Effective Health Risk Messages

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 * Journal of Health Communication: International Perspectives *