Communication Channel Preferences Research Articles

Dynamics of Marketing Communication Platforms Used by Farmers to Access Information on Agriculture in Kakamega County, Kenya

Agriculture is fundamental to Kenya’s development as anchored in the in the Bottom-Up Economic blue print and Vision 2030. Despite the increasing promotional attempts by marketers, manufacturers and even government agencies, agricultural production is marred by low outputs, low uptake of farm inputs such as fertilizer, quality seeds, equipment, chemicals, and reluctance in adopting new agricultural innovations. The presence of various marketing communication approaches, several information platforms, and financial incentives to the clientele notwithstanding, the uptake of farm inputs is still very low. The objective of this study was to describe the dynamics of integrated marketing communication platforms that are used by farmers in accessing information on agriculture. The Uses and Gratifications Theory by Katz, Blumler, and Gurevitch was adopted because of its ability to examine diverse media and communication channel preferences among audiences. The theory advances the use of alterative media platforms where traditional ones are not effective. The researcher relied on Mixed-methods in actualizing the study. Simple random sampling was used to get 259 farmers, while purposive sampling was used to select Agricultural Society of Kenya officials and agricultural extension officers. Six agro-dealers were randomly selected while quota sampling was used to get media personnel. Data were collected through questionnaires, interviews, and focus group discussions. Qualitative and quantitative approaches were used in analysis and organization of results. Findings were presented descriptively and complemented by graphs, tables, percentages, and charts. This enabled the researcher to draw inferences that later informed the conclusions of the study which indicate that participants had access to multiple marketing communication platforms that they relied upon to access information on agriculture. The channels included both traditional and new media platforms such as radio, TV, SMS, interpersonal communication, and public barazas, which were effective in sharing information on agriculture. The study recommended the following; embracement of targeted marketing; empowerment of Agricultural field officers and increase collaborations with vibrant agricultural organizations; make use of integrated communication platforms that meet regional needs; utilization of social media to advertise; and finally, embrace continuous provision of agricultural information at all times.

Exploring Communication Channel Selection for Enhanced Audit Quality: Internship Student's Perspective

Effective communication is essential for maintaining audit quality and providing assurance over financial information. This study investigates auditors' communication channel preferences and their impact on audit quality in the context of digitalization and changing communication norms. The research aims to address two primary questions: the communication channels auditors prefer and use for audit-client communication, and how the choice of communication channels influences audit quality. The audit quality is measured through audit effort and auditor performance using a descriptive and quantitative research design. The preferred and actual communication channels are categorized as traditional (face-to-face) and technology-mediated (e-mail, instant messaging, phone calls). The findings reveal that while auditors prefer in-person meetings and texting platforms, they mostly use technology-mediated communication during audits, possibly due to factors like the COVID-19 pandemic. The study contributes to a deeper understanding of auditors' communication choices and their impacts on audit quality. It suggests that the complex relationship between communication channels and audit quality needs further exploration, potentially through larger sample sizes and mixed-method approaches. The insights gained from this research can benefit audit practitioners, regulators, and educators in enhancing audit communication practices and quality.

Finding the Right Channel: An Analysis of Communication Channel Preferences Amongst Potential Extension Clientele

New communication methods and technology continue to emerge and evolve – as do societal trends – making it paramount that Extension professionals stay abreast with the preferred communication channels of potential clientele. By being aware of clients’ preferred communication channels, Extension professionals can increase the number of participants who benefit from their work while also improving the quality of the message being delivered. The present study examined the preferred communication channels of potential Extension clientele specifically when gathering information regarding their community. Specifically, a non-probability opt-in sampling procedure was employed whereby respondent (N = 3,347) communication channel preferences were analyzed from an audience segmentation and uses and gratifications perspective. Overall, the results indicated the most effective channels through which to reach potential Extension clientele under 50 years of age is through the internet and social media, while word of mouth and newspaper are preferred channels for those 50 and over. However, the results of the study indicate there are a variety of potential communication channels with varying degrees of preference among different audiences. Using study results as a starting point to inform communication channel strategy may help to Extension professionals ensure the correct message is provided to the correct audience via the correct channel.

Information Preference and Information Supply Efficiency Evaluation before, during, and after an Earthquake: Evidence from Songyuan, China.

