ABSTRACT

This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book considers the effects of a host of social influence variables, as they were implemented in the field, and suggests ways in which they might be used effectively in future mass media health campaigns. It discusses basic persuasion theory to health communication, and demonstrates the utility of our hard-won laboratory based understandings to real world problems. The book is concerned with theories and research results specifically relevant to mass media prevention campaigns. It reviews three theories of high potential relevance to prevention research: expectancy states theory, expectancy violations theory, and language expectancy theory. The book also discusses the possible reasons underlying the failure, and then describes an alternative curricular approach, the Lions-Quest Skills for Adolescence curriculum. It presents the various forms of evaluation that can be used in the assessment of social intervention effects.