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Beliefs as causal mediators in the design of communication interventions: exploring semantic and affective priming in parallel encouragement designs.

ABSTRACT: The design of communication campaigns to alter health behaviors often begins with the identification of behavioral beliefs assumed to be causal antecedents of behavioral intentions. The assumption beliefs are causal derives from various theories of belief and intention/behavior and from statistical patterns of correlation. In cases of high-risk/cost campaigns, presuming causal order should require additional evidence. One approach is the parallel encouragement design which involves "randomly encouraging" levels of the mediator to establish its causal linkage to the outcome. This study proposes and tests a novel method of randomly encouraging beliefs as the mediator of messages on intention. Results show that semantic priming altered misbeliefs about Natural American Spirit cigarettes which in turn influenced intentions, suggesting its utility as an encouragement method to establish causal mediation of beliefs in message effects models. Results for countercampaign messages and broader theoretical and practical implications are discussed.

SUBMITTER: Kim J

PROVIDER: S-EPMC10686340 | biostudies-literature | 2023 Oct

REPOSITORIES: biostudies-literature

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Beliefs as causal mediators in the design of communication interventions: exploring semantic and affective priming in parallel encouragement designs.

Kim Jinha J Cappella Joseph N JN

Human communication research 20230403 4

The design of communication campaigns to alter health behaviors often begins with the identification of behavioral beliefs assumed to be causal antecedents of behavioral intentions. The assumption beliefs are causal derives from various theories of belief and intention/behavior and from statistical patterns of correlation. In cases of high-risk/cost campaigns, presuming causal order should require additional evidence. One approach is the parallel encouragement design which involves "randomly enc ...[more]

PMID: 38031543

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Project description:Exploration of causal mechanisms is often important for researchers and policymakers to understand how an intervention works and how it can be improved. This task can be crucial in clustered encouragement designs (CED). Encouragement design studies arise frequently when the treatment cannot be enforced because of ethical or practical constrains and an encouragement intervention (information campaigns, incentives, etc) is conceived with the purpose of increasing the uptake of the treatment of interest. By design, encouragements always entail the complication of non-compliance. Encouragements can also give rise to a variety of mechanisms, particularly when encouragement is assigned at cluster level. Social interactions among units within the same cluster can result in spillover effects. Disentangling the effect of encouragement through spillover effects from that through the enhancement of the treatment would give better insight into the intervention and it could be compelling for planning the scaling-up phase of the program. Building on previous works on CEDs and non-compliance, we use the principal stratification framework to define stratum-specific causal effects, that is, effects for specific latent subpopulations, defined by the joint potential compliance statuses under both encouragement conditions. We show how the latter stratum-specific causal effects are related to the decomposition commonly used in the literature and provide flexible homogeneity assumptions under which an extrapolation across principal strata allows one to disentangle the effects. Estimation of causal estimands can be performed with Bayesian inferential methods using hierarchical models to account for clustering. We illustrate the proposed methodology by analyzing a cluster randomized experiment implemented in Zambia and designed to evaluate the impact on malaria prevalence of an agricultural loan program intended to increase the bed net coverage. Farmer households assigned to the program could take advantage of a deferred payment and a discount in the purchase of new bed nets. Our analysis shows a lack of evidence of an effect of the offering of the program to a cluster of households through spillover effects, that is through a greater bed net coverage in the neighborhood.

Dataset Information

Beliefs as causal mediators in the design of communication interventions: exploring semantic and affective priming in parallel encouragement designs.

Publications

Beliefs as causal mediators in the design of communication interventions: exploring semantic and affective priming in parallel encouragement designs.

Similar Datasets

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