When Similarity Strikes Back: Conditional Persuasive Effects of Character-Audience Similarity in Anti-Smoking Campaign

Character-Audience Racial Matching, Prescription Opioid Misuse Experience, and the Effectiveness of Anti-Prescription Opioid Messages: The Mediating Roles of Identification and Perceived Severity

An online experiment was conducted among a convenience sample of non-Hispanic young Black and White Americans to test the impact of character-audience racial matching on intentions to avoid (mis)using prescription opioids while considering the mediating roles of identification and perceived severity and the moderating role of prescription opioid misuse experience. It found that the racial matching had a positive overall impact on the behavioral intentions. The impact was partly explained by three pathways: 1) identification, 2) perceived severity, and 3) the sequential pathway of identification and perceived severity. It also found that prescription opioid misuse experience moderated the impact of the racial matching on identification. As a result, the racial matching was found to influence the behavioral intentions of participants with different prescription opioid misuse experience via somewhat different routes. These findings have a number of theoretical and practical implications.

Mitigating Identity Threat in Health Messaging: A Social Identity Complexity Perspective

Health messages aiming to reduce red meat consumption may threaten multiple social identities because people's dietary choices are intertwined with personal, social, and cultural aspects of their lives. Leveraging social identity theory and the concept of social identity complexity, this experiment tested how identity-threatening messages affect people's intention to reduce red meat consumption and how the effect of identity threat may be moderated by messages highlighting the relationships between multiple identities that define a person. Participants (N = 409) read messages that varied identity threat (i.e. the extent to which people feel devalued because of their membership in a social group) and identity complexity (i.e. the extent to which people perceive multiple identities as independent). The study found that identity-threatening messages decreased intentions to reduce red meat consumption when people perceived their dietary identity as overlapping with other identities, but increased the intentions when the dietary identity was seen as independent from other identities. Further, the effects of identity threat and complexity were limited to people with high (vs. low) levels of red meat consumption. We discuss the role of identity complexity in alleviating identity threat and increasing persuasion.

Optimizing Testimonials for Behavior Change in a Digital Intervention for Binge Eating: Human-Centered Design Study

Background

Testimonials from credible sources are an evidence-based strategy for behavior change. Behavioral health interventions have used testimonials to promote health behaviors (eg, physical activity and healthy eating). Integrating testimonials into eating disorder (ED) interventions poses a nuanced challenge because ED testimonials can promote ED behaviors. Testimonials in ED interventions must therefore be designed carefully. Some optimal design elements of testimonials are known, but questions remain about testimonial speakers, messaging, and delivery, especially for ED interventions.

Objective

We sought to learn how to design and deliver testimonials focused on positive behavior change strategies within our multisession digital binge eating intervention.

Methods

We applied human-centered design methods to learn users' preferences for testimonial speakers, messaging, and delivery (modalities, over time, and as "nudges" for selecting positive behavior change strategies they could practice). We recruited target users of our multisession intervention to complete design sessions. Adults (N=22, 64% self-identified as female; 32% as non-Hispanic Black, 41% as non-Hispanic White, and 27% as Hispanic) with recurrent binge eating and obesity completed individual interviews. Data were analyzed using methods from thematic analysis.

Results

Most participants preferred designs with testimonials (vs without) for their motivation and validation of the intervention's efficacy. A few distrusted testimonials for appearing too "commercial" or personally irrelevant. For speakers, participants preferred sociodemographically tailored testimonials and were willing to report personal data in the intervention to facilitate tailoring. For messaging, some preferred testimonials with "how-to" advice, whereas others preferred "big picture" success stories. For delivery interface, participants were interested in text, video, and multimedia testimonials. For delivery over time, participants preferred testimonials from new speakers to promote engagement. When the intervention allowed users to choose between actions (eg, behavioral strategies), participants preferred testimonials to be available across all actions but said that selectively delivering a testimonial with one action could "nudge" them to select it.

Conclusions

Results indicated that intervention users were interested in testimonials. While participants preferred sociodemographically tailored testimonials, they said different characteristics mattered to them, indicating that interventions should assess users' most pertinent identities and tailor testimonials accordingly. Likewise, users' divided preferences for testimonial messaging (ie, "big picture" vs "how-to") suggest that optimal messaging may differ by user. To improve the credibility of testimonials, which some participants distrusted, interventions could invite current users to submit testimonials for future integration in the intervention. Aligned with nudge theory, our findings indicate testimonials could be used as "nudges" within interventions-a ripe area for further inquiry-though future work should test if delivering a testimonial only with the nudged choice improves its uptake. Further research is needed to validate these design ideas in practice, including evaluating their impact on behavior change toward improving ED behaviors.

