Health Communication Effectiveness: Using Underlying Processes to Understand the Relationship Between Health Risk Attitudes and Behavioral Intentions to Follow the Recommendations

Yanliu Huang, University of Pennsylvania
Sam K. Hui, University of Pennsylvania
Barbara Kahn, University of Miami
Based on the dual-process literature, we hypothesize and show that when people’s automatic attitudes with regard to various health communication messages are activated through a memory inhibition manipulation, the directional response of these automatic attitudes diverge from the directional response of behavioral intentions to follow message recommendations. Further we show through the use of applied concept mapping technology the conceptual representations underlying deliberate processes and propose that these concept maps will be more predictive of deliberate attitudes than the automatic attitudes. Our results support our hypotheses and provide managerial recommendations for effective health communication design.
[ to cite ]:
Yanliu Huang, Sam K. Hui, and Barbara Kahn (2008) ,"Health Communication Effectiveness: Using Underlying Processes to Understand the Relationship Between Health Risk Attitudes and Behavioral Intentions to Follow the Recommendations", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 39-43.