Persuasive messages can be more effective when repeated: A comparative survey assessing a message to seek help for depression among Japanese adults

Abstract

ObjectiveTo examine whether a visually appealing design and/or repetition improve the effectiveness of depression help-seeking message. MethodsA total of 7017 Japanese adults aged 35–45 years who showed no prior help-seeking intention for depression were randomly assigned to one of three treatment groups, which was to receive a depression help-seeking message either once, twice, or never. Two weeks after the treatment, 5386 (75.8 %) completed a follow-up survey. ResultsThe proportions of participants who remembered reading the message differed significantly by the frequency of message exposure but not by the visual design of the message. Path analysis with structural equation modeling revealed that repeated exposure to the message had a significant effect on the elicitation of help-seeking intentions through enhanced message retention. ConclusionThe depression help-seeking message can elicit the intent to do so among people who otherwise lack this. Effects of the message may depend greatly on whether or not the message is memorable and carries persuasive weight with an audience. Practical implicationsRepeated message exposure may enable recipients to retain the message so that it may be used when necessary. It would be valuable to try to send messages repeatedly, with the aim of sustaining the effect of messaging over time.