Efficient risk communication is aimed at improving the supply of risk information to meet the information needs of individuals, thus reducing their vulnerability when facing the risk of emergency. There is little information available in the literature regarding information preference from an individual’s need perspective, and there is a lack of differentiation in evaluation between information need and supply. Under the guidance of the crisis stage analysis theory, using multiple response analysis and weighted analysis methods, this study explores earthquake disaster information content and communication channel preferences, and develops an information deviation index (IDI) to evaluate the efficiency of risk communication before, during, and after an earthquake. A questionnaire-based survey of 918 valid respondents in Songyuan, China, which had been hit by a small earthquake swarm, was conducted to provide practical evidence for this study. The results indicated the following. Firstly, the information needs of individuals are highly differentiated in the different stages of an earthquake. From pre-disaster to post-disaster, individuals show a shift in information need from “preparedness and response knowledge” to “disaster information”, then to “disaster information and disaster relief information” in parallel, to “reconstruction and reflection information”. Based on the above analysis, a composition of the main earthquake disaster information is proposed for different stages. Secondly, by measuring the values of the IDI, we found that most individuals’ information needs were met for the earthquake. Thirdly, the TV and the internet were the two preferred commutation channels for acquiring disaster information from among all the effective channels in all the stages.

Understanding citizens' communication channel preferences during natural disasters: A synchronicity-based, mixed-methods exploration using survey and geospatial analysis

This study examined the role of channel synchronicity (synchronous versus asynchronous) in shaping perceptions of citizens (n=467) of a mid-sized city in the Southeastern U.S. regarding the speed and quality of information received from their local government during and immediately after two hurricanes. We employed a mixed-methods approach combining quantitative survey data with the ArcGIS tool data to conduct geospatial analyses, using media synchronicity theory and channel expansion theory as the theoretical framework. Use of both synchronous (phone) and asynchronous (website, email, and mobile app) communication channels influenced citizens' perceptions of the city government's responses in distinct, but meaningful ways. Citizens in the most affected geographical areas tended to report problems using a synchronous method for the first hurricane but shifted to reporting via asynchronous channels for the second hurricane. Theoretical and practical implications for communication and management during natural disasters such as hurricanes are discussed.

The development and psychometric evaluation of a new instrument to market healthy breakfast and snacks among adolescents.

The consumption of non-nutritious snacks instead of a proper breakfast is becoming more widespread among adolescents. It is expected that using the 4P (product, price, place, promotion) strategies of the social marketing (SM) model can help to better identify factors affecting healthy breakfast and snack consumption. The objective of this study was to develop and evaluate the psychometric properties of the Healthy Breakfast and Snack Consumption Scale (HBSCS) using the SM model. This was a cross-sectional descriptive study that was conducted in 2017. First, a scale was developed using the results of a qualitative research based on the SM model. Then, its face, content and construct validities as well as its reliability were assessed. Construct validity was evaluated via exploratory factor analysis conducted on a random sample of 300 high school pupils selected from five girls' schools located in Isfahan, Iran, using the multistage cluster sampling method. Exploratory factor analysis was performed using the methods of principle components extraction and varimax rotation with eigenvalues greater than 1. A four-factor structure that explained 61.73% of the total variance of the HBSCS included healthy breakfast and snack preferences, readiness to pay the price, place preferences and communication channel preferences. Items with an impact score of less than 1.5 were removed. Additionally, items with content validity ratio values of less than 0.62 and content validity index values of less than 0.79 were deleted. The Kaiser-Meyer-Olkin measure value was 0.74 [chi-squared (χ2) = 2353.622; p-value < 0.001]. The Cronbach's α values of the scale and its four dimensions were 0.71 and 0.56-0.72, respectively. This scale has acceptable validity and reliability. School authorities and health professionals can use this scale to screen adolescents at risk of consuming unhealthy foods and snacks. Besides, the scale might be used as a framework for assessing, implementing and promoting healthy eating behaviors among pupils.

Communication Channel Preferences: A Descriptive Audience Segmentation Evaluation

For over 70 years the use of opinion leaders in a two-step communication process has been employed and validated. However, despite the accepted importance of communicating with opinion leaders as a means to cascade information to opinion leaders’ networks of influence there have been few empirical studies specifically examining agricultural and natural resource opinion leader communication channel preferences, particularly from an audience segmentation perspective. The results reported in the study capitalize on previous research data examined from a unique perspective. Specifically, communication channel preferences were analyzed according to opinion leader self-reported demographic categories serving as audience segments. Associations between sex, age, level of employment, level of education and geographical region and communication channel preference were analyzed. The results of the study are descriptive and foundational in nature. Overall, the results indicate a dedicated web page or blog is the most preferred communication channel across all audience segments and conference calls are the least preferred communication channel across the majority of audience segments. The Facebook group communication channel had the most variability between audience segments and the LinkedIn group communicational channel had the largest observed effect sizes among audience segments.

