Persuasive health communication
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Persuasive health communication
- 1. Persuasive Online Health Communication Simone Krouwer - PhD Researcher - Communication Studies - University of Antwerp simone.krouwer@uantwerpen.be
- 2. Good old times? High trust in medical experts, media, and political institutions TV, Radio, Print
- 3. 2020 Misinformation Less trust in traditional news media, governments, medical experts Fragmented media landscape Filter Bubbles Advertising Blockers Information Overload Changes in health information seeking behaviors
- 5. Today: How to effectively design persuasive health messages (and leverage the online environment) Persuasive messages often lead to reactance: “I don’t want to be told what to think or do” 6 Resisting influence becomes easier ▹ “I just install an advertising blocker” ▹ “Wine unhealthy? Let me Google the health benefits of wine” How to avoid this reactance and resistance?
- 6. Persuasive Health Communication in 2020: 3 best practices 1. Educate, don’t persuade 2. Tell engaging stories 3. Use ingroup-members / influencers
- 8. Educate, don’t persuade Explicit advertisements…. ▹ → Reactance! “You are not going to tell me what to think or do!” ▹ Advertising avoidance, counter-arguing, skepticism…. 9
- 9. Educate, don’t persuade: Soft-persuasion techniques often lead to less defensive responses ▹ Provide content that fulfills people’s informational needs ▹ Use Native Advertising to distribute the content (e.g. branded documentaries, sponsored articles, sponsored instagram posts) 10
- 10. Example: sponsored news article 11 “Some videos have over 500 comments featuring follow-up questions like: What does it mean when there’s a smell?” Dutch diabetes foundation: “How to create a healhty pantry” - Goal: lower sugar consumption https://www.nu.nl/advertorial/advertorial-diabetesfonds/6045382/een-goed-gevulde-voorraadkast-zo- houd-je-het-gezond.html?redirect=1
- 11. Educate, don’t persuade: How to provide content that doesn’t lead to reactance? 1. Provide two-sided information 12 (Fransen et. al, 2015; Krouwer, Poels & Paulussen, 2020)
- 12. Educate, don’t persuade: How to provide content that doesn’t lead to reactance? 2. Start with an inoculation message that acknowledges that the article or video might evoke reactance. E.g. “In this video we will share the latest insights on how drinking alcohol affects your health. This might make you feel threatened in your freedom to drink whatever you want. However (...)” 13 (e.g. Richard & Banas, 2014)
- 13. Educate, don’t persuade: How to provide content that doesn’t lead to reactance? 3. Remind people that they have a choice (e.g. Miller et al. 2007; Bessarabova et al. 2017) 14 Therefore, you really should exercise to maintain your health (...) Of course, you know what works best for you. Some people decide to exercise. Some people decide not to exercise. You’re free to make your own decisions (...)
- 14. Educate, don’t persuade ▹ Use ‘native advertising’ formats that feel like media content ▹ Provide balanced information ▹ Inoculate against reactance ▹ Remind people of their freedom to make their own decisions 16
- 15. 2. Tell stories
- 16. It’s a fact: facts often don’t persuade ▹ Statistics are difficult to understand and to identify with... “A daily intake of 35 grams of red meat increases the risk of cancer by 18%” ▹ ...Evoke reactance, counterarguing, avoidance… ▸ “My 92-year old grandfather eats meat every day” ▸ “The vegan maffia strikes again!” ▹ … And often don’t lead to any change in behavior. 18
- 17. Narratives (stories): → less reactance, stronger influence on attitudes and behavior How to design persuasive stories? ▹ Transportation is key ▸ Make the story emotional ▸ Integrate the facts into the story ▸ Show the desired behavior and positive outcome ⬩ Make the person the hero, not the loser… “This is how I quitted smoking after 35 years” versus “I smoked. Now I’m suffering from lung cancer” 19 (e.g. Green & Brock, 2000; Sin, Zanna & Fong, 2004; Graaf, Sanders & Hoeken, 2016)
- 18. Narrative Persuasion: how to design persuasive stories? Similarity & identification with character ▸ “This could be me...” Opportunity: social media! ⬩ New creative storytelling formats ⬩ Targeting / personalization of stories ⬩ Online influencers 20
- 19. 3. The power of peers and influencers 21
- 20. The power of peers and online influencers Social Learning: ▹ We observe and imitate peers Influencers: ▹ Credible and relatable role models ▹ Parasocial relationship → “feels like a friend” ▹ More authentic communicators 22 (e.g. De Veirman, Hudders & Nelson, 2019; Southgate, 2017; Webel et. al., 2009)
- 21. “How to select the right influencer? “ Focus on: ▸ Credibility (trustworthiness and expertise) ▸ Attractiveness ⬩ Likeability ⬩ Similarity “Can I identify with this person”? ▸ Match between influencer and endorsement 23 (e.g. De Veirman, Hudders & Nelson; Munnukka et al., 2019; Kapitan & Silvera, 2016)
- 22. Example: #speakyourmindcampaign on TikTok 24
- 23. Persuasive Health Communication 3 best practices: 1. Educate, don’t persuade ○ Integrate your message into media content ○ Provide two-sided messages ○ Remind people of their freedom to choose ○ Inoculate against reactance 2. Use stories people can identify with 3. Use online influencers and peers
- 24. Thanks! Simone Krouwer - PhD Researcher - Communication Studies - University of Antwerp simone.krouwer@uantwerpen.be
Editor's Notes
- Goal of presentation: present soome inights on persuasive communication in a health context from scientific research
- persuasive health communication the media landscape has become quite interesting. times with only television, print and radio as the main media for mass communication are far behind us.
