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Health Communication Research Measures


Edited By Do Kyun Kim and James W. Dearing

This volume presents state-of-the-art reporting on how to measure many of the key variables in health communication. While the focus is on quantitative measures, the editors argue that these measures are centrally important to the study of health communication. The chapters emphasize constructs, scales, and up-to-date reports and evidence about key social science constructs and ways of measuring them, whether your interest is in patient-provider dyadic communication, uncertainty management, self-efficacy, disclosure, social norms, social support, risk perception, health care team performance, message design and effects, health and numerical literacy, communication satisfaction, social influence and persuasion, stigma, health campaigns, reactance, or other topics. Students, researchers, and policymakers will find this book an accessible resource for planning and reviewing research studies and proposals.
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10. Outcome Relevant Involvement and Hedonic Relevance


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10. Outcome Relevant Involvement and Hedonic Relevance

CLAUDE H. MILLER,University of Oklahoma

Involvement is widely recognized as a key construct central to the arousal, interest, and motivation (Munson & McQuarrie, 1987) of a broad range of research topics within communication, social psychology, and consumer research (Johnson & Eagly, 1989; Ram & Jung, 1989; Zaichkowsky, 1994), and its measurement is essential for a fuller understanding of human ­decision-making. The broad concept of involvement has been conceptualized and operationalized in various ways across an array of contexts, and has been identified as an important variable in the observation of diverse social phenomena, including: advertising (Greenwald & Leavitt, 1984), interpersonal and social influence (Johnson & Eagly, 1989), message framing (Maheswaran & Meyers-Levy, 1990), message processing (Park, Lee, & Han, 2007), resistance to influence (Pfau et al., 1997), attitude accessibility (Fazio, 1995), and attitude behavior consistency (Cooke & Sheeran, 2004).

Johnson and Eagly (1989) identified three distinct types of involvement—value-relevant, impression-relevant, and outcome-relevant—that are central to the ways in which objects may be conceptually distinguished and identified as having personal relevancy for various anticipated outcomes. It is the measurement of the latter type, outcome relevant involvement (ORI), and particularly its aspect of hedonic relevance (HR), that is the focus of this chapter.

Outcome-relevant involvement has generally been associated with several closely related constructs such as issue involvement (Petty & Cacioppo, 1979), response involvement (Zimbardo, 1960), personal involvement...

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