Keller Kimberly J M, Mehrle Elliott Donna, Britt-Rankin Jo
Department of Health Sciences, University of Missouri, Columbia, MO, USA.
University of Missouri Extension, Columbia, MO, USA.
J Prev (2022). 2022 Feb;43(1):125-141. doi: 10.1007/s10935-021-00661-0. Epub 2022 Jan 6.
This paper focuses on effective messaging practices identified in data collected after 10 years of implementing a gain-framed messaging campaign encouraging healthier behaviors in middle-aged and older adults. In Study 1, we measured message recall and intended health behaviors in an intercept survey of 733 adults. Binary logistic regression indicated that women were more likely than men to report intent to change behavior. Recalling messages from billboards or fliers was associated with a lower likelihood of intended behavior change, and media type was associated with intended behavior for those who saw the message online (reducing screen time) or on television (increasing physical activity and ceasing smoking). Study 2 focused on adult generational differences in response to the campaign and types of media used to access information. Data from an intercept survey of 604 clients at agencies serving low-income adults were segmented into three age groups: under 35, ages 35-54, and ages 55+. Recall and reaction to campaign materials differed by age group, and the influence of life stage factors and health costs varied across age groups. Television and newspapers were most frequently reported by the oldest group, and social media and online news/blogs were most frequently chosen by the youngest group. Campaign response of adults older than age 35 aligned with goals of improving health behaviors. Together, these studies indicate that diffuse messaging strategies may raise overall awareness, and targeted strategies may be more influential in motivating behavior change. Influential factors and media should be differentially leveraged to target different age cohorts of adults.
本文聚焦于在开展了为期10年的收益框架式信息传播活动（鼓励中年及老年成年人采取更健康行为）之后收集的数据中所确定的有效信息传播实践。在研究1中，我们在对733名成年人进行的拦截式调查中测量了信息回忆和预期健康行为。二元逻辑回归表明，女性比男性更有可能报告有改变行为的意图。回忆广告牌或传单上的信息与预期行为改变的可能性较低相关，对于那些在网上（减少屏幕使用时间）或电视上看到信息的人（增加身体活动和戒烟），媒体类型与预期行为相关。研究2聚焦于成年人在对该活动的反应以及用于获取信息的媒体类型方面的代际差异。对为低收入成年人服务的机构中的604名客户进行拦截式调查所获得的数据被分为三个年龄组：35岁以下、35 - 54岁以及55岁及以上。对活动材料的回忆和反应因年龄组而异，生活阶段因素和健康成本的影响在不同年龄组中也有所不同。最年长的年龄组最常提及电视和报纸，最年轻的年龄组最常选择社交媒体和在线新闻/博客。35岁以上成年人对活动的反应与改善健康行为的目标一致。总之，这些研究表明，广泛传播的信息策略可能会提高总体认知度，而有针对性的策略在促进行为改变方面可能更具影响力。应根据不同情况利用有影响力的因素和媒体来针对不同年龄组的成年人。
