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National Training Collaborative for Social Marketing

National Training Collaborative for Social Marketing. Session Twelve Public Health Message Design. Objectives. Describe five relevant principles of persuasion Discuss what makes a public health message effective Describe how the public views health messages

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National Training Collaborative for Social Marketing

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  1. National Training Collaborative for Social Marketing Session Twelve Public Health Message Design

  2. Objectives • Describe five relevant principles of persuasion • Discuss what makes a public health message effective • Describe how the public views health messages • Understand important components of message design including structure, content, appeal, and format

  3. Communication - defined A transactional, symbolic process: • interaction between two or more people • mutually influencing • affecting emotions, thinking, and/or behavior

  4. General Principles • Takes place in receivers’ terms • Language used reflects and reinforces thought • Linguistic universals and cultural variation (communicative codes) lead to multiple meanings • Believability depends on source credibility (expertise, trustworthiness, dynamism) • Receivers incorporate emotion and logic • Campaigns require feedback • Redundancy preferable to one-shot messages

  5. Good Message Characteristics • Clear, detectable goal • Easily understood • Consistent • Tone and appeal • Credibility • What public needs/wants to know

  6. Public Perception of Health Messages • Health risk is an intangible concept • People want • Easy solutions • Absolute answers, not probabilities • May not like fear appeals • Skeptical about science • Do not feel, nor do they want to feel, personally susceptible • Contradictory beliefs • Lacks future orientation • Personalizes new information • Does not understand science

  7. Designing Messages (Debus, 1994) • Aspectsof problem versus consequences for consumer • “Concern arousal” • Attributes vs. benefits • Attribute: characteristic of a service or product • Benefit: exists in mind of target audience • Goal: translate attribute into a benefit • Tone and manner • Tone: affect or emotion of message • Manner: presentation format (testimonials, etc.)

  8. Persuasion, defined The conscious intent by one person to influence another person or other persons (see Burgoon, et al., 1981)

  9. Cronkite Model

  10. Structuring Persuasive Messages • Place emphasis on… • Felt need • Workability • Relative advantage • Give individuals the ability to visualize the behavior change being promoted • Determine message sidedness

  11. One-sided Messages Best when… • The product/service is”liked, known, and has loyal followers” • Receiver is already in agreement • Not likely to be exposed to counterarguments

  12. Two-sided Messages Best when… • Audience initially disagrees with source position • Possible exposure to counterarguments • Audiences are better-educated (mixed findings)

  13. Behavioral Inoculation, defined The process of developing belief resistance in people (like disease resistance) by exposing to weak dose of attacking material, sufficiently strong to stimulate defenses but not so strong as to overwhelm.

  14. Behavioral Inoculation • Goal: to strengthen an individual’s attitudes making them less susceptible to change • Features: • Threat • Forewarning of impending challenge to existing attitudes • Refutational preemption • Person initially raises and directly refutes one or more specific challenges to existing attitudes

  15. Message Repetition • Aids consumer learning • Helps establish new services or products • Groups of messages don’t wear out as fast as a single message • Only good messages wear out • Humor/gag/punch lines wear out faster • Single messages can run longer if there are greater time spans between airings • Second airings wear out faster than first

  16. Message Appeal • Appealing messages are often… • Rewarding (benefit to be accrued) • Motivational • Emotional • Humorous • Warm • Fearful

  17. Warmth • Create an actual, physical response • Experience changes quickly - often short-lived • Associated with liking the message, positive attitudes toward product, intent to use (feelings of love, pride, affection, etc.) • May increase recall of message

  18. Fear Appeal, defined Emphasizes the harmful physical or social consequences of falling to comply with message recommendation.

  19. Parallel Response Model (Witte) • Fear appeals trigger two responses: • Emotion of fear and need to manage fear • Fear control • Accomplished by denial, avoidance, distraction • Desire to eliminate the danger posed by the message • Danger control • Results in compliance

  20. Organizing Fear Messages • Four components: • Indicate what the threat is • Personalize feelings of susceptibility, vulnerability • Promote personal efficacy • Target’s perception • Trigger response efficacy • Ability to eliminate or reduce threat

  21. Summary • Remember the general principles of message design • Focus on consumer consequences, translating the attributes of a problem into consumer benefits • Consider the tone and manner on which messages are being delivered

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