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Communicating COVID-19 risk changes: Signalling with words, phrases, and messages.

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Government COVID-19 messages varied by pandemic stage, influencing behavior. Negative affect, assertiveness, and risk signals impacted adaptive and non-adaptive intentions, highlighting communication strategy opportunities.

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Area of Science:

  • Public Health Communication
  • Behavioral Science
  • Risk Communication

Background:

  • Governments worldwide issued public health messages during the COVID-19 pandemic.
  • Messages aimed to encourage health behaviors and manage systemic risk.
  • Understanding message evolution across pandemic stages is crucial.

Purpose of the Study:

  • To examine COVID-19 messages across the early intervention and escalation stages.
  • To assess how message perceptions and word choices influence behavior.
  • To identify effective communication strategies for public health crises.

Main Methods:

  • An experiment with 769 Australian participants in April 2020.
  • A between-subject design to evaluate curated messages from two pandemic stages.
  • Analysis of specific words and phrases for risk, warning, and behavioral response signaling.

Main Results:

  • Messages differed significantly between stages in negative affect, assertiveness, and risk.
  • Increased negative affect, assertiveness, and risk positively correlated with adaptive behavioral intentions.
  • Assertiveness also increased non-adaptive intentions, while risk indication decreased them.

Conclusions:

  • Message characteristics like negative affect, assertiveness, and risk perception significantly influence public behavior during pandemics.
  • Tailoring communication strategies to distinct pandemic phases is essential for effectiveness.
  • Optimizing signal words and phrases can enhance biological hazard communication.