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Persuading Patients Using Rhetoric to Improve Artificial Intelligence Adoption: Experimental Study
Glorin Sebastian1, Amrita George2, George Jackson3
1Georgia Institute of Technology, Atlanta, GA, United States.
Journal of Medical Internet Research
|March 13, 2023
Summary
Rhetoric-based advertisements can boost patient adoption of artificial intelligence (AI) in healthcare. Using ethos, pathos, and logos in AI promotions effectively addresses patient concerns and enhances trust and innovativeness.
Area of Science:
- Health Informatics
- Artificial Intelligence
- Communication Studies
Background:
- Artificial intelligence (AI) offers significant potential to enhance healthcare processes by translating complex data into clinical decisions.
- Despite AI's proven efficiency, its adoption in healthcare settings remains slow due to factors like trust, privacy, and perceived novelty.
- The influence of rhetorical strategies in AI product promotion to patients has been underexplored.
Purpose of the Study:
- To investigate the effectiveness of communication strategies (ethos, pathos, logos) in overcoming barriers to AI product adoption among patients.
- To determine how different rhetorical appeals influence patient trust, innovativeness, and perception of novelty in AI healthcare products.
Main Methods:
- Experimental design involving the manipulation of communication strategies (ethos, pathos, logos) in promotional advertisements for an AI product.
- Data collection from 150 participants via Amazon Mechanical Turk, with random exposure to specific rhetoric-based advertisements.
- Statistical analysis to assess the impact of communication strategies on user trust, innovativeness, and perceived novelty.
Main Results:
- Rhetorical communication strategies significantly impact user trust, customer innovativeness, and perceived novelty, thereby improving AI product adoption.
- Pathos-based promotions enhanced AI adoption by increasing user trust and perceived novelty (P<.001).
- Ethos-based promotions boosted customer innovativeness (P<.001), while logos-based promotions alleviated trust issues (P<.001).
Conclusions:
- Rhetoric-based advertisements are effective in promoting AI products to patients in healthcare.
- Utilizing communication strategies like ethos, pathos, and logos can mitigate patient concerns regarding AI adoption in their care.
- Strategic use of rhetoric can overcome key barriers, facilitating the integration of AI into patient healthcare experiences.
Keywords:
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