Using the Limited Capacity Model of Motivated Mediated Message Processing to Design Effective Cancer Communication Messages

This paper applies the limited capacity model of motivated mediated messages (LC4MP) to the problem of creating effective messages about cancer. A general description of the model is presented and then applied specifically to the task of creating effective cancer communication messages by asking the following questions about cancer communication: (a) What is the goal of the message? (b) Who is in the target market? (c) What medium will carry the message? and (d) What is the motivational and personal relevance of the main information in the message for the majority of people in the target market? The paper concludes that cancer is a motivationally relevant topic that will elicit aversive activation. Target…

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  National Institute on Drug Abuse