Health Communication Effectiveness: Using Underlying Processes to Understand the Relationship Between Risk Attitudes and Behavioral Intentions

Posted: 12 Mar 2008

See all articles by Yanliu Huang

Yanliu Huang

Drexel University - Department of Marketing

Sam K. Hui

New York University (NYU) - Department of Marketing

Barbara E. Kahn

University of Pennsylvania - Marketing Department; University of Miami

Date Written: September 2007

Abstract

We show that the relationship between consumers' health risk attitudes and behavioral intentions following exposure to health communication messages depends on the match between the type of processes that underlie attitudes and intentions formation. Based on the dual-process literature, we propose that when risk attitudes and behavioral intentions are both formed by deliberate processes, they tend to be positively correlated. On the other hand, when people's automatic attitudes are activated through a memory inhibition manipulation, the directional response of these automatic attitudes diverges from the directional response of behavioral intentions. We employ concept maps, a novel measurement tool in the study of health communications, to measure consumers' cognitive representations in order to tease apart automatic vs. deliberate attitudes.

Keywords: health risk, attitudes, behavioral intentions, health communication

JEL Classification: I19, M37

Suggested Citation

Huang, Yanliu and Hui, Sam K. and Kahn, Barbara E. and Kahn, Barbara E., Health Communication Effectiveness: Using Underlying Processes to Understand the Relationship Between Risk Attitudes and Behavioral Intentions (September 2007). Available at SSRN: https://ssrn.com/abstract=1105098

Yanliu Huang (Contact Author)

Drexel University - Department of Marketing ( email )

3141 Chestnut Street
Philadelphia, PA 19104
United States

HOME PAGE: http://www.lebow.drexel.edu/Faculty/YanliuHuang.html

Sam K. Hui

New York University (NYU) - Department of Marketing ( email )

Henry Kaufman Ctr
44 W 4 St.
New York, NY
United States

Barbara E. Kahn

University of Pennsylvania - Marketing Department ( email )

700 Jon M. Huntsman Hall
3730 Walnut Street
Philadelphia, PA 19104-6340
United States

University of Miami ( email )

United States

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