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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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9. Outcome Expectations


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9. Outcome Expectations

SETH M. NOAR,University of North Carolina, Chapel Hill& JESSICA GALL MYRICK,Indiana University

Health communication campaigns are imperative for the prevention and reduction of indoor tanning, a behavior that is strongly associated with several types of skin cancer, including melanoma (Boniol, Autier, Boyle, & Gandini, 2012). The evidence suggests that UV exposure via indoor tanning at younger ages (i.e., before age 35) may particularly increase the risk of melanoma (Boniol et al., 2012). Thus, the focus of indoor tanning research has primarily been on young people, especially young women who are most likely to engage in this dangerous, cancer-promoting behavior (Centers for Disease Control and Prevention, 2012).

Before messages and campaigns can be developed, however, an understanding of the beliefs that underlie indoor tanning behavior is needed. Studies examining tanning motivations have found attitudes toward indoor tanning, tanning social norms, perceptions of control over tanning, perceptions of skin cancer risk, identification with popular peer crowds, and intentions to tan indoors to be associated with indoor tanning behavior (Hillhouse & Turrisi, 2012; Hillhouse, Turrisi, Holwiski, & McVeigh, 1999; Lazovich et al., 2004). However, previous studies have been limited on a number of fronts. First, many studies have used general attitude measures, single item measures, or measures that have assessed only a relatively narrow set of tanning beliefs. This has limited our ability to comprehensively understand the beliefs that underlie this behavior. Second, previous studies...

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