Question 1

A new campaign gets your attention because the people shown in the ad seem a lot like you. This is known as:

Accepted Answer

Source homophily describes the phenomenon whereby audiences place trust in people who are similar to them.

Question 2

You decide to ask members of the target audience what is most important to them and how they feel they can create healthier environments for themselves. Then you work alongside them to help them meet those goals. You are helping to build:

Accepted Answer

Community capacity describes the resources needed for good health, such as healthy food and water, safe shelter, and medical care.

Question 3

Everyone is doing it!" This argument illustrates which of the following?

Accepted Answer

A descriptive norm describes "what most people do," an injunctive norm characterizes the perception that people should do it based on particular values.

Question 4

Which of the theories or models below proposes that people make decisions based on internal factors, such as knowledge and confidence, and external factors, such as physical environment and social approval?

Accepted Answer

Social cognitive theory holds that we make decisions by considering the interplay of internal and environmental factors. Internal factors include knowledge, skills, emotions, habits, and so on. Environmental factors include social approval, physical environment, institutional rules, and the like. According to the theory, we are most comfortable when internal and environmental factors are in sync.

Question 5

Which of the theories or models below proposes that people base their behavior choices on five primary considerations: whether they will be adversely affected if they do not change, if those effects will be considerable, if change would prevent the ill effects, if change is worth the effort it requires, and if a novel or eye-opening occurrence moves them to action?

Accepted Answer

In short, the health belief model proposes that motivation is based on an individual's perception of personal susceptibility, serious consequences, worthwhile benefits, barriers/costs, and cues to actions.

Question 6

Which of the theories or models below is based on the assumption that people are rational decision makers who make deliberate behavior choices based on how strongly they believe the behavior will yield desirable outcomes and the social implications of performing that behaviour?

Accepted Answer

The theory of reasoned action assumes that we are rational decision makers. People make decisions and deliberate choices based on two primary considerations: how strongly they believe a behavior will lead to positive outcomes and the perceived social implications of performing that behavior.

Question 7

Which of the following reflects the five stages of the transtheoretical model?

Accepted Answer

The five stages of the transtheoretical model are precontemplation, contemplation, preparation, action, and maintenance.

Question 8

Before beginning work on a local campaign that encourages people to use seatbelts, you consider what wearing seatbelts "costs" people, such as potentially wrinkling their clothing, taking an extra step before driving, and so on. Then you consider what seatbelts provide that people may consider important and rewarding. You are adopting which of the following approaches?

Accepted Answer

Social marketing is an approach wherein campaign designers apply principles of commercial advertising to prosocial campaigns, such as health-promotion efforts. The rationale is that many of the techniques used to sell goods and services also work well when promoting healthy lifestyles. Social marketers are often guided by the classic 4Ps of marketing: price, product, promotion, and place

Question 9

Although your team means well, you have begun to feel that your efforts to help underprivileged members of your community seem to solidify those community members' status as ignorant and childlike-in need of other people to tell them what to think and how to behave. You feel this does them an injustice and actually perpetuates the conditions that put them at a disadvantage. Your thinking is consistent with which approach?

Accepted Answer

The critical-cultural approach proposes that health is not merely the result of individual choices, but is intertwined with issues of culture, power, control, identity, and social consciousness. From this perspective, health-related behaviors are profoundly influenced by dynamics that are larger and more pervasive than any individual.

Question 10

A campaign to encourage the use of bicycle safety gear uses fun music, attractive graphics, and the message that biking is more fun when you do it safely. This is an example of:

Accepted Answer

Campaigns may promote positive emotional rewards in the form of popularity, a sense of accomplishment, honor, fun, happiness, or so on. Campaigns may also inspire positive affect because the messages themselves are pleasant or entertaining.

Question 11

You are concerned about breast cancer, but it's such a frightening prospect that you tend to avoid the issue. This reaction is predicted by:

Accepted Answer

The extended parallel process model (EPPM) proposes that people evaluate a threatening or fearful message in two stages. First, they determine if they are personally at risk. Second, they judge whether they can prevent a harmful outcome based on the message's recommended behavior and on their ability to carry out the behavior. If people perceive a risk but do not feel they can avoid a bad outcome, perhaps because they lack self-efficacy, then they are likely to soothe their anxiety by avoiding the issue.

Question 12

Before writing press releases and creating PSAs, your team meets with media professionals to see what they are likely to run on local television. People who determine what messages are released to the public are known as:

Accepted Answer

People in the media and the community who decide what information will be publicized and how are known as gatekeepers.

Question 13

To determine how much middle school students learn from your anti-tobacco campaign, you ask them to answer 20 questions before they view campaign messages and answer the same questions afterward. This is known as which type of design?

Accepted Answer

In a pretest-posttest design, measurements are taken both before and after exposure to campaign messages. Comparing the results determines if or how the audience's knowledge, intentions, or behaviors may have changed as a result of the campaign.

Question 14

Parents in the target audience responded negatively to a campaign about adding more fruits and vegetables to children's diets. The parents, who say they are unable to afford much fresh produce, felt that the campaign depicted them as bad parents. The sense that people are being blamed for conditions that are actually influenced by a large array of factors is called:

Accepted Answer

Blaming one person or group for the whole problem is called scapegoating.

Question 15

You never drank in high school, but at college it seems everyone is doing it. You feel pressured to join in. Which of the following theories describes what you are experiencing?

Accepted Answer

Social norms theory suggests that people base their behavior partly on what they consider appropriate and socially acceptable.

Question 16

When peer pressure may be involved, campaign designers are encouraged to do all of the following EXCEPT:

Accepted Answer

Research suggests that campaign designers should correct misperceptions about descriptive norms, emphasize descriptive and injunctive norms, target social networks, and avoid rely solely on norming messages.

Question 17

You know you need to work out more, but the fitness center is already closed by the time you get off work and you have early morning classes. Which of the following emphasizes that health choices are made in the context of internal and external factors?

Accepted Answer

Social cognitive theory posits that people make decisions by considering the interplay of internal and environmental factors.

Question 18

A narrative message's persuasiveness is measure along which two dimension?

Accepted Answer

A narrative's persuasiveness is usually measured along two dimensions: transportation and emotional response. Transportation describes a number of nuances, including how much attention people pay to the story, how involved they are with the story's characters, and how immersed they are in the story's imaginary world. Emotional response describes how strongly the story affects people as well as people's emotional engagement with the story and/or characters

Question 19

A cigarette label that shows the harmful effects of smoking either in words or in graphic photos is an example of:

Accepted Answer

A loss-frame appeal emphasizes the negative repercussions of not taking action. Many cigarette warning labels, especially those in Europe, stress the long-term health problems associated with smoking in loss-framed appeals (e.g., developing lung cancer and increasing the chances of having a heart attack).

Question 20

When conducting an efficacy study, which of the following should you do?

Accepted Answer

An efficacy study Involves exposing people to campaign materials in a controlled environment such as a classroom or community center and evaluating their immediate responses.

Quiz 14: Designing and Implementing Health Campaigns