Memorable messages about genes and health: implications for direct-to-consumer marketing of genetic tests and therapies

The era of genomic health care introduces new realities into decision-making about the prevention and treatment of disease. Despite this reality, relatively little is known about lay audience recollection of images and messages about genes and health, or their perceptions about the role of genetics research for health, and what diseases are inherited. Participants (N=482) responded to three open-ended thought-listing tasks to consider these issues. Results revealed the significance of movies in framing memorable messages for participants, with print sources and television also represented. Both awareness and product commercials also comprised specific memories. Cloning was a frequently recalled message and often the first thought that came to participants' minds. While a broad range of conditions were associated with health risks inherited from one's family, cancer was most often identified. The messages recalled revealed a number of common features including their tendency to be emotion-laden. The theoretic and pragmatic implications of these results are considered.     

“Books are Fun,Books are Great”

Television has been shown to influence young children's development of attitudes and skills. Evidence also suggests that children's television programs contain both positive and negative messages about various topics, including literacy. Yet little has been done to examine whether and how television messages about literacy affect young children's attitudes about literacy. Guided by three theoretical frameworks (Emergent Literacy perspective, Active Viewing model, and Social Cognitive Theory), this investigation involved two experiments in which 4- and 5-year-olds (N1 = 63; N2 = 52) in the US viewed clips that contained positive or negative messages about literacy. The General Literacy Attitudes Measure (GLAM) and the Specific Literacy Attitudes Measure (SLAM) were employed. Results from both experiments suggest that, although participants understood the varying messages, the messages had little significant effect on their attitudes. Limitations as well as directions for future research are discussed in light of these findings.     

Assessing the Potential Use of Narrative and the Entertainment Education Strategy In an mHealth Text-Message Intervention

As the use of mobile phones for health promotion continues to grow, more work needs to be done to determine which health communication strategies are influential on mobile devices. In two studies conducted with college women in the United States, we assessed the potential for the use of narratives, a strategy found successful in a number of communication channels, in a text-message intervention. The first study consisted of seven focus groups with young women (n = 31) about their perceptions of narrative storylines in a text-message intervention about alcohol and casual sexual encounters. In a second study, we then used an experiment (n = 137) to test the potential of narrative messages to influence transportation, counter-arguing, identification, attitudes toward the intervention type, and attitudes toward the messages. Results showed that women were interested in the possibility of receiving health messages, including narrative health messages, via text message. However, the experiment found limited differences between narrative, non-narrative, and control conditions. Transportation was greater in the narrative condition than in the control, but did not significantly differ from the non-narrative condition. Counter-arguing was also greater in the narrative condition than in the non-narrative condition. Participants who viewed the narrative messages had more positive attitudes toward the messages. Based on both studies, we found that the use of narratives in text messages may be a promising strategy, but it may be a challenge to craft effective content.     

Grammatical style of nutrition education messages

Nutrition education messages were written about eight different foods or food products in eight different styles. Styles were suggestions, instructions using 'should', rhetorical questions using 'how about' or 'why not', statements of fact, positive commands, positive commands followed by negative commands or vice versa. Subjects (n 160) rated messages for persuasiveness and also stated how often they already complied with each message. Scores were adjusted to remove the contributions related to sex, age group, social class, reported compliance and food about which the message had been written. The main factor influencing score for persuasiveness was the extent to which subjects claimed to be already complying with the messages. There were no significant effects of the method of construction of messages on score using one-way analysis of variance.     

Friends Don’t Let Friends Smoke: How Storytelling and Social Distance Influence Nonsmokers’ Responses to Antismoking Messages

This study examines nonsmokers’ responses to antismoking messages. Informed by construal-level theory (CLT), it investigates whether and how evidence type (narrative vs. non-narrative) and social distance might interact to influence nonsmokers’ attitudes toward others’ quitting smoking and intentions to persuade others to quit smoking. Results of a controlled experiment (N = 281) revealed an approximately significant two-way interaction pertaining to attitudes. Simple effects analyses revealed that narratives produced less-favorable attitudes toward others’ quitting smoking than nonnarratives when participants thought about their best friend. Yet, there was no difference in attitudes between narratives and nonnarratives when participants thought about socially distant others. The results also indicated that nonnarratives overpowered narratives to influence participants’ attitudes toward others’ quitting smoking. Moreover, social distance had a consistent impact on their risk beliefs, such that they perceive fewer health risks of their close friends than an average college student. Theoretical and practical implications of the results are discussed.     

