ABSTRACT
Background
Despite evidence that community water fluoridation (CWF) protects oral health, improves health equity, is safe and cost-effective, and contributes to social well-being, little is known regarding which of these benefits should be highlighted to effectively influence support for CWF.
Methods
This within-participants study examines differences in CWF support in response to pro-CWF messages reflecting themes of oral health, health equity, CWF safety, cost-effectiveness, or social well-being among a sample of parents. Prior belief that CWF has health benefits, worry about potential health risks, and normative beliefs were also examined as independent predictors of support for each theme.
Results
Oral health, health equity, and safety messages significantly increased support in comparison with social well-being messages (P < .05). Oral health messages also produced greater support than cost-savings messages. Belief that CWF has health benefits positively predicted support, as did normative beliefs that one’s family and physician approve of CWF. Worry about health risks and community and dentist norms were not significant predictors of support. There were no interaction effects of message themes and prior beliefs.
Conclusions
Messaging focused on oral health, health equity, and the safety of CWF may be the most effective at influencing support for CWF. Preexisting personal beliefs about CWF benefits significantly predict support, but so do normative beliefs—family and physician norms in particular.
Practical Implications
Findings suggest dental health educators should emphasize the oral health benefits of CWF over cost and social well-being outcomes. They should also consider relevant norms and collaborate with family physicians to promote CWF.
Key Words
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Disclosure
This research was supported by the Delta Dental Community Care Foundation Oral Health Education Fund.
The Authors
Dr. Kemp is an assistant professor, Stan Richards School of Advertising & Public Relations, Moody College of Communication, and a faculty affiliate, Center for Health Communication, University of Texas at Austin, 300 W Dean Keeton St (A1200), BMC 4.338, Austin, TX 78712
Dr. Mackert is the director, Center for Health Communication, and a professor, Stan Richards School of Advertising & Public Relations, Moody College of Communication, and Department of Population Health, University of Texas at Austin, Austin, TX.
Ms. Bouchacourt is a doctoral candidate, Stan Richards School of Advertising & Public Relations, Moody College of Communication, University of Texas at Austin, Austin, TX.
Dr. Lazard is the E. Reese Felts Jr. Distinguished Associate Professor, Hussman School of Journalism and Media, University of North Carolina at Chapel Hill, Chapel Hill, NC; and a faculty affiliate, Center for Health Communication, University of Texas at Austin, Austin, TX.
Dr. Wolfe was the director of the Oral Health Program, Texas Health Institute, Austin, TX, when this study was conducted. She is now an assistant professor, Department of Public Health, A.T. Still University, Kirksville, MO.
Ms. Stewart is the executive director, Texas Oral Health Coalition, Midland, TX.
Dr. Kahlor is a professor, Stan Richards School of Advertising & Public Relations, Moody College of Communication, and a faculty affiliate, Center for Health Communication, University of Texas at Austin, Austin, TX.
Ms. George was a senior project coordinator, Center for Health Communication, University of Texas at Austin, Austin, TX, when the work described in this article was conducted. She now is the assistant director for marketing and communications, Texas Global, University of Texas at Austin, Austin, TX.
Ms. Wagner is the deputy director, Center for Health Communication, University of Texas at Austin, Austin, TX.
Dr. Wilcox is the John A. Beck Centennial Professor in Communication, Stan Richards School of Advertising & Public Relations, Moody College of Communication, an associated faculty, Department of Statistics and Data Sciences, and a faculty affiliate, Center for Health Communication, University of Texas at Austin, Austin, TX.
* Note: This abstract was online September 4, 2021.
*Original abstract online at https://www.sciencedirect.com/science/article/abs/pii/S0002817721003457#!
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