface cues are more persuasive and may activate lasting behavior change

Concepts of the HBM Self-efficacy

Confidence in one's ability to take action. Provide training, guidance in performing action

cultural tailoring:

Cultural tailoring requires a deep understanding of within-group values, beliefs, and behaviors that influence the target health behavior

What is an example of the "5th A"? A. Advise and Activate B. Announce and Advise C. Activate and Advocate D. All of the above are examples

D. All of the above are examples

After attending a seminar which explained the consequences of the risk in habitual tobacco smoking, Sophia and her close friends now believe that the consequences of this behavior are serious enough to try to avoid. This seminar applied which concept, according to the health belief model? A. Perceived barriers B. Contemplation C. Perceived benefits D. Perceived severity E. Cues to action

D. Perceived severity