Memorable Messages from Family Members About Mental Health: Young Adult Perceptions of Relational Closeness,Message Satisfaction,and Clinical Help-Seeking Attitudes

This study investigates memorable messages about mental health that young adults (YAs) recall receiving from family members. A memorable messages conceptual framework is adopted to explore message types and their associations with relevant individual and relational outcomes. Findings from a study of 193 memorable messages about mental health revealed three types of messages about mental health transmitted by family members: strategizing, normalizing, and minimizing messages. Statistical analyses indicated that memorable message types were significantly related to YA satisfaction with the message, perceptions of relational closeness between the message source and the YA message recipient, and YA attitudes about mental-health help seeking. Overall, participants who reported minimizing messages about mental health also reported the least favorable outcomes on the set of dependent variables. Implications of these findings and future directions for research are discussed.     

“Playing Hooky” Health Messages: Apprehension,Impression Management,and Deception

This study investigates playing hooky in higher education classrooms and associates this behavior with students’ communicative dispositions, instructor perceptions, and language use. We define “playing hooky” as students skipping class and explaining their absence to their instructor with deceptive health messages. The purpose of Study 1, an online survey (N = 177), is to further understand the characteristics of students who engage in this type of deceptive health communication. Study 1 measures communication apprehension and perceived instructor credibility in students who had played hooky from class and those who had not. Findings reveal that students who communicate playing hooky health messages (a) reported more instructor communication apprehension and (b) perceived the instructors with whom they had played hooky to be less credible. Study 2 uses facework theory and MEH analysis to reveal the different linguistic strategies students use to communicate (a) truthful health messages (N = 165) and (b) deceptive heath messages (N = 82) to their instructor following an absence. Results demonstrate that students’ facework strategies are more geared toward saving instructors’ negative face in the deceptive health message condition. Implications of both studies are offered.     

What is the addicts' grapevine when there's 'bad dope'? An investigation in New Jersey.

After a rash of fatal overdoses among drug users that was attributed to the synthetic narcotic analgesic fentanyl, the New Jersey Department of Health conducted street interviews with 160 injection drug users in an attempt to identify the channels through which this population had heard about the outbreak and to gauge drug addicts'' responses to the incident. The results of the investigation suggest that the drug users learn about such severe threats to health from a variety of sources. The frequency with which some of these sources are reported differs significantly according to the sex of the drug user and, even when sex is controlled, the frequency may vary substantially from city to city in a relatively limited geographic area. Although television was, for this population, a more important source of information about the outbreak than was any other formal means of communication, drug users did not regard TV as a reliable source of good information about "bad dope." Moreover, it does not appear that broadcasts of public warning messages about such substances are a guarantee that addicts will not search for the drug. The data reported in this study point up a need for health officials'' greater understanding of the channels through which drug users receive information on threats to their health. The study also provides an understanding of how public health messages are perceived and processed by needle users. The final lesson is the need for close collaboration among drug enforcement personnel, testing laboratories, and health officials in the various affected locales to clarify the public health message.     

Assessing Effects of a Media Literacy-Based Intervention on US Adolescents' Responses to and Interpretations of Sexual Media Messages

This study, a pretest-posttest quasi-experiment conducted in the field (n = 1098), examined a media literacy curriculum to determine its influence on adolescents' responses to and interpretations of sexual media messages. Main effects were confirmed on seven of eight dependent variables tested. Treatment-group participants increased their understanding that media influence teens' decisions regarding sex and media depictions often misrepresent sexual behavior. They also became more likely to believe sexual abstinence is normative among adolescents, lowered their expectancies for engaging in sex and increased their efficacy for delaying sexual activity as compared to control-group participants. Sex-based differences independent of the curriculum existed on participants' attitudes toward delaying sexual activity and expectancies for engaging in sex.     

