ISSN : 1229-8778
As public communication campaigns grow more sophisticated and strategic, a central problem in the planning of public communication campaigns to change individual's behaviors and mobilize public action is how to identify and apply appropriate communication, persuasion, and behavior change theories to overcome obstacles to behavior change. The stages of change model provides a useful framework for integrating theories of media effects, such as agenda setting, multi-step flow of communication, framing; theories of persuasion, such as the elaboration likelihood model and protection motivation theory; and theories of behavior change, such as the theory of reasoned action, social cognitive theory, and attitude accessibility, for communication campaign purposes. Implications for audience segmentation, selection of campaign objectives, campaign strategy, and message design are discussed.
Ajzen, I. , (1980) Understanding attitudes and predicting social behavior, Englewood Cliffs, NJ: Prentice Hall
Andreasen, A. R, (1997) Challenges for the science and practice of social marketing ; Social marketing: Theoretical and practical perspectives, Hillsdale, NJ: Lawrence Erlbaum Associates
Armitage, C. J. , (2000) Social cognition models and health behaviour: A structured review, Psychology & Health
Atkin, C. K. , (2001) Formative evaluation research in campaign design. In Public communication campaigns (3rd), Thousand Oaks, CA: Sage
Baesler, E. J, (1994) The temporal effects of story and statistical evidence on belief change , Communication Research
Balch, G, (1997) Keep me posted: A plea for practical evaluation. In Social marketing: Theoretical and practical perspectives , Hillsdale, NJ: Lawrence Erlbaum Associates
Bandura, A. , (1977) Social learning theory, Englewood Cliffs, NJ: Prentice Hall
Bandura, A. , (1986) Social foundation of thought and action: A social cognitive theory , Englewood Cliffs, NJ: Prentice Hall
Bandura, A. , (1992) Exercise of personal agency through the self-efficacy mechanism. In Self-efficacy: Thought control of action , Washington, D.C.: Hemisphere
Barry, T. , (1987) The development of the hierarchy of effects: An historical perspective , Current Issues and Research in Advertising
Basil, M. D. , (1996) Identification as a mediator of celebrity effects , Journal of Broadcasting and Electronic Media
Black, G. S. , (1991) Changing attitudes toward drug use: The effects of advertising. In Persuasive communication and drug abuse prevention, Hillsdale, NJ: Lawrence Erlbaum Associates, Inc.
Bohan-Baker, M, (2001) Pitching policy change, Evaluation Exchange
Bracht, N. , (1990) Health promotion at the community level , Newbury Park, CA: Sage
Brosius, H, (1994) The utility of exemplars in persuasive communication, Communication Research
Buller, D. B, (1997) Impact of behavioral intention on effectiveness of message features: Evidence from the family sun safety project, Human Communication Research
Chaffee, S. H, (1988) Comparing mediated and interpersonal communication data. In Advancing communication science: Merging mass and interpersonal processes , Newbury Park, CA: Sage.
Chaffee, S. H. , (1986) Involvement and the consistency of knowledge, attitude, and behaviors. Communication Research,
Cole, H. P. , (1997) Stories to live by: A narrative approach to health behavior research and injury prevention. In Handbook of health behavior research IV, New York: Plenum
Dungan-Seaver, D, (1999) Mass media initiatives and children's issues: An analysis of research and recent experiences relevant to potential philanthropic funders , Paper prepared for the McKnight Foundation
Fazio, R. H, (1989) The role of attitude accessibility in the attitude-to-behavior process, Journal of Consumer Research
Fishbein, M, (1989) Using the theory of reasoned action as a framework for understanding and changing AIDS related behavior. In Primary prevention of psychopathology , Newbury Park, CA: Sage
Fishbein, M. , (2001) Factors influencing behavior and behavior change; Handbook of Health Psychology , Hillsdale, NY: Lawrence Erlbaum Associates
Flora, J. A. , (1990) Role of media in community-based health promotion ; Health promotion at the community level, Newbury Park, CA: Sage
Grunig, J. E. , (1978) Defining public in public relations. The case of a suburban hospital, Journalism Quarterly
Grunig, J. E. , (1984) Managing public relations, New York: Holt, Rinehart & Winston.
