Health Promotion Campaigns

Question 1

The steps in the campaign design process

Answer 1

Step 1: Defining the situation and potential benefit

Step 2: analyzing and segmenting the audience

Step 3: establishing campaign goals and objectives

Step 4: selecting channels of communication

Step 5: Designing campaign messages

Step 6: Piloting and implementing the campaign

Step 7: Evaluating and maintaining the campaign

Question 2

define knowledge gap hypothesis

Answer 2

people who are easy to reach and the most receptive are probably already aware of the information

Question 3

what are the three different types of formative research

Answer 3

Highly scheduled interviews: ask SET questions. No explaining the questions.
Unscheduled interviews: “tell me about your sex life.”
Questionnaires
-Ask respondents to indicate their answers to a list of questions
Focus groups
-Involves a small number of people who respond to questions posed by a moderator

Question 4

define high sensation seekers

Answer 4

people who enjoy intense and new experiences; risky behaviors appeal to them

Question 5

define psychological reactance

Answer 5

characterizes the desire to assert their independence and sense of personal control

Question 6

define personal fable

Answer 6

belief that they are unlike others and no one understands them

Question 7

define imaginary audience

Answer 7

belief that others are scrutinizing them

Question 8

what is the health belief model

Answer 8

1. severity
2. susceptible
3. behaviors
4. benefits
5. costs
6. cues to action

Question 9

define theory of reasoned action

Answer 9

people make rational decisions about behaviors based on:
- how strongly we believe a behavior will lead to positive outcomes

-if it goes against social norms

Question 10

theory of planned behavior

Answer 10

the difference between intentions and actions depends on

1. our attitudes about the issue and behaviors
2. how socially rewarding and acceptable it is
3. capacity and behavior

Question 11

define extended parallel process model

Answer 11

proposes that people evaluate negative messages to determine
- if they are at risk and
-whether they think they can prevent the negative outcome
they will likely engage in defensive avoidance if they do not feel they can avoid the negative outcome

Question 12

define transtheoretical model

Answer 12

1. precontemplation: not aware of the problem
2. contemplation: thinking about the problem
3. preparation: deciding to take action
4. action: making a change
5. maintenance: sticking to the change for 6+ months