Targeting Smokers With Empathy Appeal Antismoking Public Service Announcements: A Field Experiment

A field experiment study (N = 189) was conducted to investigate the effectiveness of empathy appeal antismoking messages and their potential advantage over fear appeal messages. Data from 12 antismoking public service announcements showed that (a) smokers resist antismoking messages and (b) overall empathy appeal was equally effective as fear appeal messages. There was also evidence for moderators. First, empathy messages were more effective to women than to men. Second, fear appeal messages were more effective to occasional smokers than were empathy messages. Third, empathy messages were more effective to regular smokers than were fear appeal messages. Implications for audience segmentation and message targeting in public health antismoking efforts are discussed.     

Should We Be Afraid of Simple Messages? The Effects of Text Difficulty and Illustrations in People With Low or High Health Literacy

It is often recommended that health information should be simplified for people with low health literacy. However, little is known about whether messages adapted to low health literacy audiences are also effective for people with high health literacy, or whether simple messages are counterproductive in this group. Using a two (illustrated vs. text-only) by two (nondifficult vs. difficult text) between-subjects design, we test whether older adults with low (n = 279) versus high health literacy (n = 280) respond differently to colorectal cancer screening messages. Results showed that both health literacy groups recalled information best when the text was nondifficult. Reduced text difficulty did not lead to negative attitudes or less intention to have screening among people with high health literacy. Benefits of illustrations, in terms of improved recall and attitudes, were only found in people with low health literacy who were exposed to difficult texts. This was not found for people with high health literacy. In terms of informed decisions, nondifficult and illustrated messages resulted in the best informed decisions in the low health literacy group, whereas the high health literacy group benefited from nondifficult text in general, regardless of illustrations. Our findings imply that materials adapted to lower health literacy groups can also be used for a more general audience, as they do not deter people with high health literacy.     

Collective Efficacy and the Regulatory Framing of Health Messages: Influences on Concern for Body Image

A collective efficacy scale is presented and used in 2 experiments that tested the effects of collective efficacy and regulatory framing on concern for body image. In Study 1 (N = 73), participants viewed online video messages from a health campaign that varied in their regulatory frame (promotion vs. prevention), after which they expressed the likelihood that they would discuss it with someone else. In Study 2, participants (N = 307) viewed either a regulatory-framed message or no message, after which they expressed their concern for the issue and their behavioral intentions. Study 2 also introduced moderating variables and addressed potential alternate explanations. Overall, participants who were higher in collective efficacy indicated greater concern for the issue of body image and expressed a greater likelihood to discuss the issue. The messages' regulatory frame also moderated the effect of collective efficacy. Collective efficacy was a stronger predictor in the prevention condition than in the promotion condition, presumably because the promotion frame was more effective in increasing participants' concern and intentions regardless of their sense of collective efficacy.     

A Smoking Cessation Campaign on Twitter: Understanding the Use of Twitter and Identifying Major Players in a Health Campaign

The current study examined the use of online social media for a health campaign. Collecting tweets (N = 1,790) about the recent smoking cessation campaign by the Centers for Disease Control and Prevention, the current study investigated the dissemination of health campaign messages on Twitter and answered questions from the process evaluation of health campaigns: who tweeted about the campaign, who played central roles in disseminating health campaign messages, and how various features of Twitter were used for sharing of campaign messages. Results showed that individuals and nonprofit organizations posted frequently about the campaign: Individuals and nonprofit organizations posted about 40% and 30% of campaign-related tweets, respectively. Although the campaign under investigation was steered by a government agency, nonprofit organizations played a vital role as mediators who disseminated campaign messages. The culture of retweeting demonstrated its particular usefulness for the dissemination of campaign messages. Despite the expectation that the use of social media would expand opportunities for engagement, actual two-way interactions were few or minimal. Drawn from the results, practical suggestions on how to strategize the use of Twitter for future health campaigns are discussed.     

