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Social Signals, Personal Choices: Matching Messages with Motives

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Jennifer Tucker
Jennifer Tucker

Presented at the Centers for Disease Control and Prevention (CDC) National Conference on Health Communication, Marketing, and Media – August 2011

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Social Signals, Personal Choices: Matching Messages with Motives Jennifer Tucker, Ph.D. Presented at the Centers for Disease Control and Prevention (CDC) National Conference on Health Communication, Marketing, and Media – August 2011
Session Goals ,[object Object],[object Object],[object Object],[object Object],[object Object]
What is Reversal Theory? ,[object Object],[object Object],[object Object],[object Object],[object Object]
Reversal Theory Model ,[object Object],[object Object],[object Object],[object Object],Conforming Rules = Comfort Values Belonging & “Should Dos” Mastery Power, Ability Values Control & Strength ENDS- MEANS Serious Future Focused Values Goal Achievement Self Self-Oriented Values Personal Accountability Rebellious Freedom Values Change & Independence Sympathy Relationship, Care Values Compassion & Connection Other Values Giving, Generosity & Others’ Needs Playful In-the-Moment Values Fun & Excitement ME-YOU Relationships POWER-CARE Transactions RULES- FREEDOM
Serious and Playful ,[object Object],[object Object],[object Object],[object Object],ENDS- MEANS Serious Future Focused Values Goal Achievement Playful In-the-Moment Values Fun & Excitement
Conforming and Rebellious ,[object Object],[object Object],[object Object],[object Object],Conforming Rules = Comfort Values Belonging & “Should Dos” Rebellious Freedom Values Change & Independence RULES- FREEDOM
Mastery and Sympathy ,[object Object],[object Object],[object Object],[object Object],Mastery Power, Ability Values Control & Strength Sympathy Relationship, Care Values Compassion & Connection POWER-CARE Transactions
Self and Other ,[object Object],[object Object],[object Object],[object Object],Self Self-Oriented Values Personal Accountability Other Values Giving, Generosity & Others’ Needs ME-YOU Relationships
Zombie Apocalypse (CDC) Playful, Conforming, Mastery, Self ,[object Object]
Reactions Can Be Predicted…. And Used to Anticipate and Respond to Negative Comments ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Seatbelt Awareness Serious, Rebellious (In Creation)/Conforming (In Desired Impact), Sympathy, Other ,[object Object]
Breast Cancer Prevention Video Serious, Rebellious, Mastery, Self ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Planning Your Message, Anticipating Impact ,[object Object],[object Object],[object Object],[object Object],Conforming Rules = Comfort Values Belonging & “Should Dos” Mastery Power, Ability Values Control & Strength ENDS- MEANS Serious Future Focused Values Goal Achievement Self Self-Oriented Values Personal Accountability Rebellious Freedom Values Change & Independence Sympathy Relationship, Care Values Compassion & Connection Other Values Giving, Generosity & Others’ Needs Playful In-the-Moment Values Fun & Excitement ME-YOU Relationships POWER-CARE Transactions RULES- FREEDOM
Making Contact ,[object Object],[object Object]

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Social Signals, Personal Choices: Matching Messages with Motives

  • 1. Social Signals, Personal Choices: Matching Messages with Motives Jennifer Tucker, Ph.D. Presented at the Centers for Disease Control and Prevention (CDC) National Conference on Health Communication, Marketing, and Media – August 2011
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