Effectiveness of Persuasive Communication Strategies
01 / 2008 - unknown
The project seeks to increase the efficacy of health communication by specifying which behavioral determanants should be targeted under which conditions. My main research question is: Is it most effective to aim persuasive messages at the determinant that explains the most variance in the behavior? Or is it advisable to aim messages at determinants that explain less variance in the behavior? This dichotomy is known as the matching versus mismatching hypothesis.