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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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20. Self-Efficacy


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20. Self-Efficacy

NICHOLE EGBERT,Kent State University& PHILLIP R. REED,Kent State University

Albert Bandura (1977) pioneered the concept of self-efficacy as a “unifying theory of behavioral change” (p. 91) and based on the state of behavioral theory nearly 50 years later he did not overstate his case. Self-efficacy has become a key component of nearly every theory of behavior change used by social scientists, including the theory of planned behavior (Ajzen, 1991), protection motivation theory (Maddux & Rogers, 1983), the health belief model (Rosenstock, Strecher, & Becker, 1988), and the extended parallel process model (Witte, 1992). It might be said that no other single concept has had such an impact on predicting and promoting behavioral change through communication messages as self-efficacy. Self-efficacy is defined as a person’s perceived ability to execute a specific behavior in a specific situation, and should not be misconstrued as a general trait or personality characteristic (Strecher, DeVellis, Becker, & Rosenstock, 1986).

Bandura argued that self-efficacy beliefs are highly context specific (1977); they depend not only upon the specific skill needed to complete a task, but also upon the perceived difficulty of that skill and the context in which the skill is carried out. Therefore, items in a self-efficacy measure must be tailored specifically to the skill relevant to the study outcomes. Whether adapting an existing measure or designing an entirely new one, there are several considerations that are key to effective...

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