(1) psychological factors of the recipient. When the receiver accepts a new information or adopts a new behavior, he has to go through a psychological development process, which can be roughly divided into four stages: cognition, persuasion, adoption and reinforcement. This is of guiding significance for health educators to formulate communication strategies accurately. If the communication scheme is made according to the psychological development stage of the audience, the information content is determined and the media channels are selected, then the communication effect will be better.
(2) The psychological characteristics of the * * * identity of the audience in the process of receiving information dissemination: In addition to the psychological factors of selective attention, selective understanding and selective memory, the audience also has the "five essentials" psychology, namely: ① seeking truth (authenticity); (2) novelty (novelty and attraction);
(3) short (short and pithy, simple and clear) medical education network arrangement; (4) Seeking proximity (approaching the knowledge, life experience, environment, space and desire of the recipient); (5) Begging for mercy and hating teaching (preferring humane and emotional information and hating too much condescending preaching).
In this respect, the AIDAS theory of effective advertising in advertising is worth learning: advertising is the four stages of realizing AIDAS, or the psychological process called AIDAS theory, which enables the audience to realize the purchase behavior. Namely: a (attention) makes the audience pay attention; I (interest) interest the audience; D (desire) makes the audience want; One (action) makes the audience take action. This is AIDA's law. If you add an S (satisfication) to satisfy the audience, this is AIDA's theory.
(3) The social, economic and cultural characteristics of the recipients, such as nationality, age, sex, occupation, education level, religion and economic status, are closely related to people's lifestyle, health habits, health knowledge needs and sensitivity to new information.
(4) The health status of the recipient will directly affect his demand, choice and urgency for health information. ① Specific health needs: In the physiological stage of illness, there is a strong demand for health information, which is often manifested as "going to see a doctor for treatment", which is the best opportunity for us to provide them with life services and avoid being deceived;
② Potential health needs: Everyone has an objective need to receive health information, and they don't realize it when they are not sick. At this time, we provide some slightly advanced medical prevention knowledge and skills to help the audience "nip in the bud".