Traditionalist: Q1 Level of health care information seeking
Level: Strongly disagree
Question: q1
Core statement: I look for health information so that I can choose from different health care treatments
Response: Strongly disagree
Intrinsic Motivation: I’m not really interested in health care information. I’m not motivated to find out about treatment options.
Recommendations: These adults are not avid seekers of health care information. Advertisements designed for them should minimize detailed information in favor of communicating the core message (e.g., name, location, call us, use us).
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 give them the right information). Patients or adults can be portrayed as relying on their doctor to help them discern what is correct (e.g., "When I need health information, I ask my doctor.").
Further considerations: Keep detailed information to a minimum. Avoid small type fonts or placing key points or statements of relevance within paragraphs that must be read to find. Display or execute statements of relevance in short phrases and bullet points.
Appeal style: Hedonic (emotional or fantasy)
Repetitions: High repetitions
Durations: Short duration messages
Complexity: A few key points
Content emphasis: Active visuals and nonmessage elements (e.g., hold attention by not focussing on the health care product, but by providing novel images, humor, sex, emotion)
Primary medium: Television/radio
Fear appeals: Use light fear appeals
Humor: Use humor
Explicit conclusions: Draw explicit conclusions
Type of argument: Two-sided argument on information seeking (We know everyone doesn't have time to get the information they need. That's why we do X)
Authority appeals: Peer testimonial
Spokesperson: Referent spokesperson (someone customer can easily relate to, a celebrity)
Level: Strongly disagree
Question: q1
Core statement: I look for health information so that I can choose from different health care treatments
Response: Strongly disagree
Intrinsic Motivation: I’m not really interested in health care information. I’m not motivated to find out about treatment options.
Recommendations: These adults are not avid seekers of health care information. Advertisements designed for them should minimize detailed information in favor of communicating the core message (e.g., name, location, call us, use us).
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 give them the right information). Patients or adults can be portrayed as relying on their doctor to help them discern what is correct (e.g., "When I need health information, I ask my doctor.").
Further considerations: Keep detailed information to a minimum. Avoid small type fonts or placing key points or statements of relevance within paragraphs that must be read to find. Display or execute statements of relevance in short phrases and bullet points.
Appeal style: Hedonic (emotional or fantasy)
Repetitions: High repetitions
Durations: Short duration messages
Complexity: A few key points
Content emphasis: Active visuals and nonmessage elements (e.g., hold attention by not focussing on the health care product, but by providing novel images, humor, sex, emotion)
Primary medium: Television/radio
Fear appeals: Use light fear appeals
Humor: Use humor
Explicit conclusions: Draw explicit conclusions
Type of argument: Two-sided argument on information seeking (We know everyone doesn't have time to get the information they need. That's why we do X)
Authority appeals: Peer testimonial
Spokesperson: Referent spokesperson (someone customer can easily relate to, a celebrity)