Hansen, W. B, (1991) Preventing alcohol, marijuana, and cigarette use among adolescents: Peer pressure resistance training versus establishing conservative norms, Preventive Medicine
Henry, G. T. , (2001) Tracking issue attention: Specifying the dynamics of the public agenda, Public Opinions Quarterly
Henry, G. T, (1998) Public information campaigns and changing behaviors , Paper presented at the meeting of the Association for Public Policy Analysis and Management
Hornik, R, (1988) Development communication, New York: Longman
Iyengar, S, (1987) News that matters, Chicago, IL: University of Chicago Press
Janz, N. , (1984) The health belief model: A decade later, Health Education Quarterly
Katz, E, (1955) Personal influence: The part played by people in the flow of mass communications, New York: Free Press
Kincaid, D. L. , (1993) Using television dramas to accelerate social change. Paper presented at the annual conference of the International Communication Association , Health Communication Division, Washington, DC
Lavidge, R. J. , (1961) A model for predictive measurements of advertising effectiveness, Journal of Marketing
MacInnis, D. J, (1991) Enhancing and measuring consumers' motivation, opportunity, and ability to process brand information from ads, Journal of Marketing
Maibach, E. W, (1995) Moving people to behavior change: A staged social cognitive approach to message design ; Designing health messages: Approaches from communication theory and public health practice , Newbury Park, CA: Sage
Maibach, E. W. , (1993) Symbolic modeling and cognitive rehearsal: Using video to promote AIDS prevention self-efficacy, Communication Research
Maibach, E. W, (1996) Translating health psychology into effective health communication: The American Healthstyles audience segmentation project, Journal of Health Psychology
McConnaughy, E. A, (1989) Stages of change in psychotherapy: A follow-up report, Psychotherapy
McCombs, M, (1973) The agenda-setting function of the mass media, Public Opinion Quarterly
McGuire, W. J. , (2001) Input and output variables currently promising for constructing persuasive communications. In Public communication campaigns (3rd) , Thousand Oaks, CA: Sage
Mendelsohn, H. , (1973) Some reasons why information campaigns can succeed, Public Opinions Quarterly
Novelli, W, (1998) Making the case for children, Evaluation Exchange
Kelly, K. , (1995) Assessing community readiness for prevention, International Journal of the Addictions
Petty, R. E. , (1986) Communication and persuasion: Central and peripheral routes to attitude change, New York: Springer-Verlag
Piotrow, P. T, (1997) Health communication: Lessons from family planning and reproductive health , Wesport, CT: Praeger
Prochaska, J. O, (1992) In search of how people change: Applications to addictive behavior , American Psychologist
Ray, M. L, (1973) Marketing communication and the hierarchy-of-effects. In New models for communication research , Beverly Hills, CA: Sage
Renger, R, (2002) Assessing the effectiveness of a community-based media campaign targeting physical inactivity, Family & Community Health
Rice, R. E. , & (2001). A system-based evaluation planning model for health communication campaigns in developing countries, In Public communication campaigns (3rd), Thousand Oaks, CA: Sage
Rogers, E. M. , (1987) Communication campaigns. IN Handbook of communication science , Newbury Park, CA: Sage
Rogers, E. M, (1995) Evaluating the effects of an entertainment-education radio soap opera in Tanzania: A field experiment with multi-method measurement, Paper presented at the annual conference of the International Communication Association
Rosenstock, I. M. , (1974) The health belief model and preventive health behavior, Health Education Monographs
Shaw, D. L, (1977) The emergence of American political issues, St. Paul, MN: West
Simmons, R. E, (1990) Communication campaign management , New York: Longman
Slater, M. D. , (1989) Choosing audience segmentation strategies and methods for health communication. In Designing health messages: Approaches from communication theory and public health practice, Newbury Park, CA: Sage
Slater, M. D. , (1989) Social influences and cognitive control as predictors of self-efficacy and eating behavior, Cognitive Therapy and Research
Slater, M. D. , (1996) Theory and method in health audience segmentation, Journal of Health Communication
Slater, M. D, (1997) Persuasion processes across receiver goals and message genres, Communication Theory
Slater, M. D, (1991) Health lifestypes: Audience segmentation analysis for public health interventions, Health Education Quarterly
Slater, M. D. , (1996) Value affirmative and value protective processing of alcohol education messages that include statistics or anecdotes, Communication Research
Strecher, V. S., , (1986) The role of self-efficacy in achieving health behavior change, Health Education Quarterly
Tichenor, P. J., , (1980) Community conflict and the press. , Newbury Park, CA: Sage
Tversky, A. , (1973) Availability: A heuristic for judging frequency and probability, Cognitive Psychology
Tversky, A. , (1981) The framing of decisions and the psychology of choice, Science
Valente, T. W. , (2001) Evaluating communications campaigns. In Public communication campaigns (3rd ), Thousand Oaks, CA: Sage
Valente, T. W, (1997) Matching the message to the process: The relative ordering of knowledge, attitudes, and practices in behavior change research, Human Communication Research
Wallack, L, (1993) Media advocacy and public health , Newbury Park, CA: Sage
Vaughan, P. W, (2000) A staged model of communication effects: Evidence from an entertainment-education radio soap opera in Tanzania , Journal of Health Communication
Weiss, J. A. , (1994) Public information campaigns as policy instrument, Journal of Policy Analysis and Management
Westat, Inc. , (1997) The CDC health communication program database, Paper presented at CDC Health Communication Research Priorities Conference
Witte, K, (1995) Generating effective risk messages: How scary should your communication be? In Communication yearbook (Vol. 18), Newbury Park, CA: Sage