This volume presents state-of-the-art reporting on how to measure many of the key variables in health communication. While the focus is on quantitative measures, the editors argue that these measures are centrally important to the study of health communication. The chapters emphasize constructs, scales, and up-to-date reports and evidence about key social science constructs and ways of measuring them, whether your interest is in patient-provider dyadic communication, uncertainty management, self-efficacy, disclosure, social norms, social support, risk perception, health care team performance, message design and effects, health and numerical literacy, communication satisfaction, social influence and persuasion, stigma, health campaigns, reactance, or other topics. Students, researchers, and policymakers will find this book an accessible resource for planning and reviewing research studies and proposals.

Do Kyun Kim is Associate Professor and Richard D¿Aquin BORSF Endowed Professor in the Department of Communication at the University of Louisiana. His research interests are in the areas of health communication and organizational communication, focusing on the diffusion of worthy behaviors and innovations.
James W. Dearing is Professor and Chairperson of the Department of Communication at Michigan State University. He studies the diffusion of innovations and scale up strategies for social innovations.

Contents: John Banas/Daniel R. Bernard: Communication Competence ¿ Kathryn Greene/Amanda Carpenter: Disclosure ¿ Hye-Jin Paek: Health Belief Model ¿ Christopher E. Beaudoin/Michael T. Stephenson: Communication Campaign Evaluation ¿ Janet Yang/Susan LaValley: Health Information Seeking ¿ Shoou-Yih Daniel Lee/Tzu-I Tsai: Health Literacy Assessment ¿ Bruce E. Pinkleto/Erica Weintraub Austin: Media Literacy ¿ Do Kyun Kim/James W. Dearing: Opinion Leader Identification ¿ Seth M. Noar/Jessica Gall Myrick: Outcome Expectations ¿ Claude H. Miller: Outcome Relevant Involvement and Hedonic Relevance ¿ Melissa B. Wanzer/Melanie Booth: Patient-Centered Communication ¿ Xiaoquan Zhao/Joseph N. Cappella: Perceived Argument Strength ¿ Do Kyun Kim/James W. Dearing: Perceived Attributes of Innovations ¿ Jounghwa Choi/Hyunyi Cho: Perceived Message Effectiveness, Attitude Toward Messages, and Perceived Realism ¿ Nick Carcioppolo: Perceived Norms and Health Behavior ¿ Lee Ann Kahlor/Ming-Ching Liang: Planned Behavior ¿ Brian L. Quick/Tobias Reynolds-Tylus: Psychological Reactance ¿ Craig Trumbo/Se-jin Kim: Risk Behavior Diagnosis ¿ Erin L. Mead/Rajiv N. Rimal: Risk Perception Attitude (RPA) Framework ¿ Nichole Egbert/Phillip R. Reed: Self-Efficacy ¿ Claude H. Miller: Sensation Seeking ¿ Stephen A. Rains: Social Support ¿ Mary J. Bresnahan/Jie Zhuang: Stigma ¿ Kerk F. Kee/Yuhua (Jake) Liang: Subjective Numeracy ¿ Roxanne Parrott/Rachel A. Smith/Amy E. Chadwick: Uncertainty and Uncertainty Management ¿Claude H. Miller/Bradley J. Adame: Vested Interest ¿ kevin B. Wright: Willingness to Communicate about Health.