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Key Issues in Health
Communication Research Within
an Interdisciplinary Context
Victor J. Strecher, PhD, MPH
Professor and...
My purpose
Vic Strecher, PhD, MPH
Professor and Director for Innovation and Social
Entrepreneurship
University of Michigan...
7392048
Shiv B and Fedorikhin A. 1999. Heart and mind in conflict:The interplay of affect and cognition in consumer decisio...
7392048 26
0%
10%
20%
30%
40%
50%
60%
High Cognitive Load Low Cognitive Load
59%
37%
Shiv B and Fedorikhin A. 1999. Heart ...
Our work at
the University
of Michigan...
7
Our Research Network:
School of Public Health
School of Medicine
School of Information
School of Nursing
School of Denti...
Tailoring to
specific needs
and interests...
“By eliciting and reporting
back information about
factors that influence
patients’ health behaviors,
computer programs can...
Engineering
Informatics
Psychology
Medicine
Nursing
Communication
Graphic design
Screenwriting
Nutrition
Statistics
Demographics
Perceived Benefits
Perceived Barriers
Tailored Message
Data
red
blue
aqua,
gray
orange
Environment
Motivation
1994
Special dietary needs:
diabetic, vegetarian,
vegan, low fat, low
cholesterol, low salt,
weight reduction, lactose
Self-rat...
Experimental design
Survey of patients
in family practices
Tailored
message
No
message
Survey patients
at home
Untailored
...
Percent of patients who remembered receiving dietary
message (4 months) by receipt of tailored, untailored or
no dietary m...
Campbell MK, DeVellis BM, Strecher VJ, Ammerman AS, DeVellis RF and Sandler RS. The impact of message tailoring on dietary...
How much tailoring?
Demographics
Motives
Barriers
Coping strategies
Social Environment
Data
red, pink,
greens
gray,
maroon
pink, green,
blue
r...
High depthLow depth
Motives
Self-confidence
Success stories
Tailoring depth
+ + + +
Tailoring depth
6-mocessationrate
Number high-depth tailored components
15%
20%
25%
30%
35%
40%
0 1 2 3
39%
34%
26%
28%
Adjusted 6-month s...
Relevance through images
Matched
Mismatched
Sunset
Tailored Pictures
Matched
Mismatched
Sunset
85 participants:
Most convincing testimonial
Most picture/text saccades
Smaller average pupil si...
MORE RELEVANT
MESSAGES
MORE
ELABORATION
AND MEMORY,
LESS WORK
MORE
BEHAVIOR
CHANGE
Understanding
needs and
interests...
Gugulethu 2002
Psychology
Communication
AnthropologyJournalism
Getting the
frog to jump...
Psychology
Philosophy Epidemiology
Health
message
AHA! Change
Motivational Interviewing
SO WHAT DO YOU THINK
ABOUT THE RESULTS OF
YOUR HEALTH RISK
ASSESSMENT?
OVERALL, I THINK I’M
DOING REALLY WELL!
WELL... I GUESS I
WOULDN’T SAY “HAPPY.”
YOUR NUTRITION SCORE IS
A 2 OUT OF 10. WHAT DO
YOU MAKE OF THAT SCORE?
I GUESS IT’S NOT GREAT,
BUT ONE THING I WON’T
DO IS GIVE UP MY DONUTS!
SO WE MAY HAVE TO FIND A
WAY TO WORK IN THE
OCCASIONAL DONUT.
WELL, THEY’RE NOT AS
IMPORTANT AS MY HEALTH.
I REALLY DO NEED TO WORK
ON MY DIET.
VIC, ON A SCALE OF
0-10, HOW MOTIVATED
WOULD YOU SAY YOU
ARE TO EAT FEWER
DONUTS.
I WOULD
GIVE IT A
‘7’.
HMM... I’M WONDERING WHY
YOU’RE NOT A ‘2’ OR A ‘3’. YOU
SEEM REALLY COMMITTED TO
YOUR DONUTS.
TO BE HONEST, I’M A ‘7’
BECAUSE I JUST TURNED 50
AND I DON’T WANT TO GROW
OLD AND FAT.
HERE’S A LIST OF THINGS PEOPLE
VALUE. WHICH OF THESE VALUES
ARE MOST IMPORTANT TO YOU?
