Effective health communication depends on the interaction of message source and content

Two experiments on adherence to Covid-19 measures in Türkiye

Bibliographic Data

ID21579652
AuthorsFatih Bayrak (0000-0001-6350-6234, Department of Psychology, Başkent University, Ankara, Turkey, corresponding author), Bengi Aktar (Department of Psychology, Istanbul University, Istanbul, Turkey), Berke Aydas (Department of Psychology, Kadir Has University, Istanbul, Turkey), Ozlem Yilmaz (0000-0002-6094-7162, Department of Psychology, Kadir Has University, Istanbul, Turkey, corresponding author), Onurcan Yilmaz (Kadir Has University), Sinan Alper (0000-0002-9051-0690, Department of Psychology, Yasar University, Bornova, Turkey), Ozan Isler (0000-0002-4638-2230, The University of Queensland)
Year2024
Volume39
Issue13
Pages1847-1876
Publication date2024-12-16
Peer ReviewedYes
Open AccessNo
TypeARTICLE
VenuePsychology & Health (JOURNAL)
Journal identifiersISSN: 0887-0446 • E-ISSN: 1476-8321
PublisherInforma UK Limited (PUBLISHER • GB)
DOI10.1080/08870446.2023.2285445
PMID37990468
OpenAlexW4388910251
LanguageEN
Citations received1
References cited105

OBJECTIVE: Following the COVID-19 outbreak, authorities recommended preventive measures to reduce infection rates. However, adherence to calls varied between individuals and across cultures. To determine the characteristics of effective health communication, we investigated three key features: message source, content, and audience. METHODS: Using a pre-test and two experiments, we tested how message content (emphasizing personal or social benefit), audience (individual differences), message source (scientists or state officials), and their interaction influence adherence to preventive measures. Using fliers advocating preventive measures, Experiment 1 investigated the effects of message content and examined the moderator role of individual differences. Experiment 2 presented the messages using news articles and manipulated sources. RESULTS: Study 1 found decreasing adherence over time, with no significant impact from message content or individual differences. Study 2 found messages emphasizing 'protect yourself' and 'protect your country' to increase intentions for adherence to preventive measures. It also revealed an interaction between message source and content whereby messages emphasizing personal benefit were more effective when they came from healthcare professionals than from state officials. However, message source and content did not affect vaccination intentions or donations for vaccine research. CONCLUSION: Effective health communication requires simultaneous consideration of message source and content

Disease · Health communication · Behavioral Health and Interventions · Communication · Computer Science · Mathematics · Medicine · Misinformation and Its Impacts · Psychology · Vaccine Coverage and Hesitancy · Internal Medicine · Virology