Background: The McGuire hierarchy-of-effects (HOE) model, used extensively in mass-media interventions to describe the mechanisms for understanding effects, has not been tested in physical activity campaigns.
Design: Data collected at baseline (2002) and follow-up (2003) surveys in the VERB evaluation were used in structural equation modeling to test pathways and hierarchies of campaign effects.
Setting/participants: Population-based cohort of youth aged 9-13 years (N=2364) for whom complete baseline and follow-up data were available.
Main Outcome Measures: Awareness of the VERB campaign, understanding of the VERB message, attitude toward being active, outcome expectations, and physical activity participation.
Results: Among youth aged 9-13 years (tweens) in the study cohort, significant paths were identified between awareness and understanding (0.72, p<0.001) and between understanding and being physically active (0.11, p<0.05). At baseline there was a high prevalence of positive attitudes and outcome expectations, and these were not influenced by change in understanding or awareness. Among inactive tweens only, the same paths were identified except that, in this subgroup, attitude was related to physical activity (0.13, p<0.05), and awareness was more strongly related to physical activity than it was for the whole sample (0.14, p<0.01).
Conclusions: These findings provided limited support for the HOE model and suggest that increased awareness and understanding were the key proximal effects that led to behavior change. A distinct sequence of effects, which bypassed attitudes and outcome expectations, was found for these U.S. young people. The findings could inform the design of future campaigns to address youth physical activity.
Download full-text PDF |
Source |
|---|---|
| http://dx.doi.org/10.1016/j.amepre.2008.03.015 | DOI Listing |
Publication Analysis
Top Keywords
Similar Publications
Marginalised or privileged? Analysing nursing education for male students in the UK and Taiwan with fragmented frameworks of gender.
Nurse Educ Today
October 2024
School of Health in Social Science, The University of Edinburgh, UK.
This comparative analysis explores interactions and relationships influenced by gender in nursing education for male students in the United Kingdom (UK) and Taiwan, using Unterhalter's (2007) fragmented frameworks of gender to understand historical backgrounds, policies, and clinical curricula. While the UK demonstrates a gradual increase in male nurses over time, emphasising specialisation and comprehensive clinical exposure, Taiwan faces challenges influenced by cultural factors, particularly resistance to male nurses in certain fields. Disparities in the percentage of male nurses on registers and challenges during clinical placements are examined, highlighting the multifaceted nature of gender as a noun, adjective, and verb.
View Article and Find Full Text PDFA Communication Inequalities Approach to Disparities in Physical Activities: The Case of the VERB Campaign.
J Health Commun
February 2020
b Department of Communication , Seoul National University, Seoul , Korea.
This study focuses on the VERB campaign and explores whether the campaign effects differed across socioeconomic status and race/ethnicity groups. Using a three-wave longitudinal survey dataset, this study found that the effects of exposure to the VERB campaign on behaviors were mediated by descriptive norms, perceived behavioral control (PBC), and intentions. More importantly, the VERB campaign increased intentions of being physically active by affecting PBC and descriptive norms across all social groups.
View Article and Find Full Text PDFSocial Marketing as a Framework for Youth Physical Activity Initiatives: a 10-Year Retrospective on the Legacy of CDC's VERB Campaign.
Curr Obes Rep
June 2017
Department of Public Health and Community Medicine, Tufts University School of Medicine, 136 Harrison Avenue, Boston, MA, 02111, USA.
Purpose Of Review: In 2002, the U.S. Centers for Disease Control and Prevention (CDC) launched the VERB.
View Article and Find Full Text PDFLanguage for Winning Hearts and Minds: Verb Aspect in U.S. Presidential Campaign Speeches for Engaging Emotion.
Front Psychol
July 2016
Department of Political Science, St. Olaf College, Northfield MN, USA.
How does language influence the emotions and actions of large audiences? Functionally, emotions help address environmental uncertainty by constraining the body to support adaptive responses and social coordination. We propose emotions provide a similar function in language processing by constraining the mental simulation of language content to facilitate comprehension, and to foster alignment of mental states in message recipients. Consequently, we predicted that emotion-inducing language should be found in speeches specifically designed to create audience alignment - stump speeches of United States presidential candidates.
View Article and Find Full Text PDFTelevised obesity-prevention advertising across US media markets: exposure and content, 2010-2011.
Public Health Nutr
April 2015
1Health Media Collaboratory,Institute for Health Research and Policy, University of Illinois,1747 West Roosevelt Road,M/C 275,Chicago,IL 60608,USA.
Objective: To examine levels of exposure and content characteristics for recent televised obesity-prevention campaigns sponsored by state and community health departments, federal agencies, non-profit organizations and television stations in the USA.
Design: Nielsen television ratings for obesity-prevention advertising were collected for the top seventy-five US media markets and were used to calculate household exposure levels for 2010 and 2011. Governmental advertisements were coded for content.
Want AI Summaries of new PubMed Abstracts delivered to your In-box?
Enter search terms and have AI summaries delivered each week - change queries or unsubscribe any time!