Integrating application of media effects, persuasion, and behavior change theories to communication campaigns: A stages-of-change framework

A central problem in the planning of communication campaigns to change heal th behaviors is how to identify and apply appropriate communication, persua sion, and behavior change theories to overcome obstacles to behavior change . The stages-of-change model (Prochaska, DiClemente, & Norcross, 1992) prov ides a framework for integrating theories of media effects, such as agenda setting and multistep flow; theories of persuasion, such as the elaboration likelihood model and protection motivation theory; and theories of behavio r change, such as the theory of reasoned action, social cognitive theory, a nd attitude accessibility, for communication campaign purposes. Implication s for audience segmentation, selection of objectives, campaign strategy, an d message design are discussed.