From awareness to behaviour: Testing a hierarchy of effects model on the Australian Make Healthy Normal Campaign using mediation.

Kite, J; Gale, J; Grunseit, A; Li, V; Bellew, W; Bauman, A

From awareness to behaviour: Testing a hierarchy of effects model on the Australian Make Healthy Normal Campaign using mediation.

Kite, J Gale, J Grunseit, A

Li, V Bellew, W Bauman, A

Permalink

Publisher:: Elsevier
Publication Type:: Journal Article
Citation:: Preventive Medicine Reports, 2018, 12, pp. 140-147
Issue Date:: 2018

Open Access

Copyright Clearance Process

Recently Added
In Progress
Open Access

This item is open access.

Adobe PDF

Download Published versionAdobe PDF (819.2 kB)

View on publisher's site

View statistics

Full metadata record

Field	Value	Language
dc.contributor.author	Kite, J
dc.contributor.author	Gale, J
dc.contributor.author	Grunseit, A https://orcid.org/0000-0003-0783-4596
dc.contributor.author	Li, V
dc.contributor.author	Bellew, W
dc.contributor.author	Bauman, A
dc.date.accessioned	2022-09-04T21:33:56Z
dc.date.available	2018-09-05
dc.date.available	2022-09-04T21:33:56Z
dc.date.issued	2018
dc.identifier.citation	Preventive Medicine Reports, 2018, 12, pp. 140-147
dc.identifier.issn	2211-3355
dc.identifier.issn	2211-3355
dc.identifier.uri	http://hdl.handle.net/10453/161338
dc.description.abstract	The Make Healthy Normal mass media campaign was a three-year campaign launched in 2015 in New South Wales (NSW), Australia to address community norms around overweight and obesity. It was underpinned by a hierarchy of effects model; a commonly used framework in campaigns but one that has rarely been tested. The campaign evaluation included a cohort study of NSW adults, surveyed three times over 12 months (n = 939 at Wave 3). This study tested the campaign's hierarchy of effects model, which theorized that participants would move from recognition to behaviour change via understanding, knowledge, attitude, social norms, self-efficacy, and intention, using these data. We used the moderation and mediation of effects method proposed by Baron and Kenny, adjusting for age and sex, to test for progression through the hierarchy of effects for two outcomes: physical activity and fast food consumption. We found a clear progression through the theorized model, from recognition through to behaviour change, via the intermediate variables for both outcomes. We also found several effects not predicted by the theorized model, with consistently strong associations between understanding and attitude, understanding and self-efficacy, attitude and self-efficacy, and self-efficacy and behaviour change in both outcome models. Our study provides support for the hierarchy of effects as a conceptual model in campaign planning and evaluation of social marketing campaigns. To our knowledge, this is the first study to compare the hierarchy between two behavioural outcomes and the consistency observed between the models adds to the potential usefulness of the hierarchy of effects.
dc.format	Electronic-eCollection
dc.language	eng
dc.publisher	Elsevier
dc.relation.ispartof	Preventive Medicine Reports
dc.relation.isbasedon	10.1016/j.pmedr.2018.09.003
dc.rights	info:eu-repo/semantics/openAccess
dc.subject	1117 Public Health and Health Services
dc.title	From awareness to behaviour: Testing a hierarchy of effects model on the Australian Make Healthy Normal Campaign using mediation.
dc.type	Journal Article
utslib.citation.volume	12
utslib.location.activity	United States
utslib.for	1117 Public Health and Health Services
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Health
pubs.organisational-group	/University of Technology Sydney/Faculty of Health/Public Health
utslib.copyright.status	open_access	*
pubs.consider-herdc	false
dc.date.updated	2022-09-04T21:33:53Z
pubs.publication-status	Published
pubs.volume	12

Abstract:

The Make Healthy Normal mass media campaign was a three-year campaign launched in 2015 in New South Wales (NSW), Australia to address community norms around overweight and obesity. It was underpinned by a hierarchy of effects model; a commonly used framework in campaigns but one that has rarely been tested. The campaign evaluation included a cohort study of NSW adults, surveyed three times over 12 months (n = 939 at Wave 3). This study tested the campaign's hierarchy of effects model, which theorized that participants would move from recognition to behaviour change via understanding, knowledge, attitude, social norms, self-efficacy, and intention, using these data. We used the moderation and mediation of effects method proposed by Baron and Kenny, adjusting for age and sex, to test for progression through the hierarchy of effects for two outcomes: physical activity and fast food consumption. We found a clear progression through the theorized model, from recognition through to behaviour change, via the intermediate variables for both outcomes. We also found several effects not predicted by the theorized model, with consistently strong associations between understanding and attitude, understanding and self-efficacy, attitude and self-efficacy, and self-efficacy and behaviour change in both outcome models. Our study provides support for the hierarchy of effects as a conceptual model in campaign planning and evaluation of social marketing campaigns. To our knowledge, this is the first study to compare the hierarchy between two behavioural outcomes and the consistency observed between the models adds to the potential usefulness of the hierarchy of effects.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/161338