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HomePolicy Articles Article Summary

Using Protection Motivation Theory to Increase the Persuasiveness of Public Service Communications

Public Policy Paper by Magdalena Cismaru

We have all seen the public service announcements advocating for changes in behaviour from preventing obesity to abstaining from drinking and driving. But how do we determine which announcements will be the most effective in changing public attitudes and behaviour? As more and more money is spent on public service campaigns, researchers and practitioners have turned their attention to understanding what factors contribute to more persuasive and effective campaigns.

Dr. Magdalena Cismaru, in her paper "Using Protection Motivation Theory to Increase the Persuasiveness of Public Service Communications", explores these factors through an in-depth review of existing literature on this topic and provides recommendations for practitioners about the persuasiveness of public service announcements. In particular, Dr. Cismaru focuses her study on Protection Motivation Theory (PMT), one of the more influential theories of health behaviour and analyzes four factors that affect the persuasiveness of communication.

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Policy Publication Details

Author(s): Magdalena Cismaru;
Publisher: Saskatchewan Institute of Public Policy [ Visit Website ]
Year Published: 2006; Publisher Type: Research Institute
Publicly Available: Yes Research Focus: National;
Registration Required: No Language: English
Payment Required: No Publication Format: Adobe PDF

Subjects / Categories:

Policy Articles / Media & Communications / Public Broadcasting
Policy Articles / Media & Communications
Policy Articles / Media & Communications / Public Broadcasting / 2006

Keywords / Tags:

public service announcements; obesity prevention; drinking and driving abstinence; public service campaigns; Protection Motivation Theory; health behaviour;