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C U L8ter: YouTube Distracted Driving PSAs Use of Behavior Change Theory

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Abstract:

Objective: To examine the inclusion of health behavior theory in distracted driving PSAs on YouTube.com. Methods: Two-hundred fifty PSAs were assessed using constructs from 4 prominent health behavior theories. A total theory score was calculated for each video. Multiple regression analysis was used to identify factors associated with higher theory scores. Results: PSAs were generally lacking in theoretical content. Video length, use of rates/statistics, driving scenario depiction, and presence of a celebrity were positively associated with theory inclusion. Conclusion: Collaboration between health experts and PSA creators could be fostered to produce more theory-based distracted driving videos on YouTube.com.

Keywords: BEHAVIORAL THEORIES; HEALTH BELIEF MODEL; SOCIAL COGNITIVE THEORY; THEORY OF PLANNED BEHAVIOR; TRANSTHEORETICAL MODEL; YOUTUBE PSAS

Document Type: Research Article

DOI: https://doi.org/10.5993/AJHB.38.1.1

Affiliations: 1: Public Health Program, Brigham Young University, Provo, UT, USA 2: Department of Health Science, Brigham Young University, Provo, UT, USA. josh.west@byu.edu

Publication date: 2014-01-01

More about this publication?
  • 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.

    The Journal aims to provide a comprehensive understanding of the impact of personal attributes, personality characteristics, behavior patterns, social structure, and processes on health maintenance, health restoration, and health improvement; to disseminate knowledge of holistic, multidisciplinary approaches to designing and implementing effective health programs; and to showcase health behavior analysis skills that have been proven to affect health improvement and recovery.

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