April 4-6, 2024 • Hyatt Regency • Lexington, KY
Innovations in Health Communication
Innovations in Health Communication
Abstract: Optimizing the Timing of Inoculation Messages to Enhance Gen-Z Adults’ Resistance Against PMDD Podcast Misinformation
As the popularity of podcasts has increased in recent years, so too has dangerous misinformation that subverts public health plans. An increasing number of Gen-Z adults are turning to online podcasts for medical information, a trend that has sometimes resulted in the global proliferation of maladaptive behaviors and beliefs, as was evident during the Covid-19 pandemic.
Although inoculation theory and the temporal and social dimensions from the construal level theory of psychological distance have been applied to understanding these challenges, there has been limited research exploring inoculation messages within podcast settings, as well as how the timing of the message impacts its efficacy, even within a therapeutic context (Compton, 2020). Furthermore, it is unclear how the social distance between the message receiver and communicator impacts the inoculation function and belief in misinformation. Researchers need to foster a strong understanding of how the placement of protective inoculation messages within audio-based contexts, in addition to how idiosyncratic qualities of both the deceiver and truth-teller, impact the public’s perception of the information (Bowles et al., 2023).
This research gap can be seen in the context of premenstrual dysphoric disorder (PMDD), a severe form of premenstrual syndrome that exemplifies the intersection of gender and mental health issues. PMDD is known to cause significant mood fluctuations and physical symptoms, impacting the well-being of 3-8% of premenopausal women (Halbreich et al., 2003), thereby representing a critical area of health communication. To close the research gap in the PMDD context, this study investigates how the placement of a passive inoculation message 1) attenuates people’s trust in PMDD misinformation, 2) reduces people’s intent on active engagement with the content, and 3) how the social psychological distance measured through participant residency and podcast host nationality affects people’s trust in the host.
A 3 (Inoculation Placement: Start vs. Middle vs. End) x 2 (Host Nationality: British vs. American) between-subjects experimental design is employed. Gen-Z adults from student participation pools at universities in the United Kingdom and the United States are recruited as participants. For the pre-test, pre-existing knowledge of PMDD is assessed. Each participant is then randomly assigned to one of the six versions of a ‘medical health’ podcast, featuring different placements of inoculation messages and either British or American hosts. Participants are then asked to rate their perceptions of the hosts and the misinformation element, behavioral intentions, and changes to their belief in PMDD. Social distance is measured through the podcast host's nationality vs. the participant’s country of residence, meanwhile, temporal distance is measured through the placement of the inoculation message within the five-minute podcast snippet.
This project is a work in progress. Data collection is underway at the UK and US universities, after receiving ethics board and IRB approvals, respectively. Findings of this research will 1) advance inoculation and health misinformation management theory and 2) equip public health scholars and professionals in the UK and US with enhanced strategies for crafting communication campaigns that effectively bolster Gen-Z adults’ resistance against diverse health misinformation spread via podcasting platforms.
Although inoculation theory and the temporal and social dimensions from the construal level theory of psychological distance have been applied to understanding these challenges, there has been limited research exploring inoculation messages within podcast settings, as well as how the timing of the message impacts its efficacy, even within a therapeutic context (Compton, 2020). Furthermore, it is unclear how the social distance between the message receiver and communicator impacts the inoculation function and belief in misinformation. Researchers need to foster a strong understanding of how the placement of protective inoculation messages within audio-based contexts, in addition to how idiosyncratic qualities of both the deceiver and truth-teller, impact the public’s perception of the information (Bowles et al., 2023).
This research gap can be seen in the context of premenstrual dysphoric disorder (PMDD), a severe form of premenstrual syndrome that exemplifies the intersection of gender and mental health issues. PMDD is known to cause significant mood fluctuations and physical symptoms, impacting the well-being of 3-8% of premenopausal women (Halbreich et al., 2003), thereby representing a critical area of health communication. To close the research gap in the PMDD context, this study investigates how the placement of a passive inoculation message 1) attenuates people’s trust in PMDD misinformation, 2) reduces people’s intent on active engagement with the content, and 3) how the social psychological distance measured through participant residency and podcast host nationality affects people’s trust in the host.
A 3 (Inoculation Placement: Start vs. Middle vs. End) x 2 (Host Nationality: British vs. American) between-subjects experimental design is employed. Gen-Z adults from student participation pools at universities in the United Kingdom and the United States are recruited as participants. For the pre-test, pre-existing knowledge of PMDD is assessed. Each participant is then randomly assigned to one of the six versions of a ‘medical health’ podcast, featuring different placements of inoculation messages and either British or American hosts. Participants are then asked to rate their perceptions of the hosts and the misinformation element, behavioral intentions, and changes to their belief in PMDD. Social distance is measured through the podcast host's nationality vs. the participant’s country of residence, meanwhile, temporal distance is measured through the placement of the inoculation message within the five-minute podcast snippet.
This project is a work in progress. Data collection is underway at the UK and US universities, after receiving ethics board and IRB approvals, respectively. Findings of this research will 1) advance inoculation and health misinformation management theory and 2) equip public health scholars and professionals in the UK and US with enhanced strategies for crafting communication campaigns that effectively bolster Gen-Z adults’ resistance against diverse health misinformation spread via podcasting platforms.