Effective Health Risk Messages: A Step-By-Step Guide Book

	Preface for Instructors and Practitioners	vii
	Acknowledgments	viii
1.	What Are Health Risk Messages?	1
	Health Risk Messages Defined	2
	What's a Theory?	3
	The Components of a Fear Appeal	4
	Explicit versus Implicit Messages	6
	The Use of Culturally Based Colloquialisms	7
	Types of Threats	9
	Summary	9
2.	History of Health Risk Messages: Fear Appeal Theories from 1953 to 1991	11
	Fear-as-Acquired Drive Model	12
	The Parallel Process Model	14
	Protection Motivation Theory	15
	Summary	19
	Definitions	19
3.	Putting It All Together: The Extended Parallel Process Model	23
	The Overall Model	24
	The Depiction of the Model	29
	Comparisons with Other Models	29
	Research on the EPPM	31
4.	Useful Concepts from Other Theories	33
	The Health Belief Model	33
	The Theory of Reasoned Action	36
	Social-Cognitive Theory	40
	Elaboration Likelihood Model	42
	Stages of Change Model	42
	Social Marketing	45
	Summary	47
5.	Starting Out the Right Way: Formative Research	49
	Setting Goals and Objectives: The Campaign Plan	50
	Formative Research	52
	The Persuasive Health Message (PHM) Framework	52
	Putting Transients and Constants Together	57
	Gathering Information for the Persuasive Health Message Framework	58
	Categorizing Audience Beliefs: A Chart to Guide Message Development	64
	Conclusion	66
6.	The Risk Behavior Diagnosis Scale	67
	The Origin of the RBD Scale	67
	Theoretical Basis for Expanding the EPPM	68
	The RBD Scale	70
	Tailored Health Risk Messages	72
	Some Additional Guidelines	75
	Conclusion	76
7.	Out of the Tower and Into the Field	77
	Using the RBD at a Campus Health Clinic: Background	78
	Conclusion	93
8.	Data Collection	95
	Types of Evaluation	95
	Gathering Data for the Evaluation	100
	Data Collection Methods	101
	Reliability and Validity	105
	Sample Size	106
	Summary	107
9.	Data Analysis	109
	Analyzing Data	109
	Conclusion	120
10.	Getting the Message Out	123
	A Plan of Action	125
	Message Dissemination Issues	127
	Specific Channels	130
	Summary	133
	Conclusion	133
	Appendix	135
	Glossary	147
	Worksheets	151
	References	199
	Suggested Readings	207
	Index	211
	About the Authors	215