Integrating Application of Media Effects, Persuasion, and Behavior Change Theories to Communication Campaigns: A Stages-of-Change Framework

Abstract

A central problem in the planning of communication campaigns to change health behaviors is how to identify and apply appropriate communication, persuasion, and behavior change theories to overcome obstacles to behavior change. The stages-of-change model (Prochaska, DiClemente, & Norcross, 1992) provides a framework for integrating theories of media effects, such as agenda setting and multistep flow; theories of persuasion, such as the elaboration likelihood model and protection motivation theory; and theories of behavior change, such as the theory of reasoned action, social cognitive theory, and attitude accessibility, for communication campaign purposes. Implications for audience segmentation, selection of objectives, campaign strategy, and message design are discussed.