Using Theory to Design Effective Health Behavior Interventions

TLDR

The integrative model of behavioral prediction and media priming theory both guide the selection of target beliefs by focusing on changing beliefs about consequences, norms, efficacy, and strengthening belief–outcome associations. The article demonstrates how these theories can be used to design effective health communication campaigns by directing belief selection. The authors describe each theory and outline criteria for selecting target beliefs to apply them in intervention design. The two theories and their analytic strategies are complementary, supporting their combined use in health behavior interventions.

Abstract

This article demonstrates the usefulness of two theories for the development of effective health communication campaigns. The integrative model of behavioral prediction focuses on changing beliefs about consequences, normative issues, and efficacy with respect to a particular behavior. Media priming theory focuses on strengthening the association between a belief and its outcomes, such as attitude and intention toward performing the behavior. Both the integrative model of behavioral prediction and media priming theory provide guidance with respect to the selection of beliefs to target in an intervention. The article describes the theories, shows how they can be applied to the selection of target beliefs, and, for each theory, defines the criteria for belief selection. The two theories as well as their appropriate analytic strategies are complementary rather than conflicting.