Tag: message framing
Extended Parallel Process Model (EPPM)
This model helps us to evaluate the extent to which a message achieves its intended goal. What is the Extended Parallel Process Model (EPPM)? The EPPM forces us to look at the message from the message recipient’s point of view. The message recipient process it in two stages; first. recipient…
“Got milk?” and “Got Polio?: Me Neither
When I saw this, it reminded me of another famous advert with a similar narrative. It was aimed at increasing milk consumption among US consumers in the past: “Got Milk?”. “Got Milk?” was one of the most famous US campaigns. Jeff Manning, the Executive Director for the California Milk Board…
Theory of reasoned action and theory of planned behaviour
Can we change behaviour by changing attitudes? Not really, contrary to popular belief. The connection between attitude and behaviour is complex. In the 1960s, Fishbein and Ajzen explored the connection between attitude and behaviour. Based on the findings, they developed a theory to explain the connection between the two. It…
Prospect theory: How do we make choices?
Updated on March 25, 2023 We are not rational when we make choices under risk and uncertainty. This is because we prefer certainty. We do not want to live in uncertainty. Look at the following scenarios; The following examples appear in Daniel Kahneman and Amos Tversky’s 1979 paper on prospect…
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Health belief model
The Health Belief Model (HBM) is a mental tool. It helps us to create messages to persuade others to start healthier habits. It also helps us to design upstream public health interventions. In this blog post, we will explore, Health Belief Model’s origins The model has a rich history. It…
One death is a tragedy; a million a statistic!
Image by skeeze from Pixabay Updated July 25, 2021 I wrote the original post under the above title in February 2020 just before the COVID-19 pandemic sets in. It referred to millions of deaths of animals due to massive wildfires in Australia. Then, I added an update in June 2020;…
Influence of message framing on climate action
How we frame our messages influence how we take climate action. The Climate crisis is real; it is happening. And, people are concerned about it. However, few seem to be willing to act upon it as in the case of any other problem in our daily lives. What type of…
This message is good for “others”, not for me.
This is about the classic “third-person effect”; it is not for me (the first person), or you (the second person), it is for others (the third person). Think about this real scenario: A group of researchers showed a set of messages prepared against drink-driving to a group of 201 drivers….
Framing anti-smoking messages with the Elaboration Likelihood Model
Updated on May 20, 2024 This post explores how a US research team crafted anti-smoking messages using the Elaboration Likelihood model. Below is one summary script of the twelve video clips the researchers showed to 1771 middle school students from Miami, Boston, and North Carolina school districts. “With a fast-paced…