Conference proceeding
Health Communication Effectiveness: Using Underlying Processes to Understand the Relationship Between Health Risk Attitudes and Behavioral Intentions to Follow the Recommendations
Advances in Consumer Research, Vol.35
01 Jan 2008
Abstract
Based on the dual-process literature, we hypothesize and show that when people's automatic attitudes with regard to various health communication messages are activated through a memory inhibition manipulation, the directional response of these automatic attitudes diverge from the directional response of behavioral intentions to follow message recommendations. Further we show through the use of applied concept mapping technology the conceptual representations underlying deliberate processes and propose that these concept maps will be more predictive of deliberate attitudes than the automatic attitudes. Our results support our hypotheses and provide managerial recommendations for effective health communication design.
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Details
- Title
- Health Communication Effectiveness: Using Underlying Processes to Understand the Relationship Between Health Risk Attitudes and Behavioral Intentions to Follow the Recommendations
- Creators
- Yanliu HuangSam HuiBarbara Kahn
- Publication Details
- Advances in Consumer Research, Vol.35
- Publisher
- Association for Consumer Research
- Resource Type
- Conference proceeding
- Language
- English
- Academic Unit
- Marketing
- Identifiers
- 991020545122804721