Family Centered: Q3 Level of being health proactive
Level: Neutral
Question: q3
Core statement: When it comes to my health, I rarely plan ahead and usually take things as they come
Response: Neither agree nor disagree
Intrinsic Motivation: I’m not too motivated to do a lot of thinking about my health until I need to. I may deal with a health problem at the first sign, or only if it becomes a problem. It really depends on the situation.
Recommendations: These adults display indifference in the way of attitudes or behaviors that are health proactive. They are generally not extreme in activities or behaviors that promote long-term health. Although they may make claims that they try to keep their bodies in top physical shape, their other attitudes and behaviors reflect a general indifference. Advertisements designed for them should acknowledge that other priorities can win out over health concerns for many possible reasons like lack of time, lack of money, or lack of interest. But, but having a moderate level of concern is justified in these adults' eyes.
Themes: Visual cues should favor medical or non-medical settings. The use of medical settings may act as a subtle cue communicating some disagreement with this pattern of thinking. In other words, "We agree with your views but look where you have ended up." Visual or auditory cues should show an individual who is in less than prime physical shape (e.g., slightly over-weight, or obese). The individual should be portrayed in a sedentary or low activity state. The individual should be portrayed as saying things like, "I do what I can to not get sick; I just don’t go overboard about it" or "For most things about my health, I sometimes take actions to plan ahead, but it’s not a major priority for me".
Further considerations: Minimize detailed information in favor of communicating the core message (e.g., name, location, why they should like you). Use short phrases and bullet points to communicate key points and statements of relevance.
Appeal style: A balance of hedonic (emotional or fantasy themes that do not emphasize efforts that support long-term health) and product or service benefits
Repetitions: Moderate level of repetitions
Durations: Short duration messages, with reference to website for more
Complexity: A few key points about the benefits of taking steps to support long-term good health.
Content emphasis: Active visuals and entertaining message elements that don't over-emphasize being health proactive.
Primary medium: Balance of television/radio with print or website
Fear appeals: Use light fear appeals to motivate attention on things that can support long term health.
Humor: Use humor to motivate focus on long-term health.
Explicit conclusions: Draw explicit conclusions
Type of argument: Two-sided argument: Support and/and acknowledge those who don’t have a regular focus on planning for future good health, but then cite reasons why they should and show them how your product or service can support their efforts.
Authority appeals: Peer testimonial
Spokesperson: Referent spokesperson (someone customer can easily relate to, a celebrity)
Level: Neutral
Question: q3
Core statement: When it comes to my health, I rarely plan ahead and usually take things as they come
Response: Neither agree nor disagree
Intrinsic Motivation: I’m not too motivated to do a lot of thinking about my health until I need to. I may deal with a health problem at the first sign, or only if it becomes a problem. It really depends on the situation.
Recommendations: These adults display indifference in the way of attitudes or behaviors that are health proactive. They are generally not extreme in activities or behaviors that promote long-term health. Although they may make claims that they try to keep their bodies in top physical shape, their other attitudes and behaviors reflect a general indifference. Advertisements designed for them should acknowledge that other priorities can win out over health concerns for many possible reasons like lack of time, lack of money, or lack of interest. But, but having a moderate level of concern is justified in these adults' eyes.
Themes: Visual cues should favor medical or non-medical settings. The use of medical settings may act as a subtle cue communicating some disagreement with this pattern of thinking. In other words, "We agree with your views but look where you have ended up." Visual or auditory cues should show an individual who is in less than prime physical shape (e.g., slightly over-weight, or obese). The individual should be portrayed in a sedentary or low activity state. The individual should be portrayed as saying things like, "I do what I can to not get sick; I just don’t go overboard about it" or "For most things about my health, I sometimes take actions to plan ahead, but it’s not a major priority for me".
Further considerations: Minimize detailed information in favor of communicating the core message (e.g., name, location, why they should like you). Use short phrases and bullet points to communicate key points and statements of relevance.
Appeal style: A balance of hedonic (emotional or fantasy themes that do not emphasize efforts that support long-term health) and product or service benefits
Repetitions: Moderate level of repetitions
Durations: Short duration messages, with reference to website for more
Complexity: A few key points about the benefits of taking steps to support long-term good health.
Content emphasis: Active visuals and entertaining message elements that don't over-emphasize being health proactive.
Primary medium: Balance of television/radio with print or website
Fear appeals: Use light fear appeals to motivate attention on things that can support long term health.
Humor: Use humor to motivate focus on long-term health.
Explicit conclusions: Draw explicit conclusions
Type of argument: Two-sided argument: Support and/and acknowledge those who don’t have a regular focus on planning for future good health, but then cite reasons why they should and show them how your product or service can support their efforts.
Authority appeals: Peer testimonial
Spokesperson: Referent spokesperson (someone customer can easily relate to, a celebrity)