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Article Abstract
Objective: This study assesses the impact of initial messaging strategies on medication behavior in newly diagnosed hypertension patients in a hypothetical context. Applying Construal Level Theory, this study evaluated which message type-low construal (focused on how, feasibility, and concrete) or high construal (focused on why, desirability, and abstract)-is more effective.
Methods: An online quasi-experiment was performed with 1200 participants without hypertension aged 30-60. The participants were divided into two message groups, each receiving a hypothetical hypertension diagnosis during a health check-up and different medication messages tailored to construal levels.
Results: Compared to "how" messages, "why" messages significantly improved message satisfaction (F = 10.36, p = 0.001, ηp = 0.009, M (SE) = 5.25 (0.04) vs. 5.04 (0.04)) and adherence intentions (F = 7.54, p = 0.006, ηp = 0.006, M (SE) = 4.83 (0.06) vs. 4.59 (0.06)).
Conclusion: In the hypothetical scenario, patients newly diagnosed with hypertension were found to be more responsive to "why" messages and perceived a distant psychological distance to medication.
Practice Implications: To enhance adherence intentions and message satisfaction, healthcare professionals should emphasize the reasons and benefits of medication use for newly prescribed hypertension patients. Moreover, early-stage patient materials should prioritize "why" messages to improve adherence.
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| http://dx.doi.org/10.1016/j.pec.2024.108603 | DOI Listing |
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