Deck 14: Designing and Implementing Health Campaigns

Question 1

A new campaign gets your attention because the people shown in the ad seem a lot like you. This is known as:

A) The compatibility approach
B) Social exchange theory
C) Social marketing
D) Source homophily

Answer 1

D
Explanation: Source homophily describes the phenomenon whereby audiences place trust in people who are similar to them.

Question 2

You decide to ask members of the target audience what is most important to them and how they feel they can create healthier environments for themselves. Then you work alongside them to help them meet those goals. You are helping to build:

A) Community capacity
B) Critical mass
C) A social marketplace
D) Source homophily

Answer 2

A
Explanation: Community capacity describes the resources needed for good health, such as healthy food and water, safe shelter, and medical care.

Question 3

Everyone is doing it!" This argument illustrates which of the following?

A) A prescriptive norm
B) A descriptive norm
C) An injunctive norm
D) None of the above

Answer 3

B
Explanation: A descriptive norm describes "what most people do," an injunctive norm characterizes the perception that people should do it based on particular values.

Question 4

Which of the theories or models below proposes that people make decisions based on internal factors, such as knowledge and confidence, and external factors, such as physical environment and social approval?

A) Social cognitive theory
B) Health belief model
C) Embedded behaviors model
D) Theory of reasoned action

Question 5

Which of the theories or models below proposes that people base their behavior choices on five primary considerations: whether they will be adversely affected if they do not change, if those effects will be considerable, if change would prevent the ill effects, if change is worth the effort it requires, and if a novel or eye-opening occurrence moves them to action?

A) Social cognitive theory
B) Health belief model
C) Transtheoretical model
D) Theory of reasoned action

Question 6

Which of the theories or models below is based on the assumption that people are rational decision makers who make deliberate behavior choices based on how strongly they believe the behavior will yield desirable outcomes and the social implications of performing that behaviour?

A) Social cognitive theory
B) Health belief model
C) Transtheoretical model
D) Theory of reasoned action

Question 7

Which of the following reflects the five stages of the transtheoretical model?

A) Contemplation, Assessment, Preparation, Action, Adoption
B) Precontemplation, Planning, Action, Maintenance, Postmaintenance
C) Precontemplation, Contemplation, Preparation, Action, Maintenance
D) Precontemplation, Contemplation, Action, Recontemplation, Maintenance

Question 8

Before beginning work on a local campaign that encourages people to use seatbelts, you consider what wearing seatbelts "costs" people, such as potentially wrinkling their clothing, taking an extra step before driving, and so on. Then you consider what seatbelts provide that people may consider important and rewarding. You are adopting which of the following approaches?

A) The principle of least interest
B) Social exchange theory
C) Social marketing
D) None of the above

Question 9

Although your team means well, you have begun to feel that your efforts to help underprivileged members of your community seem to solidify those community members' status as ignorant and childlike-in need of other people to tell them what to think and how to behave. You feel this does them an injustice and actually perpetuates the conditions that put them at a disadvantage. Your thinking is consistent with which approach?

A) The critical-cultural approach
B) Social marketing
C) The health belief model
D) The hierarchical model of social interaction

Question 10

A campaign to encourage the use of bicycle safety gear uses fun music, attractive graphics, and the message that biking is more fun when you do it safely. This is an example of:

A) Source homophily
B) Shock value
C) A positive affect appeal
D) Extended parallel process model

Question 11

You are concerned about breast cancer, but it's such a frightening prospect that you tend to avoid the issue. This reaction is predicted by:

A) Elaboration likelihood model
B) Extended parallel process model
C) Critical-cultural approach
D) Embedded behaviors model

Question 12

Before writing press releases and creating PSAs, your team meets with media professionals to see what they are likely to run on local television. People who determine what messages are released to the public are known as:

A) Channel guards
B) Source restrictors
C) Gatekeepers
D) Media pilots

Question 13

To determine how much middle school students learn from your anti-tobacco campaign, you ask them to answer 20 questions before they view campaign messages and answer the same questions afterward. This is known as which type of design?

A) Focused attention
B) Prior assumption model
C) Media effects
D) Pretest-posttest

Question 14

Parents in the target audience responded negatively to a campaign about adding more fruits and vegetables to children's diets. The parents, who say they are unable to afford much fresh produce, felt that the campaign depicted them as bad parents. The sense that people are being blamed for conditions that are actually influenced by a large array of factors is called:

A) Social homophily
B) Scapegoating
C) Gaslighting
D) Source homophily

Question 15

You never drank in high school, but at college it seems everyone is doing it. You feel pressured to join in. Which of the following theories describes what you are experiencing?

A) Social exchange theory
B) Social norms theory
C) Extended parallel process model
D) Message framing perspective

Question 16

When peer pressure may be involved, campaign designers are encouraged to do all of the following EXCEPT:

A) Target social networks
B) Avoid relying solely on norming messages
C) Emphasize injunctive norms rather than descriptive norms
D) Correct misperceptions

Question 17

You know you need to work out more, but the fitness center is already closed by the time you get off work and you have early morning classes. Which of the following emphasizes that health choices are made in the context of internal and external factors?

A) Social cognitive theory
B) Sociobiology hypothesis
C) Integrative health model
D) Health belief model

Question 18

A narrative message's persuasiveness is measure along which two dimension?

A) Specificity and reach
B) Transportation and emotional response
C) Transportation and affect
D) Specificity and emotional response

Question 19

A cigarette label that shows the harmful effects of smoking either in words or in graphic photos is an example of:

A) A gain-frame appeal
B) A loss-frame appeal
C) An injunctive norm
D) A descriptive norm

Question 20

When conducting an efficacy study, which of the following should you do?

A) Invite people to view campaign message online and then complete a questionnaire about the campaign
B) Survey people before and after they have been exposed to the campaign
C) Exposing people to campaign materials in a controlled environment and evaluate their immediate response
D) Measure the number of people expose to the campaign message

Question 21

One approach recommended by the critical-cultural perspective involves embracing the notion of "many realities," none more correct or dominant than another.

Question 22

Social cognitive theory suggests that health promoters should focus mostly on changing people's knowledge and attitudes.

Question 23

Narratives often inspire a greater sense of realism, identification, and emotional and cognitive engagement than more didactic approaches do.

Question 24

According to the transtheoretical model, people may not proceed directly from thinking about a problem to changing their behaviour.

Question 25

Emotional response describes how much attention people pay to a story, how involved they are with the story's characters, and how immersed they are in the story's imaginary world.

Question 26

The health belief model proposes that people evaluate a threatening or fearful message in two stages. First, they determine if they are personally at risk. Second, they judge whether they can prevent a harmful outcome based on the message's recommended behavior and on their ability to carry out the behavior.

Question 27

People tend to remember more about humorous appeals than they do about other types of appeals.

Question 28

One way we can evaluate a campaign's success is to study actual behavior changes, such as the number of people who sign up for gym memberships. This technique is useful because It allows us to know precisely what effects a campaign has had.

Question 29

Sampling usually involves selecting members from the target audience to review the campaign materials and comment on them before the campaign is launched.

Question 30

Studies show that source credibility increases people's compliance with health recommendations. A spokesperson's credibility is determined by two factors: attraction and trustworthiness.

Question 31

Describe three factors that, according to the health belief model, motivate people to make behavioural choices.

Question 32

Explain the extended parallel process model (EPPM) and the conditions in which fear appeals are most likely to be effective.

Question 33

According to the theory of reasoned action, what factors influence people's behavior?