Developing Persuasive Messages on the Importance of Full-Term Birth

This study proposes to conduct interiews ande focus groups to understand the decisions women make around birth. The goal of this study is to identify the attitudes, norms, and beliefs influencing these choices to provide guidanced in designing effective messages for a health communication campaign aimed at convincing women to schedule ceasarean sections and inductions after they have reached the ACOG-recommended 39 weeks of pregnancy. This study also aims to identify what role the Internet and social media play in these decisions.