Communication Media and Motivation in the Adoption of New Practices

An Experiment in Rural Ecuador

Bibliographic Data

ID2498221
AuthorsPaul E Spector (0000-0002-6881-8496, American Institutes for Research), Paul Spector, Augusto Torres, Augusto M Torres (American Institutes for Research), Stanley Lichtenstein (American Institutes for Research), Harley Preston (American Psychological Association), Johnette Clark (American Institutes for Research), Susan Silverman (0009-0002-5699-6153)
Year1971
Volume30
Issue1
Pages39-46
Publication date1971-03-01
Peer ReviewedYes
Open AccessNo
TypeARTICLE
VenueHuman Organization (JOURNAL)
Journal identifiersISSN: 0018-7259 • E-ISSN: 1938-3517
PublisherInforma UK Limited (PUBLISHER • GB)
DOI10.17730/humo.30.1.h2m7033g001206k9
OpenAlexW2071139651
LanguageEN
Citations received1

This study was carried out to determine the relative effectiveness of various forms of mediated communication in introducing new practices in a developing nation. Campaigns to induce participation in four innovative practices were conducted via radio, audio-visual, and mixed media in three matched experimental villages in rural Ecuador; three other villages served as controls. The practices-building latrines, constructing smokeless stoves, making marmalade, and vaccination against smallpox-differed with regard to their potential benefits and the amount of time and money each required. Objective measures of behavior change, i.e., participation in the recommended practices, were utilized as indices of media effectiveness. Interviews were conducted at the conclusion of the campaigns and three and nine months later to determine sources of influence and other factors related to participation. The findings indicate significant behavior change as a result of the campaigns and interactions between the most influe

Advertising · Business · Geography · Latrine · Mass media · Sanitation · Socioeconomics · Sociology · Stove · Communication and COVID-19 Impact · Marketing · Medicine · Psychology