Health Messaging Strategies for Vaping Prevention and Cessation Among Youth and Young Adults: A Systematic Review

This systematic review evaluates health messaging strategies for the prevention and cessation of e-cigarette use among youth and young adults. Health messaging strategies were defined as the strategic process of developing messages with the intent to shape, reinforce, or change recipients' health attitudes and behaviors. McGuire's Communication/Persuasion Model guided the analysis of the messaging strategies, focusing on the model's five communication inputs (i.e. source, message, channel, audience, destination) and 14 persuasive outcomes. Nine databases were searched from January 2007 to September 2023. The inclusion criteria encompassed studies in English that presented quantitative data on messaging strategies aimed at discouraging vaping among youth and young adults. Each study was also coded for study characteristics and the utilization of theory. Out of 6,045 studies, 25 met the inclusion criteria. The reviewed studies exhibit a diverse array of research methods and a consistent integration of theories. The review emphasizes the nuanced main and interaction effects of various communication inputs, such as message features and audience characteristics, while also pointing out a research gap in message sources. In addition, the utilization of social media for effective messaging to engage the audience requires further research. Only one study specifically evaluated messaging strategies for vaping cessation. More research is imperative to develop targeted and tailored messages that effectively prevent and reduce vaping, especially among populations at higher risk of vaping-related harms, while also leveraging effective channels and innovative communication technologies to engage the audience.

Does Character-Audience Matching Increase the Persuasive Impact of Anti-Sugar-Sweetened-Beverage (SSB) Consumption Messages?

It is widely believed that persuasion is enhanced by including characters in a message whose features correspond with those of the audience. Matching on gender, age, and ethnicity may be especially appealing because these features are immediately perceivable. We examined the persuasive impact of matching on these variables using a large sample of real-world messages (k = 91) drawn from a single topic/context (messages that advocate for reduced consumption of sugar-sweetened beverages). Contrary to prediction, the data (N = 692) showed no significant main effects. Gender-matching, however, was moderated by prior SSB consumption such that it produced higher levels of perceived message effectiveness among heavier drinkers. Neither age- nor ethnicity-matching yielded a similar interaction. A composite similarity (gender + age + ethnicity) effect was observed though it was likely the product of gender-matching alone. The results suggested that the matching principle is intuitively attractive, but empirically suspect. There may be principled reasons to include demographically diverse characters in health campaigns, but anti-SSB message designers should keep their expectations low regarding advantages from demographic matching.

"It Happened to Me and It's Serious": Conditional Indirect Effects of Infection Severity Narrated in Testimonial Tweets on COVID-19 Prevention

The health crisis caused by COVID-19 resulted in societal breakdowns around the world. Our research is based on determining which features of testimonial messages are most relevant in increasing persuasive impact. An online experiment with a 2 (severity infection narrative: low vs. high) × 2 (infection target: narrative's protagonist vs. protagonist's father) between-subject factorial design was carried out. Young people between 18 and 28 years (N = 278) were randomly assigned to one of the four experimental conditions, where they were asked to read a narrative message in the form of a Twitter thread describing a COVID-19 infection (with mild or severe symptoms) that affected either the protagonist of the message (a 23-year-old young person) or their father. After reading the narrative message, the mediating and dependent variables were evaluated. A message describing a severe COVID-19 infection affecting their protagonist to increase the perception of personal risk increased the persuasive impact through an increase in cognitive elaboration and a reduction in reactance. Our study highlights that creating persuasive messages based on social media targeted at young people that describe a careless behavior resulting in a severe COVID-19 infection can be an appropriate strategy for designing prevention campaigns.

Toward a Recipe for Deep versus Surface Level Tailoring: Mixed-Methods Validation of Message Features to Reduce Sugary Beverage Consumption

Targeted marketing contributes to the overconsumption of sugary beverages, which contributes to obesity and diabetes disparities among African American and Latino populations in the U.S. Health communicators can similarly use culturally tailored messages to decrease sugary beverage consumption among these groups, yet the specific strategies to operationalize cultural tailoring-the message components essential for such tailoring-are ill-described. We sought to identify and validate authentically created, culturally tailored messages using a multiple step mixed-methods approach. First, we used a snowball approach to identify nutrition education messages targeting ethnic minorities about reducing sugary beverage consumption (N = 85). Via content analysis, we assessed message features (character gender and race/ethnicity), level of change of the appeal (individual or social), and level of cultural tailoring (surface level tailoring in the form of matching character gender and race/ethnicity with target audience versus deep structural tailoring in the form of appealing to values is an effective message strategy). The highest-rated videos were then validated by a sample of the target audience using a quantitative survey and qualitative comments (N = 76). The results inform theorizing on message tailoring and provide a validated pool of culturally relevant messages intended both to reduce intentions to consume sugary beverages and to engage in social change actions.

