Persuasiveness of Public Health Communication During the COVID-19 Pandemic: Message Framing, Threat Appraisal, and Source Credibility Effects

Abstract

This study examines the relative effectiveness of the UK government’s public health messages used during the first wave of the COVID-19 pandemic. We focus on the use of a loss versus gain frame. We look at the effect of framing on behavioural inclination to follow COVID-19 guidance, as well as affective mechanisms and individual characteristic moderators that might explain said willingness. We ran two studies with a voluntary sample of the UK adult population (total n = 300). Across both studies, we only find a significant impact of message framing on the level of negative affect triggered, with the loss frame triggering a higher negative affect. Instead, attitude to public health communication had a direct and indirect effect on behavioural inclination. Our results suggest that threat minimisation and satisfaction with authorities handling a health crisis might be key to consider when developing effective public health communications.

Publication DOI: https://doi.org/10.3390/ijerph22010030
Divisions: College of Health & Life Sciences > School of Psychology
College of Health & Life Sciences
Aston University (General)
Funding Information: This research received no external funding.
Additional Information: Copyright © 2024 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/).
Uncontrolled Keywords: Adult,COVID-19/psychology,Female,Health Communication/methods,Humans,Male,Middle Aged,Pandemics,Persuasive Communication,Public Health,SARS-CoV-2,United Kingdom,Young Adult
Publication ISSN: 1660-4601
Last Modified: 28 Mar 2025 17:02
Date Deposited: 14 Jan 2025 11:31
Full Text Link:
Related URLs: https://www.mdp ... 60-4601/22/1/30 (Publisher URL)
PURE Output Type: Article
Published Date: 2025-01
Published Online Date: 2024-12-29
Accepted Date: 2024-12-24
Authors: Stanulewicz-Buckley, Natalia (ORCID Profile 0000-0003-3672-3422)
Cartwright, Edward

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