Directory

Mohan Dutta

Recent Graduate Courses Taught

• Health Communication Campaigns
• Culture, Communication, and Health

Dr. Dutta-Bergman's primary interest is health communication campaigns. His specific interests are psychographic profiling for social marketing, tailored and personality-based health communication strategy, information delivery in e-health, cross-cultural health communication, underserved populations and postcolonial criticism of campaigns. Recent research is exploring the constructions of health in marginalized populations, specifically focusing on health communication theory building from marginalized spaces. Dr. Dutta-Bergman's professional and consulting experiences include new media, television, non-profit, health care, advertising and public relations.

Representative Publications

• Health Consciousness as an Antecedent to Community Participation," Health Communication, in press.
• "Primary Sources of Health Information: Comparison in the domain of Health Attitudes, Health Cognitions, and Health Behaviors," Health Communication, in press.
• "Demographic and Psychographic Antecedents of Community Participation: Applying a Social Marketing Model," Social Marketing Quarterly, 9(2), 17-31, 2003.
• "The Linear Interaction Model of Personality Effects in Health Communication," Health Communication, 15(1), 101-115, 2003.
• "The Values and Lifestyles of Idiocentrics and Allocentrics in an Individualist Culture," with W. D. Wells, Journal of Consumer Psychology, 12(4), 42-54, 2002.
• "Money and Meaning in India and Great Britain: Tales of Similarities and Differences," with K. Doyle, American Behavioral Scientist, 45 (2), 216-233, 2001.
• "Profiling Healthy Eating Consumers: A Psychographic Approach to Social Marketing," with S. Youn, Social Marketing Quarterly, 5(4), 5-21, 1999.