Reaching vulnerable populations in the disaster-prone US Gulf Coast: Communicating across the crisis lifecycle.

Delivering risk and crisis communication to US Gulf Coast residents poses a unique challenge to individual and organizational responders. The region has endured several natural and man-made disasters, spanning Hurricane Katrina, the Deepwater Horizon oil spill, and more recently Hurricanes Harvey and Irma. In the future, the US Gulf Coast is expected to remain susceptible to a range of disasters. At the same time, the region is experiencing a growing population, struggles with systemic disparities between residents, and is home to major energy, tourism, fishing, and shrimping industries. Engaging in pre-crisis planning with vulnerable populations, and assessing response strategies, can help the region prepare for future disasters. In support of understanding vulnerabilities in the US Gulf Coast, the authors conducted a survey in 2016 of n = 2,520 adult residents of the targeted geographic region. The authors examine how demographic characteristics affect communication channel preferences (ie, television, Internet, print [newspapers, magazines], radio, word-of-mouth, or another specified channel) and trust in sources (ie, the national news media, local news media, business leaders and organizations, religious leaders and institutions, academics and academic institutions, friends and family, and doctors) in the US Gulf Coast. Weighted prevalence estimates or similar summary statistics (mean, standard deviation) are provided for both outcomes. Findings for channel preferences and trust in sources are examined by sex, race/ethnicity, age, and education. Weighted multinomial logistic regression is used in a multivariate model. Weighted linear regression is used to examine differences in trust in each source of information. Results highlight significant differences in channel preferences and trust across respondents. The authors also place these results in context to more readily accessible national estimates of these outcomes, emphasizing takeaways for the region.

User preferences for communication channels on energy conservation

PurposeThe purpose of this paper is to identify the preferred communication channels to foster energy conservation behaviour among office building users. Energy demand from the commercial sector in Malaysia is, at 33.2 per cent, the highest after the industry sector, at 45.1 per cent. The country’s progress in actively practising energy conservation is lacking, despite various energy conservation programmes having been launched in recent years. A large amount of energy is wasted by users’ poor energy conservation behaviour. To market voluntary energy conservation behaviour, the delivery of energy conservation messages using the appropriate communication channels remains an important strategy.Design/methodology/approachThis paper involves two-stage data collection. The communication categories associated with a set of channels identified from expert interview serve as the basis for the second stage of empirical data gathering using conjoint analysis. A choice-based conjoint analysis assisted by Sawtooth Software is used to analyse the 525 usable empirical data gathered from a final questionnaire survey among the office building users in Malaysia.FindingsThis paper has identified five communication categories associated with a total of 19 channels. The mass media is acknowledged as the most preferred communication channel among office building users in the marketing of energy conservation behaviour, while the least preferred channel to communicate energy conservation information is audio-visual media.Originality/valueThis study contributes to existing literature with a novel case in Malaysia office building by identifying the preferred combination of communication channels in fostering energy conservation behaviour. The findings could benefit the building managers in marketing energy conservation behaviour among office building users to effectively achieve the desired change for sustainable development.

Reaching vulnerable populations in the disaster-prone US Gulf Coast: Communicating across the crisis lifecycle.

Delivering risk and crisis communication to US Gulf Coast residents poses a unique challenge to individual and organizational responders. The region has endured several natural and man-made disasters, spanning Hurricane Katrina, the Deepwater Horizon oil spill, and more recently Hurricanes Harvey and Irma. In the future, the US Gulf Coast is expected to remain susceptible to a range of disasters. At the same time, the region is experiencing a growing population, struggles with systemic disparities between residents, and is home to major energy, tourism, fishing, and shrimping industries. Engaging in pre-crisis planning with vulnerable populations, and assessing response strategies, can help the region prepare for future disasters. In support of understanding vulnerabilities in the US Gulf Coast, the authors conducted a survey in 2016 of n = 2,520 adult residents of the targeted geographic region. The authors examine how demographic characteristics affect communication channel preferences (ie, television, Internet, print [newspapers, magazines], radio, word-of-mouth, or another specified channel) and trust in sources (ie, the national news media, local news media, business leaders and organizations, religious leaders and institutions, academics and academic institutions, friends and family, and doctors) in the US Gulf Coast. Weighted prevalence estimates or similar summary statistics (mean, standard deviation) are provided for both outcomes. Findings for channel preferences and trust in sources are examined by sex, race/ethnicity, age, and education. Weighted multinomial logistic regression is used in a multivariate model. Weighted linear regression is used to examine differences in trust in each source of information. Results highlight significant differences in channel preferences and trust across respondents. The authors also place these results in context to more readily accessible national estimates of these outcomes, emphasizing takeaways for the region.

