Health Education & Behavior

 

Advanced Search

Journal Navigation

Journal Home

Subscriptions

Archive

Contact Us

Table of Contents

Register here to gain access to SAGE's 500+ Journals Online

Click here for more information on The Virtual Advisor

Sign In to gain access to subscriptions and/or personal tools.
This Article
Right arrow Full Text (PDF)
Right arrow References
Right arrow Alert me when this article is cited
Right arrow Alert me if a correction is posted
Services
Right arrow Email this article to a friend
Right arrow Similar articles in this journal
Right arrow Alert me to new issues of the journal
Right arrow Add to Saved Citations
Right arrow Download to citation manager
Right arrowRequest Permissions
Right arrow Request Reprints
Right arrow Add to My Marked Citations
Citing Articles
Right arrow Citing Articles via Google Scholar
Google Scholar
Right arrow Articles by Flay, B. R.
Right arrow Articles by Schlegel, R. P.
Right arrow Search for Related Content
PubMed
Right arrow Articles by Flay, B. R.
Right arrow Articles by Schlegel, R. P.
Social Bookmarking
Add to CiteULike   Add to Connotea   Add to Del.icio.us   Add to Digg   Add to Reddit   Add to Technorati  
What's this?
Health Education & Behavior, Vol. 7, No. 2, 127-147 (1980)
DOI: 10.1177/109019818000700203

Mass Media in Health Promotion: An Analysis Using an Extended Information-Processing Model

Brian R. Flay, D. Phil.

Health Studies Department, University of Waterloo, Waterloo, Ontario, Canada, N2L 3G1

Don DiTecco, M.A.

Health Studies Department, University of Waterloo, Waterloo, Ontario, Canada, N2L 3G1

Ronald P. Schlegel, Ph.D

Health Studies Department, University of Waterloo, Waterloo, Ontario, Canada, N2L 3G1

The information-processing model of the attitude and behavior change process was critically examined and extended from six to 12 levels for a better analysis of change due to mass media campaigns. Findings from social psychology and communications research, and from evaluations of mass media health promotion programs, were reviewed to determine how source, message, channel, receiver, and destination variables affect each of the levels of change of major interest (knowledge, beliefs, attitudes, intentions and behavior). Factors found to most likely induce permanent attitude and behavior change (most important in health promotion) were: presentation and repetition over long time periods, via multiple sources, at different times (including "prime" or high-exposure times), by multiple sources, in novel and involving ways, with appeals to multiple motives, development of social support, and provisions of appropriate behavioral skills, alternatives, and reinforcement (preferably in ways that get the active participation of the audience). Suggestions for evaluation of mass media programs that take account of this complexity were advanced.


Add to CiteULike CiteULike   Add to Connotea Connotea   Add to Del.icio.us Del.icio.us   Add to Digg Digg   Add to Reddit Reddit   Add to Technorati Technorati    What's this?