Exploring the Interplay Between Message Format, Need for Cognition and Personal Relevance on Processing Messages...

Area of Science:

• Health Communication
• Psychology
• Behavioral Science

Background:

• Persuasion theories, like the Elaboration Likelihood Model, propose central and peripheral routes influenced by motivation and ability.
• Understanding factors influencing message processing is key for effective health behavior interventions.

Purpose of the Study:

• To investigate the moderating roles of need for cognition (NFC) and perceived relevance in processing physical activity messages.
• To compare the efficacy of messages optimized for central versus peripheral routes.

Main Methods:

• Fifty participants were randomized to receive either central or peripheral route-optimized messages.
• Eye-tracking measured attention (primary outcome); self-reports assessed message perceptions and persuasion (secondary outcomes).
• Moderator effects were analyzed using mixed effects and linear regression models.

Main Results:

• No significant interactions were found between message condition and NFC for any outcome.
• Personal relevance positively impacted some self-report outcomes, indicating better processing.
• A significant interaction showed higher personal relevance increased perceived behavioral control for those with high NFC.

Conclusions:

• Matching physical activity messages to individual NFC levels may not enhance intervention effectiveness.
• Message relevance is crucial for improving physical activity determinants, with a stronger effect observed in individuals with higher NFC.