Preventing fetal alcohol spectrum disorders: the role of protection motivation theory.
This article examines health communication campaigns aimed at preventing alcohol consumption among women who are pregnant or attempting to become pregnant. Relevant communication materials were gathered and a qualitative review was conducted. A majority of the campaigns followed the tenets of protection motivation theory by focusing on the threat variables of severity and vulnerability, as well as emphasizing response efficacy. Few campaigns focused on costs or self-efficacy. Future fetal alcohol spectrum disorders prevention initiatives should attempt to reduce perceived costs, as well as include self-efficacy messages in order to increase women's confidence that they can carry out the recommended actions.
University of Regina, Regina, Saskatchewan, Canada.
Magdalena
M
Cismaru
Sameer
S
Deshpande
Robin
R
Thurmeier
Anne M
AM
Lavack
Noreen
N
Agrey
D000428:Alcohol Drinking / Q000517:prevention & control*; D005260:Female; D063647:Fetal Alcohol Spectrum Disorders / Q000517:prevention & control*; D006293:Health Promotion / Q000379:methods*; D006801:Humans; D009042:Motivation; D010565:Persuasive Communication; D011247:Pregnancy; D037841:Pregnant People / Q000523:psychology*; D040241:Social Marketing