COVID-19 Message Fatigue: How Does It Predict Preventive Behavioral Intentions and What Types of Information are People Tired of Hearing About?

Mengfei Guan · Yachao Li · Jessica D. Scoles · Yaguang Zhu

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Communication and COVID-19 Impact Public Relations and Crisis Communication Media Influence and Health

Abstract

This study examines the impact of message fatigue and what makes people fatigued in the context of the COVID-19 pandemic. Data collected with a Qualtrics panel (N = 744) showed that both active (i.e., reactance) and passive (i.e., inattention) resistance in message processing mediated the relationships between message fatigue and intentions to follow three types of preventive behaviors against COVID-19 (i.e., wearing masks, social distancing, and washing hands). The indirect effect of message fatigue on intention to seek COVID-19 information was explained by inattention but not reactance. Analyses of open-ended responses identified 18 types of COVID-related information that individuals were tired of hearing about. About 73.38% of participants (n = 546) reported that they were tired of hearing about at least one type of information about COVID-19, with mask-wearing being the most frequently mentioned (21.91%). The results extend existing research on message fatigue-evoked resistance to persuasion and provide practical implications for public health message design.

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2022How do information overload and message fatigue reduce information processing in the era of COVID-19? An ability–motivation approach 2023“No more COVID-19 messages via social media, please”: the mediating role of COVID-19 message fatigue between information overload, message avoidance, and behavioral intention 2024Meta-Analytic Evidence That Message Fatigue is Associated With Unintended Persuasive Outcomes 2024Field testing the transferability of behavioural science knowledge on promoting vaccinations 2023

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