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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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3. Health Belief Model


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3. Health Belief Model

HYE-JIN PAEK,Hanyang University, South Korea

Which factors affect people’s health-related outcomes? This has long been an important question in health communication and associated research fields. In particular, one line of research has documented that people’s perceptions of risks about a health problem are significant determinants of ­health-related attitudes and behaviors. The important roles of such risk perceptions have been highlighted in several health research theories, for example the Health Belief Model, Motivation Protection Theory, and the Extended Parallel Process Model. Among these theories, the Health Belief Model (HBM) was the first to use key risk perception variables as antecedents to health-related behaviors.

The Health Belief Model (HBM) was developed in the 1950s to discover reasons that could explain the lack of popularity of an x-ray screening program provided by the U.S. Public Health Service. HBM was developed based on the value-expectancy framework, which highlights people’s behavior as a function of the subjective value of an outcome and their expectation that taking a specific action will achieve that outcome (Janz, Champion, & Strecher, 2002). If this premise is applied more specifically to the health domain, it can be assumed that people desire to avoid an illness, and that they will expect that taking a certain healthy action would prevent them from becoming ill.

Originally, the HBM comprised five key constructs: four risk perception concepts and the concept of cues to action. The...

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