Scenario-Based Messages on Social Media Motivate COVID-19 Information Seeking

Sinclair, Alyssa H.; Taylor, Morgan K.; Davidson, Audra; Weitz, Joshua S.; Beckett, Stephen J.; Samanez- Larkin, Gregory R.

doi:10.1037/mac0000114

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Scenario-Based Messages on Social Media Motivate COVID-19 Information Seeking

3 2024
By Sinclair, Alyssa H. ; Taylor, Morgan K. ; Davidson, Audra ; ...
Source: J Appl Res Mem Cogn. 13(1):124-135

Public Access Version Available on: March 01, 2025, 12:00 AM

Please check back on the date listed above.

English

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Alternative Title:

J Appl Res Mem Cogn
Personal Author:

Sinclair, Alyssa H. ; Taylor, Morgan K. ; Davidson, Audra ; Weitz, Joshua S. ; Beckett, Stephen J. ; ... More +

Sinclair, Alyssa H. ; Taylor, Morgan K. ; Davidson, Audra ; Weitz, Joshua S. ; Beckett, Stephen J. ; Samanez- Larkin, Gregory R. Less -
Description:

Communicating information about health risks empowers individuals to make informed decisions. To identify effective communication strategies, we manipulated the specificity, self-relevance, and emotional framing of messages designed to motivate information seeking about COVID-19 exposure risk. In Study 1 (N=221,829), we conducted a large-scale social media field study. Using Facebook advertisements, we targeted users by age and political attitudes. Episodic specificity drove engagement: Advertisements that contextualized risk in specific scenarios produced the highest click-through rates, across all demographic groups. In Study 2, we replicated and extended our findings in an online experiment (N=4,233). Message specificity (but not self-relevance or emotional valence) drove interest in learning about COVID-19 risks. Across both studies, we found that older adults and liberals were more interested in learning about COVID-19 risks. However, message specificity increased engagement across demographic groups. Overall, evoking specific scenarios motivated information seeking about COVID-19, facilitating risk communication to a broad audience.
Keywords:

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COVID-19 Episodic Specificity Information Seeking Public Health Risk Communication Social Media
Source:

J Appl Res Mem Cogn. 13(1):124-135
Pubmed ID:

38655203
Pubmed Central ID:

PMC11034827
Document Type:

Journal Article
Funding:

75D30121P10600/CC/CDC HHSUnited States/ ; 75D30121P10600/ImCDC/Intramural CDC HHSUnited States/

75D30121P10600/CC/CDC HHSUnited States/ ; 75D30121P10600/ImCDC/Intramural CDC HHSUnited States/ Less -
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CDC Public Access
Main Document Checksum:

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urn:sha256:c281b7d67e363cc6944729b473409d09198dccc39f1ad2fc0b8056bd20b29404
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