Designing messages for fluorosis mitigation behavior change: Role of message framing and perceived risk.

Autor:	Mohanty, Nilamadhab, Biswas, Saswata N., Mishra, Debiprasad, Modi, Pratik
Předmět:	ANALYSIS of variance ATTITUDE (Psychology) BEHAVIOR modification BOOKS CHI-squared test COMMUNICATION CONTENT analysis GRAPHIC arts HEALTH attitudes HEALTH behavior HEALTH promotion INGESTION INTERVIEWING FLUOROSIS NUTRITION QUESTIONNAIRES RISK perception SCHOOLS VACATIONS QUALITATIVE research TEXT messages HUMAN services programs DESCRIPTIVE statistics
Zdroj:	Health Marketing Quarterly; Oct-Dec2018, Vol. 35 Issue 4, p280-297, 18p, 1 Chart
Abstrakt:	This article describes the research to develop message for fluorosis behavior change communication campaign. Using a posttest only with control experiment the study investigates the impact of perceived risk associated with advocated behavior (RISK-AB) and perceived risk associated with existing behavior (RISK-EB) on the effectiveness of framed fluorosis messages. Findings suggest that positive-frame is more appropriate when RISK-AB is high and RISK-EB is low or RISK-AB is low and RISK-EB is high or both RISK-AB and RISK-EB are low. And negative-frame is more persuasive when both RISK-AB and RISK-EB are high. Marketing implications are discussed. [ABSTRACT FROM AUTHOR]
Databáze:	Complementary Index
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