The inaugural Jane Brown Health Communication Lecture will feature Marco Yzer, who will speak on how to assess the potential effectiveness of health messages. In addition to Yzer's talk, the lecture will also include a lunch and research cafe discussion.
11 a.m. - noon, Freedom Forum Conference Center
Noon - 1:30 p.m., Freedom Forum Conference Center
The idea that "the better a health message's potential effectiveness is understood, the better able interventionists are to distinguish effective from ineffective messages before allocating scarce resources to message implementation" should be considered a truism. Yet despite the clear importance of perceived message effectiveness for maximizing health intervention effectiveness, extant scholarship offers very little to inform interventionists on how to best determine a health message's potential effectiveness. The conceptualization of perceived message effectiveness is remarkably poor, its measurement breathtakingly inconsistent and validity research largely nonexistent. In this talk, we will discuss current approaches to perceived message effectiveness, review threats to the validity of existing measures and consider strategies for improving our understanding of perceived message effectiveness.