A qualitative analysis of postpartum contraceptive choice

ABSTRACTBackground: The World Health Organization recommends a minimum 24-month birth-to-pregnancy interval to improve maternal and child health. Postpartum contraception is a mechanism to achieve optimal birth spacing and prevent unintended pregnancy, which may reduce health disparities and inequalities in health status among new mothers and their children. This study investigated women’s communication channel preferences, as well as patient engagement and shared decision making about contraceptive method choice and use in the postpartum period.Method: Researchers conducted six focus groups with 47 women receiving postpartum care at an outpatient clinic. A semi-structured focus group protocol was created and tested. A constant comparative approach provided an inductive method of analysis. HyperRESEARCH 3.5.2 qualitative data analysis software facilitated coding based on the health belief model.Results: Participants included women 18–39 years of age with an average of 1.7 children. The majority of participants utilized Medicaid (53%) and self-identified as Black (49%) or White (43%). Participants discussed interpersonal, mass media, and new media channels featuring messages about contraception, including long-acting reversible contraception (LARC). These women negotiated complex social norms, including preferring the Internet as a primary source of information and avoiding mass media. Participants balanced messages from social networks, including physician counseling and the power of personal experiences of friends and family in contraceptive decision making.Conclusions: This study demonstrated women perceive the voices of lay experts online as the most influential source of information and prefer to receive contraceptive information online and in-person during the prenatal and postpartum period.

Abstract A26: Culturally Grounded HPV Vaccine Decision Narratives and Communication Channel Preferences among African-American, Vietnamese, and Latina Young Adult Women attending Planned Parenthood Clinics

Abstract Prevention of cervical cancer is of utmost importance to women's health given that it accounts for the second most common cancer death among women worldwide with an estimated 19,000 HPV related cancer cases in women annually in the U.S., 12,200 newly diagnosed cervical cancer cases, and 4,290 deaths. HPV associated cervical cancer disparities remain with highest incidence of cervical cancer among U.S. Latina, African American, and Vietnamese young adults coupled with lowest screening rates. HPV is a necessary contributor to cervical cancer as well as anogenital, penile, and orophayngeal cancers. The point prevalence among U.S. women aged 14-59 is 45% among young adult women particularly minority women. The purpose of this study was to adapt an HPV vaccine intervention, originally designed for college women, to the community setting. Three pilot studies are in the process (Vietnamese and Latina women are being interviewed summer 2016 in Orange County, CA and will be reported on at conference) or completed (Muslim African American women were interviewed in Philadelphia, PA, summer 2015) – at Planned Parenthood. All interviews focus on two aspects of adapting the HPV vaccine intervention: eliciting vaccine decision narratives and collecting preferences on communication channels to effectively reach young adult women. In a collaboration between Planned Parenthood of Orange County (PPOC), UCI, and CSUF, a pilot study (N=50; 25 Vietnamese and 25 Latina women aged 18-26) will be implemented during the summer of 2016. We report at this time, on an ongoing collaboration with Planned Parenthood of Philadelphia with the aim of developing a culturally targeted intervention for African American young adult women (including Muslim African American). A Narrative Engagement Framework (NAF) guided interviews eliciting vaccine decision narratives. Semi-structured interviews (N=26 young adult women) elicited HPV vaccine decision narratives and asked about communication channel preferences for receiving vaccine reminder messages. Interviews were conducted over a month between June 18-July 16 2015. Purposive sampling was used to interview a majority vaccinated (N=15) and minority unvaccinated (N=9) to uncover barriers as well interview two PP staff to gain a clinic staff perspective on prevalence of HPV and vaccination. Women were spontaneously recruited from the waiting room and received $20 cash card as compensation for their time (a 30 minute interview). A grounded theory, inductive approach was used to analyze data for vaccination decision themes, motivation for vaccinating, and/or critical sources or events that led to vaccinating. Three independent coders read and re-read data for emerging decision stories and channel preferences. Memo writing occurred during and within days of the interviews. A majority of women (92%) were sexually active with few using condoms (67% did not use). Results on decision stories revealed several key themes: Stories of staying healthy (I really care about my health), keeping female reproductive parts healthy (so that you can have children), stories of experiencing an abnormal Pap smear, stories of family or co-workers getting cancer and HPV, getting the word out about vaccination (stories of “unawareness”), Planned Parenthood providers not bringing up vaccinating for HPV among young adults, HPV as an invisible disease that can damage your insides, the need to talk with your male friends and with your doctor to raise awareness, and stories about protecting yourself from cancer. Emergent themes on communication channels and health kiosk use included: How time is spent in the waiting room, familiarity with food but not health kiosks, the importance of having health kiosks be interactive and engaging, unfamiliarity with QR codes, and willingness to receive health messages via texting. An interactive, engaging health kiosk with four decision story one-minute videos is in development. The intervention was adapted on several dimensions: visual adaptation (some actresses in videos wear hijab/veil); stylistic language adaptation; using a Philadelphia accent; content adaptation: Linking vaccine messages with health child bearing messages. Interviews with PP staff revealed the lack of policy and financial incentives for PP clinics to offer HPV vaccination. Themes and challenges from Philadelphia pilot work inform the OC pilot study. Policy implications of this research include exploring the role for expansion of the Family PACT to cover HPV vaccination at Planned Parenthood clinics in OC that serve as the number one provider of women's health and serve communities of lower socioeconomic status. Citation Format: Suellen Hopfer, Samantha Garcia, Huong Duong. Culturally Grounded HPV Vaccine Decision Narratives and Communication Channel Preferences among African-American, Vietnamese, and Latina Young Adult Women attending Planned Parenthood Clinics. [abstract]. In: Proceedings of the Ninth AACR Conference on the Science of Cancer Health Disparities in Racial/Ethnic Minorities and the Medically Underserved; 2016 Sep 25-28; Fort Lauderdale, FL. Philadelphia (PA): AACR; Cancer Epidemiol Biomarkers Prev 2017;26(2 Suppl):Abstract nr A26.

