When more is not better: three common mistakes in health messaging interventions

Katherine Farrow (), Gilles Grolleau () and Naoufel Mzoughi
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Katherine Farrow: UPN - Université Paris Nanterre

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Abstract: Health messaging interventions frequently make three well-intentioned but mistaken choices in their communications strategies. To increase their persuasiveness, these messages frequently call attention to the greatest possible numbers of people engaging in undesirable behavior, victims of this behavior, and reasons why one should change the behavior. We raise recent research suggesting how and why the intuitively attractive more-is-better heuristic can be unproductive, and suggest ways to overcome these pitfalls.

Keywords: health messaging campaigns; persuasion; identifiability bias; social norms (search for similar items in EconPapers)
Date: 2019
Note: View the original document on HAL open archive server: https://hal.science/hal-02355851v1
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Published in Journal of Health Politics, Policy and Law, 2019, 45 (1), pp.143-152. ⟨10.1215/03616878-7893619⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02355851

DOI: 10.1215/03616878-7893619

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