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

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.

Keywords:

• Health communication
• preventive measures
• persuasion and attitude change
• covid-19
• türkiye

Disclosure statement

No potential conflict of interest was reported by the authors.

Disclosure statement of generative AI technologies in the writing process

During the preparation of this work the authors used ChatGPT to proofread and improve the English language. ChatGPT’s function was to revise pre-existing texts, and it did not autonomously generate any content within the article. After using this tool, the authors reviewed and edited the content as needed and took full responsibility for the content of the publication.

Notes

1 Scientific Committee in Türkiye which includes scientists specialized in infectious diseases and advise the government on COVID-19 policy.

Additional information

Funding

This work was supported by The Scientific and Technological Research Council of Türkiye under Grant number 120K427.