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HP: 3.5 Health promotion > 3.5.1 Strategies for promoting health > Flashcards

3.5.1 Strategies for promoting health Flashcards

1
Q

Yale model of communication - Persuasion & attitude: Hovland-Yale model

Persuasion

A

The process of changing attitudes.

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2
Q

Yale model of communication - Persuasion & attitude: Hovland-Yale model

What 4 factors did this approach focus on that affected the communication process which influenced persuasion and attitude change?

A
  • The communicator: who is it that is seeking to persuade us?
  • The message: what is the content of the message?
  • The medium/channel: how is the message conveyed?
  • The audience: to whom is the message directed?
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3
Q

Yale model of communication - Persuasion & attitude: Hovland-Yale model

Factor 1: The communicator

A
  • Experts are more persuasive than non-experts. Baron and Byrne (1997) suggest this is why TV adverts often put experts in white coats.
  • Credibility, status and attractiveness of the communicator plays a part. Attractive people are usually well-liked and so more agreed with.
  • Some research suggests people who speak faster are more persuasive. This is because it’s believed the person knows what they are talking about (Baron and Byrne, 1997).
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4
Q

Yale model of communication - Persuasion & attitude: Hovland-Yale model

Factor 2: The message

A
  • Appears more effective for a communicator to present a 2-sided, balanced argument to try and persuade and undecided audience. McGuire (1964) suggested 2-sided arguments mean people get ‘inoculated’ against later arguments.
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5
Q

Yale model of communication - Persuasion & attitude: Hovland-Yale model

Fear in the message

A

Fear arousal seems to be effective if the message creates a substantial fear in people, if the message provides a simple way of coping with the fear and if the recipients believe the dire warning will definitely affect them.

If a message scares people but does not hit the other criteria, people are more likely to ignore/reject the message.

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6
Q

Yale model of communication - Persuasion & attitude: Hovland-Yale model

Mood and the message

A

Mood can affect the extent to which we are affected by a mesage.

When people evaluate a message, their attitudes may reflect other external factors, such as the weather, rather than the content of the info being conveyed.

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7
Q

Yale model of communication - Persuasion & attitude: Hovland-Yale model

Mere exposure therapy

A

Zajonc - ‘Mere repeated exposure of the individual to a stimulus is a sufficient condition for the enhancement of his attitude towards it’.

For example, music played frequently may be rated as better than those heard once.

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8
Q

Yale model of communication - Persuasion & attitude: Hovland-Yale model

Factor 3: The channel/medium

A
  • Many different ways to get across a message- face-to-face, newspaper, TV, email etc.
  • Face-to-face interaction seems particularly good for persuading people.
  • With complicated messages, printed media is often more effective than visual messages, possible because people pay more attention to and recap written material (Lippa, 1994).
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9
Q

Yale model of communication - Persuasion & attitude: Hovland-Yale model

Factor 4: The audience

A
  • Yale research found different audience attributes (intelligence, personality and gender) affected the degree of persuasion of a message.
  • Intelligence may increase people’s understanding of a message, but decrease their agreement since they might spot weak points.
  • Studies suggest people of moderate intelligence/self-esteem are more easily persuaded by messages (Wood and Stagner, 1994).
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10
Q

Janis and Feshbach (1953) - Fear arousal

Aim

A

To investigate potential adverse effects and defensive reactions to fear appeals.

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11
Q

Janis and Feshbach (1953) - Fear arousal

Participants

A

200 American high school students (mean age: 15).

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12
Q

Janis and Feshbach (1953) - Fear arousal

How were ppts allocated to conditions?

A

Randomly allocated.

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13
Q

Janis and Feshbach (1953) - Fear arousal

What groups were ppts split into?

A
  • Strong fear appeal
  • Moderate fear appeal
  • Minimal fear appeal
  • Control group
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14
Q

Janis and Feshbach (1953) - Fear arousal

IV

A

Level of fear ppts were exposed to.

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15
Q

Janis and Feshbach (1953) - Fear arousal

DV

A

Ppts’ reported responses on the questionnaire about their fear levels.

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16
Q

Janis and Feshbach (1953) - Fear arousal

What were all groups shown?

What differed?

A

Each group received a recorded lecture on tooth decay and oral hygeine recommendations, using same speaker/manner/duration.

The difference between groups was the level of fear employed in the lecture.

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17
Q

Janis and Feshbach (1953) - Fear arousal

High-fear group

A

Saw a film containing 71 different references to tooth decay, gum disease, discoloured teeth, drills, cancer etc.

Many of the warnings were illustrates with 11 graphic photographs.

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18
Q

Janis and Feshbach (1953) - Fear arousal

Moderate-fear group

A

Saw a movie discussing the same topics, but with only 49 anxiety-inducing references and 9 photos of less graphic images.