Abstract A38: California State University Fullerton and the University of California Irvine Chao Family Comprehensive Cancer Center Partnership for Cancer Health Disparities Research

Abstract Background: An important goal of the NIH is to increase the pipeline of investigators into cancer health disparities research. CSUF and UCI-CFCCC established a partnership to conduct pilot research projects in multi-ethnic populations and to mentor early stage investigators and students. The goals were to increase cancer health disparities research and encourage investigators and students to pursue careers in this field. Methods: The Partnership selects projects for funding using NIH criteria. In addition to scientific merit, they must include one investigator from each institution, relate to cancer health disparities, and describe plans to publish scientific manuscripts and to develop extramural grant proposals. An Executive Committee and an Internal Advisory Committee facilitate communication within the Partnership. An external reviewer evaluates the Partnership yearly using the Logic Model. Results: The Partnership has funded six pilot research projects and mentored four early stage investigators and 31 students. The project are: 1) Disparities in Social Support, Isolation and Coping in Cervical Cancer Survivors, 2) Equipping Medical Professionals to Reduce Treatment Related Anxiety and Increase Treatment Procedural Understanding for Children with Autism Spectrum Disorder Receiving Cancer Treatment, 3) Molecular and Epigenetic Mechanisms of Gender Disparities in Early Onset Melanoma, 4) Mi Salud, Mi Vida: A Self-Discovery Tool for Latina Breast Cancer Survivors, 5) National and Local Retail Advertising of E-Cigarettes Aimed at Ethnic Minorities and 6) Collecting HPV Vaccine Decision Narratives and Communication Channel Preferences. Conclusion: The Partnership is achieveing its goals of increasing cancer health disparities research and mentoring early stage investigators and students. We are opitmisic that the national goal of advancing cancer heatlh equity through these efforts will be achieved. Citation Format: Sora Park Tanjasiri, F. Allan Hubbell. California State University Fullerton and the University of California Irvine Chao Family Comprehensive Cancer Center Partnership for Cancer Health Disparities Research. [abstract]. In: Proceedings of the Ninth AACR Conference on the Science of Cancer Health Disparities in Racial/Ethnic Minorities and the Medically Underserved; 2016 Sep 25-28; Fort Lauderdale, FL. Philadelphia (PA): AACR; Cancer Epidemiol Biomarkers Prev 2017;26(2 Suppl):Abstract nr A38.

