Development of a hybrid model with elements of information seeking, behavioral change and social influence

Health promotion campaigns using theories or models consistently produce stronger behavioral changes and are more effective interventions. The proposed Information Attainment and Adoption Model integrates components of the Theory of Motivated Information Management and the Precaution Adoption Process Model. The Information Attainment and Adoption Model uses strategic constructs in a semi-staged design to move individuals from being unaware of an issue to seeking and attaining the information to maintaining the behavior. The model is based on four stages: motivation, guidance, action and maintenance. The model is intended to be flexible enough to be used for a variety of health promotion issues and with a variety of communication channels. An example from the field of motor vehicle safety is used to demonstrate applicability of the model to a campaign under development. Empirical research is needed to determine the efficacy and effectiveness of the model in changing behavior as well as the ease of use for campaign developers.