The effectiveness of persuasive health communication techniques

van den Akker, Olga and Purewal, Satvinder (2014) The effectiveness of persuasive health communication techniques. Advances in Life Sciences and Health, 1 (2). pp. 47-57.

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Abstract

Objective: This study tests the effectiveness of Framing and Fear conditions to change attitudes towards elective single embryo transfer (eSET) in a large, non-clinical population. Method:A repeated measures randomised control trial design was used with 632 male and female participants allocated to one of two intervention groups (Framing or Fear condition) or a control group. There were two conditions in the Framing group (gain or loss frame), three conditions in the Fear group (high, medium or low fear) and two control conditions (education and non-education). Questionnaires were completed before exposure to the message (time 1) and immediately afterwards (time 2).
Results: High fear (β = .637, P<0.008) and gain frame (β = .718, P<0.005) were the only significant conditions predicting hypothetical intentions towards eSET at Time 2 for the total sample. No other conditions were predictive of hypothetical intentions. Education only improved knowledge and non-education showed no changes in scores.
Conclusion: These results highlight the benefits of multidisciplinary expertise in designing health promotion to reduce multiple pregnancies.
Practice Implications: Findings suggest that educational material needs to be presented along- side persuasive communication techniques incorporating high fear and gain frames to help promote eSET in clinical practice.

Item Type: Article
Keywords (uncontrolled): Embryo Transfer; Communication; Health Promotion; Education; Infertility
Research Areas: A. > School of Science and Technology > Psychology > Applied Health Psychology group
Item ID: 14360
Notes on copyright: "Under guidelines of Open Access, it is the author who owns the copyright of published articles." [Publisher website].
Useful Links:
Depositing User: Sonia Dubois
Date Deposited: 03 Mar 2015 12:41
Last Modified: 12 Sep 2018 16:46
URI: http://eprints.mdx.ac.uk/id/eprint/14360

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