Agricultural Opinion Leader Communication Channel Preferences: An Empirical Analysis of Participants of Agricultural and Natural Resource Leadership Development Programs

In the information rich society of the 21st century consumers have had access to many different communication channels where they can find information about agricultural topics. Individuals seek information that fulfills their needs and opinion leaders have been identified as a solution to communicating with audiences about complex topics. However, previous research has neglected to focus on the most effective means of communicating with opinion leaders. Using level of opinion leadership as a predictor of communication channel preference within a Uses and Gratifications framework a sample of 3,234 agricultural opinion leaders were surveyed. Descriptive statistics revealed that web pages and meetings are most preferred while Twitter, conference calls, and other communication channels are least preferred amongst agricultural opinion leaders. Furthermore, inferential statistics illuminated the importance of clearly defining an intended audience. Specifically, although opinion leaders are differentiated from non-opinion leaders within their networks there are additional levels of opinion leadership that may warrant consideration when selecting a communication channel.

Lessons learned from HPV vaccine delivery in low-resource settings and opportunities for HIV prevention, treatment, and care among adolescents.

Human papillomavirus (HPV) vaccines to prevent cervical cancer have become available in recent years and presented a new challenge to health systems, since they prevent a sexually transmitted virus and are most effective if they are delivered to young adolescent girls, a group not widely served by other health programs. Demonstration and pilot HPV vaccination programs undertaken in the past 7-8 years in low-resource settings have produced lessons that may be more broadly applied to other adolescent health interventions, particularly to those that attempt to reduce human immunodeficiency virus (HIV) infection. A systematic literature review was undertaken to identify formal and informal evaluations of HPV vaccine use in low- and middle-income countries. Special attention was devoted to the detailed evaluations carried out on large demonstration projects in India, Peru, Uganda, and Vietnam. These lessons fall into 2 main categories: service delivery operations and community outreach and mobilization. Operational issues included venue and timing of vaccinations, definition of target population, micro-planning and coordination, integration with other services, and training. Community issues included consent, messages and channels, endorsement and support, and timing of mobilization efforts. Careful planning, good coordination across sectors and levels, and sensitive attention to the expressed needs for information and preferences for communication channels among youth, parents, and communities more broadly were among the key lessons that are relevant for HIV interventions, but many of the smaller details were also important. Applying or adapting these lessons to adolescent HIV services could accelerate effective program design and enhance success.

Cancer Prevention Information Seeking: A Signal Detection Analysis of Data From the Cancer Information Service

Communication and health information seeking play a significant role in the promotion of cancer prevention behaviors, including screening. Data from a sample of information seekers who contacted the National Cancer Institute's (NCI's) Cancer Information Service (CIS; N = 20,412) were split randomly into an exploratory and validation sample to conduct signal detection analysis predicting cancer prevention information seeking. Important predictors of seeking prevention information in the exploratory sample were type of information seeker, communication channel, age, and gender; these findings generally were confirmed in the validation sample. Our findings also reveal important information about the demographic characteristics and communication channel preferences of cancer prevention information seekers.

Online interaction readiness: conceptualisation and measurement

Relationship marketing suggests a need to better understand and more actively involve consumers in the marketing process. This is especially the case with the Internet channel, because of its unique capability for two-v\/ay communication compared with traditional mass media. Existing research, however, has paid limited attention to consumers' general tendency to engage in online interaction. This paper brings together critical thinking in relationship marketing, Internet marketing, and communication to propose a new construct, online interaction readiness, that captures a consumer's willingness to engage in reciprocal actions through the Internet. Following recommended scale development procedures, a 10-item scale measuring interaction readiness (IRSCALEl is developed. Evidence regarding the dimensionality, validity, and reliability of the IRSCALE is provided. The relevance of interaction readiness to business strategy is illustrated through its impact on consumers' online shopping behaviour and communication channel preferences.

Understanding consumer preferences for communication channels to create consumer-directed health promotion efforts in psychiatric rehabilitation settings.

People with serious mental illnesses experience increased rates of physical illnesses. Drop-in centers and psychosocial rehabilitation programs can serve as important settings for health promotion efforts, but such efforts should utilize communication strategies that are used by consumers and are perceived to be reliable. Focus groups involving 23 consumers at drop-in centers in Philadelphia were conducted to assess the perceived usefulness of health information from a variety of sources. Consumers especially liked getting information from other people, including health care professionals, friends, and family, and found the information to be reliable and useful. Print literature, the Internet, and a library had various limitations. Respondents were generally unfamiliar with community health fairs and related events. Consumers considered trustworthiness, proximity and availability, and the specificity and depth of information provided by a communication source when getting health information. Implications for health promotion efforts are discussed.