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Assessing the Effect of Nonvisual Information Factors in Pandemic-Related Video Communication: Randomized Controlled

Daniel Adrian Lungu1, Jo Røislien1, Siv Hilde Berg1

  • 1SHARE - Centre for Resilience in Healthcare, Department of Quality and Health Technology, Faculty of Health Sciences, University of Stavanger, Stavanger, Norway.

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Summary

Health communication videos are vital. Expert sources and calls to action boost trust and comprehension, but impact on intentions and behavior is minimal.

Keywords:
COVID-19behaviorcommunicationcomprehensioneffectexperimentintentionspandemicpolicyrisktrustvideovideo communicationvisual

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Area of Science:

  • Health Communication
  • Public Health
  • Behavioral Science

Background:

  • Videos are a key tool for public health and risk communication during pandemics.
  • Limited evidence exists on the effectiveness and determinants of pandemic-related video communication.

Purpose of the Study:

  • To evaluate the impact of non-visual information factors in video communication on audience trust, comprehension, intentions, and behavior.
  • To identify which elements of health communication videos most effectively influence audience reception and response.

Main Methods:

  • A randomized controlled trial involving 1194 participants exposed to one of twelve pandemic-related health communication videos.
  • Videos varied by topic (exponential growth, handwashing, healthcare system burden), source (expert vs. nonexpert), and inclusion of a call to action.

Main Results:

  • The topic of the video did not significantly affect outcomes.
  • Expert sources positively influenced trust, while nonexpert sources positively influenced behavior proxy.
  • A call to action significantly increased both trust and comprehension.

Conclusions:

  • Expert sources and calls to action are effective strategies for enhancing trust and comprehension in pandemic health videos.
  • The tested factors had a limited impact on audience intentions and behavior, suggesting a need for further research into other determinants.