Protocol: Effectiveness of message content and format on individual and collective efficacy in reducing the intention to consume sugar-sweetened beverages

The strategic use of media is a common approach to promote health. A large body of evidence identifies specific features that increase message efficacy, including tailoring messages to the target audience and using a storytelling format. Yet most message testing research has focused on individual-level outcomes, ignoring the social and environmental determinants of health behaviors, which require collective action and political will to change. Grounded in an ecological approach to communication, we will carry out two double-blinded randomized experiments to test the relative effectiveness of message tailoring (culturally-tailored vs. standard) and format (narrative vs. didactic) to increase the intention to reduce individual sugar-sweetened beverage consumption, the understanding of social and commercial determinants of health, and the sense of empowerment among young adult Latinas. Based on power analyses (80% power at alpha = 0.05), we will randomize 438 participants to two groups (traditional standard infographic and culturally-tailored infographic) in the first study, and 662 participants to two groups (culturally-tailored infographic and culturally-tailored comic book) in the second study. All participants will be measured by a pre-treatment test and an immediate post-treatment test. We hypothesize that culturally-tailored comic book will be most effective, and traditional standard infographic will be least effective, on all levels of outcomes. This study will provide empirical evidence in communication strategies to help young Latinos or other racial/ethnic minority young people to pursue positive dietary behaviors that both benefit themselves and contribute to change of social norms.

Maintaining a Fair Balance? Narrative and Non-Narrative Strategies in Televised Direct-to-Consumer Advertisements for Prescription Drugs Aired in the United States, 2003-2016

Televised direct-to-consumer advertising for prescription drugs (hereafter DTCA) are among the most widespread forms of health communication encountered by American adults. DTCA shape public understanding of health problems and support the commercial interests of pharmaceutical companies by offering prescription drugs as a treatment option. The U.S. Food and Drug Administration (FDA) requires DTCA to present fair and balanced information regarding drug benefits versus risks. While narrative persuasion theory suggests that narratives can enhance persuasion by facilitating message processing and reducing counter-arguing, prior assessments of the balance between drug benefits versus risk information in DTCA have largely overlooked whether the ads employ narratives and/or other evidentiary strategies that may confer a persuasive advantage. This study content analyzed narrativity in DTCA aired on television between 2003 and 2016 for four different health conditions (heart disease, diabetes, depression, and osteoarthritis). Results showed that while televised DTCA spent more time discussing drug risks than drug benefits, both narratives and factual evidence were more frequently used to communicate drug benefits than drug risks. These findings raise concerns that narratives are strategically used by DTCA to highlight drug benefits rather than drug risks, which could lead to inaccurate perceptions of drug risks among viewers.

The Third Rail of Pediatric Communication: Discussing Firearm Risk and Safety in Well-Child Exams

This research endeavors to understand how pediatricians and parents discuss - or do not discuss - firearm risks for children during well-child visits. Through individual semi-structured interviews with 16 pediatric providers and 20 parents, the research explores discursive barriers to open conversation, perspectives on anticipatory guidance, and new ideas for culturally competent messaging. The research focuses particularly on how parents' and providers' perspectives on firearm risk communication are tied to cultural norms and expectations. One salient theme that emerged is that the American Academy of Pediatrics recommendation that pediatricians ask parents about ownership status is deemed undesirable by pediatricians and parents because of the delicate intercultural setting. Born out of pediatric and parent experiences, and mindful of culturally salient barriers, this study offers alternative strategies for discussing firearm risk in well-child exams.

Narrative Voice Matters! Improving Smoking Prevention with Testimonial Messages through Identification and Cognitive Processes

Narrative messages are increasingly being used in the field of tobacco prevention. Our study is based on narrative persuasion and aims to analyze the psychological mechanisms that explain why the narrative voice is relevant to promote persuasive impact. An online experiment with a 2 (narrative voice) × 2 (message) factorial design was carried out. Participants (525 adult smokers) were randomly assigned to two experimental conditions (first-person versus third-person narrative message). To increase the external validity of the study, two different messages were used within each condition. After reading the narrative message the mediating and dependent variables were evaluated. Participants who read the narrative in the first person experienced greater identification. Moreover, mediational analysis showed that both counterarguing and cognitive elaboration played a significant role in the relationship between narrative voice, identification, and persuasive impact. This study confirm that narrative voice is not only an anecdotal formal choice but that it indirectly affects variables related to tobacco prevention, due to the fact that first-person messages activate a mechanism of affective connection with the message (increasing the identification with the protagonist) that decreases resistance to prevention (the counterarguing process) while simultaneously stimulating reflection or cognitive elaboration.