The effectiveness of persuasive health communication techniques

Abstract

Objective: This study tests the effectiveness of Framing and Fear conditionsto change attitudes towards elective single embryo transfer (eSET) in a large, non-clinical population. Method:A repeated measures randomised control trial design was used with 632 male and female partici- pants allocated to one of two intervention groups (Framing or Fear condition) or a control group. There were two conditions in the Framing group(gain or loss frame), three conditions in the Fear group (high, medium or low fear) and two control conditions (education and non-education). Questionnaires were completed before exposure to the message (time 1) and immediately afterwards (time 2). Results: High fear (β = .637, P<0.008) and gain frame (β = .718, P<0.005) were the only significant conditions predicting hypothetical intentions towards eSET at Time 2 for the total sample. No other conditions were predictive of hypothetical intentions. Education only improved knowledge and non-education showed no changes in scores. Conclusion: These results highlight the benefits of multidisciplinary expertise in designing health promotion to reduce multiple pregnancies. Practice Implications: Findings suggest that educational material needs to be presented along- side persuasive communication techniques incorporating high fear and gain frames to help promote eSET in clinical practice.