Narrative Communication Messaging in Raising Public Awareness of Type 2 Diabetes Risk – A Multi-Perspective Cartography

Abstract

Two recent studies that tested among high British adults and among Americans, reported that half of participants Abstract Objectives: Type 2 diabetes is the seventh leading cause of death and disability worldwide. Estimates suggest that by 2035, 642 million people worldwide will suffer from diabetes. Higher awareness of risks of type 2 diabetes is a prerequisite to prevent or delay the onset of diabetes but, little attention has been paid to identifying effective communication messages to raise public awareness of risks of this disease and this is the focus of this study. Methods: A conjoint based procedure facilitated an experimental design testing the power of narrative persuasion messages as driving awareness of risks of type 2 diabetes based on stability of utilities. The sample comprised 50 Americans recruited by Luc.id, Inc. Results: Similarity in response patterns to messages uncovered three mindsets, each responsive to different messages. We identified effective messages for each mindset and developed a prediction tool assigning a person/group in the population to a sample mindset. Discussion: Members of Mindset1 respond to empowering messages depicting members as having control, as able to modify their behaviors. Members of Mindset2 respond to messages presenting doctors as enhancing the health literacy of members and informing them of ways to prevent diabetes. Members of Mindset3 respond to messages presenting patients as a resource for learning, information, and support. Messages used in campaigns emerged as ineffective across mindsets Conclusion: The prediction tool assigning people to mindsets may enable professionals to detect the psychological mind-set of an individual and drive health behavior changes using effective messaging.