Achieving improvements in overall health orientation: Effects of campaign exposure, information seeking, and health media use

Rajiv N. Rimal, June A. Flora, Caroline Schooler

Research output: Contribution to journalArticle

Abstract

Public health campaign success is conceptualized in terms of improvements in three cardiovascular disease-related behaviors (diet, exercise, and smoking) and their precursors, including knowledge and self-efficacy. Two cross-sectional data waves (baseline and sixth year, N = 4,214) from the Stanford Five-City Project (FCP) are analyzed to test a model of campaign influences. Exposure to FCP campaign messages is correlated with health information seeking and interpersonal communication, which in turn are correlated with health behaviors. The central premise of the model is then tested on a longitudinal sample (N = 1,225) over a 3-year period with similar results. An overall health orientation index is introduced and recommendations are made for enhancing public health campaign effectiveness.

Original languageEnglish (US)
Pages (from-to)322-348
Number of pages27
JournalCommunication Research
Volume26
Issue number3
DOIs
StatePublished - Jun 1999
Externally publishedYes

ASJC Scopus subject areas

  • Language and Linguistics
  • Communication
  • Linguistics and Language

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