The choice of message and messenger to drive behavior change that averts the health impacts of wildfires: an online randomized controlled experiment.

ABSTRACT:

Background

To reduce the negative health effects from wildfire smoke exposure, effective risk and health communication strategies are vital. We estimated the behavioral effects from changes in message framing and messenger in public health messages about wildfire smoke on Facebook.

Methods

During September and October 2021, we conducted a preregistered online randomized controlled experiment in Facebook. Adult Facebook users (n = 1,838,100), living in nine wildfire-prone Western U.S. states, were randomly assigned to see one of two ad versions (narrative frame vs. informational frame) from one of two messengers (government vs. academic). We estimated the effects of narrative framing, the messenger, and their interactions on ad click-through rates, a measure of recipient info

SUBMITTER: Aminpour P 

PROVIDER: S-EPMC9756613 | biostudies-literature | 2022 Dec

REPOSITORIES: biostudies-literature