- the internet has completely changed people’s media consumption and also their information seeking behavior.
- the internet has also provide us many opportunities to improve our healthcare. It empowers people to work on their own health through the many mobile apps and tools that are available, for patients it has never been more easy to connect to people who are having similar health issues, and the widely available information can improve people’s health literacy, if they, of course, consume the right and trustworthy information.
- One thing hasn’t changed that much. We are still communicating to humans. Humans with their unique way of thinking, and their human biases. The only thing that the internet has done is that it has provided an infinite amount of new ways to communicate and to influence our human way of thinking, both in good and bad ways.
- This presentation centered around something that has always been around: reactance. reactance basically occurs when we feel that our freedom to do or think what we want is being threatened. So for instance when someone tries to persuade us to think or do something. We try to resist influence [example] Now one challenge these days where most of us are using internet on a daily basis, is that this avoidance and this counterarguing has in some ways become easier.
- three best practices that will help you to effectively design your persuasive health messages that do not evoke this reactance and resistnace. educate, don’t persuade Use stories, or narratives and make use of ingroup-members and influencers on social platforms
- Don’t tell people how their current behavior is wrong.
- Example; dutch diabetes fonds Goal is to lower sugar consumption. But instead of using persuasive commercials that tell people how bad sugar is, they create sponsored videos and articles that provide people information on how to live healthy.
- A two-sided advertisement includes both positive and negative elements. When people are also exposed to negative features of a product or service, they are less likely to come up with counterarguments themselves
- acknowledging to people at the beginning of the message that they might will feel resistance against the message. Study → inoculation was significantly associated with lower intention to drink alcohol via the mediated paths of threat to freedom and reactance
- Miller et al.examined the effectiveness of short postscripts provided at the end of promotional exercise messages reminding receivers of their freedom to make their own choices (e.g., “Obviously, you can make your own decisions. The choice is yours”) Their rationale behind the use of restoration postscripts was based on the notion that once reactance is experienced, restoration of freedom will manifest in one way or another; thus rather than allowing it to occur in an ill-fated capacity (e.g., direct or boomerang, source derogation), perhaps freedom could be restored through a more productive mechanism, that being the simple suggestion that the choice to act ultimately lies with the message target. Their findings supported their hypotheses such that the postscripts were successful at attenuating perceived threat as well as other indicators of reactance (e.g., anger). Miller et al.’s (2007) findings were later supported by Bessarabova and colleagues (Bessarabova et al. 2013; Bessarabova et al. 2017) in that postscripts were again effective at alleviating reactance, increasing positive attitudes, and increasing behavioral intentions after exposure to pro-recycling messages.
- Remind people of their previous successes and improtant values Jacks and O’Brien (2004) found that people who are self-affirmed are actually more open to persuasive messages, suggesting that self-affirmation may also be used to enhance rather than reduce persuasion. Take, for example, an ad that urges consumers to stop smoking. Smokers may perceive such an ad as threatening to their self-view, because it reminds them of their unhealthy behaviour. This threat may be mitigated, however, by reminding them of their previous successes or important values (Steele 1988). When people are self-affirmed, they are more open to messages that are dissonant with their attitudes and behaviour because they do not feel the need to protect their self-view. Pursuing this logic, it might be possible for advertisers to focus on enhancing consumers’ self-esteem and self-efficacy. One strategy could be to emphasize the experience and knowledge of consumers when addressing them: ‘As a mother, you know that. . .’. Indeed, several studies have shown that assigning expertise and affirming people’s positive self-views may reduce the perceptions of persuasive intent and reduce resistance (Dolinski, Nawrat, and Rudak 2001).
- In sum; don’t give people the idea that they are strongly being pushed into a certain direction, as this evokes reactance. Some ways to this are: Design your message as normal media content Provide balanced information Warn people upfront that they might feel resistance and remind them that they are still completely free to choose and in charge of their own decisions. THis perceived freedom makes people MORE open to your message.
- Narrative eprsuasion: using stories to change attitudes and behavior.
- Facts are often difficult to understand and to identify with. when people are presented with facts, they often process the message more logically, which in turn leads again to what I’ve already mentioned often: reactance.
- Don’t tell people how their current behavior is wrong. Similarity → I can be this person who is sharing
- social learning theory: people are more likely to change or modify their beliefs, attitudes, and behaviors as a function of modeling when the information source is perceived as likable and credible. Peers and relatable influencers are often seen as more credible and likable .
- ‘Parasocial relationship’ with influencer depends on: credibility, attractiveness. Make sure therre is a good match between influencer and endorsement. Some influencers endorse everything; one day they endorse mcdonalds, the next day weight loss shakes. you then don’t want to use these influencers for a campagin about body positivity....
- Mind, a non-profit that aims to empower anyone experiencing a mental health problem, launched the @speakyourmindcampaign. Using this hashtag, they encouraged people to share day-to-day challenges we’re all facing and remind loved ones how much we care about them. ☀️ Also influencers participated