Effective health communication depends on the interaction of message source and content: two experiments on adherence to COVID-19 measures in Türkiye.

IF 2.4 3区心理学 Q2 PSYCHOLOGY, MULTIDISCIPLINARY Psychology & Health Pub Date : 2024-12-01 Epub Date: 2023-11-21 DOI:10.1080/08870446.2023.2285445

Fatih Bayrak, Bengi Aktar, Berke Aydas, Onurcan Yilmaz, Sinan Alper, Ozan Isler

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Abstract

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.

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有效的卫生传播取决于信息来源和内容的相互作用:两项关于基耶州遵守COVID-19措施的实验。

目的:在2019冠状病毒病爆发后，当局建议采取预防措施以降低感染率。然而，对电话的坚持在不同的个人和文化之间有所不同。为了确定有效健康传播的特征，我们调查了三个关键特征:消息来源、内容和受众。方法:通过预测试和两个实验，我们测试了信息内容(强调个人或社会利益)、受众(个体差异)、信息来源(科学家或国家官员)及其相互作用如何影响对预防措施的依从性。实验1采用宣传预防措施的传单，考察信息内容的影响，并考察个体差异的调节作用。实验2使用新闻文章和操纵来源呈现信息。结果:研究1发现，随着时间的推移，依从性降低，信息内容或个体差异没有显著影响。研究2发现，强调“保护你自己”和“保护你的国家”的信息可以提高人们遵守预防措施的意愿。它还揭示了信息来源和内容之间的相互作用，即强调个人利益的信息来自医疗保健专业人员比来自国家官员更有效。然而，消息来源和内容并不影响疫苗接种意图或对疫苗研究的捐赠。结论:有效的健康传播需要同时考虑信息来源和内容。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Psychology & Health Multiple-

CiteScore

7.30

自引率

3.00%

发文量

期刊介绍： Psychology & Health promotes the study and application of psychological approaches to health and illness. The contents include work on psychological aspects of physical illness, treatment processes and recovery; psychosocial factors in the aetiology of physical illnesses; health attitudes and behaviour, including prevention; the individual-health care system interface particularly communication and psychologically-based interventions. The journal publishes original research, and accepts not only papers describing rigorous empirical work, including meta-analyses, but also those outlining new psychological approaches and interventions in health-related fields.