Table of Contents Introduction The Surprising Truth: Data Usually Wins Over Narratives But As Usual, Healthcare is Different What Does a Good Story Buy You? Take-Home Points Introduction Are humans…
Table of Contents Introduction to the Role of Salience in Marketing Why You Already Care About Content Salience What Makes Something Salient to a Customer? How to Know if Your…
Table of Contents Complex Views on Fear-Based Messaging What Kind of Reaction Can We Expect from Fear-Based Communication? Making Fear-Based Communications More Positive Can We Go Too Far With Fear?…
Table of Contents Introduction Self-Determination is Central to Motivation Is Belief in Yourself Linked to Improved Health Behavior? Communicating to Increase Peoples’ Self-Determination Take-Home Points Introduction In a prior post,…
Table of Contents Introduction What is Communication-Tailoring? A Fun Example Is the Juice From Tailoring Worth the Squeeze? What About Tailoring to Demographics? Summing Up Introduction So far this series…
Table of Contents Introduction Subtracting is Harder Than Adding Is There a Prevention-vs-Detection Distinction? Discomfort & Effort Effects Take-Home Points Introduction We devoted a number of posts to understanding the…
Table of Contents Quick Summary & Introduction Using Simple Print as a Benchmark How Much do we Buy with Rich Media? Creating an Immersive Environment “Just Text Me” The Power…
Table of Contents Introduction Marketing “Upstream” of Behavior Change How Effectively Do Communications Shape the Behavior Cascade? Take-Home Points Introduction We recently posted on the innate challenges of using persuasive…
Table of Contents Quick Summary & Introduction What is Your Guess About Message Durability? What the Data Tells Us Important Caveats Summing Up: Good News for Marketers Quick Summary In…
Table of Contents Why We Care About Message Repetition Message Repetition & Behavior Change in Healthcare Estimating the Incremental Value of Each Additional Message Exposure Shaping Recall, Attitudes & Content…