The goal of this paper is to describe how an understanding of message properties, channel capabilities, and audience characteristics can assist health promotion efforts. Using the concept of narrowcasting as a focal point, this paper synthesizes literature that addresses ways in which health promotion messages can be designed to enhance their efficacy, particularly when using computers. First, the paper draws distinctions among audience segmentation, targeting, and tailoring. Audience segmentation is the process of dividing the target audience into groups of individuals based on some meaningful criterion. Criteria used to segment the audience are shaped, in turn, by campaign objectives. The goal of audience segmentation is to be able to form clusters of audiences who share similar goals, motivations, and information-seeking behaviors. Targeting is the process of selecting appropriate communication channels to maximize the audience's exposure to campaign messages. Tailoring is the process of adapting messages to individuals' needs and preferences. Second, this paper reviews the literature on the superior effects of tailored, as opposed to nontailored, messages. It provides a theoretical explanation underlying message tailoring effects by discussing the role of five variables: relevance, message complexity, perceived risk, self-efficacy, and feedback. In the third part, by describing six dimensions of interactivity, the paper discuss the role that computers can play in message tailoring efforts. In order to increase the effectiveness of health promotion efforts, the paper proposes that researchers develop models that optimize message properties, channel capabilities, and audience characteristics according to campaign objectives.
Learning Objectives: Session participants will (1) be able to identify the roles of health communication in health promotion and disease prevention efforts, (2) understand the diverse array of areas of theory and research comprising the field, and the relevance to health communication practice, and (3) become familiar with two major organizations for professionals interested in health communication.
Keywords: Health Communications, Research Agenda
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: None
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.