Ranney Leah M, Jarman Kristen L, Baker Hannah M, Vu Maihan, Noar Seth M, Goldstein Adam O
Department of Family Medicine, School of Medicine, University of North Carolina at Chapel Hill, 590 Manning Drive, CB #7595, Chapel Hill, NC, 27599, USA.
Lineberger Comprehensive Cancer Center, School of Medicine, University of North Carolina at Chapel Hill, 101 Manning Drive, Chapel Hill, NC, 27514, USA.
J Prim Prev. 2018 Apr;39(2):99-116. doi: 10.1007/s10935-018-0501-3.
Several health-related agencies administer national and targeted public education campaigns to provide health information and change health-related behaviors. The trust the public has in these agencies as the source of the message impacts the effectiveness of their communication campaigns. In this study, we explore the perceived trust of agencies that communicate health messages in the tobacco control field. As part of a larger tobacco regulatory science study, we conducted six 90-min focus groups comprising 41 participants. Five main themes emerged pertinent to the agency: (1) its integrity, (2) its competence, (3) its motives, (4) how it is portrayed in the media, and (5) skepticism and mistrust about it. Given the significant resources spent on health messaging to the public and potential benefits offered by this communication, an understanding of public trust in the agencies as the source of health messages is important. Findings suggest health information may be ignored or discounted when there is mistrust in the agency sending those messages.
几个与健康相关的机构开展全国性和针对性的公共教育活动，以提供健康信息并改变与健康相关的行为。公众对这些机构作为信息来源的信任会影响其宣传活动的效果。在本研究中，我们探讨了烟草控制领域中传达健康信息的机构的感知信任度。作为一项更大规模烟草监管科学研究的一部分，我们进行了六个90分钟的焦点小组讨论，共有41名参与者。出现了与该机构相关的五个主要主题：（1）其诚信度，（2）其能力，（3）其动机，（4）它在媒体中的形象，以及（5）对它的怀疑和不信任。鉴于在向公众传递健康信息方面投入了大量资源以及这种传播可能带来的潜在益处，了解公众对作为健康信息来源的机构的信任非常重要。研究结果表明，当对发送这些信息的机构不信任时，健康信息可能会被忽视或轻视。
