Fear Appeals. Persuasive Health Message Framework. Kim Witte, The Persuasive Health Message Framework.
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Framework = Combine parts of successful theories into a single framework. A framework differs from a theory in that it does not attempt to explain human behavior, it simply outlines what one should do to develop the most effective and persuasive campaigns.
to change behavior you must change underlying salient beliefs, identify which salient beliefs counter the recommended behavior, and determine and address salient referents/social norms – then design message.