Communication Cues and Engagement Behavior: Identifying Advertisement Strategies to Attract Middle-Aged Adults to a Study of the Chronic Disease Self-Management Program

Communication Cues and Engagement Behavior: Identifying Advertisement Strategies to Attract Middle-Aged Adults to a Study of the Chronic Disease Self-Management Program

ORIGINAL RESEARCH — Volume 17 — June 25, 2020

Lindsey Horrell, PhD, MPH, RN1; George J. Knafl, PhD2; Teresa Brady, PhD3; Allison Lazard, PhD4,5; Laura Linnan, ScD1; Shawn Kneipp, PhD, RN, ANP-BC2 (View author affiliations)

Suggested citation for this article: Horrell L, Knafl GJ, Brady T, Lazard A, Linnan L, Kneipp S. Communication Cues and Engagement Behavior: Identifying Advertisement Strategies to Attract Middle-Aged Adults to a Study of the Chronic Disease Self-Management Program. Prev Chronic Dis 2020;17:190413. DOI: http://dx.doi.org/10.5888/pcd17.190413external icon.

PEER REVIEWED

On This Page

• Abstract
• Introduction
• Methods
• Results
• Discussion
• Acknowledgments
• Author Information
• References
• Tables

Summary

What is already known about this topic?

The Chronic Disease Self-Management Program (CDSMP) has been linked to positive outcomes such as increased self-efficacy, decreased pain, and improved functioning. To date, CDSMP has predominantly engaged aging, affluent populations.

What is added by this report?

We identified advertisement cues and cognitive engagement constructs associated with enrollment of low- and middle-income, middle-aged adults in a study of the CDSMP.

What are the implications for public health practice?

By targeting CDSMP recruitment efforts to better engage low- and middle-income, middle-aged adults, we may begin mitigating the disproportionate burden of chronic disease in this population.

Abstract

Introduction

Low- and middle-income, middle-aged adults have high rates of disease and death from chronic disease, yet their participation in self-management programs is low. This may be because advertisements for such programs often target elderly, predominantly white, affluent adults. Our study used data from a parent randomized controlled trial to identify theoretically driven advertisement cues to engage low- and middle-income, middle-aged adults in the Chronic Disease Self-Management Program (CDSMP).

Methods

A framework that combined the Elaboration Likelihood Model and Protection Motivation Theory was used to guide χ2 and regression analyses to assess relationships between advertisement cue preferences and 5 stages of cognitive engagement (cue processing, cognitive appraisal of the advertised study, motivation to enroll) and behavioral engagement of study participants (enrollment and program participation).

Results

One advertisement cue (taking control of one’s future) and 1 cue combination (financial security and taking control of one’s future) were significantly associated with study enrollment, as were motivation to enroll and cue processing.

Conclusion

These results can inform CDSMP recruitment efforts to better engage low- and middle-income, middle-aged adults in an effort to mitigate the disproportionate burden of chronic disease in this population.