MATCHING THE MESSAGE TO THE PROCESS - THE RELATIVE ORDERING OF KNOWLEDGE, ATTITUDES, AND PRACTICES IN BEHAVIOR-CHANGE RESEARCH

This study reconsiders traditional hierarchy models that posit a learn ing model gf behavior change in which knowledge precedes attitudes, wh ich in turn influence behavior. The case of contraception in Peru is c onsidered and six possible knowledge, attitude, and practice permutati ons are developed. Contraceptive practice may precede detailed knowled ge that may result in considerable misinformation. This misinformation may lead to dissatisfied users and discontinued use of health behavio rs. Media campaigns designed to inform the public can create a more in formed population of users, which in tom may create a more satisfied a nd hence sustainable user base, Assessing the fit of behavior change m odels is consistent with emerging work in development communication th at has called for women's empowerment and informed choice to be corner stones of health and development policy. The informed choice approach provides the basis for communication strategies that can more readily create a critical mass of support for such policies.