I GUESS MOST OF ALL... I WANT TO BE IN
CONTROL OF MY LIFE. I ALSO VALUE MY FAMILY
AND MY HEALTH.
SO VIC, YOU SAID THAT YOU
VALUE BEING IN CONTROL, AND
THAT YOU WANT TO BE THERE
FOR YOUR FAMILY. HOW DOES
EATING TOO MANY ...
Values
Behaviors
Values
Intrinsic motivation
Behaviors
“These studies, in concert
with previous research,
suggest that values
affirmation reduces
defensiveness via self-
transcen...
COPD
CAD
CHF
Stroke
Cancer
Morbidity
DEATH
MortalityBehavior
Activity
Stress Mgt
Nutrition
Smoking
Sleep
Condition
Hyperte...
COPD
CAD
CHF
Stroke
Cancer
Morbidity
DEATH
MortalityBehavior
Activity
Stress Mgt
Nutrition
Smoking
Sleep
Condition
Hyperte...
Getting bees
to swarm...
Psychology
Biology Sociology
One queen bee
~ 10,000 worker bees
3-5% are active scout bees
A Swarm of Bees
Angle of waggle run
indicates direction.
Coding location information in waggle dance
Duration of waggle run
indicates dist...
One 16-hour “debate”: 11 sites, 149 scouts
Seeley& Buhrman (1999) Behav. Ecol. Sociobiol. 45:19-31.
The scout
bees...
Starting things...
Engineering
Informatics
Psychology
Medicine
Communication
Graphic design
Screenwriting
Poetry
Business
strecher@umich.edu
Research Real world
...with EMR
...with biometrics
...with coaches
Engineering
Informatics
Psychology
Medicine
Communication Graphic design
Screenwriting
Poetry
BusinessPhilosophy
Sociology...
The best way
to predict the
future is to
create it...
Thank you,
Anne Moorhead!
Thank you!
Victor J. Strecher, PhD, MPH
Professor and Director for Innovation and Social Entrepreneurship
University of Mi...
Vic strecher key issues in health communication research within an interdisciplinary context
Vic strecher key issues in health communication research within an interdisciplinary context
Vic strecher key issues in health communication research within an interdisciplinary context
Vic strecher key issues in health communication research within an interdisciplinary context
Vic strecher key issues in health communication research within an interdisciplinary context
Vic strecher key issues in health communication research within an interdisciplinary context
Vic strecher key issues in health communication research within an interdisciplinary context
Vic strecher key issues in health communication research within an interdisciplinary context
Vic strecher key issues in health communication research within an interdisciplinary context
Vic strecher key issues in health communication research within an interdisciplinary context
Vic strecher key issues in health communication research within an interdisciplinary context
Vic strecher key issues in health communication research within an interdisciplinary context
Vic strecher key issues in health communication research within an interdisciplinary context
Vic strecher key issues in health communication research within an interdisciplinary context
Vic strecher key issues in health communication research within an interdisciplinary context
Vic strecher key issues in health communication research within an interdisciplinary context
Vic strecher key issues in health communication research within an interdisciplinary context
Vic strecher key issues in health communication research within an interdisciplinary context
Vic strecher key issues in health communication research within an interdisciplinary context
Vic strecher key issues in health communication research within an interdisciplinary context
Vic strecher key issues in health communication research within an interdisciplinary context
Vic strecher key issues in health communication research within an interdisciplinary context
Vic strecher key issues in health communication research within an interdisciplinary context
Vic strecher key issues in health communication research within an interdisciplinary context
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Vic strecher key issues in health communication research within an interdisciplinary context

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Vic Strecher Behaviour change: key issues in health communication research within an interdisciplinary context

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Vic strecher key issues in health communication research within an interdisciplinary context

  1. 1. Key Issues in Health Communication Research Within an Interdisciplinary Context Victor J. Strecher, PhD, MPH Professor and Director for Innovation and Social Entrepreneurship University of Michigan School of Public Health strecher@umich.edu
  2. 2. My purpose Vic Strecher, PhD, MPH Professor and Director for Innovation and Social Entrepreneurship University of Michigan School of Public Health Founder, HealthMedia, Inc. (a Johnson & Johnson Company)
  3. 3. 7392048 Shiv B and Fedorikhin A. 1999. Heart and mind in conflict:The interplay of affect and cognition in consumer decision making. Journal of Consumer Research. 26(3):278. 26 or
  4. 4. 7392048 26 0% 10% 20% 30% 40% 50% 60% High Cognitive Load Low Cognitive Load 59% 37% Shiv B and Fedorikhin A. 1999. Heart and mind in conflict:The interplay of affect and cognition in consumer decision making. Journal of Consumer Research. 26(3):278.
