Bolden A J, Logan H L
Department of Preventive and Community Dentistry, College of Dentistry, University of Iowa, Iowa City 52242, USA.
J Public Health Dent. 1995 Winter;55(1):18-21. doi: 10.1111/j.1752-7325.1995.tb02325.x.
This study describes a method for studying the perceived persuasiveness of rationales for adopting preventive health behaviors.
Using the Elaboration Likelihood Model, we surveyed 156 individuals as to the level of persuasiveness that each of several categories of reason presented in adopting target "prevention" behaviors such as eliminating the use of smokeless tobacco or seeking regular dental care.
Significant differences between what the public reported as persuasive reasons and those selected by future dental practitioners were found. Patients saw potential cost savings, elimination of future pain, and being told by an authority person to adopt a behavior as highly persuasive reasons to adopt a target behavior. Nonwhite patients gave significantly higher scores than did white patients to arguments centering on social/aesthetic appeal. On the negative side, episodic care seekers felt significantly more strongly than regular care seekers that their practicing dental prevention activities (e.g., regular checkups, brushing, and flossing) benefited someone other than themselves (dental profession and dental manufacturers).
Results of this study suggest that one way to improve persuasive public health preventive messages is to consider whether the fundamental arguments on which preventive health campaigns are built have broad patient appeal.
本研究描述了一种研究采用预防性健康行为的理由的感知说服力的方法。
运用精细可能性模型，我们对156个人进行了调查，询问他们对于采用诸如戒除无烟烟草或寻求定期牙科护理等目标“预防”行为时所呈现的几类理由的说服力程度。
发现公众所报告的有说服力的理由与未来牙科从业者所选择的理由之间存在显著差异。患者认为潜在的成本节省、消除未来的疼痛以及被权威人士告知采取某种行为是采用目标行为的极具说服力的理由。非白人患者对以社会/审美吸引力为中心的论据给出的分数显著高于白人患者。从消极方面来看，偶尔寻求护理者比定期寻求护理者更强烈地认为他们进行的牙齿预防活动（如定期检查、刷牙和使用牙线）使他人（牙科行业和牙科制造商）受益而非他们自己。
本研究结果表明，改善有说服力的公共卫生预防信息的一种方法是考虑预防性健康运动所基于的基本论据是否具有广泛的患者吸引力。
