On the need for a life-span approach to health campaign evaluation.
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.
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