Health Risk Messages Defined
What's a Theory?
The Components of a Fear Appeal
Explicit versus Implicit Messages
The Use of Culturally Based Colloquialisms
Types of Threats
Summary
Fear-as-Acquired Drive Model
The Parallel Process Model
Protection Motivation Theory
Summary
Definitions
The Overall Model
The Depiction of the Model
Comparisons with Other Models
Research on the EPPM
The Health Belief Model
The Theory of Reasoned Action
Social-Cognitive Theory
Elaboration Likelihood Model
Stages of Change Model
Social Marketing
Summary
Setting Goals and Objectives: The Campaign Plan
Formative Research
The Persuasive Health Message (PHM) Framework
Putting Transients and Constants Together
Gathering Information for the Persuasive Health Message Framework
Categorizing Audience Beliefs: A Chart to Guide Message Development
Conclusion
The Origin of the RBD Scale
Theoretical Basis for Expanding the EPPM
The RBD Scale
Tailored Health Risk Messages
Some Additional Guidelines
Conclusion
Using the RBD at a Campus Health Clinic: Background
Conclusion
Types of Evaluation
Gathering Data for the Evaluation
Data Collection Methods
Reliability and Validity
Sample Size
Summary
Analyzing Data
Conclusion
A Plan of Action
Message of Dissemination Issues
Specific Channels
Summary
Conclusion
Appendix
Glossary
Worksheets
References
Suggested Readings
Index
About the Authors