A Content Analysis of Teen Parenthood in “Teen Mom” Reality Programming

A content analysis of the MTV shows 16 and Pregnant (n = 59), Teen Mom (n = 20), and Teen Mom 2 (n = 20) was conducted to determine whether these programs accurately portray teen pregnancy. The results revealed that teen mothers on 16 and Pregnant were younger, more often White, and had more healthy babies as compared to national averages. The babies’ fathers were more involved in the daily care of their child as compared to reality. Medical insurance or receipt of government assistance was almost never discussed. Teen mothers in the Teen Mom shows were significantly more likely to achieve a high school diploma as compared to reality. Finally, mothers on Teen Mom and Teen Mom 2 were significantly less likely to voice concern about finances and had more active social lives than mothers on 16 and Pregnant. Using social learning theory as a theoretical framework, we argue that these shows provide mixed messages to young audiences about teen pregnancy and parenthood.     

Different Frames to Reduce Red Meat Intake: The Moderating Role of Self-Efficacy

ABSTRACT

Previous research has shown that messages aimed at reducing red meat intake often do not have the expected effect. In the present study, we tested whether prefactual (“If… then”) or factual messages focused on health or wellbeing concerns have different persuasive effects depending on the recipient’s level of eating self-efficacy. Young adult participants (N = 247) completed a questionnaire measuring their eating self-efficacy and current red meat consumption. They were then presented with a prefactual or factual version of a message describing the possible negative impact of excessive red meat consumption on either health or wellbeing. After reading the message participants reported their involvement with the message and intention to eat red meat in the future. Results showed that prefactual wellbeing messages and factual health messages trigger participants’ involvement and, in turn, reduce their intention to eat red meat more than the other message combinations. Eating self-efficacy moderates these effects, with factual health messages persuading people with high self-efficacy and prefactual wellbeing messages persuading also receivers with an average level of self-efficacy. Discussion focuses on which message frames can be more effective in promoting a reduction in red meat consumption in a wider population.     

Evaluation of a Social Norms Approach to a Suicide Prevention Campaign

Suicide is a leading cause of death for college-aged youth, and university counseling centers (UCC) strive to educate students about mental health issues and available campus services. The current research evaluates a college campus social norms campaign that used both peer and celebrity sources to promote help seeking among college students as a suicide prevention strategy. Postcampaign surveys of this quasi-experiment (n = 391) revealed that compared to students in the control neighborhood condition, students exposed to the campaign messages in the experimental neighborhood conditions were more likely to perceive students would refer a friend to the UCC and more likely to visit the UCC for a mental health concern. Students living in the intervention neighborhood with a peer message source reported a greater willingness to refer friends to the UCC compared to those who lived in the celebrity and control neighborhoods. Regardless of condition, students who reported seeing UCC messages reported greater effects than those who reported not viewing the messages (e.g., greater intentions to seek help and to talk to others about the UCC). Results of this study are discussed within a social norms framework and support the need for continued exposure to campaign messages to impact health outcomes.     

Math Anxiety and Exposure to Statistics in Messages About Genetically Modified Foods: Effects of Numeracy,Math Self-Efficacy,and Form of Presentation

Health risks are often communicated to the lay public in statistical formats even though low math skills, or innumeracy, have been found to be prevalent among lay individuals. Although numeracy has been a topic of much research investigation, the role of math self-efficacy and math anxiety on health and risk communication processing has received scant attention from health communication researchers. To advance theoretical and applied understanding regarding health message processing, the authors consider the role of math anxiety, including the effects of math self-efficacy, numeracy, and form of presenting statistics on math anxiety, and the potential effects for comprehension, yielding, and behavioral intentions. The authors also examine math anxiety in a health risk context through an evaluation of the effects of exposure to a message about genetically modified foods on levels of math anxiety. Participants (N = 323) were randomly assigned to read a message that varied the presentation of statistical evidence about potential risks associated with genetically modified foods. Findings reveal that exposure increased levels of math anxiety, with increases in math anxiety limiting yielding. Moreover, math anxiety impaired comprehension but was mediated by perceivers' math confidence and skills. Last, math anxiety facilitated behavioral intentions. Participants who received a text-based message with percentages were more likely to yield than participants who received either a bar graph with percentages or a combined form. Implications are discussed as they relate to math competence and its role in processing health and risk messages.