Differences in judgments of persuasive argument quality by three population groups in Iowa.
OBJECTIVE
This study describes a method for studying the perceived persuasiveness of rationales for adopting preventive health behaviors.


METHODS
Using the Elaboration Likelihood Model, we surveyed 156 individuals as to the level of persuasiveness that each of several categories of reason presented in adopting target "prevention" behaviors such as eliminating the use of smokeless tobacco or seeking regular dental care.


RESULTS
Significant differences between what the public reported as persuasive reasons and those selected by future dental practitioners were found. Patients saw potential cost savings, elimination of future pain, and being told by an authority person to adopt a behavior as highly persuasive reasons to adopt a target behavior. Nonwhite patients gave significantly higher scores than did white patients to arguments centering on social/aesthetic appeal. On the negative side, episodic care seekers felt significantly more strongly than regular care seekers that their practicing dental prevention activities (e.g., regular checkups, brushing, and flossing) benefited someone other than themselves (dental profession and dental manufacturers).


CONCLUSIONS
Results of this study suggest that one way to improve persuasive public health preventive messages is to consider whether the fundamental arguments on which preventive health campaigns are built have broad patient appeal.
Bolden
A J
AJ
Department of Preventive and Community Dentistry, College of Dentistry, University of Iowa, Iowa City 52242, USA.
Logan
H L
HL
D000328:Adult; D001294:Attitude to Health; D003365:Costs and Cost Analysis; D003729:Dental Care / Q000706:statistics & numerical data; D004198:Disease Susceptibility; D004955:Esthetics, Dental; D005260:Female; D015438:Health Behavior; D006801:Humans; D007484:Iowa; D007600:Judgment; D008297:Male; D008875:Middle Aged; D009909:Oral Health; D010146:Pain; D010342:Patient Acceptance of Health Care; D010565:Persuasive Communication; D010865:Pilot Projects; D010947:Plants, Toxic; D012938:Social Perception; D014030:Tobacco, Smokeless