Snyder Leslie B, Hamilton Mark A, Mitchell Elizabeth W, Kiwanuka-Tondo James, Fleming-Milici Fran, Proctor Dwayne
Department of Communication Sciences, University of Connecticut, Storrs, Connecticut 06269-1085, USA.
J Health Commun. 2004;9 Suppl 1:71-96. doi: 10.1080/10810730490271548.
A meta-analysis was performed of studies of mediated health campaigns in the United States in order to examine the effects of the campaigns on behavior change. Mediated health campaigns have small measurable effects in the short-term. Campaign effect sizes varied by the type of behavior: r=.15 for seat belt use, r=.13 for oral health, r=.09 for alcohol use reduction, r=.05 for heart disease prevention, r=.05 for smoking, r=.04 for mammography and cervical cancer screening, and r=.04 for sexual behaviors. Campaigns with an enforcement component were more effective than those without. To predict campaign effect sizes for topics other than those listed above, researchers can take into account whether the behavior in a cessation campaign was addictive, and whether the campaign promoted the commencement of a new behavior, versus cessation of an old behavior, or prevention of a new undesirable behavior. Given the small campaign effect sizes, campaign planners should set modest goals for future campaigns. The results can also be useful to evaluators as a benchmark for campaign effects and to help estimate necessary sample size.
为了研究媒介健康运动对行为改变的影响，对美国媒介健康运动的研究进行了一项荟萃分析。媒介健康运动在短期内有微小但可测量的效果。运动效应大小因行为类型而异：安全带使用方面r = 0.15，口腔健康方面r = 0.13，减少饮酒方面r = 0.09，预防心脏病方面r = 0.05，吸烟方面r = 0.05，乳房X光检查和宫颈癌筛查方面r = 0.04，性行为方面r = 0.04。有执法成分的运动比没有的更有效。为了预测上述所列主题之外其他主题的运动效应大小，研究人员可以考虑戒烟运动中的行为是否成瘾，以及该运动是促进新行为的开始，还是旧行为的戒除，抑或是预防新的不良行为。鉴于运动效应大小较小，运动规划者应为未来运动设定适度目标。这些结果对评估者也有用，可作为运动效果的基准，并有助于估计所需样本量。
