On the need for a life-span approach to health campaign evaluation
Southwell, B. (2010). On the need for a life-span approach to health campaign evaluation. Health Communication, 25(6 & 7), 525-528. DOI: 10.1080/10410236.2010.496701
Campaign evaluation researchers should investigate age not just as an audience segmentation variable but also as a potentially valuable moderator of measure validity and campaign effects. Although researchers interested in physician-patient interaction and family communication have long considered aging dynamics, media campaign evaluation research has insufficiently addressed changes over the life span. In this article, I summarize some examples illustrating the importance of such work and propose additional theoretical possibilities.