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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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26. Vested Interest


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26. Vested Interest

CLAUDE H. MILLER,University of Oklahoma& BRADLEY J. ADAME,Arizona State University

One fundamental assumption of social science is that attitudes are linked to behaviors such that holding a particular attitude tends to engender a correspondingly relevant behavior (Allport, 1935; Glasman & Albarracan, 2006). Although the attitude-behavior association may not always be reliable, a significant body of research has identified a number of variables which, to varying degrees, moderate attitude-behavior consistency (Glasman & Albarracan, 2006; Johnson & Eagly, 1989). Focusing on the most hedonically relevant qualities of such moderators (Miller & Averbeck, 2013; and see Chapter 10 this volume). Crano and colleagues have developed Vested Interest Theory (VI), and demonstrated its reliability in predicting attitude-behavior consistency (Crano, 1983, 1997; Crano & Prislin, 1995; Lehman & Crano, 2002; Sivacek & Crano, 1982). Across a number of health, risk, and crisis-related contexts, VI can be useful for identifying and targeting those attitudes that are most consistently predictive of attitude-relevant behavior.

Because many attitudes are not reliably linked to relevant behaviors, accurate targeting is critical if time, money, and effort are to be spent on social influence attempts designed to modify or reinforce important behaviors. For example, although people may report having positive attitudes about the importance of voting, their actual voting behavior may be predicted better by their attitudes about the weather on election day. In this regard, attitudes that appear to be relevant in a...

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