When infographics work better: the interplay between temporal frame and message format in e-health communication

Area of Science:

• Health Communication
• Risk Perception
• Information Dissemination

Background:

• Understanding how message framing influences health information processing is crucial for effective public health campaigns.
• Temporal framing (short-term vs. long-term) and message format (text vs. visual) are key factors potentially affecting user engagement and message adoption.

Purpose of the Study:

• To investigate the impact of temporal frame (day vs. year) and message format (text vs. visual infographics) on users' risk perception.
• To examine how these factors influence message elaboration and the intention to disseminate health information to others.

Main Methods:

• An online experiment involving 268 undergraduate students.
• Participants were randomly assigned to one of four conditions, manipulating temporal frame and message format.
• Data collected on perceived risk, message elaboration, and sharing intention.

Main Results:

• A significant interaction effect was found for perceived risk, message elaboration, and sharing intention (p < .01 for all).
• Visual infographics were more effective in a 'day' temporal frame.
• Text-based messages demonstrated greater influence within a 'year' temporal frame.

Conclusions:

• The effectiveness of health messages depends on the interplay between temporal framing and message format.
• Tailoring message format to the temporal context can enhance risk perception, message elaboration, and dissemination intentions.