Abstract
Health communication promotes public and individual health. Psychophysiological indices can unveil the unconscious emotional variables that influence audience's representations of these communications. This study explored emotional and cognitive responses to health communications using implicit (psychophysiological) and explicit (self-report) measurements. Twelve communications (health prevention, personal health, public health, Covid-19) were shown to N = 19 participants, while psychophysiological (i.e. Heart Rate and Heart Rate Variability (HRV), skin conductance level and response (SCL and SCR)) and self-report (Semantic Differential and Self-Assessment Mannikin (SAM)) data were collected. Higher arousal and physiological engagement (SCL) were observed for health prevention, public and personal health communications. Lower HRV values were found for health prevention compared to crisis communication (Covid-19 stimuli), suggesting higher emotional reactions and concern for the first topic. Self-report results confirmed psychophysiological findings. Overall, using public health communication activates objective indicators about emotional reactions that have important implications for the effectiveness of the communication itself.
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