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Public Service Announcements and Exposure to Health and Risk Messages  

William DeJong

Public service announcements (PSAs) emerged after World War II in the United States as a promising strategy for increasing awareness of important social issues and changing beliefs, ... More

Reasoned Action As an Approach to Understanding and Predicting Health Message Outcomes  

Marco Yzer

The reasoned action approach is a behavioral theory that has been developed since the 1960s in a sequence of reformulations. It comprises the theory of reasoned action; the theory of ... More

Resistance Induction in the Context of Health Decision Making  

Marieke L. Fransen and Saar Mollen

During the past few decades we have witnessed increased academic attention on resistance to persuasion. This comes as no surprise, as people are often persuaded by external forces when ... More

Social Marketing Applied to Health and Risk Messaging  

R. Craig Lefebvre and P. Christopher Palmedo

Many ideas about best practices for risk communication share common ground with social marketing theory and practice: for example, segmentation, formative research, and a focus on ... More

Source Credibility, Expertise, and Trust in Health and Risk Messaging  

Kristin Page Hocevar, Miriam Metzger, and Andrew J. Flanagin

Our understanding and perceptions of source credibility significantly drive how we process health and risk messages, and may also influence relevant behaviors. Source credibility is ... More

Spiral of Silence in Health and Risk Messaging  

Sherice Gearhart

The spiral of silence theory provides insight into the ways in which perceptions of public opinion can lead to changes in opinion expression behavior. Conceptualized in a political ... More

Viral Marketing and Exposure to Health and Risk Messages  

Helena Sofia Rodrigues and Manuel José Fonseca

In the context of epidemiology, an epidemic is defined as the spread of an infectious disease to a large number of people, in a given population, within a short period of time. When we ... More

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