Stanulewicz-Buckley, Natalia and Cartwright, Edward (2025). Persuasiveness of Public Health Communication During the COVID-19 Pandemic: Message Framing, Threat Appraisal, and Source Credibility Effects. International Journal of Environmental Research and Public Health, 22 (1),
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 |
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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
(![]() Cartwright, Edward |