Increasing Identification With Photographic Images to Improve Health Communication Across Diverse Audiences

• In Event: Alcohol, Diet, Behavior Change: High-Density Panel in Public Health Communication

Abstract

Tailored health communication messages usually adjust verbal text but tailored visual cues should increase persuasion when depicting attractive, similar sources. A unique photography library, Real Health Stock Photography (RHSP), was created depicting people with diverse demographics, health conditions, and health behaviors. Native Americans, Hispanics, African Americans, overweight/obese individuals, seniors aged 65+, and individuals with mobility challenges recruited from the Knowledge Panel® (n=3,434) were enrolled in a randomized 6 (populations) x 3 [photos: all RHSP images; half RHSP images; all standard stock photographs (control)] factorial posttest-only design. Combining all populations, structural equation modeling confirmed that RHSP images matching the respondent population significantly increased physical activity and healthy diet intentions (p<0.0001), mediated by increasing identification which improved attitudes/self-efficacy. Visual images can be powerful in health communication when tailored to the target audience by capitalizing on the process of identification. Health education efforts can be maximized by utilizing photographs depicting similar “real”-appearing models.

Authors

• Mary Klein Buller, Klein Buendel, Inc.

• Erwin P. Bettinghaus, Klein Buendel, Inc.

• Lyndsay Fluharty, Klein Buendel, Inc.

• Peter A. Andersen, San Diego State U

• Michael D. Slater, Ohio State U

• Xia Liu, Klein Buendel, Inc.