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The Devil is in the Details: Exploring the Impact of Risk Behavior Detail (RBD) in Health Messages Targeting
Hadar Eliash-Fizik1, Nehama Lewis1, Sharon R Sznitman2
1Department of Communication, University of Haifa.
Health Communication
|January 16, 2026
Summary
Health messages detailing cannabis-impaired driving behaviors may increase risky driving intentions. High-risk audiences exposed to detailed risk behavior information showed greater intent to drive under the influence of cannabis (DUIC).
Area of Science:
- Public Health
- Health Communication
- Behavioral Science
Background:
- Health messages aim to reduce risky behaviors like driving under the influence of cannabis (DUIC).
- However, detailed descriptions of risk behaviors might inadvertently teach these behaviors.
- This is particularly concerning for high-risk audiences due to cue reactivity and observational learning principles.
Purpose of the Study:
- To investigate the impact of risk behavior detail (RBD) in health messages on DUIC intentions.
- To determine if detailed DUIC-related behaviors in messages increase engagement in DUIC among cannabis users.
Main Methods:
- An online experiment with 686 adult cannabis users (ages 18-50) who drive.
- Participants were exposed to health messages with varying levels of detail about DUIC risk behaviors (High vs. Low RBD) or a control video.
- Intentions and behaviors related to DUIC were assessed immediately and at a two-week follow-up.
Main Results:
- Exposure to High-RBD messages significantly increased DUIC intentions and behaviors.
- This effect was mediated by increased perceptions of response efficacy and self-efficacy to perform the described behaviors.
- Findings held true at both immediate and two-week follow-up assessments.
Conclusions:
- Detailed descriptions of risk behaviors in health messages can unintentionally promote those behaviors, especially among high-risk groups.
- Message design requires careful consideration to avoid increasing DUIC intentions and behaviors.
- Implications exist for public health communication strategies and responsible message design to prevent impaired driving.
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