Health Communication and Social Change

Catalog description

Reviews how to effectively plan and evaluate public health communication messages from multiple perspectives. More specifically, (1) reviews the communication techniques for changing health behavior; (2) examines multiple theoretical perspectives of behavior change; (3) explains how to measure key theoretical construct reliably and validly; (4) summarizes results from seminal meta-analyses, with an emphasis on when various theories and techniques work best; and (5) describes how to collect qualitative and quantitative data using individual and focus group interviews, survey research and practical experimental design.