Tailored and Targeted Health Communication: Strategies for Enhancing Information Relevance
Authors: Kreuter, Matthew W.; Wray, Ricardo J.
Source: American Journal of Health Behavior, Volume 27, Supplement 3, November 2003 , pp. S227-S232(6)
Publisher: PNG Publications
Abstract:Objective: To discuss tailored messages in the broader context of communication strategies designed to enhance the relevance of health information to a given audience. Methods: Describe specific mechanisms through which tailored health communication can enhance message relevance and identify situations in which the use of tailoring is most appropriate. Results: Overall, tailored messages appear to stimulate greater cognitive activity than do messages that are not tailored. However, non-tailored messages that happen to be a good fit for a given individual also have similar effects. Conclusion: Health communication programs and materials that succeed in making information relevant to their intended audience will be more effective than those that do not. Tailoring is a proven approach to enhancing message relevance, but not the only approach to do so, and under many circumstances may not be the preferred choice.
Document Type: Research Article
Affiliations: Health Communication Research Laboratory, School of Public Health, Saint Louis University, St. Louis, MO.
Publication date: November 1, 2003
- The American Journal of Health Behavior seeks to improve the quality of life through multidisciplinary health efforts in fostering a better understanding of the multidimensional nature of both individuals and social systems as they relate to health behaviors.
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