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This title argues that analyses including values embedded in attitudinal models can contribute to theory development and explain human behavior on social issues. Since values have been established to be a key determinant for the selection of the goals toward which human beings strive and regulate the manner in which striving takes place, it is useful to include them in attitudinal models typically used to explain a belief-behavior relationship. Simply put, having their values compromised, individuals holding opposing values may be reluctant to comply with the message con-tent. We chose as an...

This book advances our understanding of communicative relationships and key barriers to more effective health communication. In this, it offers a humanistic orientation of health communication as well as its social, cultural, political, ethical, and spiritual dimensions and contexts. The book therefore brings a more inclusive and integrated approach to the major challenges and opportunities in contemporary health, medicine, and wellbeing.