Family Driven: Q1 Level of health care information seeking
Level: Neutral
Question: q1
Core statement: I look for health information so that I can choose from different health care treatments
Response: Neither agree nor disagree
Intrinsic Motivation: I’ll occasionally spend time exploring health information about health care treatment options or health insurance coverage. I have some motivation to seek it, but not tons.
Recommendations: These adults are occasionally seekers of health care information. Advertisements designed for them should provide some detailed information to support communicating the core message (e.g., name, location, call us because, use us because).
Themes: Visual cues can be medical or non-medical settings. Visual or auditory cues can include health care professionals portrayed as seeing their role as one of providing the information their patients need (e.g., "My patients count on me to help them sort through healthcare information). Patients or adults can be portrayed as seeking information themselves and relying on their doctor to help them discern what is correct (e.g., "When I get some health care information, I sometimes run it by my doctor."). Provide some detailed information.
Further considerations: Provide for some detailed information. Avoid small type fonts or placing key points or statements of relevance within long paragraphs that must be read to find. Balance the use of short and long phrases.
Appeal style: Mixture of hedonic (emotional, feeling) and utilitarian (facts, features, and benefits)
Repetitions: Medium repetitions
Durations: Medium duration messages
Complexity: Balance key points with broad based information
Content emphasis: Combine some active visuals with message elements
Primary medium: Mix of television/radio and print
Fear appeals: Use and fear appeals sparingly and carefully
Humor: Use moderate humor
Explicit conclusions: Combine drawing explicit conclusions with letting customer draw explicit conclusions
Type of argument: Use combination of one-sided and two-sided arguments
Authority appeals: Peer testimonial or medical authority
Spokesperson: Balance of referent and expert spokesperson
Level: Neutral
Question: q1
Core statement: I look for health information so that I can choose from different health care treatments
Response: Neither agree nor disagree
Intrinsic Motivation: I’ll occasionally spend time exploring health information about health care treatment options or health insurance coverage. I have some motivation to seek it, but not tons.
Recommendations: These adults are occasionally seekers of health care information. Advertisements designed for them should provide some detailed information to support communicating the core message (e.g., name, location, call us because, use us because).
Themes: Visual cues can be medical or non-medical settings. Visual or auditory cues can include health care professionals portrayed as seeing their role as one of providing the information their patients need (e.g., "My patients count on me to help them sort through healthcare information). Patients or adults can be portrayed as seeking information themselves and relying on their doctor to help them discern what is correct (e.g., "When I get some health care information, I sometimes run it by my doctor."). Provide some detailed information.
Further considerations: Provide for some detailed information. Avoid small type fonts or placing key points or statements of relevance within long paragraphs that must be read to find. Balance the use of short and long phrases.
Appeal style: Mixture of hedonic (emotional, feeling) and utilitarian (facts, features, and benefits)
Repetitions: Medium repetitions
Durations: Medium duration messages
Complexity: Balance key points with broad based information
Content emphasis: Combine some active visuals with message elements
Primary medium: Mix of television/radio and print
Fear appeals: Use and fear appeals sparingly and carefully
Humor: Use moderate humor
Explicit conclusions: Combine drawing explicit conclusions with letting customer draw explicit conclusions
Type of argument: Use combination of one-sided and two-sided arguments
Authority appeals: Peer testimonial or medical authority
Spokesperson: Balance of referent and expert spokesperson