Abstract
BackgroundThe effectiveness of digital health communication may be increased by enhancing autonomy supportiveness.ObjectiveThis study aimed to identify the most autonomy-supportive message frame within an intervention for increasing vegetable intake by testing the effect of the following 2 strategies: (1) using autonomy-supportive language and (2) providing choice.MethodsA Web-based 2 (autonomy-supportive vs controlling language)×2 (choice vs no choice) experiment was conducted among 526 participants, recruited via a research panel. The main outcome measures were perceived autonomy support (measured using the Virtual Care Climate Questionnaire, answered with scores 1 to 5), perceived relevance (measured with one question, answered with scores 1 to 5), and overall evaluation of the intervention (measured with 1 open-ended question, answered with scores 1 to 10).ResultsChoice had a significant positive effect on the overall evaluation of the intervention (b=.12; P=.003), whereas for participants with a high need for autonomy, there was a significant positive effect on perceived relevance (b=.13; P=.02). The positive effect of choice on perceived autonomy support approached significance (b=.07; P=.07). No significant effects on any of the three outcomes were observed for language.ConclusionsResults suggest that provision of choice rather than the use of autonomy-supportive language can be an easy-to-implement strategy to increase the effectiveness of digital forms of health communication, especially for people with a high need for autonomy.
Highlights
Digital Health Communication to Date Digital forms of health communication, for example, Web-based computer-tailored interventions, can be a cost-effective strategy for health promotion [1,2,3]
As the public health impact of digital health communication can only be maximized when we use the immense reach of the internet and optimize its efficacy, testing strategies that might increase efficacy is a priority
Health communication scholars have mainly focused on tailoring the content of digital health communication based on receivers’ current health behavior and behavioral determinants [5]
Summary
Digital Health Communication to Date Digital forms of health communication, for example, Web-based computer-tailored interventions, can be a cost-effective strategy for health promotion [1,2,3]. 1 (page number not for citation purposes) Such effect improvement may be achieved by moving beyond a focus on what health information is provided to a focus on how this information is provided. Little is known about the effect of autonomy-supportive strategies in digital forms of health communication [8]. This study aimed to identify the most autonomy-supportive message frame by testing the effects of the following 2 strategies intended to increase perceptions of autonomy support: (1) the use of autonomy-supportive language; and (2) the provision of choice, within a Web-based computer-tailored intervention aimed at increasing vegetable intake. The effectiveness of digital health communication may be increased by enhancing autonomy supportiveness
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