Presentation by Vic Strecher, PhD, University of Michigan

1. The following presentation was delivered at
e-Patient Connections 2010
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2. Behavior Change by Being Relevant
Victor J. Strecher, PhD, MPH
Professor, Schools of Public Health and Medicine
University of Michigan
Founder and Chief Visionary Officer
HealthMedia, Inc. a Johnson & Johnson Company

3. Gugulethu, South Africa

11. Behavior
Core Values

12. Behavior
Values
Core Values

13. COACH

14. COACH

23. Tailoring depth
+ + + +
Tailoring depth

24. Adjusted 6-month smoking cessation rates* by cumulated number of
high-depth intervention components received. Per Protocol analysis.
(n=944; OR=1.91; CI=1.18-3.11)
6-mo cessation rate
Number high-depth tailored components
Strecher et al. 2008. Web-based smoking cessation program: results of a randomized trial. American Journal of Preventive Medicine. 34(5).

25. Enhancing neural activation?
tailored messages
assessment fMRI
(low and high depth)

26. Enhancing neural activation? 60 messages: 3.5 seconds each

27. …as a smoker who smokes a lot of
cigarettes and has been smoking for quite a
few years.
vs
…as a male smoker who smokes 25 cigarettes
a day and has been smoking for 6 years.

28. Neural activation among cigarette smokers exposed to high-
versus low-depth tailored smoking cessation messages. N=84.
Tailoring
depth

29. MORE RELEVANT
MESSAGES
MORE
ELABORATION
AND MEMORY,
LESS WORK
MORE
BEHAVIOR
CHANGE

30. Behavior
Core Values

31. Behavior
Values
Core Values

32. Behavior Change by Being Relevant
Victor J. Strecher, PhD, MPH
Professor, Schools of Public Health and Medicine
University of Michigan
Founder and Chief Visionary Officer
HealthMedia, Inc. a Johnson & Johnson Company