Slater Michael D
School of Communication, The Ohio State University, Columbus, 43210, USA.
Health Commun. 2006;20(2):149-57. doi: 10.1207/s15327027hc2002_6.
While increasingly widespread use of behavior change theory is an advance for communication campaigns and their evaluation, such theories provide a necessary but not sufficient condition for theory-based communication interventions. Such interventions and their evaluations need to incorporate theoretical thinking about plausible mechanisms of message effect on health-related attitudes and behavior. Otherwise, strategic errors in message design and dissemination, and misspecified campaign logic models, insensitive to campaign effects, are likely to result. Implications of the elaboration likelihood model, attitude accessibility, attitude to the ad theory, exemplification, and framing are explored, and implications for campaign strategy and evaluation designs are briefly discussed. Initial propositions are advanced regarding a theory of campaign affect generalization derived from attitude to ad theory, and regarding a theory of reframing targeted health behaviors in those difficult contexts in which intended audiences are resistant to the advocated behavior or message.
虽然行为改变理论的日益广泛应用是传播活动及其评估的一项进步，但这些理论为基于理论的传播干预提供了必要而非充分条件。此类干预及其评估需要纳入关于信息对健康相关态度和行为的合理影响机制的理论思考。否则，可能会导致信息设计与传播中的策略性错误，以及对活动效果不敏感的错误设定的活动逻辑模型。探讨了精细加工可能性模型、态度可及性、广告态度理论、例证和框架的影响，并简要讨论了对活动策略和评估设计的影响。提出了关于源自广告态度理论的活动效果泛化理论，以及关于在目标受众抵制倡导行为或信息的困难背景下对目标健康行为进行重新构建的理论的初步命题。
