Evidence-Based Health Crisis Communication: How Message Type and Presentation Format Shape Young Adults' Covid-19 Perceptions and Intentions

Grounded in the Theory of Planned Behaviour and the Health Belief Model, this study investigates how different message appeals (fear, self-benefit, other-benefit) and presentation formats (narrative, non-narrative) influence young adults’ Covid-19 protection intentions. We focus on two key mediators: perceived severity and instrumental attitudes. In a 3 (message appeal) × 2 (presentation format) between-subjects online experiment (N = 512; Germany, Jan 2022), participants were randomly assigned to view one of six explainer videos about Covid-19 protective measures. We assessed perceived severity, instrumental attitudes, and protection intentions. ANCOVAs and mediation analyses were conducted. No direct effects of message appeal or format on intentions were found. However, fear appeals significantly increased perceived severity, which in turn predicted stronger protection intentions. Moreover, a narrative presentation enhanced perceived severity and instrumental attitudes across all message types. Thus, fear appeals and narrative formats can be effective for targeting young adults. Longitudinal studies should examine the persistence of these effects and whether similar patterns emerge for other health threats.