The effectiveness of persuasive health communication techniques


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

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.

KeywordsEmbryo Transfer; Communication; Health Promotion; Education; Infertility
Research GroupApplied Health Psychology group
PublisherScientific Online
JournalAdvances in Life Sciences and Health
Publication dates
PrintNov 2014
Publication process dates
Deposited03 Mar 2015
Output statusPublished
Publisher's version
Copyright Statement

"Under guidelines of Open Access, it is the author who owns the copyright of published articles." [Publisher website].

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