Bull F C, Holt C L, Kreuter M W, Clark E M, Scharff D
Department of Public Health, University of Western Australia, Nedlands, Western Australia.
J Health Commun. 2001 Jul-Sep;6(3):265-79. doi: 10.1080/108107301752384442.
Printed health education materials (HEMs) are widely used to increase awareness and knowledge, change attitudes and beliefs, and help individuals adopt and maintain healthy lifestyle behaviors. While much of the contemporary research and development of persuasive communication is based on McGuire's input/output model, to date few studies have compared the impact of a large set of inputs across a comprehensive set of the 12 outputs. We examined the effects of printed HEMs on weight loss on the cognitive, affective, and behavioral responses of 198 overweight adults. Participants were recruited via a newspaper advertisement and were randomly assigned to review one of three HEMs. Participants were interviewed and asked to complete a series of questionnaires both before and after viewing the HEMs. Regression analyses were conducted to identify the input characteristics associated with success at each of the output steps. The results revealed attractiveness, encouragement, level of information, and application to one's life were significantly associated with early steps (attention, liking, and understanding) as well as some of the mediating steps (recalling, keeping, and rereading HEMs). Later steps, such as intention to change behavior and show others, were associated with readiness to change, self-efficacy, and perceived application to one's life. Behavior change was more likely for those who received tailored materials and those who had higher self-efficacy. These results provide useful direction for the use of computers in tailoring the content of HEMs and the development of effective communication of health information on weight loss.
印刷版健康教育材料（HEMs）被广泛用于提高意识和知识水平、改变态度和观念，并帮助个人采用和维持健康的生活方式行为。虽然当代关于说服性沟通的许多研究和开发都基于麦圭尔的输入/输出模型，但迄今为止，很少有研究比较大量输入对12种输出的全面影响。我们研究了印刷版HEMs对198名超重成年人在减肥方面的认知、情感和行为反应的影响。通过报纸广告招募参与者，并随机分配他们阅读三种HEMs中的一种。在观看HEMs之前和之后，对参与者进行访谈并要求他们完成一系列问卷。进行回归分析以确定与每个输出步骤的成功相关的输入特征。结果显示，吸引力、鼓励、信息水平以及与个人生活的相关性与早期步骤（注意力、喜欢和理解）以及一些中间步骤（回忆、保存和重读HEMs）显著相关。后期步骤，如改变行为的意图和向他人展示，与改变的准备程度、自我效能感以及与个人生活的感知相关性有关。接受量身定制材料的人和自我效能感较高的人更有可能改变行为。这些结果为利用计算机量身定制HEMs内容以及开展关于减肥的健康信息有效沟通提供了有用的指导。
