Back to Annual Meeting Page		American Public Health Association 133rd Annual Meeting & Exposition December 10-14, 2005 Philadelphia, PA

Abstract #110394

Thomas Gordon, PhD¹, Sheryl Burt Ruzek, PhD, MPH², and Sarah Bauerle Bass, PhD, MPH². (1) Public Health Department, Temple University, Vivacqua Hall, Room 301J, Philadelphia, PA 19122, 215-204-1366, tfgordon@temple.edu, (2) Department of Public Health, College of Health Professions, Temple University, 1700 N. Broad Street, 304 Vivacqual Hall PO Box 2843, Philadelphia, PA 19122-0843

This paper details the use of computer-based perceptual mapping for the design of tailored health messages. Perceptual mapping, technically known as multidimensional scaling, emerged from psychophysics as a way to simplify and display (on more than one dimension) information about perceived similarities and differences among objects or perceptual elements. Commonly used in the disciplines of Psychology, Marketing, Communication, Sociology, and Political Science to model social-psychological processes, the technique has not been used in public health as a way to understand how people associate risk communication messages with emotion or health behavior. This paper will provide the history of the mapping technique, with specific examples to illustrate its use in a variety of health communication settings. The presentation will use computer animation to demonstrate how perceptual structures are graphically modeled, and how the models are used to design intervention strategies. Once message strategies are designed and implemented, the perceptual models are used to track changes in respondent perceptions across time. A discussion of potential uses for the combined modeling, message design, and tracking functions of the mapping approach (e.g., promotion of cancer screening, smallpox vaccination among health care professionals, simulation of health campaigns) will complete the session.

Learning Objectives: The session attendees will be able to

(
• Understand the basic procedures involved in designing and conducting perceptual mapping studies. (
• Construct the instruments needed to collect data appropriate for perceptual mapping. (
• Identify and select software for analyzing and mapping perceptual data. (
• Use the resulting perceptual maps to construct message/campaign strategies. (
• Use the perceptual maps (models) to track changes in perceptions over time.

Keywords: Risk Communication, Computer-Assisted

Presenting author's disclosure statement:

I wish to disclose that I have NO financial interests or other relationship with the manufactures of commercial products, suppliers of commercial services or commercial supporters.

Recorded presentation