The Role of Opinion Leadership in a Cardiovascular Health Education Campaign
Bibliographic Data
| ID | 13105235 |
|---|---|
| Authors | Anthony J Meyer (Stanford University, corresponding author), Nathan Maccoby (Stanford University), John W Farquhar (Stanford University) |
| Year | 1977 |
| Volume | 1 |
| Issue | 1 |
| Pages | 579-591 |
| Publication date | 1977-12-01 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Annals of the International Communication Association (JOURNAL) |
| Journal identifiers | ISSN: 2380-8977 • E-ISSN: 2380-8985 |
| Publisher | Taylor & Francis (PUBLISHER • GB) |
| DOI | 10.1080/23808985.1977.11923708 |
| OpenAlex | W2766810866 |
| Language | EN |
| Citations received | 1 |
| References cited | 10 |
Opinion leadership was measured as it occurred during a major heart disease prevention field experiment in three California communities, each with a population of about 15,000. It was hypothesized that a risk-reduction intervention strategy which utilized mass media, plus change agent instruction, would generate more extensive opinion leadership than would an intervention solely consisting of mass media. Random samples of subjects were selected from cohorts of subjects participating in the larger field experiment to represent various treatments. These subjects were interviewed to assess their extent of opinion leadership. In addition, the impact of opinion leadership was assessed by interviewing random samples of persons nominated as having been talked with about heart disease. The hypothesis was confirmed. Moreover, the data suggest that opinion leadership played a major role in the diffusion of heart disease information during the larger field experiment
Environmental health · Intervention (counseling · Interview · Mass media · Opinion leadership · Political science · Population · Public relations · Climate Change Communication and Perception · Medicine · Nursing · Psychology
| Unique citing works | 1 |
|---|---|
| Citations per year | 0.02 |
| Citation span | 1982 - 1982 (1) |
| Citation velocity | historical |
| Highly cited | No |
| Citation types | Neutral: 1 |