future health campaigns should consider segmenting priority audiences along the dimensions of involvement (Petty and Cacioppo 1979), health literacy (Aldoory 2017), locus of control (Rotter 1966), reactance proneness (Hong and Faedda 1996), self‐monitoring (Briñol and Petty 2015; Snyder 1979), and sensation seeking (Zuckerman 1979). Inclusion of these factors will likely shed light into a more nuanced understanding of the priority audiences’ perceived barriers, benefits, and competition as each relate to the desired behavior (Andreasen 1995). With a greater understanding of these factors, social marketers and health campaign professionals’ ability to design, implement, and evaluate campaigns will only improve (Finnell and John 2017).
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