ABSTRACT
This chapter discusses theoretical strategies for improving the odds of finding behavioral change in mass media health promotion campaigns. The discussion focuses primarily on those variables in Flay's (1981) extended information-processing model that are predicted to affect health behavior. Of these, Bandura's (1977b) notion of self-efficacy is presented as an important concept in planning campaigns to teach audiences the skills to change unhealthy lifestyles. An amended version of Flay's extended model is proposed to explain and predict the process by which self efficacy influences health behavior. Implications for the use of this concept in designing campaigns to prevent drunken driving are explored.
