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"I Respect Whatever Decision You Make!" How Autonomy Support and Exemplars in Short-Form Videos Influence Clinical
Ciera E Kirkpatrick1, Sisi Hu2, Yoorim Hong3
1College of Journalism & Mass Communications, University of Nebraska-Lincoln.
Health Communication
|May 1, 2025
Summary
Autonomy-supportive messages in clinical trial recruitment videos reduce psychological reactance and boost engagement. Combining this with participant stories enhances attitudes toward clinical trial participation.
Area of Science:
- Health communication
- Social media in clinical research
Background:
- Clinical trial recruitment faces challenges.
- Social media platforms are increasingly used for recruitment.
Purpose of the Study:
- To evaluate the impact of autonomy support and evidence type in social media clinical trial recruitment videos.
- To assess effects on psychological reactance, message effectiveness, attitudes, and participation intentions.
Main Methods:
- Online experiment with 606 participants viewing short-form videos.
- Manipulated autonomy support (supportive vs. non-supportive) and evidence type (exemplar vs. base-rate).
Main Results:
- Autonomy-supportive messaging reduced psychological reactance and improved message effectiveness, attitudes, engagement, and participation intentions.
- Autonomy-supportive messaging combined with participant exemplars was particularly effective.
Conclusions:
- Autonomy-supportive communication strategies are effective for social media clinical trial recruitment.
- Leveraging personal stories alongside supportive messaging can optimize recruitment efforts.
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