Communication IN ESA

Question 1

What is self-efficacy?

Answer 1

Confidence in one’s ability to take action

Question 2

What is perceived severity?

Answer 2

One’s opinion of how serious a condition and its consequences are.

Question 3

What is perceived susceptibility?

Answer 3

One’s opinion of chances of getting a condition.

Question 4

What are impediments?

Answer 4

• Barriers:
  
  • Personal impediments: barriers to behavior that come from a person himself.
  • Situational impediments: Barriers that come from the environment.

Question 5

What are outcome expectations?

Answer 5

• Outcome expectations: what a person thinks will be the consequences of performing a certain behavior. These can be perceived favorably or unfavorably.
  
  • Physical outcome expectations: Expectations about physical consequences of the behavior, such as physical pleasure (favorable) or physical pain (unfavorable).
  • Social outcome expectations: the either positive (favorable) or negative (unfavorable) social reactions of others that are caused by the behavior.
  • Self-evaluative outcome expectations: a person’s own positive (favorable) or negative (unfavorable) evaluations of the behavior, according to the person’s own personal standards.

Question 6

What is content marketing?

Answer 6

A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive ‘profitable’ stakeholder action (behavior).

Question 7

What could we do to influence behaviour?

Answer 7

Share knowledge, experience, network, expertise, data, models, methodologies, infrastructure ( e.g. lab)

Question 8

What is content marketing framework?

Answer 8

1. Purpose and Goals: Why you are creating content, and what value it will provide.
2. Audience: Who you are creating content for, and how they will benefit.
3. Story: What specific, unique, and valuable ideas you will build your content assets around.
4. Process: How you will structure and manage your operations in order to activate your plans.
5. Measurement: How you will measure performance and continually optimize your efforts.