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Precautionary Behavior Toward Dengue Virus Through Public Service Advertisement: Mediation of the Individual’s Attention, Information Surveillance, and Elaboration

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  • Syed Hassan Raza
  • Moneeba Iftikhar
  • Bahtiar Mohamad
  • Nilüfer PembecioÄŸlu
  • Mohsin Altaf

Abstract

The study examines the role of a health-related promotional campaign launched in Pakistan in the context of advertising campaign to improve precautionary behavior toward dengue virus (PBDV). The focus of this study is to investigate the mediation of individual’s attention, information surveillance, elaboration, and also the moderation of demographic features (e.g., gender, educational level, and dengue affected survival) in the relationship between the exposure of dengue-related public service announcements (DPSA) and PBDV. Telephonic interview technique was used to establish a representative sample ( N = 1,251) from Punjab (dengue-affected province of Pakistan) using a computer-assisted telephone survey software. The outcomes clarify the application of cognitive mediation model in the context of health communication. The findings revealed that individual’s attention and information surveillance have considerable mediating effects on PBDV and DPSA relationship. Surprisingly, however, there is no indirect effect of elaboration on PBDV. The findings provide practical recommendations to public organizations while designing health communication strategies.

Suggested Citation

  • Syed Hassan Raza & Moneeba Iftikhar & Bahtiar Mohamad & Nilüfer PembecioÄŸlu & Mohsin Altaf, 2020. "Precautionary Behavior Toward Dengue Virus Through Public Service Advertisement: Mediation of the Individual’s Attention, Information Surveillance, and Elaboration," SAGE Open, , vol. 10(2), pages 21582440209, May.
    • Handle: RePEc:sae:sagope:v:10:y:2020:i:2:p:2158244020929301
    DOI: 10.1177/2158244020929301
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    References listed on IDEAS

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    4. Devon L. Greyson & Joy L. Johnson, 2016. "The role of information in health behavior: A scoping study and discussion of major public health models," Journal of the Association for Information Science & Technology, Association for Information Science & Technology, vol. 67(12), pages 2831-2841, December.
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    Cited by:

    1. Moneeba Iftikhar & Tahir Mahmood & Afya Asad, 2019. "The Use of Advertising Appeals and Women Delineation in Breast Cancer Related Web Advertisements: A Semiotic Analysis of Western and Eastern Advertising," Global Regional Review, Humanity Only, vol. 4(1), pages 480-497, March.

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