Development of the cognitive-behavioral communication (CBC) framework: A novel approach for mass communication in contact tracing during infectious disease outbreaks

Abstract

The Cognitive-Behavioral Communication (CBC) Framework was developed to improve public compliance with contact tracing during infectious disease outbreaks, addressing the gaps exposed by the COVID-19 pandemic in the United States. These gaps, including public distrust, misinformation, and privacy concerns, hindered traditional contact tracing efforts. The CBC Framework integrates mass communication theories, cognitive-behavioral strategies, and AI-driven message personalization to enhance public engagement. The framework was tested through comparative field trials, with one group receiving personalized communication via the CBC model and another receiving standard public health messages. Results showed that the CBC group achieved a significantly higher compliance rate (85.6% vs. 66.4%) and a 33% reduction in privacy concerns. AI-driven messages also increased relevance over time, with 86.2% of participants reporting improved message relevance. Public trust was significantly higher in the CBC group, with positive sentiment at 67.5% compared to 45.2% in the control group. These findings have particular relevance to the U.S., where challenges like distrust and privacy concerns have impeded the effectiveness of contact tracing. The CBC Framework presents a scalable solution to improve compliance, trust, and overall public health outcomes during future outbreaks.