An Investigation into Memorable Messages about COVID-19

Abstract

COVID-19 has been one of the most talked-about health threats in recent memory. Of the many messages – both good and bad – to which people are exposed, which ones are actually remembered? This study reports results of 319 people who described the COVID-19 message they found most memorable. Results indicate that people find messages about the virus, masks, and dangers of the disease most memorable. The majority of the messages came from TV news or the internet, particularly from social media. Overall, participants felt relatively positively about the messages. Memorable messages came from well-liked or trusted sources and were messages that the participant broadly agreed with (either because they already agreed or because the message changed their mind). Participants were more likely to report agreeing with the message if it produced feelings of happiness or fear and if the source of the message was seen as credible and benevolent. Future messages should focus on creating messages that provoke fear; highlight the credentials and character of the source; and are disseminated via social media and television.