Validating the Hornik & Woolf approach to choosing media campaign themes: Do promising beliefs predict behavior change in a longitudinal study?
Abstract
Hornik and Woolf (1999) proposed using cross-sectional survey data to prioritize beliefs to address with communication campaign messages. The empirical component of the approach combines evidence of (1) association of beliefs with intentions and (2) current level of beliefs to calculate a 'percentage to gain' as the potential promise of a belief. However, the method relies on cross-sectional data; its conclusions are open to challenge. Here, a...
Paper Details
Title
Validating the Hornik & Woolf approach to choosing media campaign themes: Do promising beliefs predict behavior change in a longitudinal study?
Published Date
Oct 23, 2018
Volume
13
Issue
1
Pages
60 - 68
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