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;
Summary
Effective Health Risk Messages provides step-by-step instructions for developing theoretically-based campaigns that work. Worksheets are provided at the end of each chapter to provide practical experience
Bibliography
Includes bibliographical references (pages 199-205) and index
