Using Theory to Design Effective Health Behavior Interventions
Article first published online: 10 JAN 2006
Volume 13, Issue 2, pages 164–183, May 2003
How to Cite
Fishbein, M. and Yzer, M. C. (2003), Using Theory to Design Effective Health Behavior Interventions. Communication Theory, 13: 164–183. doi: 10.1111/j.1468-2885.2003.tb00287.x
- Issue published online: 10 JAN 2006
- Article first published online: 10 JAN 2006
This article demonstrates the usefulness of two theories for the development of effective health communication campaigns. The integrative model of behavioral prediction focuses on changing beliefs about consequences, normative issues, and efficacy with respect to a particular behavior. Media priming theory focuses on strengthening the association between a belief and its outcomes, such as attitude and intention toward performing the behavior. Both the integrative model of behavioral prediction and media priming theory provide guidance with respect to the selection of beliefs to target in an intervention. The article describes the theories, shows how they can be applied to the selection of target beliefs, and, for each theory, defines the criteria for belief selection. The two theories as well as their appropriate analytic strategies are complementary rather than conflicting.