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http://dx.doi.org/10.14367/kjhep.2013.30.5.189

Gist-based Message Design Principles for Health Promotion and Public Health Education: Explication of Fuzzy Trace Theory  

Shim, Min Sun (Department of Communication and Information, Inha University)
Cho, Young Hoan (Department of Education, Seoul National University)
Choi, Hyo Seon (Department of Education, Seoul National University)
Son, Hee Jeong (Graduate School of Public Health, Seoul National University)
Ju, Young Kee (School of Communication, Hallym University)
You, Myoung Soon (Graduate School of Public Health, Seoul National University)
Publication Information
Korean Journal of Health Education and Promotion / v.30, no.5, 2013 , pp. 189-199 More about this Journal
Abstract
Objectives: This paper aims to explain principles of gist-based health message design and discuss their implications for health promotion and public health education. Methods: After reviewing Reyna and Brainerd's Fuzzy Trace Theory(FTT), the authors explicate how to transform FTT into a practical guidance of health message design. Our explication is based upon FTT's reasoning that human intuition, rather than analysis, takes a primary role in message recall and comprehension, followed by judgment and decision making. We expect gist-based message design to be appropriate to serve such intuition. Results: Four principles of gist-based message design are offered: (1) provision of qualitative, as well as quantitative, information of gist, (2) inclusion of visual images corresponding to gist, (3) use of effective message formats to emphasize the gist (4) inclusion of relevant reasons and contextutal information. Conclusions: Gist-based message design has theoretical and practical implications for health promotion, specifically in the field of public health education, the press and governmental communication toward the public, and provider-patient communication in medical settings.
Keywords
Fuzzy trace theory; Gist; Message design; Health promotion;
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Times Cited By KSCI : 1  (Citation Analysis)
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