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Updated: Oct 24, 2026

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Published on: March 24, 2023
Effect of Social Norm Messages on US Adults' Antibiotic Use Intentions
Alistair Thorpe1, Julia E Szymczak2, Emely Luhan3
1Department of Population Health Sciences, Spencer Fox Eccles School of Medicine at University of Utah, Salt Lake City, Utah, USA.
Abstract:
In this randomized survey of US adults (N = 972), public health messages explaining why antibiotics should be avoided for cold/flu symptoms reduced the desire for antibiotics for cold/flu symptoms. Social norm framing (62% do not vs 38% do) showed no significant effect on antibiotic intentions. Public communications should prioritize clear explanations.
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