Promoting Health-Related Consumer Research: Arc Model Application to Cdc’S Health Campaign

Punam Anand Keller, Darmouth College, USA
Donald Lehmann, Columbia University, USA
Despite the growing realization that health communication strategies need to be improved, possibly by tailoring them to audience segments, there is no model that guides the design of health communications. To address this need, we develop a model that examines the effects of message tactics and individual differences on health intentions. The model can be used to select message formats for a general audience or for influencing target audiences that vary in age, race, gender, regulatory focus, and involvement. The predictive ability of the model is examined for CDC’s national exercise campaign.
[ to cite ]:
Punam Anand Keller and Donald Lehmann (2010) ,"Promoting Health-Related Consumer Research: Arc Model Application to Cdc’S Health Campaign", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 207-210 .