Health Risk Messages Research Articles

Introduction of section: overarching considerations in risk communications: romancing the message.

Introduction of section: overarching considerations in risk communications: romancing the message.

Preventing HIV Transmission along the Trans-Africa Highway in Kenya: Using Persuasive Message Theory in Formative Education

Although HIV infection is now seen as pandemic in many parts of Africa, little is known about existing perceptions and knowledge regarding the disease or about the use of preventive measures among groups with the highest infection rates. Further, many call for theoretically-based formative evaluations and interventions, yet few appear to utilize theory to determine perceptions and knowledge and to evaluate existing campaigns. This project reports the results of a theoretically-based formative evaluation conducted with commercial sex workers, truck drivers and their assistants, and young men at three truck stops along the Trans-Africa Highway in Kenya. The theoretical basis for the project was the Extended Parallel Process Model (EPPM), a health risk message theory. Results indicate that the participants appear to have high levels of knowledge and threat, coupled with apparent low levels of efficacy. According to the theoretical perspective used, these results suggest that participants may be putting themselves at risk for HIV infection.

Predicting risk behaviors: development and validation of a diagnostic scale.

The goal of this study was to develop and validate the Risk Behavior Diagnosis (RBD) Scale for use by health care providers and practitioners interested in promoting healthy behaviors. Theoretically guided by the Extended Parallel Process Model (EPPM; a fear appeal theory), the RBD scale was designed to work in conjunction with an easy-to-use formula to determine which types of health risk messages would be most appropriate for a given individual or audience. Because some health risk messages promote behavior change and others backfire, this type of scale offers guidance to practitioners on how to develop the best persuasive message possible to motivate healthy behaviors. The results of the study demonstrate the RBD scale to have a high degree of content, construct, and predictive validity. Specific examples and practical suggestions are offered to facilitate use of the scale for health practitioners.

Using the Theory of Reasoned Action to Examine the Impact of Health Risk Messages

Results from a laboratory experiment indicate that information about risk probability affects the belief that drinking parasite-infested tap water leads to personal illness. In line with Fishbein and Ajzen’s theory of reasoned action, this behavioral belief combined with other components of cognitive structure to affect subjects’ attitudes toward the act of drinking the water. These attitudes, along with subjective norms and perceived behavioral control, then affected behavioral intention to drink the water. Message stylistic variables interacted with information about the characteristics of the hazard to affect personal belief about risk from the contamination. In general, key concepts regarding risk-related behavior are accommodated well by Fishbein and Ajzen’s theory, which appears to be very useful for exploring the effects of risk communication.

Psychology in Health Risk Messages for Workers

The content, style, and mode of company communications directed to workers regarding job hazards and health risks are frequently based only on concerns for technical accuracy and legal liability. These considerations as shaping factors in informational messages do not ensure worker understanding and responsiveness. Moreover, the uncertainty of health threats posed by many workplace chemical and physical agents, and the delayed, insidious disorders they may portend, present formidable obstacles in this regard. This report describes guidelines that attempt to overcome these difficulties, with specific reference to printed forms of informational material. The guidelines are based on concepts from the cognitive and social psychology literature, with additional input from experts in those fields as well as representatives from management and labor who have responsibilities for worker health education in their respective organizations. Selected guidelines are presented and critiques are offered of samples of hazard information materials directed to workers in light of the guidelines' prescriptions. Field trials are planned as a follow-up.