  5. 5. Our work at the University of Michigan...
  6. 6. 7 Our Research Network: School of Public Health School of Medicine School of Information School of Nursing School of Dentistry School of Social Work School of Art Department of Psychology Department of Statistics Institute for Social Research
  7. 7. Tailoring to specific needs and interests...
  8. 8. “By eliciting and reporting back information about factors that influence patients’ health behaviors, computer programs can achieve one of the strengths of face-to-face patient counseling: the ability to tailor the educational message for the individual patient.” 1993
  9. 9. Engineering Informatics Psychology Medicine Nursing Communication Graphic design Screenwriting Nutrition Statistics
  10. 10. Demographics Perceived Benefits Perceived Barriers Tailored Message Data red blue aqua, gray orange Environment Motivation
  11. 11. 1994
  12. 12. Special dietary needs: diabetic, vegetarian, vegan, low fat, low cholesterol, low salt, weight reduction, lactose Self-rating vs. scored items (grain, whole grain, fruit, vegetable, calcium, protein, fluid, drink, dessert servings; added fats, high-fat foods, breakfast). Whole grain, grain, vegetable, fruit, calcium, dessert servings, high fat foods, added fats, breakfast, eating out. Fats, fruits & vegetables, fibers Fats, fruits & vegetables, fibers Favorite foods: chocolate, seafood, ice cream, chicken, pizza, soups, steak, salads/ Chinese, Mexican, Italian cuisines Pregnancy, disease history (HA, angina, CHD, CHF, OHD, breast, colorectal, prostate, stroke, diabetes, HBP, cholesterol, obesity, osteoarthritis) family history (HA, angina, CHD, CHF, OHD, breast, colorectal, prostate, stroke, diabetes, HBP, cholesterol, obestity, osteoarthritis). Primary shopper? Eat out? (fast food/ full service)
  13. 13. Experimental design Survey of patients in family practices Tailored message No message Survey patients at home Untailored message
  14. 14. Percent of patients who remembered receiving dietary message (4 months) by receipt of tailored, untailored or no dietary message. Campbell MK, DeVellis BM, Strecher VJ, Ammerman AS, DeVellis RF and Sandler RS. The impact of message tailoring on dietary behavior change for disease prevention in primary care settings. American Journal of Public Health, 1994. 0% 20% 40% 60% 80% Tailored Untailored No Message 15% 33% 73%
  15. 15. Campbell MK, DeVellis BM, Strecher VJ, Ammerman AS, DeVellis RF and Sandler RS. The impact of message tailoring on dietary behavior change for disease prevention in primary care settings. American Journal of Public Health, 1994. -10.0 -7.5 -5.0 -2.5 0 Tailored Untailored No Message -1.0-4.0-10.0 Changes in grams of total fat per day (4 months) by receipt of tailored, untailored or no dietary message.
  16. 16. How much tailoring?
  17. 17. Demographics Motives Barriers Coping strategies Social Environment Data red, pink, greens gray, maroon pink, green, blue red, gray, pink blues, aqua, reds
  18. 18. High depthLow depth Motives Self-confidence Success stories
  19. 19. Tailoring depth + + + + Tailoring depth
  20. 20. 6-mocessationrate Number high-depth tailored components 15% 20% 25% 30% 35% 40% 0 1 2 3 39% 34% 26% 28% Adjusted 6-month smoking cessation rates by cumulated number of high-depth intervention components received. Per Protocol analysis (n=944; OR=1.91; CI=1.18-3.11)
  21. 21. Relevance through images
  22. 22. Matched Mismatched Sunset Tailored Pictures
  23. 23. Matched Mismatched Sunset 85 participants: Most convincing testimonial Most picture/text saccades Smaller average pupil size
  24. 24. MORE RELEVANT MESSAGES MORE ELABORATION AND MEMORY, LESS WORK MORE BEHAVIOR CHANGE
  25. 25. Understanding needs and interests...
