Bridging Theory and Practice: Effective Messaging Strategies for AI Health Technology Adoption

ABSTRACT This research examines how persuasive messaging influences AI therapy adoption intentions through two integrated theoretical frameworks: affordance theory, regulatory focus theory, and self‐determination theory. We develop a conceptual framework examining the relationships among AI affordances, perspective‐taking, and behavioral intent, and investigate how message focus (prevention vs. promotion) and framing (individualistic vs. collectivistic) influence adoption intentions. Four studies test our theoretical model: Study 1 examines the mediating role of perspective‐taking; Study 2 investigates the effects of prevention versus promotion messages through regulatory focus theory; Study 3 explores the interaction between perspective‐taking and individualistic versus collectivistic framing; Study 4 examines the role of personalization via self‐determination theory. Findings demonstrate that prevention‐focused messages with individualistic framing particularly encourage prioritization of mental health and adoption of AI therapy. This research extends health marketing communication theory and provides practical guidance to developers and mental health organizations in designing effective AI therapy messaging strategies.