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19
Q

Janis and Feshbach (1953) - Fear arousal

Low-fear group

A

Saw techniques of effective brushing and teeth cleaning, without unpleasant topics and no graphic slides, only X-rays.

20
Q

Janis and Feshbach (1953) - Fear arousal

Control group

A

Received no lecture at all.

21
Q

Janis and Feshbach (1953) - Fear arousal

How were the different groups equal?

A

In terms of age, sex, education and IQ.

22
Q

Janis and Feshbach (1953) - Fear arousal

When were questionnaires filled in?

A

1 week before the lecture, as part of a broader ‘health’ questionnaire.

After the lecture, another questionnaire was filled out to measure immediate effects, as well as a week-later follow-up questionnaire to measure the continuous effect.

23
Q

Janis and Feshbach (1953) - Fear arousal

What did the high-fear group think of the film?

A

They were impressed.

Only 28% found it so disgusting it really bothered them.

24
Q

Janis and Feshbach (1953) - Fear arousal

How many ppts in
each group said they felt ‘worried a few/many times about their own mouth during the lecture’?

A
  • Strong group: 74%
  • Moderate group: 60%
  • Minimal group: 48%
25
Q

Janis and Feshbach (1953) - Fear arousal

How many ppts in the high-fear group reported they had changed their tooth-brushing habits a week later?

A

28%.

26
Q

Janis and Feshbach (1953) - Fear arousal

Conclusion

A

**A strong fear arousal does not increase the likelihood of the audience taking info and guidance on board. **

In fact, it seems to have the opposite effect.

27
Q

Fear arousal - RWA

How does fear arousal have RWA?

A

In the 1990s during an AIDS epidemic in Uganda, the government started a campaign to change people’s attitudes towards sexuality and AIDS.

The fear condition was naturally created by people’s personal experience with friends/relatives dying.

However, fear was not enough to stop the epidemic, people needed specific info on how to prevent HIV.

28
Q

Fear arousal

What does the health belief model suggest?

A

People are more likely to practise healthy behaviour if they believe that by not doing so, they may become seriously ill.

This is an example of fear arousal.

29
Q

Lewin et al. (1992) - Providing information

Aim

A

To evaluate the effectiveness of a home-based post-MI exercise programme.

30
Q

Lewin et al. (1992) - Providing information

Method

A

Longitudinal field experimental.

31
Q

Lewin et al. (1992) - Providing information

Participants

A
  • 176 patients from a UK coronary care unit
  • Had a heart-attack 3 days prior
  • Mean age of 56 years-old
32
Q

Lewin et al. (1992) - Providing information

How were ppts allocated to groups?

A

Randomly allocated.

33
Q

Lewin et al. (1992) - Providing information

What were the 2 groups?

A
  • Experimental group
  • Control group
34
Q

Lewin et al. (1992) - Providing information

Experimental group

A
  • Self-help rehabilitation programme after discharge.
  • Spouses were given info and invited to take part/encourage the patient.
35
Q

Lewin et al. (1992) - Providing information

Control group

A
  • Standard care + placebo info packet and informal counselling.
36
Q

Lewin et al. (1992) - Providing information

When were groups followed up on?

A

At 1, 3 and 6 weeks later into the study.

37
Q

Lewin et al. (1992) - Providing information

When were postal questionnaires sent out?

What did they measure?

A

At 6 weeks, 6 months and 1 year to measure symptoms of anxiety/depression, general health and use of health services.

38
Q

Lewin et al. (1992) - Providing information

Myocardial infection (MI)

A

When the blood supply to the heart is suddenly blocked, aka a heart attack.

39
Q

Lewin et al. (1992) - Providing information

When did depression scores differ significantly?

A

Only at 6 weeks.

40
Q

Lewin et al. (1992) - Providing information

Who was improvement greatest among?

A

The patients who were clinically anxious/depressed at discharge from hospital.

41
Q

Lewin et al. (1992) - Providing information

Which group was psychological adjustment better with?

A

The rehabilitation group at 6 months and one year.

42
Q

Lewin et al. (1992) - Providing information

How many more visits did the control group make to the doctor in the 1st year, compared to the experimental group?

A

An average of 1.8 more visits.

43
Q

Lewin et al. (1992) - Providing information

Conclusion

A

Providing info with a self-help programme significantly improves recovery and also improves psychological health.

44
Q

Lewin et al. (1992) - Providing information

Strengths

A
  • High ecological validity = educational programme was used in real setting with real-life patients.
  • Longitudinal study = able to investigate long-term effects of the programme.
45
Q

Lewin et al. (1992) - Providing information

Criticisms

A
  • Low generalisability = only applicable to heart attack patients from that one hospital.
  • Cultural bias = carried out in London, UK only. Results may be different elsewhere.
  • Expensive = costs of printing/organising a self-help programme and info to give to patients.

HP: 3.5 Health promotion (3 decks)

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