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. 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. 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. 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. 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. Our work at the University of Michigan...
- 7. 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
- 8. Tailoring to specific needs and interests...
- 9. “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
- 11. Demographics Perceived Benefits Perceived Barriers Tailored Message Data red blue aqua, gray orange Environment Motivation
- 13. 1994
- 14. 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)
- 15. Experimental design Survey of patients in family practices Tailored message No message Survey patients at home Untailored message
- 16. 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%
- 17. 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.
- 19. Demographics Motives Barriers Coping strategies Social Environment Data red, pink, greens gray, maroon pink, green, blue red, gray, pink blues, aqua, reds
- 23. Tailoring depth + + + + Tailoring depth
- 24. 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)
- 32. Matched Mismatched Sunset 85 participants: Most convincing testimonial Most picture/text saccades Smaller average pupil size
- 33. MORE RELEVANT MESSAGES MORE ELABORATION AND MEMORY, LESS WORK MORE BEHAVIOR CHANGE
- 35. Gugulethu 2002
- 37. Getting the frog to jump...
- 46. SO WHAT DO YOU THINK ABOUT THE RESULTS OF YOUR HEALTH RISK ASSESSMENT?
- 47. OVERALL, I THINK I’M DOING REALLY WELL!
- 48. WELL... I GUESS I WOULDN’T SAY “HAPPY.” YOUR NUTRITION SCORE IS A 2 OUT OF 10. WHAT DO YOU MAKE OF THAT SCORE?
- 49. I GUESS IT’S NOT GREAT, BUT ONE THING I WON’T DO IS GIVE UP MY DONUTS!
- 50. SO WE MAY HAVE TO FIND A WAY TO WORK IN THE OCCASIONAL DONUT.
- 51. WELL, THEY’RE NOT AS IMPORTANT AS MY HEALTH. I REALLY DO NEED TO WORK ON MY DIET.
- 52. VIC, ON A SCALE OF 0-10, HOW MOTIVATED WOULD YOU SAY YOU ARE TO EAT FEWER DONUTS. I WOULD GIVE IT A ‘7’.
- 53. HMM... I’M WONDERING WHY YOU’RE NOT A ‘2’ OR A ‘3’. YOU SEEM REALLY COMMITTED TO YOUR DONUTS.
- 54. TO BE HONEST, I’M A ‘7’ BECAUSE I JUST TURNED 50 AND I DON’T WANT TO GROW OLD AND FAT.
- 55. HERE’S A LIST OF THINGS PEOPLE VALUE. WHICH OF THESE VALUES ARE MOST IMPORTANT TO YOU?
- 56. I GUESS MOST OF ALL... I WANT TO BE IN CONTROL OF MY LIFE. I ALSO VALUE MY FAMILY AND MY HEALTH.
- 57. 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?
- 58. Values Behaviors
- 61. “These studies, in concert with previous research, suggest that values affirmation reduces defensiveness via self- transcendence...”
- 69. One queen bee ~ 10,000 worker bees 3-5% are active scout bees A Swarm of Bees
- 70. Angle of waggle run indicates direction. Coding location information in waggle dance Duration of waggle run indicates distance.
- 72. One 16-hour “debate”: 11 sites, 149 scouts Seeley& Buhrman (1999) Behav. Ecol. Sociobiol. 45:19-31.
- 82. ...with EMR
- 84. ...with coaches
- 85. Engineering Informatics Psychology Medicine Communication Graphic design Screenwriting Poetry BusinessPhilosophy SociologyMedicine Nursing NutritionBiology EpidemiologyJournalism Screenwriting Anthropology Statistics
- 86. The best way to predict the future is to create it...
- 88. 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