chapter 4; Health Communication Practice Strategies and Theories Flashcards
three basic action words in health communication; are […], […], and […]
engage, inform, and persuade
(regardless of who communicating with, process starts with engagement, once begin to interreact then can have opportunity to inform, if strongly believe an option to greatly benefit someone, then try to be persuasive)
health topics into dramatic stories is a practice strategy that implements all three basic action words (engage, inform, persuade)
yes
when informing (three basic action words); engagement is [..] communication with the expectation of timely give and take from all parties. is an end in itself but is also the first step in persuading an audience to [..] and [..] our message
interactive
receive and accept
when informing (three basic action words); the difference between data and information is that information [..] [..]
answers questions
when persuading (three basic action words); requires tapping into something [..] to the object of our [..]
meaningful
attentions
a practice strategy can be described as an [..] or a [..], as it is a planned process to achieve your overall [..] goal of engagement, information or persuasion
approach or a tactic communication
behavioral economics, and the newer neuro-economics, provide clues about which [..] might work best. older economic models operated on the assumption that individuals make decisions based on the logic of [..] [..]. however, studies tell us that human behavior is often [..], [..], and [..]
approach
self interest
irrational, inconsistent, and complex
(we often behave like the kid who would rather eat one marshmallow now than wait five minutes for two marshmallows)
behavioral economics applies information from [..], [..], and [..] to transactions involving goods, services, and wealth and now trickling into healthcare decision making, especially for choices that involve [..] based decisions
psychology, neuroscience and economics
value
given any choice, a “rational” decision maker will select the one that [..] them more than it [..], however, as neuroscience demonstrates, we often use a combination of cognitive ([..]) and affective ([..]) variables to make decisions
benefits, costs
rational, emotional
individual decisions may appear irrational when underlying motivations are not [..] or unseen [..] are at play
obvious
constraints
when individuals believe they have much more to gain than to lose, including the hidden costs of [..], [..], [..] burden, and so forth, then information alone might be [..] to prompt a change
time, energy, emotional
sufficient
educational approaches work best if;
- the recipient of the information has expressed an [..] in, or [..] to, the desired behavior
- the recipient only needs answers to factual questions such as [..], [..], [..], and [..]
- the information is [..], [..], and [..]
- interest, commitment
- what, who, where, and how
- simple, clear, and unambiguous
Safe to Sleep campaign, formerly known as Back to Sleep. long term, nationwide example of a long standing educational program. since 1994, the campaign has been managed by a collaborative led by Eunice Kennedy Shriver National Institute of Child Health and Human Development and the American academy of pediatrics
follow many of the principles of clear health communication , and different culturally targeted versions are available. since the start of the campaign, SIDS rates in the US have decreased by almost 50% in various racial and ethnic groups
some believe that health communication campaigns can be run for a while and then stopped because “everyone will have gotten the message . however, on a population level, it takes a very long time for new behaviors to become embedded .
yes
in contrast to low cost, relatively “easy” behavior changes are those that at first glance appear to be [..] or [..] and offer [..] individual benefits, but upon deeper consideration might yield collective population value. such changes often require enactment of laws or regulations.
difficult or costly
few
social marketing can be defined as the “design, implementation, and control of programs aimed at increasing the [..] of social idea, practice [or product] in one or more groups of target adopters. the process [..] involves the [..] adopters, who voluntarily [..] their time and attention for [..] in meeting their [..] needs as they perceive them
acceptability
actively, target
exchange, help, health
in the world of commercial marketing, people are “consumers” who are trying to solve [..]. sometimes the problems are [..] to them; at other times, their needs are [..]
problems
obvious, hidden
e.g. need a gadget to turn carrots, and other vegetables into noodles, until one was brought to market
the four Ps - product, price, place, and promotion - form the basis for a marketing strategy
yes
in the behavioral and social sciences, theories are systematic ways of understanding what causes an individual or a group to […] in certain ways in specific situations
behave
theories are made up of propositions that explain or predict [..] by illustrating the [..] among variables.
events
relationships
when designing a health communication intervention, we start by searching for modifiable [..] factors. the word “modifiable” suggests that something has been identified as [..] to a [positive or negative] outcome, and we believe we can [increase or reduce] that risk. there are other risk factors about which we can do [..]
risk
contributing , negative
reduce
nothing
typically, humans lose their sponge-like learning abilities around [..]. it is not the elasticity of our minds that has changed, but our [..] to acquire new information as well as how we go about it
puberty
motivation
inoculation theory e.g. when your healthcare provider says, “this may hurt a little bit” so you [..] yourself for the pain. often the pain is less than what you anticipated, thanks to your body’s [..] for a painful sensation
brace
preparation
(also used in politics)
in risk or emergency communication, we use inoculation theory to [..] people that bad news is [..] on the way
prepare
potentially