  26. 26. Gugulethu 2002
  27. 27. Psychology Communication AnthropologyJournalism
  28. 28. Getting the frog to jump...
  29. 29. Psychology Philosophy Epidemiology
  30. 30. Health message AHA! Change
  31. 31. Motivational Interviewing
  32. 32. SO WHAT DO YOU THINK ABOUT THE RESULTS OF YOUR HEALTH RISK ASSESSMENT?
  33. 33. OVERALL, I THINK I’M DOING REALLY WELL!
  34. 34. WELL... I GUESS I WOULDN’T SAY “HAPPY.” YOUR NUTRITION SCORE IS A 2 OUT OF 10. WHAT DO YOU MAKE OF THAT SCORE?
  35. 35. I GUESS IT’S NOT GREAT, BUT ONE THING I WON’T DO IS GIVE UP MY DONUTS!
  36. 36. SO WE MAY HAVE TO FIND A WAY TO WORK IN THE OCCASIONAL DONUT.
  37. 37. WELL, THEY’RE NOT AS IMPORTANT AS MY HEALTH. I REALLY DO NEED TO WORK ON MY DIET.
  38. 38. VIC, ON A SCALE OF 0-10, HOW MOTIVATED WOULD YOU SAY YOU ARE TO EAT FEWER DONUTS. I WOULD GIVE IT A ‘7’.
  39. 39. HMM... I’M WONDERING WHY YOU’RE NOT A ‘2’ OR A ‘3’. YOU SEEM REALLY COMMITTED TO YOUR DONUTS.
  40. 40. TO BE HONEST, I’M A ‘7’ BECAUSE I JUST TURNED 50 AND I DON’T WANT TO GROW OLD AND FAT.
  41. 41. HERE’S A LIST OF THINGS PEOPLE VALUE. WHICH OF THESE VALUES ARE MOST IMPORTANT TO YOU?
  42. 42. I GUESS MOST OF ALL... I WANT TO BE IN CONTROL OF MY LIFE. I ALSO VALUE MY FAMILY AND MY HEALTH.
  43. 43. SO VIC, YOU SAID THAT YOU VALUE BEING IN CONTROL, AND THAT YOU WANT TO BE THERE FOR YOUR FAMILY. HOW DOES EATING TOO MANY DONUTS RELATE TO THESE VALUES?
  44. 44. Values Behaviors
  45. 45. Values Intrinsic motivation Behaviors
  46. 46. “These studies, in concert with previous research, suggest that values affirmation reduces defensiveness via self- transcendence...”
  47. 47. COPD CAD CHF Stroke Cancer Morbidity DEATH MortalityBehavior Activity Stress Mgt Nutrition Smoking Sleep Condition Hypertension Cholesterol Pain Depression Back Diabetes Obesity
  48. 48. COPD CAD CHF Stroke Cancer Morbidity DEATH MortalityBehavior Activity Stress Mgt Nutrition Smoking Sleep Condition Hypertension Cholesterol Pain Depression Back Diabetes Obesity PURPOSE Life Energy Wellness
  49. 49. Getting bees to swarm...
  50. 50. Psychology Biology Sociology
  51. 51. One queen bee ~ 10,000 worker bees 3-5% are active scout bees A Swarm of Bees
  52. 52. Angle of waggle run indicates direction. Coding location information in waggle dance Duration of waggle run indicates distance.
  53. 53. One 16-hour “debate”: 11 sites, 149 scouts Seeley& Buhrman (1999) Behav. Ecol. Sociobiol. 45:19-31.
  54. 54. The scout bees...
  55. 55. Starting things...
  56. 56. Engineering Informatics Psychology Medicine Communication Graphic design Screenwriting Poetry Business
  57. 57. strecher@umich.edu Research Real world
  58. 58. ...with EMR
  59. 59. ...with biometrics
  60. 60. ...with coaches
  61. 61. Engineering Informatics Psychology Medicine Communication Graphic design Screenwriting Poetry BusinessPhilosophy SociologyMedicine Nursing NutritionBiology EpidemiologyJournalism Screenwriting Anthropology Statistics
  62. 62. The best way to predict the future is to create it...
  63. 63. Thank you, Anne Moorhead!
  64. 64. Thank you! Victor J. Strecher, PhD, MPH Professor and Director for Innovation and Social Entrepreneurship University of Michigan School of Public Health strecher@umich.edu

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