Designing Effective Health Communications: a Meta-Analysis of Experimental Results

Punam Anand Keller, Dartmouth College
Donald R. Lehmann, Columbia University
What is the optimal design for health communications? A meta-analysis examines three categories of characteristics that affect response, context (e.g., prevention vs. detection), message factors (e.g., framing), and individual differences (e.g., gender). A sample of 85 empirical papers involving nearly 30,000 participants indicates that one important difference is whether message effectiveness is evaluated using attitudes towards recommendations or intentions to follow the recommendations. Overall, results indicate that the format of health messages is critical in shaping attitudes and intentions and that considerable thought needs to go into ensuring that appropriate communication and evaluation approaches are utilized.
[ to cite ]:
Punam Anand Keller and Donald R. Lehmann (2008) ,"Designing Effective Health Communications: a Meta-Analysis of Experimental Results", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 117-121.