Table 3.

Reactions to Asthma Public Health Messages: Final Categories with Definitions and Illustrative Quotes.

Category	Definition	Example
Messaging- Emotion	Relating to caregiver’s emotional reactions to public messaging materials including guilt, shame, and fear	I don’t like that it’s telling me that [the asthma] is not under control. Or that I’m not doing my job or that I don’t know or that I’m unaware of how my child is.
Messaging- Identification	Caregiver finds messaging relatable and/or representative of their family’s identity	I was going to say [I relate to] the family thing, because asthma is a family diagnosis. Everybody goes through it with the child. My older daughter is super vigilant over her brother. She’s always telling him, “You need to calm down. Where’s your inhaler?”
Messaging- Assessment	Caregiver recognizes or fails to recognize their own child’s experience in the messaging materials and/or perceives the materials as relevant to them	… but [this message] is for someone who doesn’t know how to recognize symptoms that can become serious. To me this message is more for prevention or education for someone who doesn’t know” (translated from Spanish)
Messaging- Management	Caregiver recognizes or fails to recognize the need to change their behavior/management of their child’s asthma in response to the messaging materials	Interviewer: If you saw this ad tomorrow, would you do anything differently? No, because I already do this.