TY - JOUR
T1 - Using theory to design effective health behavior interventions
AU - Fishbein, Martin
AU - Yzer, Marco C.
PY - 2003/5
Y1 - 2003/5
N2 - This article demonstrates the usefulness of two theories for the development of effective health communication campaigns. The integrative model of behavioral prediction focuses on changing beliefs about consequences, normative issues, and efficacy with respect to a particular behavior. Media priming theory focuses on strengthening the association between a belief and its outcomes, such as attitude and intention toward performing the behavior. Both the integrative model of behavioral prediction and media priming theory provide guidance with respect to the selection of beliefs to target in an intervention. The article describes the theories, shows how they can be applied to the selection of target beliefs, and, for each theory, defines the criteria for belief selection. The two theories as well as their appropriate analytic strategies are complementary rather than conflicting.
AB - This article demonstrates the usefulness of two theories for the development of effective health communication campaigns. The integrative model of behavioral prediction focuses on changing beliefs about consequences, normative issues, and efficacy with respect to a particular behavior. Media priming theory focuses on strengthening the association between a belief and its outcomes, such as attitude and intention toward performing the behavior. Both the integrative model of behavioral prediction and media priming theory provide guidance with respect to the selection of beliefs to target in an intervention. The article describes the theories, shows how they can be applied to the selection of target beliefs, and, for each theory, defines the criteria for belief selection. The two theories as well as their appropriate analytic strategies are complementary rather than conflicting.
UR - http://www.scopus.com/inward/record.url?scp=0042287842&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=0042287842&partnerID=8YFLogxK
U2 - 10.1111/j.1468-2885.2003.tb00287.x
DO - 10.1111/j.1468-2885.2003.tb00287.x
M3 - Article
AN - SCOPUS:0042287842
VL - 13
SP - 164
EP - 183
JO - Communication Theory
JF - Communication Theory
SN - 1050-3293
IS - 2
ER -