203382 Using EPPM to develop campaign messages: A case for increasing perceptions of severity, response- and self-efficacy

Tuesday, November 10, 2009

Shelly Campo, PhD , Community and Behavioral Health, University of Iowa, College of Public Health, Iowa City, IA
Natoshia M. Askelson, MPH, PhD , Department of Community and Behavioral Health, University of Iowa, Iowa City, IA
Erica L. Spies, MS , School of Public Health, Department of Community and Behavioral Health, University of Iowa, Iowa City, IA
The Extended Parallel Process Model (EPPM) provides a useful framework for examining how campaign messages can influence health behavior. The EPPM is a uniquely appropriate model for the topic of contraceptive use, because all the constructs of the model (severity, susceptibility, self-efficacy, and response efficacy) have been cited as issues related to unintended pregnancy and contraceptive use. Despite this natural fit, EPPM has not been used to design campaign messages to encourage contraceptive use. This research study explores the relative influence the EPPPM constructs combined with communication about contraception with sexual partners and best friends. A telephone survey of 18-30 year old women (N = 599) was conducted to assess women's contraceptive behavior and possible predictors. Binary logistic regression was used to determine the influence of communication and the EPPM constructs on whether women used contraception the last time they had sexual intercourse. Controlling for income and age, women's perceptions of severity of an unintended pregnancy (OR = 1.69), women's perceptions of response efficacy (OR = 1.39), women's perceptions of self-efficacy (OR = 3.17), and the quantity of talk (OR = 1.14) all predicted past use of contraceptives. Based on these findings campaign messages should convey the seriousness of an unintended pregnancy, while increasing women's perceptions that contraceptives are highly effective, and that women can use them correctly and consistently every time. The campaign developers do not have to be weary of the campaign creating discussion, because increased communication was positively related to use.

Learning Objectives:
Design formative research for campaign messaging with the Extended Parallel Process Model as a framework Explain how understanding the role communication plays in contraceptive use has important campaign implications

Keywords: Sexual Behavior, Family Planning

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I am a health communication researcher with a PhD and MPH. I have worked in the field of pregnancy prevention for 9 years.
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.