Designing health messages : approaches from communication theory and public health practice / Edward Maibach, Roxanne Louiselle Parrott, editors.

Includes bibliographical references and index.

How do you design an effective message for a health campaign? This book explores this question from both practical and theoretical perspectives. The contributors demonstrate the necessity of basing message design decisions on appropriate theories of human behaviour and communication effectiveness.

Motivation to attend to health messages: presentation of content and linguistic considerations / Roxanne Louiselle Parrott -- Encouraging risk reduction: a decision-making approach to message design / David R. Holtgrave, Barbara J. Tinsley, and Linda S. Kay -- Moving people to behavior change: a staged social cognitive approach to message design / Edward W. Maibach and David Cotton -- Fear appeals in health promotion campaigns: too much, too little, or just right? / Jerold L. Hale and James Price Dillard -- Thinking positively: using positive affect when designing health messages / Jennifer L. Monahan -- Designing messages for behavioral inoculation / Michael Pfau -- Reaching young audiences: developmental considerations in designing health messages / Erica Weintraub Austin -- Fishing for success: using the persuasive health message framework to generate effective campaign messages / Kim Witte -- Using research to inform campaign development and message design: examples from the "America responds to AIDS" campaign / Glen J. Nowak and Michael J. Siska -- Choosing audience segmentation strategies and methods for health communication / Michael D. Slater -- The gatekeeping process: the right combinations to unlock the gates / John McGrath -- Use of database marketing and comsumer-based health communication in message design: an example from the Office of Cancer Communications' "5 a day for better health" program / R. Craig Lefebvre, Lynne Doner, Cecile Johnston, Kay Loughrey, George I. Balch, and Sharyn M. Sutton -- Supplementing health campaign messages: recent developments in informing patients about their prescription drugs / Sharon Lee Hammond -- Enabling health: policy and administrative practices at a crossroads / Roxanne Louiselle Parrott, Mary Louise Kahl, and Edward W. Maibach.

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